Color version. THE PowerPoint for Professor Litwin's Introduction to Public Relations class at Rowan (N.J.)University. A complete look at the strategic communication profession with assistance from professionals, other practitioners and a number of outstanding books. Visit: www.larrylitwin.com.
www.ExpandYourImpact.org-- What is Positive Change Marketing? And why should you incorporate it into your nonprofit marketing strategy? Ways to improve current marketing plans using evidence-based marketing analysis. How to truly appeal to your target audience.
Color version. THE PowerPoint for Professor Litwin's Introduction to Public Relations class at Rowan (N.J.)University. A complete look at the strategic communication profession with assistance from professionals, other practitioners and a number of outstanding books. Visit: www.larrylitwin.com.
www.ExpandYourImpact.org-- What is Positive Change Marketing? And why should you incorporate it into your nonprofit marketing strategy? Ways to improve current marketing plans using evidence-based marketing analysis. How to truly appeal to your target audience.
This is pdf version of presentation made to New York School Public Relations Association. It is based on "The Public Relations Practitioner's Playbook" and "The ABCs of Strategic Communication" published by AuthorHouse.
This is pdf version of presentation made to New York School Public Relations Association. It is based on "The Public Relations Practitioner's Playbook" and "The ABCs of Strategic Communication" published by AuthorHouse.
This is pdf version of presentation made to New York School Public Relations Association. It is based on "The Public Relations Practitioner's Playbook" and "The ABCs of Strategic Communication" published by AuthorHouse.
This is the PowerPoint version of presentation made to New York School Public Relations Association. It is based on "The Public Relations Practitioner's Playbook" and "The ABCs of Strategic Communication" published by AuthorHouse.
Color version. THE PowerPoint for Professor Litwin's Introduction to Public Relations class at Rowan (N.J.) University. A complete look at the strategic communication profession with assistance from professionals, other practitioners and a number of outstanding books. Visit: www.larrylitwin.com.
Color pdf version. Color version. THE PowerPoint for Professor Litwin's Introduction to Public Relations class at Rowan (N.J.)University. A complete look at the strategic communication profession with assistance from professionals, other practitioners and a number of outstanding books. Visit: www.larrylitwin.com.
Public Relations - Past, Present & FutureEdwin Irvanus
Thanks to the Internet, the world of PR is continuosly evolving. However with this evolution, there seems to be even more questions as to exactly what public relations is and what it can do for a company.
While modern marketing has certainly changed best practices, one thing has remained constant: There’s always an opportunity to tell a better brand story to a larger audience. As a result, PR still can play a powerful role in marketing.
Students examine the promotional mix including advertising, publicity, personal selling and sales promotion from an integrative perspective. Students create and manage these promotional tools to successfully execute a business’ strategic plan. Topics include an overview of integrated brand communications (IBC) and brand building; basic IBC strategies; creating, sending, and receiving brand messages; IBC functions; social, legal and ethical issues in IBC; international marketing communication; and effectiveness, measurement, and evaluations.
Public Relations for the Nonprofit Executive - PR 101Stacy Wood
Brenda Stier-Anstine and Arielle Babineaux presented at the United Way of Delaware County's Nonprofit Institute. Learn how PR can be effectively tailored to meet your NPO objectives!
This is pdf version of presentation made to New York School Public Relations Association. It is based on "The Public Relations Practitioner's Playbook" and "The ABCs of Strategic Communication" published by AuthorHouse.
This is pdf version of presentation made to New York School Public Relations Association. It is based on "The Public Relations Practitioner's Playbook" and "The ABCs of Strategic Communication" published by AuthorHouse.
This is pdf version of presentation made to New York School Public Relations Association. It is based on "The Public Relations Practitioner's Playbook" and "The ABCs of Strategic Communication" published by AuthorHouse.
This is the PowerPoint version of presentation made to New York School Public Relations Association. It is based on "The Public Relations Practitioner's Playbook" and "The ABCs of Strategic Communication" published by AuthorHouse.
Color version. THE PowerPoint for Professor Litwin's Introduction to Public Relations class at Rowan (N.J.) University. A complete look at the strategic communication profession with assistance from professionals, other practitioners and a number of outstanding books. Visit: www.larrylitwin.com.
Color pdf version. Color version. THE PowerPoint for Professor Litwin's Introduction to Public Relations class at Rowan (N.J.)University. A complete look at the strategic communication profession with assistance from professionals, other practitioners and a number of outstanding books. Visit: www.larrylitwin.com.
Public Relations - Past, Present & FutureEdwin Irvanus
Thanks to the Internet, the world of PR is continuosly evolving. However with this evolution, there seems to be even more questions as to exactly what public relations is and what it can do for a company.
While modern marketing has certainly changed best practices, one thing has remained constant: There’s always an opportunity to tell a better brand story to a larger audience. As a result, PR still can play a powerful role in marketing.
