A introduction to international public relations - what it is, how it differs from advertising, how PR in Israel differs from North America, and how to work effectively with the media.
Public Relation is the practice of preaching the organization's message in public. Sometimes PR professionals face ethical problem in the path of influencing value, belief, opinion and behaviour of the public. This is a guideline for the ethical practice of Public relations.
In this slideshow, we see how Hallmark succeeded in reinforcing their forgotten brand. They created a campaign "Writers On Tour" which allowed Hallmark employees to engage with their communities. The outcome of the campaign was successful for both employees and customers of Hallmark.
Learn more about the key ethical considerations faced by practitioners of public relations. Also, this lecture explores the Code of Ethics by the Public Relations Society of America (PRSA).
Mark Tatge presents "Tactical Teaching - Using Multimedia" during the Reynolds Center for Business Journalism's annual Business Journalism Week, Jan. 3, 2014. Tatge teaches multimedia storytelling, business writing and media studies as the Eugene S. Pulliam Distinguished Professor of Journalism at DePauw University.
The annual event features two concurrent seminars, Business Journalism Professors and Strictly Financials for journalists.
For more information about business journalism training, please visit http://businessjournalism.org.
From the Rosetta Stone to the Boston Tea Party to the "Torches of Freedom" to today's digital age, public relations or responsible advocacy (and sometimes not so responsible) have been a part of the human landscape.
Attract High Value Publicity - Be Seen on TV, Radio, Podcasts, Print & BlogsDale Thomas Vaughn
My media system has earned hundreds of millions of impressions for my clients on major media outlets. Imagine yourself in your ideal audience's most trusted news, radio, podcast or television... what are the possibilities for you if you were that well-known?
To schedule a strategy session with me to find out your best next steps, visit dalethomasvaughn.com/media-training
I help social entrepreneurs get seen and become well-known experts in their industry.
If you're tired of seeing someone else with less expertise in your field get all the media attention, I am going to teach you the secrets to build your profile, pitch your story, and create a campaign to become the go-to expert in your field.
I'm a big believer in teaching people how to fish, rather than simply catching fish and selling them to you (which is what publicists do). Most small companies and nonprofits can't afford and frankly don't need a publicist or PR firm - they just need the tools and the confidence to try to book themselves. That's what I love to do for entrepreneurs and nonprofit leaders. Take the skills in-house and you'll have the ability to get media attention forever going forward.
by Dale Thomas Vaughn
Public Relation is the practice of preaching the organization's message in public. Sometimes PR professionals face ethical problem in the path of influencing value, belief, opinion and behaviour of the public. This is a guideline for the ethical practice of Public relations.
In this slideshow, we see how Hallmark succeeded in reinforcing their forgotten brand. They created a campaign "Writers On Tour" which allowed Hallmark employees to engage with their communities. The outcome of the campaign was successful for both employees and customers of Hallmark.
Learn more about the key ethical considerations faced by practitioners of public relations. Also, this lecture explores the Code of Ethics by the Public Relations Society of America (PRSA).
Mark Tatge presents "Tactical Teaching - Using Multimedia" during the Reynolds Center for Business Journalism's annual Business Journalism Week, Jan. 3, 2014. Tatge teaches multimedia storytelling, business writing and media studies as the Eugene S. Pulliam Distinguished Professor of Journalism at DePauw University.
The annual event features two concurrent seminars, Business Journalism Professors and Strictly Financials for journalists.
For more information about business journalism training, please visit http://businessjournalism.org.
From the Rosetta Stone to the Boston Tea Party to the "Torches of Freedom" to today's digital age, public relations or responsible advocacy (and sometimes not so responsible) have been a part of the human landscape.
Attract High Value Publicity - Be Seen on TV, Radio, Podcasts, Print & BlogsDale Thomas Vaughn
My media system has earned hundreds of millions of impressions for my clients on major media outlets. Imagine yourself in your ideal audience's most trusted news, radio, podcast or television... what are the possibilities for you if you were that well-known?
To schedule a strategy session with me to find out your best next steps, visit dalethomasvaughn.com/media-training
I help social entrepreneurs get seen and become well-known experts in their industry.
