Guest presentation to Nora Paul's Introduction to Mass Communication at the University of Minnesota School of Journalism and Mass Communication on the Changes in the Public Relations Industry and Agency Environment. General overview course.
2. Eva Keiser, APR
− Independent Consultant, the plural i
− More than 20 years experience
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−
−
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< 15 years agency
B2B and B2C
Newspaper and broadcast outlets
Political and grassroots campaigns
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4. Traditional definition
– PR is an essential management function
that identifies, establishes and maintains
mutually beneficial relationships between
an organization and the publics upon whom
success or failure depends. PR is a planned,
deliberate, four-step process based on
ethical practice and a body of knowledge.
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6. Core concept
• Help organizations communicate to the
publics that are important to their success.
–
–
–
–
–
–
Voters
Elected Officials/Government
Businesses
Consumers
Employees
Media
• It is about relationships – creating,
nurturing and maintaining
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8. Practical definition
• Proactive management of stakeholder
perceptions of an entity.
– Change behavior, attitude or beliefs
– Reinforce behavior, attitude or beliefs
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9. Portfolio
• Use the technology and strategies (both
traditional, enhanced and new) at your
disposal to manage perceptions of “your
client.”
• Always tied back to a business objective
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16. What this means…
Information is
everywhere; more
channels
Information is free
and everyone is an
expert
Harder (and easier)
to gain exposure
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17. More “noise” to listen to – need tools to
sort through everything!
Different channels = different approaches
Reduced reliance on traditional “sources”
More “noise” to cut through
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31. Successful PR pros
•
•
•
•
•
•
Inquisitive and enjoy learning
Detail-orientated
Storytellers and communicators
Creative
Resourceful/nimble
Like to work under deadlines/pressure
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32. Today’s agency
• More than just traditional PR;
multi-discipline and multi-faceted
campaigns
• Stunts/events have turned into
integrated experiences
• Content developers AND editors/
curators
• 24x7 media monitors
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