Public Relations Writing <ul><li>The study of public relations at SCSU provides students with…  </li></ul><ul><ul><li>a st...
SCSU Mass Communications Department Specialization Required Courses
436/536 – Public Relations Writing  Course Objectives <ul><li>Structure  in which PR writing is practiced </li></ul><ul><l...
436/536 – Public Relations Writing  Lecture Objectives <ul><li>Understand the  role and responsibilities  of Public Relati...
What is  Public Relations ?   First World Assembly of PR  1978 – Mexico City Definition… <ul><li>Art and social science </...
Public Relations Society of America Definition… <ul><li>PR is a function of  management </li></ul><ul><li>Counseling  at t...
What is  Public Relations ? <ul><li>Public Relations -  Responding to the expectations  of those  publics  who can influen...
Responsibilities of PR Practitioner <ul><li>Distributing information  to publics </li></ul><ul><li>Researching  all public...
Dispelling the Myths 10 Basic Principles of PR <ul><li>PR deals with  facts , not  fiction </li></ul><ul><li>PR’s  primary...
Dispelling the Myths 10 Basic Principles of PR   (cont.) <ul><li>PR involves  effective communication  back and forth betw...
Dispelling the Myths 10 Basic Principles of PR  (cont.) <ul><li>PR requires multidisciplinary  application  of  theories ,...
Activities of PR <ul><li>Press agentry  – planning events </li></ul><ul><li>Promotion  – opinion making </li></ul><ul><li>...
PR Practitioner’s Job <ul><li>More need for  depth and diversity of knowledge </li></ul><ul><li>More expectation of  accou...
 
 
Main Roles of PR Practitioner The Opportunities  3 Major areas <ul><li>Staff member in organization </li></ul><ul><ul><li>...
Main Roles of PR Practitioner  (cont.) <ul><li>Employee of PR agency or firm </li></ul><ul><ul><li>may be  specialist or g...
Main Roles of PR Practitioner  (cont.) <ul><li>Independent practitioner or counselor </li></ul><ul><ul><li>may work on  pr...
PR: A Serious Profession? <ul><li>Unified  body of knowledge </li></ul><ul><li>Commitment to  continuing education </li></...
The Value of PR <ul><li>PR can  open and maintain dialogue  between an organization and its publics. </li></ul><ul><li>PR ...
The Value of PR  (cont.) <ul><li>PR  provides useful information . </li></ul><ul><li>PR can  raise issues and concerns , r...
PR Practitioners… <ul><li>Anticipate problems before they happen; respond, harmonize, and build bridges  </li></ul><ul><li...
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Intro To Pr 2008 Linkedin

