jb 2183 ch 1 what is pr

PR is...PR is...

““PR is a distinctive MANAGEMENT PR is a distinctive MANAGEMENT function which helps establish and function which helps establish and maintain mutual lines of communication, maintain mutual lines of communication, understanding, acceptance, and understanding, acceptance, and cooperation between an organization and cooperation between an organization and its publicits public

PR involves the MANAGEMENT of PR involves the MANAGEMENT of problems or issuesproblems or issues

Public Relations Society of Public Relations Society of America (PRSA)America (PRSA)

Key words to remember in Key words to remember in defining public relations are:defining public relations are:

DeliberateDeliberate PlannedPlanned PerformancePerformance Public interestPublic interest Two-way communicationTwo-way communication MANAGEMENT FUNCTIONMANAGEMENT FUNCTION

PR has a process...PR has a process...

4 steps in the PR process4 steps in the PR process

– ResearchResearch What is the problem or situation?What is the problem or situation?

– Action (planning)Action (planning) What will you do about it?What will you do about it?

– CommunicationCommunication How will you tell your audience(s)How will you tell your audience(s)

– EvaluationEvaluation Did your plan work? How well?Did your plan work? How well?

Components of PRComponents of PR

Counseling Counseling managementmanagement

Research of public Research of public opinionopinion

Media RelationsMedia Relations PublicityPublicity Employee relationsEmployee relations Community relationsCommunity relations Public affairsPublic affairs Government affairsGovernment affairs

Financial relationsFinancial relations Industry RelationsIndustry Relations Development Development (aka fund-(aka fund-

raising)raising)

Multicultural Multicultural RelationsRelations

Special eventsSpecial events Marketing Marketing

communicationscommunications

Most popular Terms for PR in Most popular Terms for PR in Fortune 500 Fortune 500

Corporate CommunicationsCorporate Communications External CommunicationsExternal Communications Public AffairsPublic Affairs CommunicationCommunication Corporate RelationsCorporate Relations Corporate Public AffairsCorporate Public Affairs

Less- flattering PR termsLess- flattering PR terms

Why and what are you doing about Why and what are you doing about it?it?

PR vs. JournalismPR vs. Journalism

Scope – Many components vs. two Scope – Many components vs. two (writing and media relations(writing and media relations

Objective – Advocates vs. objectivityObjective – Advocates vs. objectivity Audience – Mass audience vs. Audience – Mass audience vs.

defines publicsdefines publics Channels – Many vs. oneChannels – Many vs. one

PR vs. JournalismPR vs. Journalism

ScopeScope - PR practitioners have many - PR practitioners have many jobs and management skillsjobs and management skills

Publicity Publicity - Just one small aspect of PR- Just one small aspect of PR ObjectivesObjectives - Journalists provide timely, - Journalists provide timely,

accurate information to the public. PR accurate information to the public. PR also informs but also persuades people also informs but also persuades people to change behavior or maintain positive to change behavior or maintain positive behavior for an organization through a behavior for an organization through a mutually beneficial relationshipmutually beneficial relationship

PR vs. AdvertisingPR vs. Advertising

Advertising is paid, external, Advertising is paid, external, controlled, identifiable and can be controlled, identifiable and can be used as a communication tools for used as a communication tools for PR initiativesPR initiatives

PR is earned – it communicates PR is earned – it communicates through news releases, feature through news releases, feature stories, events/efforts, TV and Radio stories, events/efforts, TV and Radio appearances, etc.appearances, etc.

How PR supports marketingHow PR supports marketing((The 5The 5thth P) P)

4 P’s of marketing:4 P’s of marketing:– ProductProduct– PricePrice– PlacePlace– PromotionPromotion

– Public RelationsPublic Relations

Public relations vs. Public relations vs. marketingmarketing

PR is used to achieve a number of PR is used to achieve a number of marketing objectives:marketing objectives:– Raise awareness and develop new prospectsRaise awareness and develop new prospects– Inform and educate/Est. credibilityInform and educate/Est. credibility– Gain understanding/Build trustGain understanding/Build trust– Third party endorsementThird party endorsement– Make friendsMake friends– Give a reason to buyGive a reason to buy– Create a climate of consumer acceptanceCreate a climate of consumer acceptance

The trend...The trend...

IntegrationIntegration– Combining public relations, advertising Combining public relations, advertising

and marketing efforts to achieve and marketing efforts to achieve corporate goalscorporate goals

Keeps messages to audiences Keeps messages to audiences consistentconsistent

Global scope of PRGlobal scope of PR

3 million people worldwide in PR3 million people worldwide in PR About 200,000 in USAbout 200,000 in US One of the fastest growing industries One of the fastest growing industries

through 2007through 2007 Fortune magazine says PR is #8 on a Fortune magazine says PR is #8 on a

list of “where the best jobs are.”list of “where the best jobs are.” US has most developed PR practices US has most developed PR practices

and is a model for other countriesand is a model for other countries

Variety of OpportunitiesVariety of Opportunities

CorporationsCorporations Non-profitsNon-profits Entertainment, Sports and TravelEntertainment, Sports and Travel Government and PoliticsGovernment and Politics EducationEducation InternationalInternational

Skills NeededSkills Needed

WritingWriting ResearchResearch PlanningPlanning Problem-solvingProblem-solving Business/economics competenceBusiness/economics competence

Job levels in PRJob levels in PR

TechniciansTechnicians Specialists (Corp PR)Specialists (Corp PR) Agency Executive (Agency PR)Agency Executive (Agency PR) SupervisorsSupervisors ManagerManager DirectorDirector ExecutiveExecutive

INTERNSHIPSINTERNSHIPS

Get one (or two or three, etc.) as Get one (or two or three, etc.) as soon as possiblesoon as possible– Internship is everything in this field, Internship is everything in this field,

and leads to job opportunitiesand leads to job opportunities– Non Traditional InternshipNon Traditional Internship

Experience PaysExperience Pays

National average for experienced PR National average for experienced PR people:people:– Central States $67,000Central States $67,000– Northeast $90,100Northeast $90,100

Years of experience:Years of experience:– 21 - $155,00021 - $155,000– Less than 4 - $49,000Less than 4 - $49,000

PR Week 2007 PR Week 2007 Salary SurveySalary Survey

Value of PRValue of PR In a time when we are overwhelmed In a time when we are overwhelmed

by information, PR segments and by information, PR segments and creates specialized messages that our creates specialized messages that our audience want to or need to hear. audience want to or need to hear. This is not done without motivation. This is not done without motivation. These strategic messages create These strategic messages create relationships, educate, facilitate and relationships, educate, facilitate and ultimately help achieve the goals for ultimately help achieve the goals for companies, organizations or persons. companies, organizations or persons.