brock, larissa, kendra, eric, luke and becky. a little bit about us…
TRANSCRIPT
![Page 1: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/1.jpg)
Brock, Larissa, Kendra, Eric, Luke and Becky
![Page 2: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/2.jpg)
A little bit about us…
![Page 3: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/3.jpg)
We’re curious to find out how much or how little each of you know about PR. Come up to the front and write down one word you think is PR related.
![Page 4: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/4.jpg)
What is the world’s oldest profession?
![Page 5: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/5.jpg)
Prostitution!
![Page 6: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/6.jpg)
What is the world’s second oldest profession? …
ADVERTISING!
“The prostitute, in order to market him or herself, had to advertise.”
– Don W. Stacks, page 20, Primer of Public Relations Research
![Page 7: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/7.jpg)
What is the world’s third oldest profession? …
PUBLIC RELATIONS!
“Once the prostitutes had ‘made it’, they no longer wanted the ‘prostitute’ label and hired a public relations practitioner to change their image.”
– Don W. Stacks, page 21, Primer of Public Relations Research
![Page 8: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/8.jpg)
What is Public Relations?
A couple of wordy definitions for you…
• “Public Relations is the management of communication between an organization and its publics.” – James E. Grunig and Todd Hunt, Managing Public Relations
• “Public Relations helps an organization and its publics adapt mutually to each other.” (Public Relations Society of America, 1988)
![Page 9: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/9.jpg)
![Page 10: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/10.jpg)
Better…
“Public relations is the strategic management of relationships between an organization and its diverse publics, through the use of communication, to achieve mutual understanding, realize organizational goals, and serve the public interest.” (Flynn, Gregory & Valin, 2008)
![Page 11: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/11.jpg)
What key words and phrases are found in most definitions of public relations?
• Deliberate: intentional activities designed to influence• Planned: organized and systematic, requiring research and
analysis• Performance: based on actual policies to generate goodwill and
support• Public interest: mutually beneficial to the organization and the
public• Two-way communication: art of listening and engaging with
various publics • Management function: strategic decision making, counselling,
problem solving, management of competition and conflictPublic Relations Strategies and Tactics, Tenth Edition
![Page 12: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/12.jpg)
The “Public” Defined
• Best described as stakeholders vs. audience• Stakeholders: all the people who stand to gain
or lose by the policies and activities of a business (ie. investors, employees, customers)
• Audience: broad group of people; receivers of messages and anyone who may form an opinion
• “Public” is a narrowed, targeted group of individuals
![Page 13: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/13.jpg)
Image is something you can control.
Reputation is the gift you receive back.
“The purpose of PR is to build relationships with a variety of publics that can enhance an organization’s reputation and establish trust in its policies, products, and services.” – Public Relations Strategies and Tactics, Tenth Edition
![Page 14: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/14.jpg)
TRUST• Critical to success in public relations
Top 10 most trusted brands:1. Amazon2. Fedex3. Downy4. Huggies5. Tide6. Tylenol7. Toyota (changing?)8. WebMD (corporation which provides health information services)9. Pampers10. UPS
![Page 15: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/15.jpg)
Five Trustworthy Celebrities
Forbes Magazine, 2013Morgan Freeman
Michael J. Fox
Sandra Bullock
Betty WhiteTom Hanks
![Page 16: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/16.jpg)
In public relations, it is our job to help organizations and individuals present an image – words and actions – that is consistent with the reputation we want them to receive. We also have to monitor the opinions of various publics to understand a given reputation.
![Page 17: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/17.jpg)
Three R’s in Public Relations
• Relationship• Reputation• Response let’s talk about this
one…
![Page 18: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/18.jpg)
Recent PR Problem: Tesla Motors
• California-based company that designs, manufactures and sells electric cars and electric vehicle powertrain components
• Tesla Model S won 2013 Motor Trend Car of the Year
• In October, a video captured on a cellphone of a burning $70,000 Tesla Model S in Seattle went viral on YouTube
Tesla’s stock dropped 6.2% the day after the video was uploaded.
