The document discusses the fundamentals of public relations (PR) through examples and strategic insights, emphasizing the importance of building relationships and persuasive communication. It includes a case study of Beyoncé at the Super Bowl 2013, highlighting the impact of media responses on personal image and PR strategies. Additionally, it outlines the PR process, its significance for organizations, and the evolution from traditional media to digital engagement.

1. BASIC CONCEPTS OF !
PUBLIC RELATIONS!
ESERP Business School - Barcelona, Feb 2013
Tereza Alejandro Xiang
Anna Maria
Alex Gonzalo
Paula Aurelien
Julia Carla Kevin
Prof. Maga Cabral - ESERP
Nota: Parte de la tipogrfía utilizada en esta presentación ha sido desarrollada por Anna
Vives - Fundación Itinerarium www.annavives.com - Si puedes, Contribuye con la fundación!

2. We will discuss PR.EAL
The Power of relationships and persuation

3. Show Business Case: Beyonce at
the Super Bowl 2013
When you think:
BEYONCE
what are the first thoughts
that come to your mind?

5. Is it…. SEXY? EXTRAVAGANT? SWEET? TALENTED?
Is this a BEAUTY “SEX-SYMBOL”?

6. Think strategically… !
what would you do?
If you were Beyonce’s Agent or Manager,
what would you do to keep these
pictures away from the media and
maintain your SEXY DIVA image intact?

7. FACTS: Beyonce at the Super
Bowl 2013 was energetic! But…
• After an energetic presentation of the Pop
Diva and renowned by pop music critics,
some “unflattering” photos surfed the
internet.
• Her manager immediately asked the media
to remove the photos from the media:
magazines, blogs, newspapers, TV, etc…
– What would you expect the result to be?

8. Every action has a reaction…
It got worse, the photos spread rapidly on the web
and the caos began…
http://www.buzzfeed.com/mattbellassai/the-best-of-the-internets-response-to-beyonces-unflattering?
utm_campaign=socialflow&utm_source=twitter&utm_medium=buzzfeed

12. The reaction was HUGE and
CREATIVE after the pictures’
intended “prohibition” by the
manager…!
… Why did this happen?

13. The Origins of PR:!
Human tribes’ relationships
• The origins of Public Relations (PR) go
back to the cavemen, when their leaders
wanted to join in a hunt or migrate to
another area by forming / knowing the
public opinion.
• The elements of PR have been practiced
since the birth of the human civilization:
 Effort to communicate with others…
 To persuade others…
 To strike harmony among conflicting
interests
 To “feel the pulse of the people”
 “Vox Populi, Vox Dei” - Romans
Public Relations: A Primer for Business Executives by Donald Grunewald,Giri Dua,Robert J Petrausc

14. ¿What are Public Relations?
“Public relations is a strategic
communication process that builds
mutually beneficial relationships between
organizations and their publics.”
PRSA (Public Relations Society of America)

15. "The general who wins a
battle makes many
calculations in his temple
before the battle is fought.
The general who loses a
battle makes but few
calculations beforehand”
Sun Tzu, The Art Of War (300 B.C.)

16. Strategy is to plan “desirable
ends with available means”
“Strategy is about how resources should be allocated to accomplish the
mission in the context of the value network of the enterprise”
It is a general plan of action,
encompassing a period of time,
to achieve a goal.
To be Strategic is to efficiently use
the available resources for the
achievement of the main goal.
Harvard Business Review:http://blogs.hbr.org/watkins/2007/09/demystifying_strategy_the_what.html
http://www.businessdictionary.com/definition/strategy.html

17. The communication Process
It is a dynamic process involving a series of actions
and reactions with a view to achieving a goal
http://www.mbaknol.com/business-communication/elements-of-the-communication-process/

18. Relationships are connections
and perceptions
• Way in which two or
more people or things
are connected, or the
state of being connected
• Way in which two or
more people or groups
regard and behave
towards each other
http://oxforddictionaries.com/definition/english/relationship

19. What does a PR person do?
• Community management
• Reputation management
• Crisis management
• Interaction with media and public
• Creating attractive content
• Plan, research and evaluate campaigns
• Event management
• Crisis management

20. Why is it important?
“All organisations, whether local or international, big or
small, benefit from public relations”
PR can be key in achieving a competitive
advantage by:
– Opening new markets at a lower cost
– Attracting talented employees
– Higher access to funding and investors
– Creating excitement for products and brands
– Helping businesses in times of crisis

21. The PR Process
• It is a 4 step cycle:
Research
Evaluation
Planning
Implementation

22. PR vs. advertising
Power & Credibility
Not payed (Low cost)
Payed for (High cost)
Third-party endorsement
Own endorsment
http://www.prca.org.uk/What_is_PR

23. PR vs. Marketing
PR is part of the Marketing tools
to communicate value.
So, Any PR campaign must
respond to key marketing issues:
• Who are my audiences? - Targets
• Where might I reach them? – Channels
• When might I find them? - Timing
• Why would they listen? – Content
• Who will they listen to? - Persona

24. 5 keys to success in PR
1. Have an authentic story to tell that
responds to an insight – a need!
2. Use a “persona” to tell the story, relate and
connect with your target audiences
3. Reach out and tell it, using the right place
at the right time
4. Ask for feedback & learn, show them you
are learning…
5. Jump and Join the conversation!

25. PR is about community
http://www.youtube.com/watch?v=FOzylUcfUeQ

26. Public Relations 1.0
Content was controlled
and imparted by the One to many
firm and within the
traditional media
(Newspapers, TV,
magazines, etc)
The power was in the
company and in the
middlemen (Journalists)

27. Public Relations 2.0
Internet, easy and One to One
rapid spread of User Many to many
Generated Content has
shifted traditional PR
and media:
Now the power is in the people