Session1 - PR Media Production


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This is the material for Session 1 for my class at UI International Program - PR Media Production.

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  • Before we talk about the course itself, let’s go back a little bit to the bigger question. What is PR?
  • So with those things that a PR professional does… what skills do you think we need to have?
  • Source: CIPR
  • So, with those
  • Session1 - PR Media Production

    1. 1. PR Media Production Session 1: Introduction & Course Overview
    2. 2. What the heck does PR do?? • The post it exercise
    3. 3. Why do you want to study PR?
    4. 4. Why do you want to become a PR person?
    5. 5. What PR really does… Chartered Institute of PR (UK) • Program planning – analyzing problems and opportunities, defining goals, recommending and planning activities and measuring results. Liaising with management and clients throughout. • Writing & editing – shareholder reports, annual reports, press releases, film scripts, articles and features, speeches, booklets, newsletters.
    6. 6. What PR really does • Media relations – developing & maintaining good working contact with the media. This involves applying knowledge of how local and national papers, magazines, radio & TV work as well as the special interests of journalists. • Corporate identity – developing and maintaining an organization’s identity via corporate advertising, presenting the company’s name and reputation rather than its products • Speaking – communicating effectively with individuals and groups including meetings, presentations and platform participation.
    7. 7. What PR really does • Production – brochures, reports, film and multi-media programs are important means of communication. Coordination of studio or location photography. Sound knowledge of techniques for supervision is necessary. • Special events – news conferences, exhibitions, facility celebrations, open days, competitions and award programs are all used to gain the attention of specific groups. • Research and evaluation – The first activity undertaken by a PR practitioner is usually analysis and fact gathering. A PR program should be evaluated as a continuing process and measurement is used to decide future strategy.
    8. 8. Essential skills for pr person ABILITY TO: • Analyze management needs • Counsel management • Identify causes of problems, analyze future trends and predict their consequences • Research into public opinion, attitudes and expectations and advise on necessary action • Plan, organize and coordinate tasks • Monitor and follow up • Set goals and objectives • Motivate & influence others • Write & edit press releases and reports • Work effectively with journalists • Identify major social issues affecting organizations & to resolve conflict
    9. 9. And each with their own nature, dynamics, In PR, there are...… stakeholders media platform channel Differe nt
    10. 10. We‟ll dive in to... • The Old vs. The New Rules of PR • What is story telling & why is it important • Why good content matters • Understanding your „buyers‟ • How to build awareness internally & externally • Grasping social media • Why blogging
    11. 11. and also in to... • Website concepting • News release & New media room • Creating video & audio content • Developing & managing PR strategy • Industry‟s best practices • Managing overall PR campaign from a PR professional
    12. 12. Let‟s set our expectations straight! Participate actively: discuss, share opinion, asked questions, argue, agree
    13. 13. Let‟s set our expectations straight! Be updated with current news & events • Start using social media actively • Start writing
    14. 14. Class blog • Each week, 3-4 people will write one short article (300 words max) and publish it on the class blog • Others are obliged to comment – constructive feedback, please. • Topic will be discussed & decided together. • Besides weekly writing, the class blog will be used as a platform to share weekly materials, case studies, etc.
    15. 15. Let‟s do it together!