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Public Relations & Your Future


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Compiled presentation for Syracuse Univ. graduating PR seniors who visited our offices in NYC.

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Public Relations & Your Future

  1. 1. Spector & Associates Welcomes Newhouse School Future Professionals Public Relations and Your Future Friday, April 3, 2009
  2. 2. Founders of Public Relations <ul><li>Edward L. Bernays , who is considered the founding father of modern public </li></ul><ul><li>relations along with Ivy Lee, in the early 1900s defined public relations as a </li></ul><ul><li>management function which tabulates public attitudes, defines the policies, </li></ul><ul><li>procedures and interests of an organization...followed by executing a </li></ul><ul><li>program of action to earn public understanding and acceptance. </li></ul><ul><li>Other Important Founders of the Industry: </li></ul><ul><li>Moss Kendrix </li></ul><ul><li>Carl R. Byoir </li></ul><ul><li>Arthur W. Page </li></ul><ul><li>Chester Burger </li></ul><ul><li>SOURCE: The Museum of Public Relations </li></ul>
  3. 3. Public Relations vs. Advertising <ul><li>Recent marketing successes have been with public relations, not advertising </li></ul><ul><ul><li>i.e., Starbucks, The Body Shop, Yahoo!, eBay, Red Bull, BlackBerry </li></ul></ul><ul><li>Public relations has more editorial credibility than advertising </li></ul><ul><li>Advertising is a one-sided message </li></ul><ul><li>Public relations allows you to tell your story indirectly through third-party outlets </li></ul><ul><li>Advertising should follow public relations in both timing and theme </li></ul><ul><li>New brands are launched more effectively with publicity or public relations </li></ul><ul><li>Advertising programs should repeat the perceptions created by the public relations program </li></ul><ul><li>SOURCE: The Fall of Advertising & the Rise of PR By: Al & Laura Ries </li></ul>
  4. 4. Public Relations vs. Advertising SOURCE: Todd Defren (PR-Squared) & Richard Edelman
  5. 5. <ul><li>Spector & Associates, Inc. founded in 1991, is recognized as one of the </li></ul><ul><li>nation's premier corporate public relations firms. We are known for </li></ul><ul><li>producing breakthrough creative work on behalf of our clients, with a goal </li></ul><ul><li>of achieving a high level of positive awareness and distinct corporate </li></ul><ul><li>identity. </li></ul><ul><li>Clients benefit from our unique approach to public relations. We do not &quot;do </li></ul><ul><li>publicity.&quot; Instead, we develop meaningful image-building campaigns </li></ul><ul><li>intended to generate news. At the same time, these campaigns generate </li></ul><ul><li>employee goodwill, respect in the community, enhanced recognition by </li></ul><ul><li>Wall Street, and a firm foundation for growth. </li></ul><ul><li>65 Broadway, Suite 899 | New York, NY 10006 | 212 943 5858 | </li></ul>
  6. 6. Shelley Spector <ul><li>Shelley Spector has spent nearly 30 years in public relations, working on </li></ul><ul><li>behalf of such companies as AT&T, HP, Philips, Bayer, The Bank of New </li></ul><ul><li>York and Goldman Sachs. Much of her perspective is rooted in the </li></ul><ul><li>principles of public relations legend Edward Bernays, whose acquaintance </li></ul><ul><li>She made in 1985. </li></ul>Winner of more than three dozen industry awards, she has run her own agency with a primary focus on corporate public relations, renewable energy and technology along with her husband Barry Spector since 1991. In the last several years, she has actively promoted such green technologies as wind energy, PV solar, alternative fuels and concentrated solar power, on behalf of a variety of international corporations.
  7. 7. <ul><li>The Big Idea gives a public relations program life, focus and purpose. </li></ul><ul><li>Without it, a public relations program is the use of tactics. The Big Idea </li></ul><ul><li>makes your program important and memorable, and helps your company </li></ul><ul><li>stand out favorably in the public mind. </li></ul><ul><li>Just as with an ad campaign, the Big Idea provides a central, all- </li></ul><ul><li>encompassing theme and focus to communications. It carries out the </li></ul><ul><li>company's marketing strategy, and by reinforcing its messages in everything </li></ul><ul><li>it says and does, helps establish the company's identity before each of its </li></ul><ul><li>audiences. </li></ul>
  8. 8. <ul><li>Here are some general guidelines for a successful Big Idea: </li></ul><ul><li>Position the product, service or company with a broader purpose </li></ul><ul><li>Create a new issue or trend </li></ul><ul><li>Make the idea make absolute sense for the company </li></ul><ul><li>The Big Idea should not be self-serving </li></ul><ul><li>The Big Idea should position the company as socially responsible </li></ul>
  9. 9. Public Relations Industry Growth <ul><li>In spite of the seemingly bad news about the job market, there are some </li></ul><ul><li>areas of the industry that are expanding: </li></ul><ul><li>Healthcare </li></ul><ul><li>Industrial </li></ul><ul><li>Professional services </li></ul><ul><li>“ Healthcare will always be vital, economically, emotionally, and every other </li></ul><ul><li>way. It's right at the heart of life,” says Tom Noland, SVP of corporate </li></ul><ul><li>communications for Humana, who adds that budgets have remained </li></ul><ul><li>consistent, without a cut to staff. </li></ul><ul><li>Source: PR Week </li></ul>