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Intro To Pr 2008 Linkedin

  1. 1. Public Relations Writing <ul><li>The study of public relations at SCSU provides students with… </li></ul><ul><ul><li>a strong liberal arts background </li></ul></ul><ul><ul><li>theoretical and critical thinking skills base </li></ul></ul><ul><ul><li>strong writing experience </li></ul></ul><ul><ul><li>understanding of four-step process as applied to all aspects of PR </li></ul></ul><ul><ul><li>campaign planning </li></ul></ul><ul><ul><li>technology mastery and </li></ul></ul><ul><ul><li>areas of employment for PR graduates. </li></ul></ul><ul><li>Students are encouraged to …select a complementary minor; participate in the many student organizations and campus media… </li></ul>Mass Communications Department Aims* Michael D. King, MAAT, MREd, ThB Asst. Professor of Mass Communications SCSU *SCSU Catalogue 2007-2008
  2. 2. SCSU Mass Communications Department Specialization Required Courses
  3. 3. 436/536 – Public Relations Writing Course Objectives <ul><li>Structure in which PR writing is practiced </li></ul><ul><li>Appreciate PR as relationship management </li></ul><ul><li>Working and practice knowledge of PR writing </li></ul><ul><li>PR as tactical & strategic practices; crises mgmt. </li></ul><ul><li>Using various communication vehicles to implement strategies; media relations & types of publicity </li></ul><ul><li>How to use critical thinking skills when analyzing, implementing, evaluating, and writing </li></ul>
  4. 4. 436/536 – Public Relations Writing Lecture Objectives <ul><li>Understand the role and responsibilities of Public Relations Writing </li></ul><ul><li>Dispelling the myths of Public Relations </li></ul><ul><li>What is the value of Public Relations </li></ul><ul><li>Why credibility and integrity is crucial to Public Relations </li></ul>
  5. 5. What is Public Relations ? First World Assembly of PR 1978 – Mexico City Definition… <ul><li>Art and social science </li></ul><ul><li>Analyzing trends and predicting their consequences </li></ul><ul><li>Counseling organizational leaders </li></ul><ul><li>Implementing planned programs of action </li></ul><ul><li>Serve both organization and public interest </li></ul>
  6. 6. Public Relations Society of America Definition… <ul><li>PR is a function of management </li></ul><ul><li>Counseling at the highest level </li></ul><ul><li>Strategic planning for the organization </li></ul>
  7. 7. What is Public Relations ? <ul><li>Public Relations - Responding to the expectations of those publics who can influence an organization’s operation and development </li></ul><ul><li>Harmonizing interests of an organization with publics on whom its growth depends </li></ul><ul><li>Serving as intermediary between an organization and all of that organization’s publics </li></ul><ul><li>Helping an organization tell its story </li></ul>
  8. 8. Responsibilities of PR Practitioner <ul><li>Distributing information to publics </li></ul><ul><li>Researching all publics </li></ul><ul><li>Advising management </li></ul><ul><li>Helps to set policies </li></ul><ul><li>Evaluating PR program & all organizational programs for effectiveness </li></ul><ul><li>Uses and is up-to-date with new technologies to implement PR </li></ul>
  9. 9. Dispelling the Myths 10 Basic Principles of PR <ul><li>PR deals with facts , not fiction </li></ul><ul><li>PR’s primary consideration is doing what is in the public’s best interest </li></ul><ul><li>Public interest must be the criteria for selecting PR programs and policies </li></ul><ul><li>PR must protect the integrity of the media channels it uses for its messages </li></ul>
  10. 10. Dispelling the Myths 10 Basic Principles of PR (cont.) <ul><li>PR involves effective communication back and forth between an organization and its publics </li></ul><ul><li>PR depends on use of scientific public opinion research </li></ul><ul><li>PR practitioners must use the social sciences to understand what publics are saying and to communicate effectively with them </li></ul>
  11. 11. Dispelling the Myths 10 Basic Principles of PR (cont.) <ul><li>PR requires multidisciplinary application of theories , concepts and practices </li></ul><ul><li>PR has obligation to explain problems to publics & organization before they become crises </li></ul><ul><li>PR performance should be measured by only one standard: ethical performance </li></ul>
  12. 12. Activities of PR <ul><li>Press agentry – planning events </li></ul><ul><li>Promotion – opinion making </li></ul><ul><li>Publicity – info to news medium </li></ul><ul><li>Public affairs – relationship w/ government </li></ul><ul><li>Research – foundational to good PR </li></ul><ul><li>Graphic design – visually appealing & user friendly </li></ul><ul><li>Advertising – commercial time/space; PSA </li></ul><ul><li>Marketing – directed @ specific consumers </li></ul><ul><li>Merchandising – presentation & packaging of a product </li></ul>
  13. 13. PR Practitioner’s Job <ul><li>More need for depth and diversity of knowledge </li></ul><ul><li>More expectation of accountability </li></ul><ul><li>Less tolerance for hype </li></ul><ul><li>Constants over time: “go-for” attitude; strategic thinking – writing – speaking and persuading; respecting deadlines ; multi-tasking </li></ul>
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  19. 21. Main Roles of PR Practitioner The Opportunities 3 Major areas <ul><li>Staff member in organization </li></ul><ul><ul><li>may be specialist (healthcare, financial, educational, etc.) in one area of PR </li></ul></ul><ul><ul><li>likely to be “Jack/Jill of all trades” in a small organization </li></ul></ul>
  20. 22. Main Roles of PR Practitioner (cont.) <ul><li>Employee of PR agency or firm </li></ul><ul><ul><li>may be specialist or generalist depending on size of firm </li></ul></ul><ul><ul><li>also involved in “sales” (keeping the client happy, generating new business, etc.) </li></ul></ul><ul><ul><li>often works as member of team of writers, designers, production staff who together produce a PR message </li></ul></ul>
  21. 23. Main Roles of PR Practitioner (cont.) <ul><li>Independent practitioner or counselor </li></ul><ul><ul><li>may work on project basis or retainer </li></ul></ul><ul><ul><li>may perform technical tasks for clients </li></ul></ul><ul><ul><li>may serve as counselor to client management </li></ul></ul>
  22. 24. PR: A Serious Profession? <ul><li>Unified body of knowledge </li></ul><ul><li>Commitment to continuing education </li></ul><ul><li>Standard educational curriculum to prepare for entry into profession </li></ul><ul><li>Standardization of who enters and exits the profession ( standard licensing ) </li></ul><ul><li>Shared code of ethics that guides practice </li></ul>
  23. 25. The Value of PR <ul><li>PR can open and maintain dialogue between an organization and its publics. </li></ul><ul><li>PR can encourage mutual adjustment between an organization and its society. </li></ul><ul><li>PR can focus on the greater good of society , not just the narrow interests of an organization. </li></ul>
  24. 26. The Value of PR (cont.) <ul><li>PR provides useful information . </li></ul><ul><li>PR can raise issues and concerns , reminding management of ethical responsibilities. </li></ul><ul><li>PR helps management formulate and advocate sound objectives . </li></ul><ul><li>PR can be a problem solver . </li></ul>
  25. 27. PR Practitioners… <ul><li>Anticipate problems before they happen; respond, harmonize, and build bridges </li></ul><ul><li>Distribute information; research, advise, help set policies; continually evaluate programs and practices; effectively communicate back and forth from organizations to publics </li></ul><ul><li>Deal with fact and not fiction; put the publics interest first; protect own, publics, organizations integrity and are held more accountable </li></ul><ul><li>Involved with every aspect of the organization; have greater depth of knowledge, strategic thinkers, comfortable with multi-tasking and deadlines </li></ul>

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