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Beyond The News Release


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  • 1. Beyond the News Release: PR Tactics That Work Don Hendricks Director, University Communications Missouri State University
  • 2. What is Public Relations?
    • “ Public relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends.”
    • Effective Public Relations, 9 th edition , Cutlip, Center and Brown
  • 3. What is Public Relations?
    • My definition: Public relations focuses and effectively communicates an organization’s message to its stakeholders through a variety of means which are facilitated by cultivated relationships with news media, opinion leaders and other organizational advocates.
  • 4. PR Goals
    • Modify, motivate and reinforce behavior
    • Generate response through communication
    • Develop trust
    • Promote organizational consistency
  • 5. PR Influences on the Bottom Line
    • Awareness/recognition
      • Publicity/information transfer
    • Motivation
    • Issues anticipation
    • Opportunity identification
    • Issues management
    • Overcoming executive isolation
  • 6. PR Influences on the Bottom Line
    • Acting as a change agent
    • Achieving social responsibility
    • Advocating public policy
  • 7. PR Tactics
    • Media relations
      • News releases
      • Press conferences
      • Pitching stories, responding to requests
    • Relationship building, maintenance
      • Focus groups
      • Advisory boards
      • Face time with organizational leaders
      • Face time with media mavens/opinion leaders
  • 8. Civic Engagement Activities
    • American Democracy Project
    • Show-Me Solutions
    • Campus Compact
    • Citizenship and Service Learning
    • Public Affairs Week (students)
    • Public Affairs Conference (community)
    • Campus Volunteer Center
  • 9. People Who Need to Know
    • Community leaders
    • Legislators
    • Business leaders
    • Board of Regents
    • Parents
    • Donors
    • Your campus
  • 10. The Public Relations Advisory Team
    • The team brings together the expertise of several university offices and departments involved in shaping how the university is viewed.
      • University Communications, Publications, Photographic Services, Unit Development Directors
    • Process
      • Conduct PR assessment survey
      • Discuss survey
      • Deliver recommendations
  • 11. Public Relations Survey
    • What are your goals/objectives?
    • What tactics have you employed to achieve them?
    • How do you measure the effectiveness of those efforts?
    • Do you have an advisory group?
    • Have you identified opinion leaders in your area? If yes, how do you communicate with them?
    • What avenues are in place for community/public interaction?
    • What efforts have you undertaken regarding personal contacts with prospects (students, parents, donors, etc.)?
    • Rate the impact of your web site. (1-5) Explain.
    • Rate the impact of your publications. (1-5) Explain.
    • Rate the impact of your news coverage. (1-5) Explain.
    • How have you utilized positive news coverage in the past?
    • How are alumni involved in your activities?
    • How are faculty/staff/students utilized to help achieve your goals?
  • 12. Clients We Have Worked With
    • Center City Counseling and Practicum Clinic
    • Community and Social Issues Institute
    • Citizenship and Service Learning
    • Ozarks Environment and Water Resource Institute
  • 13. Beyond the News release
    • Promote your star people, programs and initiatives
    • Speaking engagements
    • Award recognition events
    • Use of experts as media contacts/op eds
    • Newsletters
    • Updated invitation lists
    • Athletics recognition programs
    • Leverage existing events
  • 14. Questions?
    • Don Hendricks
    • [email_address]