The document discusses public relations tactics that can be used beyond traditional news releases. It defines public relations as establishing beneficial relationships between an organization and its stakeholders to effectively communicate messages. The document outlines PR goals, influences on organizational success, and tactics like media relations, civic engagement activities, and utilizing advisory teams. It provides examples of clients that have used these tactics and asks if the reader has any other questions.

1. Beyond the News Release: PR Tactics That Work Don Hendricks Director, University Communications Missouri State University

2. What is Public Relations? “ 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.” Effective Public Relations, 9 th edition , Cutlip, Center and Brown

3. What is Public Relations? 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.

4. PR Goals Modify, motivate and reinforce behavior Generate response through communication Develop trust Promote organizational consistency

5. PR Influences on the Bottom Line Awareness/recognition Publicity/information transfer Motivation Issues anticipation Opportunity identification Issues management Overcoming executive isolation

6. PR Influences on the Bottom Line Acting as a change agent Achieving social responsibility Advocating public policy

7. PR Tactics Media relations News releases Press conferences Pitching stories, responding to requests Relationship building, maintenance Focus groups Advisory boards Face time with organizational leaders Face time with media mavens/opinion leaders

8. Civic Engagement Activities American Democracy Project Show-Me Solutions Campus Compact Citizenship and Service Learning Public Affairs Week (students) Public Affairs Conference (community) Campus Volunteer Center

9. People Who Need to Know Community leaders Legislators Business leaders Board of Regents Parents Donors Your campus

10. The Public Relations Advisory Team The team brings together the expertise of several university offices and departments involved in shaping how the university is viewed. University Communications, Publications, Photographic Services, Unit Development Directors Process Conduct PR assessment survey Discuss survey Deliver recommendations

11. Public Relations Survey What are your goals/objectives? What tactics have you employed to achieve them? How do you measure the effectiveness of those efforts? Do you have an advisory group? Have you identified opinion leaders in your area? If yes, how do you communicate with them? What avenues are in place for community/public interaction? What efforts have you undertaken regarding personal contacts with prospects (students, parents, donors, etc.)? Rate the impact of your web site. (1-5) Explain. Rate the impact of your publications. (1-5) Explain. Rate the impact of your news coverage. (1-5) Explain. How have you utilized positive news coverage in the past? How are alumni involved in your activities? How are faculty/staff/students utilized to help achieve your goals?

12. Clients We Have Worked With Center City Counseling and Practicum Clinic Community and Social Issues Institute Citizenship and Service Learning Ozarks Environment and Water Resource Institute

13. Beyond the News release Promote your star people, programs and initiatives Speaking engagements Award recognition events Use of experts as media contacts/op eds Newsletters Updated invitation lists Athletics recognition programs Leverage existing events

14. Questions? Don Hendricks [email_address]