Ouhk comm6005 lecture 2 professional image of pr practitioner
DA010 - Professional Diploma in Public Relations - COMM6005EP Public Relations Presentation and Communication Skills (2011/10) Lecture 2 Profession image of a PR practitionerDeveloped and Presented byRoy Ying, Msc., B.Comm.Note: Pictures used in this power point fileis for academic Purpose only
Table of Content• Who classifies as a PR practitioner?• How should a PR professional look like? Differences for agency, in-house, and spokespersons• Core competence and skills required• Corporate guidelines, dress codes and lines to take• Tutorial: Group exercise in discussing desirable images for PR professionals in line with corporate PR objectives
What is a PR practitioner?• A person who is concerned in bringing people together in understanding through communication.• The duties of a PR practitioner includes; consulting, industry affairs, corporate advertising, employee communication and organization of special events.
What do they do?• Consulting• Community involvement Class discussion: Class discussion: Can you Can you• Internal communication identify a identify a• Industry or public affairs specific job specific job• Media liaison duty in each of duty in each of the function? the function?• Corporate branding• Organizing of special events• Crisis communication
Entry requirements?The key attributes are:• People orientated, with leadership abilities.• Knowledge of human relations and oral and written communication skills as well as an understanding of the characteristics of the population groups of the country.• Good command of at least two of the countrys official languages, although knowledge of more languages is recommended. Good business sense is needed to plan and execute campaigns.
Duties of a PR practitioner?The tasks, roles and responsibilities of a PR practitioner include :• Media monitoring and clippings• Media liaison/relations• Drafting of press releases, speeches and other material• Editorial• Research• Prepare monthly activity reports Class discussion: Class discussion:• Media kits Is that all? Is that all?• Creative Brainstorming Can you think Can you think• Follow ups (Stories, attendance) of some more? of some more?• Contact meetings and reports• Preparations of agenda• Strategic counsel• Proposals• Translations
How should a PR look like?• In-house: Quince Chong Director of Corporate Affairs
How did she take the PR top job?• Overseeing the airlines activities in government relations, communications and environmental affairs.• 1998 - Manager Corporate Communication• 2000 - General Manager Inflight Services• 2004 - Director Service Delivery, Director of Cathay Pacific Catering Services (HK) Ltd and Chairman of Vogue Laundry Service Ltd and Hong Kong Airport Services Ltd.
How should a PR look like?• Darryl Chan Press Secretary to Chief Secretary (CS)
What does he do?• handling media enquiries relating to the CS• acting as his spokesman• preparing public speeches and messages for the CS• reviewing issues which may have a bearing on his media and public relations responses• assessing media and public relations requests for the CS• and overseeing the press arrangements for him• collating media feedback on policy schedules of the CS• advising on public relations and media action and responses• liaising and advising bureaux on Government responses under CSs policy schedules where appropriate.
How should a PR look like?• Lavender Cheung Media Consultant Hospital Authority – Cable TV News Anchor – Chief Corporate Development Officer, HKGCC
How should a PR look like?• Simeon Mellalieu General Manager, Ketchum Hong Kong
This is an agency’s top job• Strong client focus in his work as the leader of the Corporate and Technology Practice across Ketchums Greater China network.• Provides senior counsel for local, regional and global clients. His expertise lies in corporate positioning and reputation management, brand building, issues and crisis management, and sponsorship and sports marketing.• Also heads the Broadcast Media Strategy Group, creating exposure for clients through television media.
How should a PR look like?• Personal image is very important – Remember him?
Core Competencies of PR Practitioners• According to Skinners (2004) – Research – Programming, Counselling, Planning and Advising – Media Relations and Placement – Organizing – Training Class discussion: Class discussion: – Writing Is that realistic for Is that realistic for one person to one person to – Editing possess all these possess all these – Production core competencies? core competencies? – Speaking – Management
Traditional skills• Writing – the cornerstone of a PR professional’s career.• Communications skills – Learn to communicate more effectively with other people• Attention to detail – Proofread everything. Fact check everything.• Media relations – what’s in a media list? What are the pitching best practices?• Proactiveness – If you can’t find the answer, ask.• Work ethic – public relations isn’t a 9-to-5 job. Put in that little bit of extra effort. It won’t be every day, but people will notice.
