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Intro To Pr   2008   Linkedin
 

Intro To Pr 2008 Linkedin

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    Intro To Pr   2008   Linkedin Intro To Pr 2008 Linkedin Presentation Transcript

    • Public Relations Writing
      • The study of public relations at SCSU provides students with…
        • a strong liberal arts background
        • theoretical and critical thinking skills base
        • strong writing experience
        • understanding of four-step process as applied to all aspects of PR
        • campaign planning
        • technology mastery and
        • areas of employment for PR graduates.
      • Students are encouraged to …select a complementary minor; participate in the many student organizations and campus media…
      Mass Communications Department Aims* Michael D. King, MAAT, MREd, ThB Asst. Professor of Mass Communications SCSU *SCSU Catalogue 2007-2008
    • SCSU Mass Communications Department Specialization Required Courses
    • 436/536 – Public Relations Writing Course Objectives
      • Structure in which PR writing is practiced
      • Appreciate PR as relationship management
      • Working and practice knowledge of PR writing
      • PR as tactical & strategic practices; crises mgmt.
      • Using various communication vehicles to implement strategies; media relations & types of publicity
      • How to use critical thinking skills when analyzing, implementing, evaluating, and writing
    • 436/536 – Public Relations Writing Lecture Objectives
      • Understand the role and responsibilities of Public Relations Writing
      • Dispelling the myths of Public Relations
      • What is the value of Public Relations
      • Why credibility and integrity is crucial to Public Relations
    • What is Public Relations ? First World Assembly of PR 1978 – Mexico City Definition…
      • Art and social science
      • Analyzing trends and predicting their consequences
      • Counseling organizational leaders
      • Implementing planned programs of action
      • Serve both organization and public interest
    • Public Relations Society of America Definition…
      • PR is a function of management
      • Counseling at the highest level
      • Strategic planning for the organization
    • What is Public Relations ?
      • Public Relations - Responding to the expectations of those publics who can influence an organization’s operation and development
      • Harmonizing interests of an organization with publics on whom its growth depends
      • Serving as intermediary between an organization and all of that organization’s publics
      • Helping an organization tell its story
    • Responsibilities of PR Practitioner
      • Distributing information to publics
      • Researching all publics
      • Advising management
      • Helps to set policies
      • Evaluating PR program & all organizational programs for effectiveness
      • Uses and is up-to-date with new technologies to implement PR
    • Dispelling the Myths 10 Basic Principles of PR
      • PR deals with facts , not fiction
      • PR’s primary consideration is doing what is in the public’s best interest
      • Public interest must be the criteria for selecting PR programs and policies
      • PR must protect the integrity of the media channels it uses for its messages
    • Dispelling the Myths 10 Basic Principles of PR (cont.)
      • PR involves effective communication back and forth between an organization and its publics
      • PR depends on use of scientific public opinion research
      • PR practitioners must use the social sciences to understand what publics are saying and to communicate effectively with them
    • Dispelling the Myths 10 Basic Principles of PR (cont.)
      • PR requires multidisciplinary application of theories , concepts and practices
      • PR has obligation to explain problems to publics & organization before they become crises
      • PR performance should be measured by only one standard: ethical performance
    • Activities of PR
      • Press agentry – planning events
      • Promotion – opinion making
      • Publicity – info to news medium
      • Public affairs – relationship w/ government
      • Research – foundational to good PR
      • Graphic design – visually appealing & user friendly
      • Advertising – commercial time/space; PSA
      • Marketing – directed @ specific consumers
      • Merchandising – presentation & packaging of a product
    • PR Practitioner’s Job
      • More need for depth and diversity of knowledge
      • More expectation of accountability
      • Less tolerance for hype
      • Constants over time: “go-for” attitude; strategic thinking – writing – speaking and persuading; respecting deadlines ; multi-tasking
    •  
    •  
    • Main Roles of PR Practitioner The Opportunities 3 Major areas
      • Staff member in organization
        • may be specialist (healthcare, financial, educational, etc.) in one area of PR
        • likely to be “Jack/Jill of all trades” in a small organization
    • Main Roles of PR Practitioner (cont.)
      • Employee of PR agency or firm
        • may be specialist or generalist depending on size of firm
        • also involved in “sales” (keeping the client happy, generating new business, etc.)
        • often works as member of team of writers, designers, production staff who together produce a PR message
    • Main Roles of PR Practitioner (cont.)
      • Independent practitioner or counselor
        • may work on project basis or retainer
        • may perform technical tasks for clients
        • may serve as counselor to client management
    • PR: A Serious Profession?
      • Unified body of knowledge
      • Commitment to continuing education
      • Standard educational curriculum to prepare for entry into profession
      • Standardization of who enters and exits the profession ( standard licensing )
      • Shared code of ethics that guides practice
    • The Value of PR
      • PR can open and maintain dialogue between an organization and its publics.
      • PR can encourage mutual adjustment between an organization and its society.
      • PR can focus on the greater good of society , not just the narrow interests of an organization.
    • The Value of PR (cont.)
      • PR provides useful information .
      • PR can raise issues and concerns , reminding management of ethical responsibilities.
      • PR helps management formulate and advocate sound objectives .
      • PR can be a problem solver .
    • PR Practitioners…
      • Anticipate problems before they happen; respond, harmonize, and build bridges
      • Distribute information; research, advise, help set policies; continually evaluate programs and practices; effectively communicate back and forth from organizations to publics
      • Deal with fact and not fiction; put the publics interest first; protect own, publics, organizations integrity and are held more accountable
      • Involved with every aspect of the organization; have greater depth of knowledge, strategic thinkers, comfortable with multi-tasking and deadlines