PR/ADV

WHAT IS PR?

• Public Relations

• The art or science of establishing and promoting a favorable relationship with the public.

• The methods and activities employed to establish and promote a favorable relationship with the public.

• The degree of success obtained in achieving a favorable relationship with the public.

• Public relations arrived with the development of mass media.

• Competition is key.

WHAT PR IS NOT – AS TOLD BY FORBES

• We don’t buy ads.

• We don’t write stories for reporters

• We don’t put up billboards.

• We don’t come up with catchy phrases to make people buy more products they probably don’t need.

AS TOLD BY FORBES

• PR agencies, as opposed to advertising agencies, promote companies or individuals via editorial coverage.

• This is known as “earned” or “free” media — stories appearing on websites, newspapers, magazines and TV programs — as compared to “paid media” or advertisements.

• PR agencies and advertising agencies share the same goals: promoting clients and making them seem as successful, honest, important, exciting or relevant as possible.

AS TOLD BY FORBES

• But the paths to creating awareness are vastly different.

• Most people understand advertising is paid for by the client and should be viewed with skepticism.

• Articles or TV appearances in respected publications have the advantage of third-party validation and are generally viewed more favorably.

AS TOLD BY WISEGEEK.COM

• PR is a way for companies, organizations or people to enhance their reputations.

• This task typically is performed by public relations professionals or PR firms on behalf of their clients.

• PR usually involves communicating with the media and through the media to present the clients in the most favorable way possible.

• It also often involves cooperative efforts with other people and organizations to create good will within the community and enhance the client's image.

IMAGE IS IMPORTANT

• The business world can be extremely competitive.

• Companies typically want to have something that makes them stand out from the crowd, something that makes them more appealing and interesting to both members of the public and the media.

• A favorable image can help increase a company's sales, and negative publicity can damage a company's reputation and decrease sales.

PR DEPARTMENTS

• PR can give consumers and the media a better understanding of how a company works.

• Within a company, a PR department might also be called a public information department or a customer relations department.

• These departments assist customers if they have any problems with the company.

• They usually try to show the company at its best. PR departments also might conduct research to learn how satisfied customers are with the company and its products.

TOOLS USED

• There are many tools and methods that a public relations department can use to enhance a company's image.

• The tools that have been traditionally used include news releases and announcements that are sent to the media, newsletters that are sent to customers and appearances at public events, such as trade shows or conventions.

• With the proliferation of the Internet, PR departments now can also use tools such as blogs and social media networks to accomplish their goals.

PROVIDING A POSITIVE SPIN

• Many people have the perception of PR as a way to "spin" news and information, which means to portray the news or information in the best possible way for the company.

• For example, if a company announces layoffs, its PR department might claim that the company is lowering its costs and making itself more efficient, so it will be better able to serve its customers and offer lower prices.

• As long as those things are true, then the PR department is doing its job of protecting its reputation and image.

• Stretching the truth to create a positive spin, however, can end up being detrimental to the company if exaggerations or even half-truths are exposed.

EXAMPLES

• Tylenol

• Oreo

• BP

• Delta

WORKING IN PR

• There are certain skills that are helpful for people who work in public relations.

• These include a high level of communication skills, both written and verbal.

• A PR person also must be adept at multitasking and time management.

• He or she might have some form of media background or training to understand how the media works.

WORKING IN PR

• Organizational and planning skills also are important in public relations.

• A PR employee must be able to work well under pressure.

• He or she must have the ability to answer a barrage of questions from the media and members of the public, if necessary.

• If a company comes under a verbal attack, it is the PR department that must take control of the situation.

• The PR department must effectively respond to the criticism to protect the company’s reputation.

A FEW THINGS THAT ARE EXPECTED OF PR

• Write and distribute press releases

• Speech writing

• Write pitches (less formal than press releases) about a firm and send them directly to journalists

• Create and execute special events designed for public outreach and media relations

• Conduct market research on the firm or the firm’s messaging

• Social Media Manager

• Expansion of business contacts via personal networking or attendance and sponsoring at events

• Copy writing and blogging for the web (internal or external sites)

• Crisis public relations strategies

• Social media promotions and responses to negative opinions online

ADVERTISING

• The activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media.

• The business of designing and writing advertisements.

• To make public announcement of, especially to proclaim the qualities or advantages of (a product or business) so as to increase sales.

• To make known; call attention to.

PR VS ADV

• Advertising: The paid, public, non-personal announcement of a persuasive message by an identified sponsor; the non-personal presentation or promotion by a firm of its products to its existing and potential customers.

• Marketing: The systematic planning, implementation and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products.

ADVERTISING

• Advertising is a single component of the marketing process.

• It's the part that involves getting the word out concerning your business, product, or the services you are offering.

• It involves the process of developing strategies such as ad placement, frequency, etc.

WHAT IT INCLUDES

• Advertising includes the placement of an ad in such mediums as newspapers, direct mail, billboards, television, radio, and of course the Internet.

• Advertising is the largest expense of most marketing plans, with public relations following in a close second and market research not falling far behind.

• Advertising is a form, either written or orally, that attempts to sell something whether it is an product or particular view.

ADV COMMUNICATION IS CHANGING

• Advertising also has a history of being considered a one-way form of marketing communication where the message receiver (i.e., target market) is not in position to immediately respond to the message.

• PR has always been a two-way street.

• Adv is beginning to follow.

WHAT YOU NEED TO KNOW ABOUT BOTH

• Target Audience

• Service/Product

• Analysis

• Evaluation

• Addressing the Issue

• What needs to change?

PROJECT: PR/ADV

• Begin by pulling on one shoe of each.

• Evaluate the problem

• The audience – targeted and otherwise (Need/Want)

• Flaw in service/product?

• Other aspects: location/history/culture/etc. etc.

PR: LOGO/ MOTTO

• Service/Product

• Develop a campaign – Online and otherwise

• Give me a 4 weeks plan

• Analysis report

• Plan

• Evaluation

• 1 memo/ 1 press release/ 1 vine/ Live Tweet/ 1 Instagram/ 1 Big aspect – character/plot/empathy

ADV: BRAND

• They’re at the door – now entice them

• Combos? Membership? Sale? Limited offers?

• Within the allotted 4 weeks, what results are you expecting?

• 1 billboard/ 1 radio/ 1 online/ 1 commercial

TOTAL “ASSIGNMENTS” = 13

• Due Wednesday the 13th

• Final Quiz on Friday the 15th

• Last day to make up assignments/ quizzes Monday the 11th

• Follow the Calendar

• Grades Due on the 16th for me

• Today: Figure out groups

• Wednesday: Pick a company