The PR Magic                  Presented by:       Hasan Zuberi               Chief ExecutiveMomentum PR &Corporate Communi...
Profile:               Hasan Zuberi• Qualification: MBA (Marketing)• Experience:    15+ years (in PK, SG, ID & UAE)• Assoc...
What is PR ?     (participants perception)   Perhaps … …
What is PR ?                          (definition)“Any activity that promotes a positive image, fosters goodwill, orincrea...
What is PR ?                   (definition) Activities that support public recognition and respect Describes the relatio...
How it all started?                              (History)“ The history of PR is … a history of battle for what is reality...
How it all started?                   (History)PR historians say the first PR firm, the Publicity Bureauwas established in...
Public Relations versus Advertising You get others to talk about you    You say things about yourself Unpaid (free publ...
Tools of Public Relations1.   PRESS RELEASES: One page detail, what is new, different or exciting. Makes     easy for jour...
Tools of Public Relations6.    LETTERS TO THE EDITORS: an ideal approach to get your words across and to      the targeted...
PR Outlet                      #1 – Print Media • Newspapers • Magazines •Journals (Subject specific) • Newsletters • Book...
PRMedia Management Broadcast Media      Outlet      #2 – (Broadcast)• AM   • Regional• FM   •News   •Music   •Entertainmen...
PR Outlet                     #3 – Electronic Media• News• Entertainment• Religion• Music• Regional Language• Food, Health...
PR Outlet                #4 –Online Social Media           Online Social media is a direct-to person           approach th...
What statistics tells us?FACT: Just in ASIAthe internet userscomprises of 41.2 %of the total world                        ...
What statistics tells us?                                      FACT: Pakistan ranks 5th on                                ...
PR Outlet               #4 – Online / Web Media   and of course … WebsiteInformation – News & Events – Photo Gallery – Wif...
THANK YOUQuestions & Answers     0345 213 00 77   hasan@mpr.com.pk
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The PR magic

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What is PR? and how to best manage PR for maximum benefits?

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The PR magic

  1. 1. The PR Magic Presented by: Hasan Zuberi Chief ExecutiveMomentum PR &Corporate Communications-- www.mpr.com.pk --
  2. 2. Profile: Hasan Zuberi• Qualification: MBA (Marketing)• Experience: 15+ years (in PK, SG, ID & UAE)• Associations: Marketing360, MEPRA, IPRA, MAP• Worked with:• Handle/d:
  3. 3. What is PR ? (participants perception) Perhaps … …
  4. 4. What is PR ? (definition)“Any activity that promotes a positive image, fosters goodwill, orincreases sales.”In the words ofPublic Relations Society of America“Public Relations helps an organization and its policies adaptmutually to each other.”Dictionary defines it as“The art or science of establishing and promoting a favorablerelationship with the public.”
  5. 5. What is PR ? (definition) Activities that support public recognition and respect Describes the relationship between organization and public Tool to influence public opinion favorably Protects image in a moment of crisis Integral part of advocacy
  6. 6. How it all started? (History)“ The history of PR is … a history of battle for what is reality andhow people will see and understand reality” Stewart Ewen – author of PR: A Social History of spinAncient Rome: vox populi, vox Dei- “voice of peopleis the voice of God”, and res publicae “public affairs”(republic)Caesar published a daily paper called Acta Diurna“daily acts/records”, that continued for 400 yearsThe word propaganda originated in the Catholic Church … In 17thCentury, it setup its “Congregation de propaganda Fide” – “thecongregation for propagating the faith”
  7. 7. How it all started? (History)PR historians say the first PR firm, the Publicity Bureauwas established in 1900 by a group of newspapermen,with Harvard University as its first client. The term “Public Relations” was given by Edward Bernays after the World War One Ivy Lee, developed the modern news release (or press release)
  8. 8. Public Relations versus Advertising You get others to talk about you  You say things about yourself Unpaid (free publicity)  Paid (Advertisement Space) No control over the media Tight control as paid Limited creativity  Full creativity exercise
  9. 9. Tools of Public Relations1. PRESS RELEASES: One page detail, what is new, different or exciting. Makes easy for journalists to understand – most newsworthy information that can persuade key media contacts to write story with a favorable mention.2. PRESS / MEDIA KIT: includes press release, backgrounder, business card, in an eye-catching folder. The folder may also include photograph, product information sheets, biography, financial data and a list of questions you’re prepared to answer (a.k.a. Cheat sheet for Radio & TV hosts)3. NEWSLETTERS: provide short articles and practical information that is of the interest of the target audience.4. TIP SHEETS: is a page of advice or information that helps the customers.5. BYLINED ARTICLES: The advantages of writing articles about your area of expertise and persuading the editors to publish your submissions are two-fold. You can advance your agenda while arranging for your name, contacts, website and a few sentences about your business to appear at the end of the piece
  10. 10. Tools of Public Relations6. LETTERS TO THE EDITORS: an ideal approach to get your words across and to the targeted and selected audience. It can also be used to defuse crisis situation by planting positive opinion by renowned personalities.7. CELEBRITY ENDORESMENTS: Let the celebrities convey your message to the public. The celebrity to be used should be relevant and should have large- following in the respective area.8. LOBBYING: includes initiating and/or engaging the right contacts at the right time to influence the decision-makers positively. Usually done with Government & law-making bodies..9. ONLINE OUTREACH: Smart, media-savvy entrepreneurs use chat rooms, company websites, web-logs, social networking websites and other internet- based tools to launch awareness building campaigns of their companies.10. SPECIAL EVENTS: includes Fundraisers, contests, public celebrations of your company milestones such as Anniversary, book signings and client parties.11. SPEECHES & INTERVIEWS: Deliver a speech on your business to community groups, local schools or non-profit agencies. Engaging in business related interviews and opinion discussions builds the credibility.
  11. 11. PR Outlet #1 – Print Media • Newspapers • Magazines •Journals (Subject specific) • Newsletters • Books • Wire ServicesNews Release – Articles – Reviews – Interviews – Photo Coverage – Writeups
  12. 12. PRMedia Management Broadcast Media Outlet #2 – (Broadcast)• AM • Regional• FM •News •Music •Entertainment Audio Releases – Live Coverage – Telethons – Interviews – Branded Shows
  13. 13. PR Outlet #3 – Electronic Media• News• Entertainment• Religion• Music• Regional Language• Food, Health, SportsVideo Releases – Live Coverage – Telethons – Interviews – Branded Shows
  14. 14. PR Outlet #4 –Online Social Media Online Social media is a direct-to person approach that allows audiences to drive the communication with-in their communities.News Release – Articles – Reviews – Interviews – Photo Coverage – Write-ups
  15. 15. What statistics tells us?FACT: Just in ASIAthe internet userscomprises of 41.2 %of the total world FACT: More than 10% of Pakistanis are active online and makes 2.7 % of the Asian online population
  16. 16. What statistics tells us? FACT: Pakistan ranks 5th on Orkut with almost 7% users and on FaceBook it alsoFACT: Pakistan ranks 8th in the top have penetration of uptoAsian Internet countries with 17.5 8% from 200,000,000 usersmillion users worldwide
  17. 17. PR Outlet #4 – Online / Web Media and of course … WebsiteInformation – News & Events – Photo Gallery – Wife’s picture– Speeches
  18. 18. THANK YOUQuestions & Answers 0345 213 00 77 hasan@mpr.com.pk
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