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an introduction to public relations Chris Cooke MD, UnLimited Media Group Editor, CreativeStudent.net  & Publisher, Unicor...
PR - it’s a varied industry <ul><li>Limiting the number of negative articles that appear in the newspapers after Amy Wineh...
PR - it’s a varied industry <ul><li>Putting on the Vivienne Westwood show at London Fashion Week and making sure it gets l...
PR - what is it all about? <ul><li>Public Relations </li></ul><ul><li>It’s about managing a company’s relationships with t...
communicating with who? stakeholders… <ul><li>Investors </li></ul><ul><li>Government </li></ul><ul><li>Local community   <...
communicating with who? stakeholders… <ul><li>Investors </li></ul><ul><ul><li>Keep current investors happy, secure new inv...
who does the communicating? <ul><li>Advertising people </li></ul><ul><li>Marketing people (marcomms) </li></ul><ul><li>PR ...
who does the communicating? <ul><li>Advertising people </li></ul><ul><li>Marketing people (marcomms) </li></ul><ul><li>PR ...
who does the communicating? <ul><li>Advertising people </li></ul><ul><li>Marketing people (marcomms) </li></ul><ul><li>PR ...
how PR people communicate <ul><li>Press release. </li></ul><ul><li>Press pack - preview product or events. </li></ul><ul><...
in-house v agency <ul><li>Some PR people work in-house. </li></ul><ul><li>Some work for PR agencies or consultancies. </li...
strands within PR <ul><li>Investors </li></ul><ul><ul><li>Investor Relations, Financial PR. </li></ul></ul><ul><li>Governm...
is PR for you? <ul><li>Good communicator. </li></ul><ul><li>Can pick up the phone. </li></ul><ul><li>Good networker. </li>...
planning a PR career <ul><li>What area of PR? What sector? </li></ul><ul><li>In-house v agency. </li></ul><ul><li>Big comp...
preparing for your PR career <ul><li>Write a lot - student media, blog. </li></ul><ul><li>Take an interest in PR, media, b...
the first job <ul><li>Check job ads - Guardian, PR Week. </li></ul><ul><li>Unsolicited approaches.  </li></ul><ul><li>Recr...
stay in touch… <ul><li>CreativeStudent.net </li></ul><ul><li>Free to subscribe </li></ul><ul><li>www.CreativeStudent.net/S...
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CreativeStudent.net: An Introduction To Pubic Relations

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An Introduction To Pubic Relations

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Transcript of "CreativeStudent.net: An Introduction To Pubic Relations"

