Скачать презентацию What is Public Relations PR is not Скачать презентацию What is Public Relations PR is not

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What is Public Relations? • PR is not “spin” • It’s communication informed by What is Public Relations? • PR is not “spin” • It’s communication informed by research and tailored to particular media and publics. • Some definitions of PR. . .

What is Public Relations? • Public relations is the art and science of analyzing What is Public Relations? • Public relations is the art and science of analyzing trends, predicting their consequences, counseling organization leaders, and implementing planned programs of action which will serve both the organization’s and the public interest.

What is Public Relations? • Common elements of PR definitions: • planning • management What is Public Relations? • Common elements of PR definitions: • planning • management • relationship building • monitors environment • analyzes • counsels • opinion change • two-way communication

What is Public Relations? • Other names for PR: – – – – Public What is Public Relations? • Other names for PR: – – – – Public affairs, Public information Corporate communications Community outreach Human relations Employee relations Internal relations Integrated marketing communication (IMC)

PR in the “New” Media Age • Pitching journalists AND reaching publics directly • PR in the “New” Media Age • Pitching journalists AND reaching publics directly • Using mass media AND targeted, niche media • Convergence of advertising, PR and marketing • Keywords are crucial

PR in the “New” Media Age • • • Journalists can find you Journalists PR in the “New” Media Age • • • Journalists can find you Journalists are NOT the only game in town Bloggers are important Social media is important SEO is important Press releases - not just for big news

Public Relations Writing: Informed, Versatile, Responsible • PR writers must be able to write Public Relations Writing: Informed, Versatile, Responsible • PR writers must be able to write for all types of media – Traditional media – Online media – Marketing media – Internal media • You must be versatile!

Public Relations Writing: Informed, Versatile, Responsible • Good PR requires: – Solid communication skills Public Relations Writing: Informed, Versatile, Responsible • Good PR requires: – Solid communication skills – Expertise in dealing with the news media – Knowledge of public opinion and persuasion – Constant research – Analysis based on research – Good judgment – Ability to analyze trends, predict their consequences and counsel management – Proper planning

Public Relations Workforce • Different levels of PR jobs: – Technician or specialist – Public Relations Workforce • Different levels of PR jobs: – Technician or specialist – Account manager – Director – Executive • Technicians do more tactical work, executives do more strategic work

Public Relations Workforce • From the Bureau of Labor Statistics. . . – In Public Relations Workforce • From the Bureau of Labor Statistics. . . – In 2008, there were about 275, 200 working as public relations specialists in the U. S. – 9 out of 10 PR firms have fewer than 20 employees – Avg. 34. 7 hours per week, a little higher than the national average of 33. 9. – Employment is projected to grow 24% from 2008 to 2018, compared with 11% for all industries combined.

Public Relations Salaries Employment Area Median Salary Management of companies and enterprises $55, 530 Public Relations Salaries Employment Area Median Salary Management of companies and enterprises $55, 530 Business, professional, labor, political, $55, 460 and similar organizations Advertising and related services $55, 290 Local government $51, 340 Colleges, universities, and professional schools $46, 660

More Salaries City VP PR Mgr. Atlanta New York LA DC $92, 000 $120, More Salaries City VP PR Mgr. Atlanta New York LA DC $92, 000 $120, 000 $83, 000 $82, 000 $50, 000 $62, 000 $50, 000 $56, 000 • More on entry level salaries Account Executive $33, 000 $38, 000 $39, 000

Public Relations Workforce • Corporations • PR/advertising/marketing/ communication firms • Associations, foundations, educational institutions Public Relations Workforce • Corporations • PR/advertising/marketing/ communication firms • Associations, foundations, educational institutions • Healthcare organizations • Government • Charitable, religious, social welfare organizations 40% 27% 14% 8% 6% 5%

Public Relations Workforce What do PR practitioners do all day? 1. Writing 2. Editing Public Relations Workforce What do PR practitioners do all day? 1. Writing 2. Editing 3. Media relations & placement 4. Special events 5. Speaking & talking 6. Production 7. Research 8. Planning & programming 9. Training 10. Administration

Four Models of Public Relations Press Public Two-way Agentry or Information Asymmetric Publicity Purpose Four Models of Public Relations Press Public Two-way Agentry or Information Asymmetric Publicity Purpose Two-way Symmetric Propaganda, Disseminate information Scientific persuasion Mutual understanding Two-way, but corporate interests are most important, effect is imbalanced Two-way, balanced effects between corporate and public interests Formative, evaluative of attitudes Formative, evaluative of understanding Disseminate information One-way, truth Nature of is essential communication is not essential Nature of research Little, “counting house” Little, counting articles or press mentions Where practiced Sports, Government, entertainment, non-profits, politics business Competitive Regulated business, agencies

Who are these publics anyway? • Target publics • Latent vs. Active Publics • Who are these publics anyway? • Target publics • Latent vs. Active Publics • Internal vs. External Publics

Communication Channels • Match the channel to the target public • Channels: – People Communication Channels • Match the channel to the target public • Channels: – People – Publications – Events – Websites – Direct mail – Tradeshows – TV programs – Social media