Students examine the promotional mix including advertising, publicity, personal selling and sales promotion from an integrative perspective. Students create and manage these promotional tools to successfully execute a business’ strategic plan. Topics include an overview of integrated brand communications (IBC) and brand building; basic IBC strategies; creating, sending, and receiving brand messages; IBC functions; social, legal and ethical issues in IBC; international marketing communication; and effectiveness, measurement, and evaluations.
Public Relations for the Nonprofit Executive - PR 101Stacy Wood
Brenda Stier-Anstine and Arielle Babineaux presented at the United Way of Delaware County's Nonprofit Institute. Learn how PR can be effectively tailored to meet your NPO objectives!
With increasing demands to meet the needs of underserved local communities, CDFIs are responding by building a mission-driven sales culture. Friedman Associates will highlight the steps you need to take to develop a culture of sales.
How do we create amazing supporter experiences? Audience strategy conference,...CharityComms
Richard Spencer, director, Commission on the Donor Experience
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Beyond methodology managing stakeholders The Jamilah H
Practical approach and fresh views from practitioners' perspective on how to manage stakeholder. This is a presentation at Marcus Evans' Conference on Business Process Improvement and Transformation.
Students examine the promotional mix including advertising, publicity, personal selling and sales promotion from an integrative perspective. Students create and manage these promotional tools to successfully execute a business’ strategic plan. Topics include an overview of integrated brand communications (IBC) and brand building; basic IBC strategies; creating, sending, and receiving brand messages; IBC functions; social, legal and ethical issues in IBC; international marketing communication; and effectiveness, measurement, and evaluations
Creating a Strategic Marketing Communications Plan explores the role of marketing communications in your organization, describes research tools, reviews the elements of a marketing communications plan and shows you how to create a strategic marketing communications plan.
Similar to Holtzman Public relatio class 110110 (20)
Fast-paced session covering 12 communication models designed to propel strategic communicators to the highest level. Many were used by President Obama in his re-election campaign. First 36 minutes cover models. Final 24 – time’s yours. “The Dozen”: Obama; MAC Triad; Shannon Weaver; Cracked Egg; Electronic Releases; Hyper Targeting; Conflict Analysis; Audience Fragmentation; Crisis Communication; Media Relations; Key Communicators; Summary (GOST, PRpie; RACE)
Fast-paced session covering 12 communication models designed to propel strategic communicators to the highest level. Many were used by President Obama in his re-election campaign. First 36 minutes cover models. Final 24 – time’s yours. “The Dozen”: Obama; MAC Triad; Shannon Weaver; Cracked Egg; Electronic Releases; Hyper Targeting; Conflict Analysis; Audience Fragmentation; Crisis Communication; Media Relations; Key Communicators; Summary (GOST, PRpie; RACE)
Fast-paced session covering 12 communication models designed to propel strategic communicators to the highest level. Many were used by President Obama in his re-election campaign. First 36 minutes cover models. Final 24 – time’s yours. “The Dozen”: Obama; MAC Triad; Shannon Weaver; Cracked Egg; Electronic Releases; Hyper Targeting; Conflict Analysis; Audience Fragmentation; Crisis Communication; Media Relations; Key Communicators; Summary (GOST, PRpie; RACE)
Color pdf version. A complete look at the advertising profession/strategic communication with assistance from professionals, other practitioners and a number of outstanding books. For Professor Litwin's Introduction to Advertising classes at Rowan (N.J.) University. Visit: www.larrylitwin.com. It incorporates Wells, Moriarty book and the Litwin book (See Chapter 11).
Black and White pdf version. A complete look at the advertising profession/strategic communication with assistance from professionals, other practitioners and a number of outstanding books. For Professor Litwin's Introduction to Advertising classes at Rowan (N.J.) University. Visit: www.larrylitwin.com. It incorporates Wells, Moriarty book and the Litwin book (See Chapter 11).
A complete look at the advertising profession and strategic communication with assistance from professionals, other practitioners and a number of outstanding books. For Professor Litwin's Introduction to Advertising classes at Rowan (N.J.) University. Visit: www.larrylitwin.com. It incorporates Wells, Moriarty book and the Litwin book (See Chapter 11).
Includes Chapter 14 (Crises) summary from "The Public Relations Practitioner's Playbook."
Tell it first
Tell it fast
Tell it all
Tell it yourself
Presented at National School Public Relations Association National Seminar - 2012.
Taken from "The Public Relations Practitioner's Playbook" available at www.larrylitwin.com.
Tell it first
Tell it fast
Tell it all
Tell it yourself
Presented at National School Public Relations Association National Seminar - 2012.
Taken from "The Public Relations Practitioner's Playbook" available at www.larrylitwin.com.
Color version. THE PowerPoint for Professor Litwin's Introduction to Advertising class at Rowan University. A complete look at the advertising profession with assistance from professionals, other practitioners and a number of outstanding books. For Professor Litwin's Introduction to Advertising classes at Rowan (N.J.) University. Visit: www.larrylitwin.com. It incorporates Wells, Moriarty book and the Litwin book (See Chapter 11).