  1. 1. an introduction to public relations Chris Cooke MD, UnLimited Media Group Editor, CreativeStudent.net & Publisher, Unicorn Jobs
  2. 2. PR - it’s a varied industry <ul><li>Limiting the number of negative articles that appear in the newspapers after Amy Winehouse is arrested on charges of drugs possession. </li></ul><ul><li>Helping an investment bank restore its reputation among the financial and business community after its profits were badly affected by the credit crunch. </li></ul><ul><li>Finding a way to explain to 250 lorry drivers working for a chemicals company why their pension fund arrangements are going to change. </li></ul><ul><li>Working for the management of a company that is trying to stave off an unwelcome takeover bid from another company, and help them to persuade their shareholders that they should not sell their shares to the other company. </li></ul>
  3. 3. PR - it’s a varied industry <ul><li>Putting on the Vivienne Westwood show at London Fashion Week and making sure it gets lots of press attention. </li></ul><ul><li>Working for a large beer company who have extensive African operations and helping them devise a plan to support those of their employees who have AIDS. </li></ul><ul><li>Getting Tescos media coverage for its Christmas wine promotion. </li></ul><ul><li>Persuading politicians to relax the rules on media ownership. </li></ul><ul><li>These are all PR roles. </li></ul><ul><li>As you can see, PR covers a lot of different tasks, but… </li></ul>
  4. 4. PR - what is it all about? <ul><li>Public Relations </li></ul><ul><li>It’s about managing a company’s relationships with the public </li></ul><ul><li>Corporate Communications </li></ul><ul><li>It’s about helping corporations </li></ul><ul><li>to communicate </li></ul>
  5. 5. communicating with who? stakeholders… <ul><li>Investors </li></ul><ul><li>Government </li></ul><ul><li>Local community </li></ul><ul><li>Media </li></ul><ul><li>Employees </li></ul><ul><li>Consumers </li></ul>
  6. 6. communicating with who? stakeholders… <ul><li>Investors </li></ul><ul><ul><li>Keep current investors happy, secure new investment. </li></ul></ul><ul><li>Government </li></ul><ul><ul><li>Get a ‘licence to trade’, reduce regulation. </li></ul></ul><ul><li>Local community </li></ul><ul><ul><li>Planning permission, reduce complaints. </li></ul></ul><ul><li>Media </li></ul><ul><ul><li>Get exposure to win custom, reduce any negative press. </li></ul></ul><ul><li>Employees </li></ul><ul><ul><li>Equip staff to do their job, keep best employees. </li></ul></ul><ul><li>Consumers </li></ul><ul><ul><li>Persuade customers to buy your products or services. </li></ul></ul>
  7. 7. who does the communicating? <ul><li>Advertising people </li></ul><ul><li>Marketing people (marcomms) </li></ul><ul><li>PR people (corp comms) </li></ul>
  8. 8. who does the communicating? <ul><li>Advertising people </li></ul><ul><li>Marketing people (marcomms) </li></ul><ul><li>PR people (corp comms) </li></ul><ul><li>Advertising and marketing people focus on consumers. </li></ul><ul><li>Generally buy space in other people’s media. </li></ul><ul><li>Or create and distribute own marketing materials. </li></ul><ul><li>These people generally talk about managing ‘brands’. </li></ul>
  9. 9. who does the communicating? <ul><li>Advertising people </li></ul><ul><li>Marketing people (marcomms) </li></ul><ul><li>PR people (corp comms) </li></ul><ul><li>PR people focus mainly on other stakeholders. </li></ul><ul><li>More targeted, often based on personal relationships. </li></ul><ul><li>Wouldn’t generally buy media space. </li></ul><ul><li>PR people talk about managing ‘corporate reputation’. </li></ul>
  10. 10. how PR people communicate <ul><li>Press release. </li></ul><ul><li>Press pack - preview product or events. </li></ul><ul><li>Phone calls, briefings and conferences. </li></ul><ul><li>Promotional events. </li></ul><ul><li>Publicity stunts. </li></ul><ul><li>Company websites (may be social networking). </li></ul><ul><li>Corporate magazines and newsletters. </li></ul><ul><li>Corporate hospitality. </li></ul><ul><li>All starts with “what messages?” </li></ul>
  11. 11. in-house v agency <ul><li>Some PR people work in-house. </li></ul><ul><li>Some work for PR agencies or consultancies. </li></ul>
  12. 12. strands within PR <ul><li>Investors </li></ul><ul><ul><li>Investor Relations, Financial PR. </li></ul></ul><ul><li>Government </li></ul><ul><ul><li>Public Affairs, Lobbying, Political Consultants. </li></ul></ul><ul><li>Local community </li></ul><ul><ul><li>Community Affairs, Corporate Social Responsibility. </li></ul></ul><ul><li>Media </li></ul><ul><ul><li>Media Relations, Press & Publicity. </li></ul></ul><ul><li>Employees </li></ul><ul><ul><li>Internal Communications. </li></ul></ul><ul><li>Also split by client type: eg music, tech, pharma, consumer, finance. </li></ul><ul><li>Also split by tools specialise in: event, viral, corporate print. </li></ul><ul><li>Also split by media type: national, regional, print, broadcast, online. </li></ul>
  13. 13. is PR for you? <ul><li>Good communicator. </li></ul><ul><li>Can pick up the phone. </li></ul><ul><li>Good networker. </li></ul><ul><li>Good writing skills. </li></ul><ul><li>Media junky. </li></ul><ul><li>Interest in business. </li></ul><ul><li>Interest in finance, politics, management. </li></ul>
  14. 14. planning a PR career <ul><li>What area of PR? What sector? </li></ul><ul><li>In-house v agency. </li></ul><ul><li>Big company v small company. </li></ul><ul><li>Research the kinds of companies. </li></ul><ul><li>Research the kinds of jobs available. </li></ul><ul><li>Where’s the money? </li></ul><ul><li>Is PR qualification necessary? Ask. </li></ul>
  15. 15. preparing for your PR career <ul><li>Write a lot - student media, blog. </li></ul><ul><li>Take an interest in PR, media, business. </li></ul><ul><li>Work experience. Network! </li></ul><ul><li>Get involved in staging events. </li></ul><ul><li>Get involved in making media. </li></ul><ul><li>Volunteer PR services to societies, charities. </li></ul><ul><li>PR events, associations, social networks. </li></ul>
  16. 16. the first job <ul><li>Check job ads - Guardian, PR Week. </li></ul><ul><li>Unsolicited approaches. </li></ul><ul><li>Recruitment agencies. </li></ul><ul><li>Write a great CV - attention to detail. </li></ul><ul><li>Learn to sell yourself. What are your USPs? </li></ul><ul><li>Keep abreast of the news. </li></ul><ul><li>Stay in touch with the industry… </li></ul>
  17. 17. stay in touch… <ul><li>CreativeStudent.net </li></ul><ul><li>Free to subscribe </li></ul><ul><li>www.CreativeStudent.net/Subscribe </li></ul><ul><li>newsblog.CreativeStudent.net </li></ul><ul><li>www.unlimitedmedia.co.uk </li></ul>
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