what do they do !? public relations specialists what do they do !? sports & entertainment...
TRANSCRIPT
Public Relations Specialists
What DO they doWhat DO they do!?!?
Sports & Entertainment MarketingMrs. Wilson
Firms vs. Departments
Some companies hire PR firms Some companies have PR departments
Public vs. Private Sector
You may work in the public sector Schools Hospitals Universities Government agencies
You may work in the private sector Businesses
What is your primary task?
Your principal task as a PR specialist is to publicize the good news about your company and its products.
Control the damage done by any bad news.
Actual Case
In 1990, traces of dangerous benzene were found in Perrier, a French water.
This prompted a nationwide recall of over 72 million bottles of Perrier.
While no one got hurt, the company suffered a tremendous image problem.
By acting quickly, and monitoring consumer responses, Perrier overcame the bad press.
Writing News Releases
News Release Prewritten story about a company that is
sent to the various media Contains information about the company’s
employees, stores, operations, products, corporate philosophy, or participation in an event or program.
Contains a certain amount of newsworthy information.
Guidelines
Gather info that is good for multiple uses
Send only important news to media
Send to all media at the same time
Should have a continuity of theme Community minded such as job training
Remember media is interested in NEWS not publicity
Avoid using the word publicity
Proper Format
Answer 5 basic questions:
1. Who said or did something?
2. What was said or what happened?
3. When was it said?
4. Where was it said?
5. Why was it said or why did it happen?
Other PR Duties
Prepare annual reports, brochures, and responses to customer inquiries
Write short feature articles for trade magazines
Develop Press Kits
Press Kits
A folder containing articles, news, press releases, feature stories, and photographs about a company
These are given to the media to assist them in reporting on the intended news item
Press Kit Examples http://ncppp.org/presskit/2003presskit.pdf http://www.digitalgrit.com/pdf/online_press_kit.p
df
Press Conference
Meeting in which media members are invited by a business or organization to hear an announcement about a newsworthy event
Include corporate changes or reorgs or product development and closings