PR - definitions, forms, examples of best and worst practices

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PR - definitions, forms, examples of best and worst practices

  1. 1. Public Relations Forms, example of best and worst practice Seminar Strategic planning of marketing communication Presenter Lyubov Sachkova
  2. 2. Agenda 1. PR? Definition and Stereotypes 2. PR – activities & tools 3. Examples: Best Practices 4. Examples: Worst Practices 5. Summary – what you should have learned
  3. 3. PR?  What does Public Relations actually stands for?  It is said that almost 90% of what we read in the newspapers is prepared from PR people.
  4. 4. What is PR?  https://www.youtube.com/watch?v=Jmjxu5f_Bng
  5. 5. Public Relations  Definitions:  “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” 2012, PRSA  “Public relations is about reputation – the result of what you do, what you say and what others say about you.” CIPR  “Public relations is the discipline that looks after an organisation's reputation. Its aim is to win understanding and support, and influence opinion and behaviour. It establishes and maintains goodwill and mutual understanding between an organisation and its publics.” CIPS
  6. 6. Public Relations  Definitions:  “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” 2012, PRSA  “Public relations is about reputation – the result of what you do, what you say and what others say about you.” CIPR  “Public relations is the discipline that looks after an organisation's reputation. Its aim is to win understanding and support, and influence opinion and behaviour. It establishes and maintains goodwill and mutual understanding between an organisation and its publics.” CIPS
  7. 7. PR & Stereotypes  PR people are… Fact Fiction Hyper-organised Outgoing Have a TV + computer and they are constantly on Good writers () Mostly women Have studied communication or PR Workaholics PR people in an agency are more creative than corporate PRs
  8. 8. PR & Stereotypes
  9. 9. What does a PR person do?
  10. 10. What does a PR person do?  Image care  Networking  Communicate with the public  Ethical responsibility  Corporate Social Responsibility (CSR)
  11. 11. PR Tools  External Media  Internal Media  Media Relations  Direct communication methods
  12. 12. #selfie  The celebrity selfie  The Samsung in Ellen’s hand is no coincidence  Most retweeted Tweet of all times – 3M retweets that shut down Tweeter for a moment
  13. 13. Photoshop Live  https://www.youtube.com/watch?v=BRAM8MpqIeA
  14. 14. #myNYPD
  15. 15. #McDStories  gdfgfc
  16. 16. Lance Armstrong  https://www.youtube.com/watch?v=N_0PSZ59Aws
  17. 17. Miley Cyrus  The controversial example
  18. 18. Miley Cyrus  https://www.youtube.com/watch?v=YR7AEuynqRQ
  19. 19. To sum it all up…  PR is…  PR tools are…  Some examples…
  20. 20. Thank you for the attention!!!
  21. 21. Sources:  PRSA : http://www.prsa.org/AboutPRSA/PublicRelationsDefined/#.U5DsdRbzRw8  CIPR: http://www.cipr.co.uk/content/about-us/about-pr  Public Relations Manager Job Description: http://www.americasjobexchange.com/public-relations-manager-job-description  PR Tools: http://www.slideshare.net/Housefull1234567890/different-tools-of-public- relations  The celebrity selfie: http://www.cbsnews.com/news/oscars-2014-ellen-degeneres- selfie-samsung-onstage-apple-iphone-backstage/ http://www.theguardian.com/film/2014/mar/04/ellens-oscars-selfie-that-went- viral-not-marketing-stunt-samsung-insists
  22. 22. Sources:  The difference between PR and marketing: http://heidicohen.com/marketing-versus-pr-whats-the-difference/  #myNYPD: http://www.huffingtonpost.com/2014/04/22/mynypd-nypd- twitter_n_5193523.html http://www.huffingtonpost.com/2014/04/28/nypd- twitter_n_5226254.html?utm_hp_ref=technology  #McDStories: http://www.huffingtonpost.com/2012/01/23/mcdstories-twitter- hashtag_n_1223678.html#s630540&title=CATE_STORM http://www.forbes.com/sites/kashmirhill/2012/01/24/mcdstories-when-a-hashtag- becomes-a-bashtag/  Lance Armstrong: http://www.theguardian.com/commentisfree/2013/jan/21/lance-armstrong- oprah-pr-disaster  Miley Cyrus: http://www.sales-and-marketing-solutions.com/twerk-marketing- lessons-from-miley-cyrus-infamous-vma-performance/ http://www.forbes.com/sites/robertwynne/2013/10/02/pr-secrets-of-miley-cyrus/

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