![Page 19: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/19.jpg)
Three Fires in Four weeks• One in Seattle after colliding with a
transport truck• One in Tennessee after the car drove
over a trailer hitch, which punctured the battery pack underneath the car
• One in Mexico after it crashed into a concrete wall
• In all three incidents, no one was injured
• Coincidence? Tesla is currently investigating.
![Page 20: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/20.jpg)
Tesla’s Response• CEO Elon Musk pushed back
aggressively against claims that the company’s vehicles are unsafe, saying that only 3 in 25,000 Teslas have caught fire and that those incidents were the result of high speed impacts
• “A gas car is five times more likely to catch fire than a Tesla.” – Elon Musk
• No recalls have been issued• Currently, Tesla’s shares are
down 9%
![Page 21: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/21.jpg)
RACE Acronym• Research – What is the problem/situation?• Action – What is going to be done about it?• Communication – How will the public be told?• Evaluation – Was the audience reached and
what was the effect?
![Page 22: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/22.jpg)
How does PR differ from Journalism?
• Journalists gather and select information to provide the public with news and information
• PR personnel not only inform but also change people’s attitudes and behaviours in order to further an organization’s goals and objectives
• Journalists write for a mass audience• PR personnel carefully target a specific audience • Journalists reach audiences through one channel –
the medium that publishes their work (print/broadcast)
• PR personnel use a variety of channels such as newspapers, magazines, newsletters, radio, television, direct mail, brochures, posters, newsletters, special events, podcasts, blogs, websites, and video postings
![Page 23: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/23.jpg)
… from marketing?• The purpose of marketing is to
sell goods and services through attractive packaging and competitive pricing
• Marketing primarily deals with product positioning and sales
• PR includes ongoing activities to ensure a company has a good public image and reputation
• Public relations’ purpose is to help the public understand a company and its products
![Page 24: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/24.jpg)
… from advertising?
• Advertising is paid space and broadcast time (simply renting space in a mass medium)
• Advertising’s primary focus is to sell goods and services
• Advertising is primarily directed to potential and current customers
![Page 25: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/25.jpg)
History
• The Ancient Greek Olympic games were promoted to enhance the aura of athletes as heroes
![Page 26: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/26.jpg)
History
• Alexander the Great publicized his battlefield victories by sending glowing reports back to the Macedonian Court
![Page 27: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/27.jpg)
History
• The Rosetta Stone was basically a publicity release touting an Egyptian pharaoh’s accomplishments
![Page 28: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/28.jpg)
Components of PR Work• Research• Media Relations• Publicity• Employee Relations • Counselling• Event Planning• Speech Writing• Media Training• Industry Relations• Community Relations• Public Affairs• Marketing Communications• Issues and Crisis Management• Government Relations and Political
Campaigns• Financial and Investor Relations
![Page 29: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/29.jpg)
What are some personal attributes and essential abilities for PR practitioners?
• Confidence• Flexibility• Research Ability• Friendliness• Curiosity• Writing Skill• Planning Expertise – must be highly
organized• Problem Solving Ability – must be
creative• Business Knowledge• Expertise in Social Media
![Page 30: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/30.jpg)
A Global Industry
It is estimated that 3 Million people worldwide practice PR as their main professional activity. – Global Alliance
![Page 31: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/31.jpg)
Careers in Public Relations and Communications
• communications officer • communications specialist • fund-raising consultant • information officer • literary agent • media co-ordinator • media relations officer • museum educator • performers agent • press secretary • public affairs officer • public relations consultant • public relations officer • publicist • publicity agent
“Over the last few years, employment in professional occupations in public relations and communications has risen significantly. The increase is due to the growth in company demand for communications in order to reach both internal and external clienteles. This significant rising trend in employment should continue over the next few years.” – Service Canada
![Page 32: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/32.jpg)
How Much Does PR Pay?
• Salaries can vary dramatically depending on experience, employer, and job function.
An entry-level PR professional can expect to start at $28,000-$32,000. – CPRS, Vancouver
Senior PR professionals can make well into six figures.
