2. PR is
• Anything public
• Anything said about a company or business
• Is molded with communications
• Works heavily with:
• Marketing
• Advertising
• With people all over, and other businesses
• Most effective with mutual beneficial relationships
3. Relationships
• You build strategic relationships that are specific
to different aspects of PR
• Example: if you need a news story you in turn
provide a very quick turn around for reporters
that need information, being on deadlines
• You find specifics of their style of job and how they
work, and cater to that to serve them better
• Example: you read the news every day, you know
the reporters names, and recognize them when
they call you
• This builds relationships
5. Social Media
• Is great, but you really need some real
personal relationships
• Especially with the news
• Very aware of Social Media
• But don’t forget the basics
• “It needs to play an active role in what you are doing
today, but do NOT let it replace everything that you are
doing.”
• “A lot of it is becoming white noise.”
• Combine it with other media aspects
7. Newspapers are not dead
• The “best” way to get news is from physical
newspapers
• Online news is still not fully developed
• Online is better for instant news
• Style and delivery and quality is still much
better in physical newspapers
• Read local news
• Read national news
8. Digital Cluttered
4 Stories 8 Major Stories – 9 Minor Stories
• More relaxed • Struggle to keep interest in readers
9. Integration
• Having an integrated team is very effective
• Example: Oreo Super Bowl Advertisement
• With marketing, advertising, communications
• Communications
• Example: if someone from the news calls Belmont, they
are immediately forwarded to Belmont’s
Communications Department; of just four people.
– News reporters are on high priority, they are accommodated
as quickly as possible, due to respecting their deadlines.
» Which in turn builds a positive growth in the mutual
beneficial relationship.
10. Integration
• Marketing and Advertising
• Work with the teams
– Make sure the outbound messages are consistent with the
vision of the University or the company
– Check with the Public Relations and Communication
department
• Example: Presidents report
11. Some types of PR
• Crisis communication
• “Anything that effects the normal flow of the campus”
• Media relations
• Press releases
• Press conferences
• Partnering with publications
• 3 different publications come out of the department
12. Biggest PR
• Is the students
• Know your audience
• Example: Different PR and News for audiences
– 4pm News for stay at home moms
– 6pm News for Businessmen/women who want to
wind down
13. Evaluation and Earned Media
• Media monitoring services
• Local
• Worldwide
• TV mentions
• Online mentions
• Put stuff out for consideration and the “gate keepers”
decide whether its good enough to share.
• Not “guaranteed” press
• Guaranteed press is called advertising
– Example: Belmont NCAA involvement
– Over $400,000 worth of PR for “free” just through online mentions in
5 days.
14. Integrated Example
• Presidents report
– They use the highest quality
printing, photography, spend a lot of time on it. All
three “departments” work closely together.
• Goes to all the presidents to all the universities in the
country
• Year in review
15. Research
• What are my goals?
• Then “What is my research going to be?”
• “Firms have got it down to a science”
• Belmont uses a research firm
16. Customer service is #1
• Example of phone representatives
– Difference between supervisor and base worker
• Supervisor
– Cares much more about the company and its image
– Give a much more matched representation of the company
• Even when you get good customer service after:
– You still have the bad taste “in your mouth” of the bad
instance with the base worker being mean or creating poor
service
» Even loyal customers can be disrespected and their years
of loyal business disregarded.
Editor's Notes
I learned what real mutual beneficial relationships look like
