the pr magic
TRANSCRIPT
The PR Magic
Presented by:
Hasan ZuberiChief Executive
Momentum PR & Corporate Communications-- www.mpr.com.pk --
Profile: Hasan Zuberi• Qualification:MBA (Marketing)
• Experience: 15+ years (in PK, SG, ID & UAE)
• Worked with:
• Associations: Marketing360, MEPRA, IPRA, MAP
• Handle/d:
Perhaps … …
What is PR ? (participants perception)
In the words ofPublic Relations Society of America
“Any activity that promotes a positive image, fosters goodwill, or increases sales.”
“Public Relations helps an organization and its policies adapt mutually to each other.”
Dictionary defines it as“The art or science of establishing and promoting a
favorable relationship with the public.”
What is PR ? (definition)
Activities that support public recognition and respect
Describes the relationship between organization and public
Tool to influence public opinion favorably
Protects image in a moment of crisis
Integral part of advocacy
What is PR ? (definition)
“ The history of PR is … a history of battle for what is reality and how people will see and understand reality”
Stewart Ewen – author of PR: A Social History of spin
Ancient Rome: vox populi, vox Dei- “voice of people is the voice of God”, and res publicae “public affairs” (republic)
Caesar published a daily paper called Acta Diurna “daily acts/records”, that continued for 400 years
The word propaganda originated in the Catholic Church … In 17th Century, it setup its “Congregation de propaganda Fide” – “the congregation for propagating the faith”
How it all started? (History)
PR historians say the first PR firm, the Publicity Bureau was established in 1900 by a group of newspapermen, with Harvard University as its first client.
The term “Public Relations” was given by Edward Bernays after the World War One
Ivy Lee, developed the modern news release (or press release)
How it all started? (History)
You get others to talk about you
You say things about yourself
Public Relations versus Advertising
Unpaid (free publicity) No control over the media
Limited creativity
Paid (Advertisement Space)
Tight control as paid Full creativity exercise
Tools of Public Relations1. PRESS RELEASES: One page detail, what is new, different or exciting.
Makes easy for journalists to understand – most newsworthy information that can persuade key media contacts to write story with a favorable mention.
2. PRESS / MEDIA KIT: includes press release, backgrounder, business card, in an eye-catching folder. The folder may also include photograph, product information sheets, biography, financial data and a list of questions you’re prepared to answer (a.k.a. Cheat sheet for Radio & TV hosts)
3. NEWSLETTERS: provide short articles and practical information that is of the interest of the target audience.
4. TIP SHEETS: is a page of advice or information that helps the customers.
5. BYLINED ARTICLES: The advantages of writing articles about your area of expertise and persuading the editors to publish your submissions are two-fold. You can advance your agenda while arranging for your name, contacts, website and a few sentences about your business to appear at the end of the piece
6. LETTERS TO THE EDITORS: an ideal approach to get your words across and to the targeted and selected audience. It can also be used to defuse crisis situation by planting positive opinion by renowned personalities.
7. CELEBRITY ENDORESMENTS: Let the celebrities convey your message to the public. The celebrity to be used should be relevant and should have large-following in the respective area.
8. LOBBYING: includes initiating and/or engaging the right contacts at the right time to influence the decision-makers positively. Usually done with Government & law-making bodies..
9. ONLINE OUTREACH: Smart, media-savvy entrepreneurs use chat rooms, company websites, web-logs, social networking websites and other internet-based tools to launch awareness building campaigns of their companies.
10. SPECIAL EVENTS: includes Fundraisers, contests, public celebrations of your company milestones such as Anniversary, book signings and client parties.
11. SPEECHES & INTERVIEWS: Deliver a speech on your business to community groups, local schools or non-profit agencies. Engaging in business related interviews and opinion discussions builds the credibility.
Tools of Public Relations
PR Outlet #1 – Print Media
• Newspapers
• Magazines •Journals (Subject specific)
• Newsletters
• Books
• Wire Services
News Release – Articles – Reviews – Interviews – Photo Coverage – Writeups
Media Management (Broadcast)
• AM• Regional
• FM • News• Music• Entertainment
Audio Releases – Live Coverage – Telethons – Interviews – Branded Shows
PR Outlet #2 – Broadcast Media
• News
• Entertainment
• Religion
• Music
• Regional Language
• Food, Health, Sports
Video Releases – Live Coverage – Telethons – Interviews – Branded Shows
PR Outlet #3 – Electronic Media
PR Outlet #4 –Online Social Media
Online Social media is a direct-to person approach that allows audiences to drive the communication with-in their communities.
News Release – Articles – Reviews – Interviews – Photo Coverage – Write-ups
What statistics tells us?
FACT: Just in ASIA the internet users comprises of 41.2 % of the total world
FACT: More than 10% of Pakistanis are active online and makes 2.7 % of the Asian online population
FACT: Pakistan ranks 5th on Orkut with almost 7% users and on FaceBook it also have penetration of upto 8% from 200,000,000 users worldwide
FACT: Pakistan ranks 8th in the top Asian Internet countries with 17.5 million users
What statistics tells us?
and of course … Website
Information – News & Events – Photo Gallery – Wife’s picture– Speeches
PR Outlet #4 – Online / Web Media
