THE 'NEW' PUBLIC RELATIONS

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Modern public relations practice is focused on creating and maintaining relationships -- there's much more to it than simply using communication tools and tactics -- new or old.

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  • …these are the strategic considerations…DISCUSSION: Are bloggers journalists? DISCUSSION: What is your view fo the perspective that the new generation of public s has that says “If the news is important, it will find me”? Push versus pull…
  • DISCUSSION: Can you build a relationship in 140 characters??
  • THE 'NEW' PUBLIC RELATIONS

    1. 1. The “New PR” …or how the view of PR today reflects what we’ve been teaching at MSVU for the past quarter of a century… Copyright Patricia Parsons 2010-13/ Mount Saint Vincent University 1
    2. 2. So…what is PR, anyway? What is the “old PR” as you know it?  What is the “new PR?  What is the future of “PR”?  Copyright Patricia Parsons 2010-13/ Mount Saint Vincent University 2
    3. 3. The So-Called “models of communication” for Public Relations (Grunig & Hunt)  One-way models ◦ Press agentry ◦ Public information Org has a message…and disseminates it Organization Public Copyright Patricia Parsons 2010-13/ Mount Saint Vincent University 3
    4. 4. Two-way Asymmetrical model Organization Public Public Organization Feedback used to re-craft messages and/or products Copyright Patricia Parsons 2010-13/ Mount Saint Vincent University 4
    5. 5. Two-way symmetrical Organization Public Organization controls the messages Organization Feedback used for mutual adaptation Copyright Patricia Parsons 2010-13/ Mount Saint Vincent University 5
    6. 6. Characteristics to consider…     Collaborative communication Citizen journalism User-generated content Changing channels of influence Copyright Patricia Parsons 2010-13/ Mount Saint Vincent University 6
    7. 7. Communication versus relationships…  What is the difference between the following: Public Relations Relationships Public Relations Communication Question for discussion: Can you build a relationship in 140 characters? Copyright Patricia Parsons 2010-13/ Mount Saint Vincent University 7
    8. 8. New “All-Way” Communication and Cooperation? Your publics as they see themselves Your publics as you see them Your organization Copyright Patricia Parsons 2010-13/ Mount Saint Vincent University 8
    9. 9. The focus of the new (old) PR strategy: People first  Strategies, tools & tactics second  Copyright Patricia Parsons 2010-13/ Mount Saint Vincent University 9

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