Color pdf version. A complete look at the advertising profession with assistance from professionals, other practitioners and a number of outstanding books. For Professor Litwin's Introduction to Advertising classes at Rowan (N.J.) University. Visit: www.larrylitwin.com. It incorporates Wells, Moriarty book and the Litwin book (See Chapter 11).
Media Relations the RIGHT way -- the ONLY way.
Principles and practices from the media relations profession. Contact larry@larrylitwin.com with questions or comments.
Media Relations the RIGHT way -- the ONLY way.
Principles and practices from the media relations profession. Contact larry@larrylitwin.com with questions or comments.
7. 7
You Talk – We Listen
Hearing vs. Listening
There is a reason why we have two ears and
one mouth – we must listen twice as
much as we speak.
8. 8
Public Communication
• Public communication is at the heart of our economy,
society and politics. Studios use it to promote their
films. Politicians use it to get elected. Businesses use
it to burnish their image. Advocates use it to promote
social causes.
• It is a field built on ideas and images, persuasion and
information, strategy and tactics. No policy or product
can succeed without a smart (strategic) message
targeted to the right audience in creative and
innovative ways at the ideal time using the proper
channel. The ability to communicate this way – to
communicate strategically – is what Public
Communication is all about.
10. 10
MAC Triad Plus cont.
• Informization
– Disseminating information (message) to
target audience through the proper channel
at the best possible time.
14. 14
Public Relations 101
• Management and counseling function
• Enables organizations to build and maintain
relationships
• Through an understanding of audience
attitudes, opinions and values
• Planned, deliberate and two-way
• Conscience of organization
• Overseer of brand/reputation
• Relationship management
16. 16
Advertising 101
• Paid
• (Non)-personal communication
• From identified sponsor
• Using (mass) media
• To persuade or influence
• Audience
(Paid – Controlled)
19. 19
Edward Bernays’
Public Relations
Functions
• To interpret the client to the public, which
means promoting the client
• To interpret the public to the client, which
means operating the company in such a way
as to gain the approval of the public
• To act as a public service
• To promote new ideas and progress
• To build a public conscience
Crystallizing Public Opinion – 1923
20. 20
Ivy Ledbetter Lee’s
Public Relations
Principles
1. Tell the truth
2. Provide accurate facts
3. Give the public relations director
access to top management so that
he/she can influence decisions
23. 23
ABCs of Strategic
Communication
• Anticipate
• Be Prepared
• Communicate Clearly, Concisely,
Consistently, Calculatingly,
Completely (Specifically and Simply)
Open, Honest, Thorough, Valid
24. 24
Double Bottom Line
• First Bottom Line
–Build Relationships
• Second Bottom Line
–Profit – or, accomplish your Goal
25. 25
Triple Bottom Line
• Pat Jackson’s DBL – plus:
• Third Bottom Line
–Revenue>Controlled Costs=Profit
26. 26
Fraser Seitel’s “Real” Bottom Line
of PR
• “Our fundamental role in PR is to defend and
promote and enhance and sustain the
reputation of our organizations.”
• “Our job in PR is to help ensure that that
objective is achieved…through proper
performance – effectively communicated.”
32. 32
Communication
• …is shared comprehension (two way)
• Four Essential Elements/Communication Model
– Initiator (Sender/Encoder)
– Carrier (Message)
– Receiver (Decoder)
– Feedback (Is clarity being achieved?)
[If the message is not being received as intended,
it is your fault. Leaders whose messages are not
changing behavior are not true leaders.]
37. 37
Synergy
The whole is greater than
the sum of its parts
or
The whole works better than
any one of its parts.
[To achieve our goal, we should
achieve synergy.]
38. 38
Synergy’s Parts
• Advertising
• (Sales) Promotion*
• Public Relations*
• Direct Marketing
• Cause Marketing
• Sponsorship (Partnering)
Marketing
• Positioning (Place)*
• Personal Selling*
• Price*
• Product itself*
• Packaging*
• Policy*
• Politics*
• Mind Share
(Brainstorming –
Intellectual Property)
• Brand Identity
• Interactive
* Litwin’s 9 P’s of Marketing
45. 45
Target vs. Niche
Target
• Audience you want
to reach
e.g. High school
students
Niche
• Narrowly defined
audience
e.g. White, high school
girls of divorced
parents
46. 46
Features and Benefits
Features
• Important
characteristics of a
product or service.
Stress features to active
audiences.
Benefits
• The quality of product
or service that
supplies satisfaction
or need fulfillment to
the consumer or
audience member.
Stress benefits to passive
audiences.
48. 48
Persuade vs. Convince
• Persuade
– Change of mind or attitude (for a short time)
– When you persuade someone, you get them to act
without convincing them
• Convince
– Change of heart and mind (long term)
– When you convince someone, you actually get
them to believe something else
49. 49
Persuasion Pointers
• Know your audience
• Know what you can accomplish
• Anticipate objections/dispel them
• Establish mutual goals/a common ground
• Give options/choices
• Be clear
• Be familiar
50. 50
Persuasion cont.
• Use problem/solution format
• Stress rewards/benefits
• Control the tone
• Clinch your argument
• Ask for what you want
• Leave (impression) something to
remember