  10. 10. Looking Ahead in PR(2.0) <ul><li>Question : With news search engines and influential blogs shifting the </li></ul><ul><li>integrated marketing communications paradigm, what is public relations on </li></ul><ul><li>the Internet and what is PR 2.0? </li></ul><ul><li>Answer : The public relations industry is taking a lead in helping companies </li></ul><ul><li>use social media principles and technologies to form better relationships not </li></ul><ul><li>just with the media but with customers, prospects, even their own </li></ul><ul><li>employees. </li></ul><ul><li>Search engine optimization </li></ul><ul><li>Press release optimization services (newswires) </li></ul><ul><li>Blog outreach </li></ul>
  11. 11. When choosing your first job <ul><li>Consider internship first </li></ul><ul><li>Tap your parents’ network </li></ul><ul><li>Be ready to relocate </li></ul><ul><li>Go beyond college/university career centers </li></ul><ul><li>Research and resources </li></ul><ul><li>SOURCE: ht tp:// </li></ul>
  12. 12. Research, Research, Research <ul><li>What industry do you want to work in? </li></ul><ul><li>Book Publishing/Magazines/Sales/New Business Development </li></ul><ul><ul><li>Sales Assistant, Advertising Assistant, Traffic Coordinator, Production Assistant/Coordinator </li></ul></ul><ul><li>Media/Journalism/PR/Advertising </li></ul><ul><ul><li>Assistant Account Executive, PR/Advertising Coordinator, Account Executive </li></ul></ul><ul><li>Entertainment/Politics </li></ul><ul><ul><li>Jr./Assistant Publicist, Publicist, PR Assistant, Communications Coordinator </li></ul></ul>
  13. 13. More Research! <ul><li>Targeted Websites/Outlets </li></ul><ul><li>Book Publishing/Magazines/Sales/New Business Development </li></ul><ul><ul><li>,,, </li></ul></ul><ul><li>Media/Journalism/PR/Advertising </li></ul><ul><ul><li>,,,,, </li></ul></ul><ul><li>Entertainment & Politics </li></ul><ul><ul><li>variety,,,, </li></ul></ul><ul><li>General Websites/Outlets </li></ul><ul><li>,,,, </li></ul>
  14. 14. Network, Network, Network <ul><li>PRSA </li></ul><ul><ul><li>the world's largest organization (22,000+ members) for PR professionals </li></ul></ul><ul><ul><li>more than 100 chapters, i.e., business and industry, technology, government, hospitals, schools, professional services firms and nonprofit organizations </li></ul></ul><ul><li>Linkedin </li></ul><ul><ul><li>professional network of trusted contacts gives you an advantage in your career, and is one of your most valuable assets </li></ul></ul><ul><li>Meetup </li></ul><ul><ul><li>world's largest network of local groups. </li></ul></ul><ul><ul><li>more than 2,000 groups get together in local communities each day / </li></ul></ul><ul><li>Twitter </li></ul><ul><ul><li>free social messaging utility for staying connected in real time </li></ul></ul>
  15. 15. Suggested Readings <ul><li>Books: </li></ul><ul><li>The Fall of Advertising & The Rise of PR By: Al Ries </li></ul><ul><li>The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand By: Al & Laura Ries </li></ul><ul><li>Full Frontal PR By: Richard Laermer with Michael Prichinello </li></ul><ul><li>In Pursuit of The Common Good By: Paul Newman and A. E. Hotchner </li></ul><ul><li>Websites/Blogs: </li></ul><ul><li>Museum of PR </li></ul><ul><li>Influential Marketing Blog </li></ul><ul><li>Magazines </li></ul><ul><li>PRWeek </li></ul><ul><ul><li> </li></ul></ul>
  16. 16. Interviewing - Before <ul><li>Research the company: </li></ul><ul><ul><ul><li>Website </li></ul></ul></ul><ul><ul><ul><li>Articles </li></ul></ul></ul><ul><ul><ul><li>Case studies </li></ul></ul></ul><ul><ul><ul><li>Current clients </li></ul></ul></ul><ul><li>Research who you’re interviewing with: </li></ul><ul><ul><ul><li>Previous employers </li></ul></ul></ul><ul><ul><ul><li>Past positions held </li></ul></ul></ul><ul><ul><ul><li>University attended </li></ul></ul></ul><ul><ul><ul><li>Current position held at company </li></ul></ul></ul>
  17. 17. Interviewing - During <ul><li>What to bring: </li></ul><ul><li>Current resume </li></ul><ul><li>Addressed cover letter to the interviewer(s) </li></ul><ul><li>At least three references </li></ul><ul><li>Two writing samples </li></ul><ul><ul><li>news release samples, not creative writing </li></ul></ul><ul><li>What to say: </li></ul><ul><li>Offer observations about the website and research conducted before the interview </li></ul><ul><li>Talk about current clients and how you can add value </li></ul>
  18. 18. Interviewing - After <ul><li>Follow up with a thank you note </li></ul><ul><ul><li>Handwritten or email </li></ul></ul><ul><ul><li>Reference topics discussed in the interview </li></ul></ul><ul><li>Provide references again </li></ul><ul><li>Never call </li></ul>
  19. 19. What’s your big idea? <ul><li>Begin with the end in mind. Visualize what the idea will do, what it </li></ul><ul><li>will look like, what kind of news it will make. </li></ul><ul><li>Brainstorm with one rule: No rules! Forget budget, politics, timetables and who's going to do what. </li></ul><ul><li>Encourage joint ownership of ideas. That way, you can get buy-in from more people. </li></ul><ul><li>Be proactive. Break out of the box. Take risks. And take the opportunity to make history at your company. </li></ul>