New skills• Blogging• Microblogging• Social networking tools• SEO• Coding• RSS, RSS Readers• Blogger relations• Social media ethics
In front of media, there’s more• Knowing the newsroom• Knowing the audience• Knowing who’s doing interview with you• Knowing your subject• Knowing your support PR team
Tips for SpokespersonsImage Isnt Everything, but Its a Lot• How you look on camera is an important part of how your audience will perceive you and your message.• When it comes down to it: – 60% of what an audience perceives is visual. – 30% is auditory, or what people hear. – 10% is what an audience perceives is the message.
Tips for SpokespersonsProject confidence.• It is key to winning over an audience. Being nervous while speaking to the public is normal, and many say its positive to feel that way before you speak.• But showing it is another thing-thats why its important to project confidence (even if youre not feeling it).
Tips for SpokespersonsProject confidence.• Stand tall, or if sitting, sit forward in your chair.• Commanding a strong presence assures your audience that you are a credible spokesperson and shows that you believe in yourself and your expertise, that what you have to say deserves and needs to be heard.
Tips for SpokespersonsKeep it short.• You dont need to explain everything to be heard.• Rather, its better to keep it brief. Think about what you want to say beforehand, create short soundbites (eight seconds in length) that capture your main points and your key message about the issue or campaign.• Add something personal at the beginning of your soundbite to create more of a human connection between you and your audience.
Tips for SpokespersonsIts OK to say that you dont know.• If you dont know the answer, its OK to say so.• Remember nothing is "off the record," but its better to be honest about what you dont know than to say "no comment."• Keep it slow and steady.Remind yourself to speak slowly.• It is OK to pause and take a deep breath. Practice annunciating, and even over- annunciating, each syllable so that your words will be clearly articulated.
TV Interviews• Before the show begins, think about your audience, the format of the show, how long youll get to speak and your key messages.• With most TV opportunities, youll have a short amount of air time, so be prepared with a key message that you can repeat comfortably and with confidence.• When interviewing on TV, image and body language are just as important as what you say in setting the tone.• If youre at a rally or press conference, make sure that you are positioned so that the cameras pick up the visual posters and banners behind you, strengthening your message.
Tips for TV• Clothing matters: Dress for your audience. Wear neutral colors that dont distract (NOT black or white).• Avoid patterns, florals, stripes or dots and no big jewelry, buttons or slogans.• Wear make-up (even for men).• Smile!• Use natural hand gestures that dont distract. Dont address the reporter personally.• Dont be distracted by reporter or crew. Every blink, twitch and "uh," is magnified.• Always respond with key messages/soundbites: If you make a mistake, stop and start over.• Its not a conversation, but use a conversational tone with a personal inflection.
Tips for TV• Always remember: Dont answer the question, respond with your message. Interview segments are often only 8- 15 second soundbites. Dont get thrown by the reporter and get caught answering a bad question.• Remind yourself that your audience is never the reporter, its the people on the other side of the camera, and this is your chance to speak to them. Repeat your message, and you control the interview.• When ending the interview, thank the reporter, and wait until the camera is turned off before saying more to the reporter or offering further background information.
Tips for Radio• Respond with key messages/soundbites.• Do your phone interviews from a quiet office.• Dont use a cordless or cell phone-use a landline and disable call waiting.• Dont listen to the show while you are being interviewed.• Speak slowly and with extra emphasis.• Clarity, intensity and emotion make good radio.• Smile-it still comes through on the radio.
Tutorial – case 1• Is this a desirable image for PR practitioner?• Is he a PR practitioner at all?
Tutorial – case 2• Is government official a PR practitioner?