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Chapter 12   Public Relations
 

Chapter 12 Public Relations

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    Chapter 12   Public Relations Chapter 12 Public Relations Presentation Transcript

    • Chapter 12 – Public Relations
      While these slides were created using material from the above textbook, they are not official presentations from the publisher, Bedford/St. Martin’s. In addition, many slides may contain professor’s supplemental notes on various media topics.
    • The multibillion-dollar industry remains virtually invisible to the public, most of whom have never heard of Burson-Marstellar, Hill & Knowlton, or Ketchum.”
      -Media & Culture
    • In This Chapter…
      What Is Public Relations?
      Tools of PR Professionals
      What’s Wrong With A VNR?
      Controversy and Conflicts: PR v. The Press
      PR and Democracy
    • What Is Public Relations?
      Public Relations
      the entire range of efforts by an individual, an agency, or any organization attempting to reach or persuade audiences
      Social and cultural influence is immense.
      • PR helped convince many American businesses of the value of nurturing the public.
      • Important once America became consumer-oriented society
    • What Is Public Relations?
      Performing Public Relations:
      Writing and Editing
      Media Relations
      Special Events
      Research
      Community and Consumer Relations
      Government Relations and Lobbying
    • What Is Public Relations?
      In-House Services:
      The most common type of PR is done in-house by companies and organizations.
      A Few Big Agency Names:
      Burson-Marsteller
      Hill & Knowlton
      Ketchum
      Edelman
      Ogilvy Public Relations
      Fleishman-Hillard—St. Louis-based
    • Figure 12.1
    • Tools of PR Professionals
      Media Relations
      Work with the media to provide interview subjects, fact sheets, and sometimes event video or audio
      Internal Relations
      Work on communications within the company or organization to maintain positive relationship with employees and stakeholders
      External Relations
      Work on communications strategy to create a positive image in the eyes of consumers and people outside the company or organization
      Press Releases
      Video News Releases
      Public Service Announcements
      Press Kits
      Social Media
    • What’s Wrong With the VNR?
      The Controversy:
      It’s marketing in disguise-- parading as a legitimate news story.
      Instead of advertising—companies see newscasts as having more credibility.
      It’s a problem for local TV stations, who take a lot of videos from the “feeds”, like NBC News Channel, or CNN Newsource—many times the videos AREN’T labeled—as what happened in the pancake situation.
      The folks at home don’t know any different—like they do with advertising.
      Video News Release
      (VNR): in public relations,
      the visual counterpart to a
      press release; it pitches a
      story idea to the TV news
      media by mimicking the
      style of a broadcast news
      Report. Big company—Medialink, $37 million dollar company
      Pancakes Link
      PRWatch Link
    • Conflicts: PR v. The Press
      An Adversarial Relationship:
      • PR needs journalists for publicity, and journalism needs PR for story ideas and access.
      • Many reporters who grow tired of the news industry, end up working in public relations
      • PR folks often block access to public officials—especially if the reporter has written unfavorable about their client
      • Instead of buying ad time or space in the media, PR folks aim to get free publicity by passing the “stories” off as news
      • PR people are good at “spinning” facts a certain way, so their client appears favorably
      Flack – a
      derogatory term
      for a PR agent
    • Public Relations and Democracy
      Politicians hire PR firms to improve their images.
      Richard Nixon hired Hill & Knowlton to fix his reputation post-Watergate.
      By the time of his death in 1994, Nixon was considered revered elder statesman.
      PR campaigns that result in free media exposure raise questions regarding democracy and the expression of ideas.
      Journalists need to become less willing conduits in the distribution of publicity.
    • Web Sites To Know…
      www.prsa.org
      www.prssa.org
      www.prmuseum.com
      www.prwatch.org
      www.badpitch.blogspot.com