![Page 33: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/33.jpg)
Salaries
• Public Safety Education $31,358 • Marketing Communications $52,546 • Communications Specialist $59,458 • Public Relations Manager $61,942 • Freelance Writer $100,974
http://www.livingin-canada.com/salaries-for-occupations-in-public-relations.html
![Page 34: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/34.jpg)
http://www.livingin-canada.com/salaries-for-occupations-in-public-relations.html
![Page 35: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/35.jpg)
Today’s Trends in PR
• 70% of PR practitioners are women
• Men still hold the majority of upper management positions
• Outsourcing to PR firms• Social media is changing the PR
landscape• Expanded role for PR: more
than just media relations and publicity
![Page 36: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/36.jpg)
Linda Fegan
Director, Corporate Communications and Marketing- City of Cambridge
![Page 37: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/37.jpg)
A Typical Day for Linda
• Writes press releases• Writes radio advertisements and public
service announcements• Manages budgets• Meets with CEOs from a variety of
organizations• Communicates with corporate
photographers• Organizes numerous events in the city
and throughout the region• Identifies community goals and strives
to achieve them everyday
![Page 38: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/38.jpg)
Advice to students who may want to peruse a career in the communications field:
• Stick with it!• Practice writing often• Stay in-tune with current news• Never stop learning• Volunteer – establish connections• Network – relationship building• Respond to criticism and take input from
others
![Page 39: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/39.jpg)
Alicia Gies
Corporate Communications Specialist - Baffin Incorporated
![Page 40: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/40.jpg)
Her Daily Tasks
• Booking television spots• Booking interviews • Writing press releases • Making phone calls• Conducting interviews • Writing various pieces for the company• Adding information to the company’s website
![Page 41: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/41.jpg)
The Pros of Her Job
• Meeting people • Seeing your work
published• Never bored• Working with others• You can leave your work
at work• Discover your interests
![Page 42: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/42.jpg)
Damond Jamieson
Chief of Public Education- The City of Cambridge Fire Department
![Page 43: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/43.jpg)
His Daily Tasks
• Public Speaking on fire safety and emergency preparedness
• Writing news releases• Plans and organizes PR events and fundraisers• Communicates with members of the media,
such as editors and journalists• Posts news and information via social media
![Page 44: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/44.jpg)
Favourite Aspects of His Job
• Teaching children • Being a positive role
model• Passing on the
message of fire safety
• Running PR events
![Page 45: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/45.jpg)
Colleen Fitzpatrick
• Community Relations and Events Manager at CIGI
• Colleen “oversees the operations, planning and smooth execution of over 100 events a year, which includes conferences, workshops, community events and all public programming.”
![Page 46: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/46.jpg)
Colleges that offer PR programs
• Conestoga College – Doon Campus in Kitchener• 2-year diploma and 4-year co-op degree • You can bridge into the degree for a total of 5 years!
![Page 47: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/47.jpg)
Colleges
• 2-year diploma in Windsor
• 2-year diploma in Ottawa
![Page 48: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/48.jpg)
Colleges
• 3-year advanced diploma and 4-year degree in Toronto
• 3-year advanced
diploma in Oshawa
![Page 49: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/49.jpg)
Universities
• PR option for students enrolled in related communications programs (advertising, marketing and journalism) at Laurier’s Brantford Campus
![Page 50: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/50.jpg)
Universities
• 4-year Bachelor’s degree and Master of PR in Halifax, Nova Scotia
• First professional degree in public relations in Canada was established at the Mount
![Page 51: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/51.jpg)
Post-graduate PR Programs
All of these colleges/universities offer post-grad programs in PR. This means you’ll need a university degree or a diploma in a related field of study to be considered for admission into these programs.
![Page 52: Brock, Larissa, Kendra, Eric, Luke and Becky. A little bit about us…](https://reader036.vdocument.in/reader036/viewer/2022062407/56649db45503460f94aa4855/html5/thumbnails/52.jpg)
Now it’s your turn!
After class, you tell your friend you had Conestoga students come in to give you a presentation on public relations. Your friend asks, “What is public relations?”
Given what you’ve just learned, explain to them what PR is all about and give them some examples of careers in the field.
Teams of 5-6 people. Present your answer to the class. You have 10 minutes!