What is PR?
PR is...
“PR is a distinctive MANAGEMENT function which
helps establish and maintain mutual lines of communication, understanding, acceptance, and cooperation between an organization and its public PR involves the MANAGEMENT of problems or issues
Public Relations Society of America (PRSA)
Key words to remember in defining public relations are:
Deliberate Planned Performance Public interest Two-way communication MANAGEMENT FUNCTION
PR has a process...
4 steps in the PR process
– Research
What is the problem or situation?
– Action (planning)
What will you do about it?
– Communication
How will you tell your audience(s)
– Evaluation
Did your plan work? How well?
Components of PR
Counseling management Research of public opinion Media Relations Publicity Employee relations Community relations Public affairs Government affairs
Financial relations Industry Relations Development (aka fund-raising) Multicultural Relations Special events Marketing communications
Most popular Terms for PR in Fortune 500
Corporate Communications External Communications Public Affairs Communication Corporate Relations Corporate Public Affairs
Less- flattering PR terms
Why and what are you doing about it?
PR vs. Journalism
Scope – Many components vs. one Objective – Advocates vs. objectivity Audience – Mass audience vs. defined publics Channels – Many vs. one
PR vs. Journalism
Scope - PR practitioners have many jobs and management skills Publicity - Just one small aspect of PR Objectives - Journalists provide timely, accurate information to the public. PR also informs but also persuades people to change behavior or maintain positive behavior for an organization through a mutually beneficial relationship
PR vs. Advertising
Advertising is paid, external, controlled, identifiable and can be used as a communication tools for PR initiatives PR is earned – it communicates through news releases, feature stories, events/efforts, TV and Radio appearances, etc.
How PR supports marketing (The 5th P)
4 P’s of marketing:
– – – – Product Price Place Promotion
– Public Relations
Public relations vs. marketing
PR is used to achieve a number of marketing objectives:
– – – – – – – Raise awareness and develop new prospects Inform and educate/Est. credibility Gain understanding/Build trust Third party endorsement Make friends Give a reason to buy Create a climate of consumer acceptance
The trend...
Integration
– Combining public relations, advertising and marketing efforts to achieve corporate goals
Keeps messages to audiences consistent
Global scope of PR
3 million people worldwide in PR About 200,000 in US One of the fastest growing industries through 2007 Fortune magazine says PR is #8 on a list of “where the best jobs are.” US has most developed PR practices and is a model for other countries
Variety of Opportunities
Corporations Non-profits Entertainment, Sports and Travel Government and Politics Education International
Skills Needed
Writing Research Planning Problem-solving Business/economics competence
Job levels in PR
Technicians Specialists (Corp PR) Agency Executive (Agency PR) Supervisors Manager Director Executive
INTERNSHIPS
Get one (or two or three, etc.) as soon as possible
– Internship is everything in this field, and leads to job opportunities – Non Traditional Internship
Experience Pays
National average for experienced PR people:
– Central States $67,000 – Northeast $90,100
Years of experience:
– 21 - $155,000 – Less than 4 - $49,000
PR Week 2007 Salary Survey
Value of PR
In a time when we are overwhelmed by information, PR segments and creates specialized messages that our audience want to or need to hear. This is not done without motivation. These strategic messages create relationships, educate, facilitate and ultimately help achieve the goals for companies, organizations or persons.