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Public Relations Forms, example of best and worst practice
Seminar Strategic planning of marketing communication
Presenter Lyubov Sachkova
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Agenda
1. PR? Definition and Stereotypes
2. PR – activities & tools
3. Examples: Best Practices
4. Examples: Worst Practices
5. Summary – what you should have learned
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PR?
What does Public Relations actually stands for?
It is said that almost 90% of what we read in the newspapers is prepared from PR people.
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What is PR?
https://www.youtube.com/watch?v=Jmjxu5f_Bng
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Public Relations
Definitions:
“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” 2012, PRSA
“Public relations is about reputation – the result of what you do, what you say and what others say about you.” CIPR
“Public relations is the discipline that looks after an organisation's reputation. Its aim is to win understanding and support, and influence opinion and behaviour. It establishes and maintains goodwill and mutual understanding between an organisation and its publics.” CIPS
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Public Relations
Definitions:
“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” 2012, PRSA
“Public relations is about reputation – the result of what you do, what you say and what others say about you.” CIPR
“Public relations is the discipline that looks after an organisation's reputation. Its aim is to win understanding and support, and influence opinion and behaviour. It establishes and maintains goodwill and mutual understanding between an organisation and its publics.” CIPS
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PR & Stereotypes
PR people are…
Fact Fiction
Hyper-organised Outgoing
Have a TV + computer and they are constantly on
Good writers ()
Mostly women Have studied communication or PR
Workaholics
PR people in an agency are more creative than corporate PRs
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PR & Stereotypes
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What does a PR person do?
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What does a PR person do?
Image care
Networking
Communicate with the public
Ethical responsibility
Corporate Social Responsibility (CSR)
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PR Tools
External Media
Internal Media
Media Relations
Direct communication methods
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#selfie
The celebrity selfie
The Samsung in Ellen’s hand is no coincidence
Most retweeted Tweet of all times – 3M retweets that shut down Tweeter for a moment
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Photoshop Live
https://www.youtube.com/watch?v=BRAM8MpqIeA
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#myNYPD
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#McDStories
gdfgfc
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Lance Armstrong
https://www.youtube.com/watch?v=N_0PSZ59Aws
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Miley Cyrus
The controversial example
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Miley Cyrus
https://www.youtube.com/watch?v=YR7AEuynqRQ
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To sum it all up…
PR is…
PR tools are…
Some examples…
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Thank you for the attention!!!
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Sources:
PRSA : http://www.prsa.org/AboutPRSA/PublicRelationsDefined/#.U5DsdRbzRw8
CIPR: http://www.cipr.co.uk/content/about-us/about-pr
Public Relations Manager Job Description: http://www.americasjobexchange.com/public-relations-manager-job-description
PR Tools: http://www.slideshare.net/Housefull1234567890/different-tools-of-public-relations
The celebrity selfie: http://www.cbsnews.com/news/oscars-2014-ellen-degeneres-selfie-samsung-onstage-apple-iphone-backstage/
http://www.theguardian.com/film/2014/mar/04/ellens-oscars-selfie-that-went-viral-not-marketing-stunt-samsung-insists
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Sources:
The difference between PR and marketing: http://heidicohen.com/marketing-versus-pr-whats-the-difference/
#myNYPD: http://www.huffingtonpost.com/2014/04/22/mynypd-nypd-twitter_n_5193523.html
http://www.huffingtonpost.com/2014/04/28/nypd-twitter_n_5226254.html?utm_hp_ref=technology
#McDStories: http://www.huffingtonpost.com/2012/01/23/mcdstories-twitter-hashtag_n_1223678.html#s630540&title=CATE_STORM http://www.forbes.com/sites/kashmirhill/2012/01/24/mcdstories-when-a-hashtag-becomes-a-bashtag/
Lance Armstrong: http://www.theguardian.com/commentisfree/2013/jan/21/lance-armstrong-oprah-pr-disaster
Miley Cyrus: http://www.sales-and-marketing-solutions.com/twerk-marketing-lessons-from-miley-cyrus-infamous-vma-performance/ http://www.forbes.com/sites/robertwynne/2013/10/02/pr-secrets-of-miley-cyrus/