Public Relations

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Public Relations

• Sometimes a PR firm can indeed shape or create a
  buzz about a product, but not always. For PR to
  work you have to have a legitimate story.
• - Dorothy Crenshaw, president of Stanton Crenshaw
  

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Public Relations (PR) v. Advertising

• Advertisinga client pays the media to run a
  message to promote a product, person, or company.
• Public Relationsgetting the media to cover a
  story about a product, person, or company.
• Advertising is the hard sell, while PR is the
  soft sell.

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Public Relations (PR)

• Creating an understanding for, or goodwill
  toward, a company, person, or product.
• You usually know when youre seeing an ad. You
  usually dont know when you are being exposed to
  PR.

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Public Relations Defined

• The art and science of building relationships
  between an organization and its key publics.

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Industry Size

• US Bureau of Labor Statistics reports that there
  are more than 120,000 public relations
  specialists in the United States.

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Who has PR People?

• Government
• Education
• Non-Profit Organizations
• Industry
• Business
• Athletic Teams and Entertainment Organizations
• International

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What Do PR People Do?

• Writing
• Editing
• Pitching
• Special Events
• Speaking
• Production
• Research
• Programming and Counseling
• Training
• Management

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Crisis PR

• Johnson Johnson (Tylenol) 1982.
• Cyanide killed 7 people near Chicago.
• Pulled product from shelf.
• Provided info to mass media.
• Surveyed public opinion.
• Rebuilt brands reputation.
• based on sound, socially responsible business
  principles, which is when public relations is
  most effective.

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Publicity

• Uncontrolled use of media by a public relations
  firm to create events and present information to
  capture press and public attention.

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Growing Industry
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Journalism and PR

• Many PR people have worked in journalism.

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• Founded in 1947
• World's largest organization for public relations
  professionals.
• 20,000 members, representing business and
  industry, technology, counseling firms,
  government, associations, hospitals, schools,
  professional services firms and nonprofit
  organizations.

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PRSA Code of Ethics

• The Public Relations Society of America (PRSA) is
  committed to ethical practices. The level of
  public trust PRSA members seek, as we serve the
  public good, means we have taken on a special
  obligation to operate ethically.
• The value of member reputation depends upon the
  ethical conduct of everyone affiliated with the
  Public Relations Society of America. Each of us
  sets an example for each other - as well as other
  professionals - by our pursuit of excellence with
  powerful standards of performance,
  professionalism, and ethical conduct.

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Press Release

• A written or recorded communication directed at
  members of the news media for the purpose of
  announcing something claimed as having news
  value.
• Designed to encourage journalists to develop
  articles on the subject

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Press Release
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Press Conference

• Media Event in which newsmakers invite multiple
  journalists to hear them speak and, most often,
  ask questions.

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Press Conference

• Two major reasons for holding a news conference
• A newsmaker who gets many questions from
  reporters can answer them all at once.
• To attract news coverage for something that was
  not of interest to journalists before.
• One or more speakers may make a statement, which
  may be followed by questions from reporters.
• Sometimes only questioning occurs.
• Sometimes there is a statement with no questions
  permitted.

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Finding a Story
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The Fall of Advertising The Rise of PR

• Al Ries
• Advertising often gets the credit for
• PR successes.
• Advertising often gets the credit for campaigns
  that don't deserve it.
• Advertising dollars cannot compensate for the
  lack of favorable PR.

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Public Relations Summary

• PR builds relationships with key publics through
  publicity and other methods.
• PR is a soft sell and difficult for media
  consumers to detect.
• Press Releases and Press Conferences are key
  tools in PR.
• PR is a growing industry.
• PR affects the media agenda.