2300 week 1


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2300 week 1

  1. 1. What is public relations? COMM 2300 Week 1
  2. 2. PR DefinedO “Public relations helps an organization and its publics adapt mutually to each other.” -- PRSAO Strategic conflict management
  3. 3. Basic PR PracticesO CounselingO Government affairO Employee relationsO Media relationsO Special event planning and fund-raising
  4. 4. Common Tech DutiesO Writing news releasesO Organizing news conferencesO Coordinating crisis communicationO Crafting org’s public identity/ imageO Plan + launch products/servicesO Sponsor tours, exhibitions and special eventsO Public speakingO Acting as organization spokesperson
  5. 5. Journalism & PR Journalism Public RelationsO Journalist serve general O PR specialists serve org public O Promote their client &O Avoid taking sides or advocate actions advocating O Provide info to journalists,O Control information that but don’t know how/if they goes into… use itO Rely on PR practitioners for O Depend on journalists for info coverageO Specialize in one form of O Wide range of media media O Ultimate goal: generatingO Ultimate goal: Inform Public goodwill toward client
  6. 6. PR & Advertising Advertising Public RelationsO Pay for space O FreeO Controlled space, O Artifact falls where it design, layout, etc. mayO Target audiences O Target publics
  7. 7. Marketing & PRO PR differs from marketing in the following ways; O PR builds relationships vs builds markets O PR address internal and external audiences vs. external audiences O PR is broader based rather than customer based O PR has many management/communication functions whereas marketing often limits PR to product publicity
  8. 8. PR JobsO Public relations people work for a variety of organizations. What type of organization would you prefer if you wanted to work in public relations? (page 24) O Corporations O Nonprofits O Public relations firms O Education O Independent consulting O Healthcare O Professional associations
  9. 9. 10 Qualities of a PR ProfessionalO Job placement directors say that employers are looking for 10 qualities in applicants for PR positions.O Can you name at least five of the ten qualities? (page 27)
  10. 10. Top 10 QualitiesO Good writingO IntelligenceO Cultural literacyO Know a good story when you see oneO Media savvyO ContactsO Good business senseO Broad communications experienceO Specialized experienceO Avoid career clichés
  11. 11. Check List Activity
  12. 12. A Robust ProfessionO Public Relations extends far beyond communicationO It has its roots in research and planning O Involves research management O Advocacy-Accommodation ContinuumO ROPE Model O Research, Objectives, Programming, Evaluation
  13. 13. Identifying Publics Before…O A public is any group of people tied together by some common factor.O “Unintended audiences” are called “nimbus publics”O Identify publics, then prioritize them
  14. 14. Promoting Hunger Games
  15. 15. Who are the targeted publics?
  16. 16. Potential PublicsO Media O International O DomesticO CustomersO Conferences/TradeshowsO EmployeesO Analysts
  17. 17. Identifying Targeted PublicsO http://www.youtube.com/user/UtahsHogle ZooO (August, 2012)O http://www.youtube.com/watch?v=jRvC9b VMX2k&feature=player_embeddedO (July, 2012)
  18. 18. Virgin GalaticO Identify five different audiences that should be targeted by Virgin Galatic.O Explain why each audience is a targeted audienceO Identify and list 5 editors and reporters that should be targeted by Virgin Galatic.
  19. 19. O How do you identify reporters and editors that should be targeted?O One free and quick way – GoogleO Google “spaceshiptwo and media coverage”O Google “spaceship two USA TODAY”