Beyond The News Release2
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Beyond The News Release2






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Beyond The News Release2 Presentation Transcript

  • 1. Beyond the News Release: PR 101 for business professionals Don Hendricks, APR 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. Public Relations is Not…
    • Marketing
    • Spin
    • Unethical or dishonest
  • 5. PR Goals
    • Modify, motivate and reinforce behavior
    • Generate response through communication
    • Develop trust
    • Promote organizational consistency
  • 6. PR Influences on the Bottom Line
    • Awareness/recognition
      • Publicity/information transfer
    • Motivation
    • Issues anticipation
    • Opportunity identification
    • Issues management
    • Overcoming executive isolation
  • 7. PR Influences on the Bottom Line
    • Acting as a change agent
    • Achieving social responsibility
    • Advocating public policy
    • The best public relations is good organizational policy and practice
  • 8. Public Relations Practice
    • Internal communications
    • External communications
    • Media relations
    • Crisis communication
    • Governmental relations
    • Reputation management
  • 9. Human Nature
    • Basic human nature does not change
    • Communication is a tool, not the goal
    • Too much communication leads to difficulty making decisions
  • 10. Become a Human Nature Expert
    • How will people react emotionally?
    • Ten percent of function comes from the logical/data part of brain
    • Ninety percent based on emotion or experience
  • 11. The Challenge
    • Arm yourself with the reality of human nature
    • Learn how to make illogical decisions
  • 12. Putting the Public(s) into PR
    • No such thing as the general public
    • Find out who your opinion leaders are and involve/educate them
  • 13. People Who Need to Know
    • Community leaders
    • Legislators
    • Business leaders
    • Board of Directors
    • Employee’s families
    • Key influencers/opinion leaders
    • Your own organization
  • 14. The Process
    • Research
    • Planning
    • Implementation
    • Evaluation
  • 15. The Process
    • Goals
    • Objectives
    • Strategies
    • Tactics
  • 16. 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
  • 17. 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?
    • Rate the impact of your web site.
    • Rate the impact of your publications.
    • Rate the impact of your news coverage.
    • How have you utilized positive news coverage in the past?
    • How are stakeholders involved in your activities?
  • 18. Working with the Media
    • Working with the media is a two-way relationship
    • Preparation increases your chances of being effective
    • Identify potential issues early and develop strategies to resolve them
  • 19. Beyond the News release
    • Celebrate success
    • Promote your star people, programs and initiatives
    • Leverage speaking engagements
    • Award recognition events
    • Use of experts as media contacts/op eds
    • Newsletters
    • Utilize new media where it makes sense
    • Leverage existing events/activities
  • 20. Questions?
    • Don Hendricks
    • [email_address]