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Why Public Relations?

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Why Choose Public Relations as a Career? Consider the options: Agency PR, Corporate Communications, Issues Management, Public Affairs, Investor Relations, Marketing Communications, Media Relations, Non-Profit PR, Social Media and many others.

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Why Public Relations?

  1. 1. Why Public Relations?Why Public Relations? PRSA Certificate in Principles of Public Relations April 26, 2014
  2. 2. Why Consider Public Relations?Why Consider Public Relations? • Financial/IR: $117,233 • Corporate Public Relations, $88,827 • Community Relations: $63,437 • Non-Profit: $62,275 Source: PR Journal, 2013; Dozier/Sha/Shen
  3. 3. My PR CareerMy PR Career • Eight Years In Politics • Five Years in Trade Assn. PR • 10 Years in Corporate PR • Four Years in Tech Agency PR • Almost DailyBrett Blog • Full-Time PR Mentor
  4. 4.  PR Stereotype - The Lobbyist Sleaze-Ball
  5. 5.  PR Stereotype – Presidential Press Secretary
  6. 6. Spin Doctors?Spin Doctors? • Publicity Agents • Snake-Oil Salesmen • Fast-and-Loose with the Truth • Lobbyists • Image Consultants
  7. 7. “Public Relations helps establish and maintain mutual lines of communication, understanding, acceptance and cooperation between an organization and its publics.” •- Rex Harlow “Public Relations is the management of communication between and organization and its publics.” -Todd Hunt and James Grunig
  8. 8. A Little Less Cynical…A Little Less Cynical… • Participates in Marketplace of Ideas • Provides Clear and Accurate Info • Positions Companies, Non-Profits, Leaders • Plays in 24/7/365 Digital World • Adept at Crisis Communications • Safeguards Reputations and Brands
  9. 9. Tools of the TradeTools of the Trade • Who, What, When, Where, Why & How? • Relationships with Editors, Reporters, Analysts and Bloggers • Counsel to Executives, Leaders • Develop Facts, Figures and Info for Society • Serve as Spokespersons
  10. 10. Corporate vs. AgencyCorporate vs. Agency Corporate PR • 24/7/365 for the Company • Reports to CFO, Mktg., Sales • In-House/Agency/Combo • More Credibility with Media • ESPP/Stock Options • Higher Regard by Media Agency PR • Billable Hours Spread Sheet • Client Teams; Multiple Bosses • Hired Gun • Deep Rolodex • Salary, Benefits and Bonus • Lower Regard by Media
  11. 11. Two Primary Methods ofTwo Primary Methods of EngagementEngagement • Project: Specific task, aimed at a specific audience at a specific time for specific price + OOPS. • Retainer: Contractual Engagement Based Upon a Monthly Fee + OOPS; Monthly Reports; Periodic Agency Review ($15,000 or more per month in Silicon Valley)
  12. 12. Brand ManagementBrand Management
  13. 13. Crisis Communications/ReputationCrisis Communications/Reputation ManagementManagement • Prevention and Responsive • Natural and Man-Made Snafus • Your Reputation and Brand is in Play 24/7/365 • Manage or Be Managed
  14. 14. Government/Political PublicGovernment/Political Public RelationsRelations • Public Affairs • Public Information • Government Affairs • Issues Management • Lobbying • Trade Associations • Campaigns
  15. 15. Investor RelationsInvestor Relations • Qualitative -- Relations with Investors, Analysts, Employees, Regulators • Quantitative -- Knowledge of Markets, Income Statements, Balance Sheets and SEC Regs
  16. 16. MarComMarCom • Markets Company/Client Products and Services to Customers • B2B, B2C or B2G • Trade Media: Conventional and Digital
  17. 17. Media RelationsMedia Relations • Daily Interaction with Legacy Media: Newspapers, Radio, Television, Mags • Daily Interaction with Digital Native Media: Blogs, Digital News Services, Social Media • Advocacy PR or “Earned” Media
  18. 18. Non-Profit Public Relations • Satisfying? • Credible Third Party • Competitive • Compassion Fatigue • Financial Pressures
  19. 19. PR: What’s New?PR: What’s New? • Digital Self-Publishing • Facebook, Twitter, LinkedIn, Blogs, Podcasts, Webcasts, Pinterest • Loss of Control • Reputations/Brand in Play 24/7/365 • Crisis Communications More Important • Need to Tell The Story Better Than Ever

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