If you're tired of seeing someone else with less expertise in your field get all the media attention, I am going to teach you the secrets to build your profile, pitch your story, and create a campaign to become the go-to expert in your field.
I'm a big believer in teaching people how to fish, rather than simply catching fish and selling them to you (which is what publicists do). Most small companies and nonprofits can't afford and frankly don't need a publicist or PR firm - they just need the tools and the confidence to try to book themselves. That's what I love to do for entrepreneurs and nonprofit leaders. Take the skills in-house and you'll have the ability to get media attention forever going forward.
by Dale Thomas Vaughn
This webinar examines your role dealing with the media. Knowing how to respond to tough questions from reporters representing print, broadcast and online media can be a challenge. We will provide you with insight about how the media works, what they want and how to drive home your talking points when answering their questions. By understanding how reporters think and what they are looking for, you can better plan your strategy for responding to their questions while controlling your message.
2. Agenda
What is public relations?
PR vs. advertising
PR in Israel vs. North America
Working effectively with the media
3. What is public relations?
Explaining to the public what an organization does,
so they will understand it and approve of it.
Approval can lead to
Increased sales
New investors
Strategic partnerships
People who want to work for you
4. Media relations
Working with reporters, editors and producers
Giving them an opportunity to do a news story on
your company
Reporters love hearing
about great story
opportunities
5. How to get media attention?
Make sure you have an interesting story or
something interesting to say
Examples
New product
Company milestone
Interesting statistic
New strategic partnership
6. How to approach reporters?
Make a pitch with an opportunity
Interview
Visit facility
Attend an event
Press release about
the company
Set appointment with reporter
Reporter submits his or her news story
7. Effective press release
DOES YOUR CHILD HAVE A DRINKING PROBLEM?
Recent statistics show that only 66% of children in Ontario
aged 6 to 11 drink enough milk on a daily basis
Issued by the Dairy Farmers of Canada
Led to several stories in the media
the next day
8. PR vs. advertising
Public Relations Advertising
Free Expensive
Credible Biased
The main “story” The “filler”
Quicker to launch Slower to launch
Content (uncertain) Content (certain)
Timing (uncertain) Timing (certain)
Placement (uncertain) Placement (certain)
9. PR vs. advertising
No one
buys a newspaper
watches TV
listens to radio
surfs the web
for the ads.
10. PR vs. advertising
Public Relations Advertising
Free Expensive
Credible Biased
The main “story” The “filler”
Quicker to launch Slower to launch
Content (uncertain) Content (certain)
Timing (uncertain) Timing (certain)
Placement (uncertain) Placement (certain)
13. Differences: Israel and N. America
1. Pitch locally
2. Reporter – PR relationship
3. Media landscape
14. Pitch locally
Pitch to local interest of the region
Success in Israel does not mean North American
media coverage
Even internationally read papers try to appeal to their
main readership
15. Pitching to North America
Is your product or service available in North America?
Are some of your key managers from there?
Do you have business partners or investors there?
Do you have customers from there?
16. Reporter-PR relationship
Relations between reporters and PR consultants are
less close in North America than in Israel
Very strict line between PR and journalism in North
America
More room to develop new relationships with
reporters
17. Media in Israel vs. N. America
Regional news is national news in Israel
Canada and US news much more localized
Wider array of publications in
North America
Trade and special interest
magazines
18. Sudden news
Story can easily be pushed out with sudden news in
Israel
Many conflicts or events in
region to report on
Egypt
Syria
Iran
Fewer dramatic news stories in North America
19. Common mistakes with media
Ignorance of the media agenda
Poor preparation/no story
Feeling obliged to talk
Lapsing into a conversation
20. Good media relations
Treat media interviews like important business
meetings
Prepare and rehearse your messages and answers
Be polite, accessible, helpful and careful
Accentuate the positive with future oriented
language
21. And finally…
Always tell the truth
The truth, the whole truth and nothing but the
truth
Go for two out three
22. A bit about me…
Ten years’ experience in international PR
Business-to-business and consumer market
Helping businesses find new customers and new business
relationships