Beyond The News Release


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Beyond The News Release

  1. 1. Beyond the News Release: PR Tactics That Work Don Hendricks Director, University Communications Missouri State University
  2. 2. What is Public Relations? <ul><li>“ Public relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends.” </li></ul><ul><li>Effective Public Relations, 9 th edition , Cutlip, Center and Brown </li></ul>
  3. 3. What is Public Relations? <ul><li>My definition: Public relations focuses and effectively communicates an organization’s message to its stakeholders through a variety of means which are facilitated by cultivated relationships with news media, opinion leaders and other organizational advocates. </li></ul>
  4. 4. PR Goals <ul><li>Modify, motivate and reinforce behavior </li></ul><ul><li>Generate response through communication </li></ul><ul><li>Develop trust </li></ul><ul><li>Promote organizational consistency </li></ul>
  5. 5. PR Influences on the Bottom Line <ul><li>Awareness/recognition </li></ul><ul><ul><li>Publicity/information transfer </li></ul></ul><ul><li>Motivation </li></ul><ul><li>Issues anticipation </li></ul><ul><li>Opportunity identification </li></ul><ul><li>Issues management </li></ul><ul><li>Overcoming executive isolation </li></ul>
  6. 6. PR Influences on the Bottom Line <ul><li>Acting as a change agent </li></ul><ul><li>Achieving social responsibility </li></ul><ul><li>Advocating public policy </li></ul>
  7. 7. PR Tactics <ul><li>Media relations </li></ul><ul><ul><li>News releases </li></ul></ul><ul><ul><li>Press conferences </li></ul></ul><ul><ul><li>Pitching stories, responding to requests </li></ul></ul><ul><li>Relationship building, maintenance </li></ul><ul><ul><li>Focus groups </li></ul></ul><ul><ul><li>Advisory boards </li></ul></ul><ul><ul><li>Face time with organizational leaders </li></ul></ul><ul><ul><li>Face time with media mavens/opinion leaders </li></ul></ul>
  8. 8. Civic Engagement Activities <ul><li>American Democracy Project </li></ul><ul><li>Show-Me Solutions </li></ul><ul><li>Campus Compact </li></ul><ul><li>Citizenship and Service Learning </li></ul><ul><li>Public Affairs Week (students) </li></ul><ul><li>Public Affairs Conference (community) </li></ul><ul><li>Campus Volunteer Center </li></ul>
  9. 9. People Who Need to Know <ul><li>Community leaders </li></ul><ul><li>Legislators </li></ul><ul><li>Business leaders </li></ul><ul><li>Board of Regents </li></ul><ul><li>Parents </li></ul><ul><li>Donors </li></ul><ul><li>Your campus </li></ul>
  10. 10. The Public Relations Advisory Team <ul><li>The team brings together the expertise of several university offices and departments involved in shaping how the university is viewed. </li></ul><ul><ul><li>University Communications, Publications, Photographic Services, Unit Development Directors </li></ul></ul><ul><li>Process </li></ul><ul><ul><li>Conduct PR assessment survey </li></ul></ul><ul><ul><li>Discuss survey </li></ul></ul><ul><ul><li>Deliver recommendations </li></ul></ul>
  11. 11. Public Relations Survey <ul><li>What are your goals/objectives? </li></ul><ul><li>What tactics have you employed to achieve them? </li></ul><ul><li>How do you measure the effectiveness of those efforts? </li></ul><ul><li>Do you have an advisory group? </li></ul><ul><li>Have you identified opinion leaders in your area? If yes, how do you communicate with them? </li></ul><ul><li>What avenues are in place for community/public interaction? </li></ul><ul><li>What efforts have you undertaken regarding personal contacts with prospects (students, parents, donors, etc.)? </li></ul><ul><li>Rate the impact of your web site. (1-5) Explain. </li></ul><ul><li>Rate the impact of your publications. (1-5) Explain. </li></ul><ul><li>Rate the impact of your news coverage. (1-5) Explain. </li></ul><ul><li>How have you utilized positive news coverage in the past? </li></ul><ul><li>How are alumni involved in your activities? </li></ul><ul><li>How are faculty/staff/students utilized to help achieve your goals? </li></ul>
  12. 12. Clients We Have Worked With <ul><li>Center City Counseling and Practicum Clinic </li></ul><ul><li>Community and Social Issues Institute </li></ul><ul><li>Citizenship and Service Learning </li></ul><ul><li>Ozarks Environment and Water Resource Institute </li></ul>
  13. 13. Beyond the News release <ul><li>Promote your star people, programs and initiatives </li></ul><ul><li>Speaking engagements </li></ul><ul><li>Award recognition events </li></ul><ul><li>Use of experts as media contacts/op eds </li></ul><ul><li>Newsletters </li></ul><ul><li>Updated invitation lists </li></ul><ul><li>Athletics recognition programs </li></ul><ul><li>Leverage existing events </li></ul>
  14. 14. Questions? <ul><li>Don Hendricks </li></ul><ul><li>[email_address] </li></ul>