What is public relations?Stuart Bruce, Managing Director

@stuartbruce

@stuartbruce #SAScon

What is public relations?

Public relations is about reputation - the result of what you do, what you say and what

others say about you

@stuartbruce #SAScon

What is public relations?Public relations is the discipline

which looks after reputation, with the aim of earning understanding

and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill

and mutual understanding between an organisation and its

publics.

@stuartbruce #SAScon

Setting objectives•Business objectives

•Communications objectives

•KPIs

@stuartbruce #SAScon

What does a public relations consultancy actually do?

• Provide strategic communications counsel

• Implement media neutral communications tactics

@stuartbruce #SAScon

Examples of implementation

• Online and offline communications audits• Message development• Influencer relations – mainstream media, bloggers etc• Community management• Copywriting – news releases, blog posts, articles etc• Events – news conferences, blogger meet-ups, exhibitions,

photo calls etc• Website and blog build• Social media newsrooms• Video production• Email newsletters• Measurement and evaluation

Public relations people

Core team• Account director – sets

strategy and plan, leads teams

• Account manager – implements plan and supports team

• Account executive – day-to-day implementation

Specialist support• Video producer• Developer• Graphic designer• Photographer• Journalist/copywriter

@stuartbruce #SAScon

Core public relations skills

• Communications strategy• Writing• PhotoShop• WordPress• Basic coding• Video production• Project planning