5. WHAT IS PUBLIC RELATIONS

6. PUBLIC RELATIONS Nobody can agree on what it is!

7. PUBLIC RELATIONS Nobody can agree on what it is! Even our text books disagree on who the “father of public relations” is. Inside Reporting says it’s Edward Bernays, while Telling the Story goes with Rex Harlow

8. PUBLIC RELATIONS “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” Public Relations Society of America

9. PUBLIC RELATIONS Bernays: “A public relations counsel is an applied social scientist who advises a client on the social attitudes and actions he or she must take in order to appeal to the public on which it is dependent…”

10. PUBLIC RELATIONS Harlow: “Public relations is the art and social science of analyzing trends, predicting their consequences, counseling organization leaders and implementing planned programs of action which will serve both the organization’s and public interest.”

12. LET’S GO WITH THIS “Public relations (PR) is the practice of managing the flow of information between an organization and its publics, using methods that don’t require a direct payment.”

13. WHY DO WE STUDY PR AS PART OF JOURNALISM?

14. Both begin with great writing

15. WHY DO WE STUDY PR AS PART OF JOURNALISM? Both begin with great writing Both require news judgment: I Can Never Prepare Pancakes In England

16. WHY DO WE STUDY PR AS PART OF JOURNALISM? Both begin with great writing Both require news judgment: I Can Never Prepare Pancakes In England Both are generally taught in the same school at the college level

17. WHY DO WE STUDY PR AS PART OF JOURNALISM? Both begin with great writing Both require news judgment: I Can Never Prepare Pancakes In England Both are generally taught in the same school at the college level There is a lot of movement between journalism and PR

20. WHY DO WE STUDY PR AS PART OF JOURNALISM? Both begin with great writing Both require news judgment: I Can Never Prepare Pancakes In England Both are generally taught in the same school at the college level There is a lot of movement between journalism and PR Both require you to gather information, distill it and communicate it so your audience gets it

21. WHY DO WE STUDY PR AS PART OF JOURNALISM? Both begin with great writing Both require news judgment: I Can Never Prepare Pancakes In England Both are generally taught in the same school at the college level There is a lot of movement between journalism and PR Both require you to gather information, distill it and communicate it so your audience gets it Here’s the biggest difference: journalists serve the “public” while PR serves a client

22. THE MAJOR PR AREAS

23. News media relations

24. NEWS MEDIA RELATIONS Be company spokesman

29. NEWS MEDIA RELATIONS Be company spokesman Cultivate relationships with key media at the local, state, national and international level

30. NEWS MEDIA RELATIONS Be company spokesman Cultivate relationships with key media at the local, state, national and international level Prepare and disseminate regular news items designed to build a positive image of your organization

31. NEWS MEDIA RELATIONS Be company spokesman Cultivate relationships with key media at the local, state, national and international level Prepare and disseminate regular news items designed to build a positive image of your organization Make company executives available for interviews… but first train them!

32. THE MAJOR PR AREAS News media relations Product publicity

33. PRODUCT PUBLICITY Support the marketing (advertising and paid promotions) team

34. PRODUCT PUBLICITY Support the marketing (advertising and paid promotions) team Announce new products

37. PRODUCT PUBLICITY Support the marketing (advertising and paid promotions) team Announce new products Generate favorable attention for exiting products

38. PRODUCT PUBLICITY Support the marketing (advertising and paid promotions) team Announce new products Generate favorable attention for exiting products Create new ways to use products

39. PRODUCT PUBLICITY Support the marketing (advertising and paid promotions) team Announce new products Generate favorable attention for exiting products Create new ways to use products Celebrities

41. MR. G’S CELEBS

46. THE MAJOR PR AREAS News media relations Product publicity Crisis communications

47. CRISIS COMMUNICATIONS Manage unexpected events to minimize damage to company or product reputations

48. CRISIS COMMUNICATIONS Manage unexpected events to minimize damage to company or product reputations Ensure company perspective is communicated during negative events such as product recalls, employee injuries, community protests and boycotts, fires, plant closings, layoffs….

49. THE MAJOR PR AREAS News media relations Product publicity Crisis communications Financial communications

50. FINANCIAL COMMUNICATIONS Distribute required financial reports to business media

51. FINANCIAL COMMUNICATIONS Distribute required financial reports to business media Prepare and distribute annual and quarterly reports

52. FINANCIAL COMMUNICATIONS Distribute required financial reports to business media Prepare and distribute annual and quarterly reports Investor relations

53. FINANCIAL COMMUNICATIONS Distribute require financial reports to business media Prepare and distribute annual and quarterly reports Investor relations Maintain relations with key financial reporters

54. THE MAJOR PR AREAS News media relations Product publicity Crisis communications Financial communications Executive support and speechwriting

55. EXECUTIVE SUPPORT AND SPEECHWRITING Provide CEOs and other execs with communications support

56. EXECUTIVE SUPPORT AND SPEECHWRITING Provide CEOs and other execs with communications support Arrange speech platforms and prepare speeches to influential groups

57. EXECUTIVE SUPPORT AND SPEECHWRITING Provide CEOs and other execs with communications support Arrange speech platforms and prepare speeches to influential groups Manage CEO’s community involvement

58. EXECUTIVE SUPPORT AND SPEECHWRITING Provide CEOs and other execs with communications support Arrange speech platforms and prepare speeches to influential groups Manage CEO’s community involvement Most of the high-paid help wants to build their public images

59. THE MAJOR PR AREAS News media relations Product publicity Crisis communications Financial communications Executive support and speechwriting Community relations

60. THE MAJOR PR AREAS News media relations Product publicity Crisis communications Financial communications Executive support and speechwriting Community relations Government affairs

61. AND IT OFTEN STARTS WITH…

62. ASSIGNMENT 4/24 Pages 176-181 of Inside Reporting

63. ASSIGNMENT 4/24 Pages 176-181 of Inside Reporting Write your first news release!

64. NEWS RELEASE You are the director of product communications for Mega Corporation, a video game company based in San Francisco with $1.6 billion in sale in 2011, 46% higher than 2010 You are introducing your latest game: Home School Hit Man, rated T Make up details of the game, its benefits to players Make up quotes from Reel X. Ageration, Mega’s developer of HSHM You can hire any celebrity you want to quote in the release (athlete, movie star, etc.) and make up quotes 350 words Have fun, make it lively, remember your audience