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

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…

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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.

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 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

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