About PR


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About PR, what it is and how it works

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About PR

  1. 1. What is Public Relations?
  2. 2. Public Relations… • Is a planned and sustained effort to establish and maintain mutual understanding between an organisation and its public - both internally and externally • Includeseverything that is calculated to improve a mutual understanding between an organisation and everyone it comes into contact with If the aim of public relations had to be summed up in only one word that word would be …REPUTATION.
  3. 3. Public Relations… Although not an end in itself, is a management tool which must be fitted into the whole framework of an organisation’s internal policy to encourage and protect positive reputation and provide a consistent, integrated message.
  4. 4. Public Relations can… • Providea means of communicating with potential customers, both trade and end-users • Provide a means of communicating with specific market sectors • Allow an organisation to educate the market on the benefits of its products • Support above and below the line activity • Generate qualitative and quantitative coverage across the target market • Provide a means for the organisation to be a voice for the industry
  5. 5. Sponsorship Offices internal/external Annual report Promotions Direct mail Exhibitions Newsletters PUBLIC RELATIONS Customer service Advertising Employees training etc Media relations Brand/Product identity Corporate identity Research Every activity within an organisation affects its reputation - positively or negatively
  6. 6. Component parts of Public Relations programmes • Strategic Consultancy • Research & Evaluation • Event Management • Media Monitoring • Newsletters • Crisis Management • Sponsorship • Internal Communications • Media Relations
  7. 7. Common Media Relations misconceptions • Editorial coverage is guaranteed • Editorial coverage can be secured by taking an advertisement • Editorial coverage can be secured by taking the editor out for a long and expensive lunch • Editors are desperate for copy to fill their blank pages
  8. 8. Common Media Relations misconceptions • Editors will tell you if they are going to use your story •A press release will not be changed or shortened • Any publicity is good publicity • Client/Agency controls the editor • Editorial can be seen prior to publication • Editorial coverage is “free” advertising
  9. 9. Communications methods used to educate the media One to one meetings Targeted stories Research Industry comment Pictures EDITOR News stories Case histories Feature support Tailor-made features Letters
  10. 10. The PR campaign must educate the Editors by creating and building Awareness Confidence Knowledge Respect INFORMATION UNIQUE SOLUTIONS EDITOR EDITORIAL COVERAGE
  11. 11. Only you can make PR happen! • The editor does not know what you know • Contact the editors with relevant information
  12. 12. PR problems • Deadlines • No guarantees • Misquotes • Interpretation • Rewrites • No pictures available
  13. 13. Types of media • National and International newspapers • Consumer magazines • Broadcast media • Business magazines • Trade - Technical media • Trade - Business management media • New media/On-line media
  14. 14. PR opportunities • Press conference • Press days (visits) • Face to face meetings • Exhibitions • Press releases • Personal telephone calls Remember - A picture is worth a 1000 words. Photography is worth the investment.
  15. 15. Implementing a Media Relations programme Identify business goals Specifiy audiences Identify messages/issues (including negative messages) Campaigns Achieve business goals Evaluate
  16. 16. Contact us Tel 020 8948 8485 Email jane@pilotpr.co.uk john@pilotpr.co.uk Pilot 34 Hill Street Richmond TW9 1TW United Kingdom Tel +44 (0)20 8948 8485 Fax +44 (0)20 8948 8563 www.pilotpr.co.uk