What Is Pr 060404
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What Is Pr 060404

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An overview of the PR process

An overview of the PR process

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What Is Pr 060404 What Is Pr 060404 Presentation Transcript

  • What is Public Relations?
  • Public Relations…
    • Is a planned and sustained effort to establish and maintain mutual understanding between an organisation and its public - both internally and externally
    • Includes everything that is calculated to improve a mutual understanding between an organisation and everyone it comes into contact with
    • If the aim of public relations had to be summed up in only one word that word would be
    … REPUTATION .
  • Public Relations…
    • Although not an end in itself, is a management tool which must be fitted into the whole framework of an organisation’s internal policy to encourage and protect positive reputation and provide a consistent, integrated message
  • Public Relations can…
    • Provide a means of communicating with potential customers, both trade and end-users
    • Provide a means of communicating with specific market sectors
    • Allow an organisation to educate the market on the benefits of its products
    • Support above and below the line activity
    • Generate qualitative and quantitative coverage across the target market
    • Provide a means for the organisation to be a voice for the industry
    • Every activity within an organisation affects its reputation – positively or negatively
    Brand/Product identity Employees training etc Customer service Exhibitions Promotions Sponsorship Corporate identity PUBLIC RELATIONS Offices internal/external Research Media relations Advertising Newsletters Direct mail Annual report
  • Component parts of public relations programmes
    • Strategic Consultancy
    • Research & Evaluation
    • Event Management
    • Media Monitoring
    • Newsletters
    • Crisis Management
    • Sponsorship
    • Internal Communications
    • Media Relations
  • Common media relations misconceptions
    • Editorial coverage is guaranteed
    • Editorial coverage can be secured by taking an advertisement
    • Editorial coverage can be secured by taking the editor out for a long and expensive lunch
    • Editors are desperate for copy to fill their blank pages
  • Common media relations misconceptions
    • Editors will tell you if they are going to use your story
    • A press release will not be changed or shortened
    • Any publicity is good publicity
    • Client/agency controls the editor
    • Editorial can be seen prior to publication
    • Editorial coverage is “free” advertising
  • Communications methods used to educate the media Feature support News stories Industry comment One to one meetings EDITOR Letters Case histories Pictures Research Tailor-made features Targeted stories
  • The PR campaign must educate the Editors by creating and building UNIQUE SOLUTIONS EDITOR EDITORIAL COVERAGE Knowledge INFORMATION Confidence Respect Awareness
  • Only you can make PR happen!
    • The editor does not know what you know
    • Contact media with relevant information
  • PR problems
    • Deadlines
    • No guarantees
    • Misquotes
    • Interpretation
    • Rewrites
    • No pictures available
  • Types of media
    • National and international newspapers
    • Consumer magazines
    • Broadcast media
    • Business magazines
    • Trade and technical media
    • New media/On-line media
  • PR opportunities
    • Press conference
    • Press days (visits)
    • Face to face meetings
    • Exhibitions
    • Press releases
    • Personal telephone calls
    • Remember – a picture is worth a 1000 words Photography is worth the investment
  • Implementing a Media Relations programme
    • Identify business goals
    • Specify audiences
    • Identify messages/issues (including negative messages)
    • Campaigns
    • Achieve business goals
    • Evaluate