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Beyond The News Release2


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Beyond The News Release2

  1. 1. Beyond the News Release: PR 101 for business professionals Don Hendricks, APR 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. Public Relations is Not… <ul><li>Marketing </li></ul><ul><li>Spin </li></ul><ul><li>Unethical or dishonest </li></ul>
  5. 5. 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>
  6. 6. 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>
  7. 7. 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><ul><li>The best public relations is good organizational policy and practice </li></ul>
  8. 8. Public Relations Practice <ul><li>Internal communications </li></ul><ul><li>External communications </li></ul><ul><li>Media relations </li></ul><ul><li>Crisis communication </li></ul><ul><li>Governmental relations </li></ul><ul><li>Reputation management </li></ul>
  9. 9. Human Nature <ul><li>Basic human nature does not change </li></ul><ul><li>Communication is a tool, not the goal </li></ul><ul><li>Too much communication leads to difficulty making decisions </li></ul>
  10. 10. Become a Human Nature Expert <ul><li>How will people react emotionally? </li></ul><ul><li>Ten percent of function comes from the logical/data part of brain </li></ul><ul><li>Ninety percent based on emotion or experience </li></ul>
  11. 11. The Challenge <ul><li>Arm yourself with the reality of human nature </li></ul><ul><li>Learn how to make illogical decisions </li></ul>
  12. 12. Putting the Public(s) into PR <ul><li>No such thing as the general public </li></ul><ul><li>Find out who your opinion leaders are and involve/educate them </li></ul>
  13. 13. 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 Directors </li></ul><ul><li>Employee’s families </li></ul><ul><li>Key influencers/opinion leaders </li></ul><ul><li>Your own organization </li></ul>
  14. 14. The Process <ul><li>Research </li></ul><ul><li>Planning </li></ul><ul><li>Implementation </li></ul><ul><li>Evaluation </li></ul>
  15. 15. The Process <ul><li>Goals </li></ul><ul><li>Objectives </li></ul><ul><li>Strategies </li></ul><ul><li>Tactics </li></ul>
  16. 16. 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>
  17. 17. 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>Rate the impact of your web site. </li></ul><ul><li>Rate the impact of your publications. </li></ul><ul><li>Rate the impact of your news coverage. </li></ul><ul><li>How have you utilized positive news coverage in the past? </li></ul><ul><li>How are stakeholders involved in your activities? </li></ul>
  18. 18. Working with the Media <ul><li>Working with the media is a two-way relationship </li></ul><ul><li>Preparation increases your chances of being effective </li></ul><ul><li>Identify potential issues early and develop strategies to resolve them </li></ul>
  19. 19. Beyond the News release <ul><li>Celebrate success </li></ul><ul><li>Promote your star people, programs and initiatives </li></ul><ul><li>Leverage 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>Utilize new media where it makes sense </li></ul><ul><li>Leverage existing events/activities </li></ul>
  20. 20. Questions? <ul><li>Don Hendricks </li></ul><ul><li>[email_address] </li></ul>