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PR Perspectives from the Field

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Presented to a PR 101 class giving students a peak into real time public relations agency perspectives using a multicultural lens.

Presented to a PR 101 class giving students a peak into real time public relations agency perspectives using a multicultural lens.

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  • McCafe House of Couture UniverSoul Circus Coors Light Drumline
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  • Transcript

    • 1. PR Perspectives from the Field Presented by:Christina C. Steed, Senior Vice President Flowers Communications Group October 17, 2012
    • 2. Today’s Topics About me Who is FCG? FCG’s Work Social Savvy Our clients Recent eventsFrequently asked PR questions Wrap-up/Q&A 2
    • 3. About Me Currently a senior vice president at Flowers Communications Group 11 year plus communications professional—began in broadcast journalism PR Week’s, “40 Under 40 Rising Star” Past employers include: GolinHarris, H + A International, Inc. and LBP Manufacturing, Inc. Developed expertise in marketing, research, fundraising, community and public relations Want to know more? Learn here: Follow me on Twitter: @ccsteed 3
    • 4. Who is FCG? • Flowers Communications Group is one of the country’s leading multicultural, integrated marketing communications companies. • We:  Are a trusted, award-winning marketing communications partner for some of the world’s most recognizable brands  Shape “total market” programs with cultural insightsFlowers Communications Group (FCG) is one of the country’s leading multicultural, integratedmarketing Utilize an integrated approach with  communications agencies. expertise in public relations, social media and marketing services  Remain a proud member of the IPREX global communication, that boasts 1,500 communicators in 115 countries  Maintain status as a certified MBE/WBE/DBE organization
    • 5. Who is FCG? • Areas of Expertise include:  Strategic Planning and Management  Campaign Ideation  Media Relations  Social Media  Consumer EngagementFlowers Community Relations Communications Group (FCG) is one of the country’s leading multicultural, integratedmarketing Creative Services  communications agencies.  Research, strategy and insights  Media Management  Issues Management
    • 6. FCG’s Approach Flexible/ Agile ic -ce nt rB randBu s Multicultural ines s Dr relevance iven 6
    • 7. Socially SavvyFlowers Communications Group (FCG) is one of the country’s leading multicultural, integratedmarketing communications agencies.
    • 8. Socially SavvyFlowers Communications Group (FCG) is one of the country’s leading multicultural, integratedmarketing communications agencies.
    • 9. Socially SavvyFlowers Communications Group (FCG) is one of the country’s leading multicultural, integratedmarketing communications agencies.
    • 10. Our Clients 10
    • 11. Recent Events Black McDonald’s Operators Association Inspiration Celebration Event https://vimeo.com/home#/home/myvideos 11
    • 12. Recent Events * * 12
    • 13. Recent Events 13
    • 14. Frequently asked PR Questions 14
    • 15. IT’S ALL IN THE NUMBERS What is PR?:  http://www.youtube.com/watch?v=UCiK5- R2c0I
    • 16. What is PR? The formal definition of PR has changed many times over the years as society evolves with the help of technological advances Earlier definitions emphasized advertising and publicity, while more modern definitions incorporate concepts of “engagement” and “relationship building” According to the Public Relations Society of America, PR is currently known as a strategic communication process that builds mutually beneficial relationships between organizations and their publics 16
    • 17. What is a press release? A story that presents the most newsworthy aspect of a product, company or service— typically written in Associated Press writing style Good press releases place the most pertinent details at the top of the release, much like the lead of a hard news story and are SEO optimized Subsequent paragraphs include supporting details about the brand, spokesperson quotations and any final information that is vital to/for the client Bad press releases Gawker’s, “PR Dummies” 17
    • 18. What’s a pitch? And how is it done? A pitch letter allows direct communication between the PR representative and the journalist It’s an opportunity to persuade the journalist/client to read the press release but more importantly, establish a relationship with them Personalize it. Keep it short. Avoid clichés Keep it light at http://99problemsbutapitchaintone.tumblr.com/ 18
    • 19. What role does social media play in PR? Though a relatively new area, social media is at the heart of many companies’ public relations and marketing initiatives It starts with developing profiles and pages on relevant networking sites Two things drive social media: original content (i.e. blogs, photos, press releases) and interactions with connections No matter the social media platform, a link back to the company’s site should always be included Headlines are extremely important, especially on Twitter. 140 characters forces you to foster a connection with the social community quickly 19
    • 20. Do I need an internship? Yes! PR is all about establishing relationships Visit DePaul Experience often for weekly postings of internships Once in your internship, value the experience. Speak up! Volunteer for tasks. Read the news and PR blogs. Be polite and ask questions! Find a mentor and make a connection. You never know who knows who to help you land your dream job 20
    • 21. Why PR as a profession? Creativity Exciting changes in the industry (multiculturalism, social media) Smart people, smart clients Change the world one pitch at a time 21
    • 22. Thank you for your time! Q&A 22

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