The document provides an overview of a PR media production course, outlining essential functions of public relations such as media relations, corporate identity, writing and editing, and strategic communication. It emphasizes the importance of skills like analysis, research, and effective communication while also introducing new trends in PR including social media and content creation. The course encourages active participation and collaboration among students through discussions, writing assignments, and feedback on a class blog.

1. PR Media Production
Session 1: Introduction & Course Overview

2. Press release exercise

3. What the heck does PR do??
• The post it exercise

5. What PR really does…
Chartered Institute of PR (UK)
• Program planning – analyzing problems and
opportunities, defining goals, recommending and
planning activities and measuring results. Liaising
with management and clients throughout.
• Writing & editing – shareholder reports, annual
reports, press releases, film scripts, articles and
features, speeches, booklets, newsletters.

6. What PR really does
• Media relations – developing & maintaining good
working contact with the media. This involves applying
knowledge of how local and national papers,
magazines, radio & TV work as well as the special
interests of journalists.
• Corporate identity – developing and maintaining an
organization’s identity via corporate advertising,
presenting the company’s name and reputation rather
than its products
• Speaking – communicating effectively with individuals
and groups including meetings, presentations and
platform participation.

7. What PR really does
• Production – brochures, reports, film and multi-media
programs are important means of communication.
Coordination of studio or location photography. Sound
knowledge of techniques for supervision is necessary.
• Special events – news conferences, exhibitions,
facility celebrations, open days, competitions and
award programs are all used to gain the attention of
specific groups.
• Research and evaluation – The first activity
undertaken by a PR practitioner is usually analysis
and fact gathering. A PR program should be evaluated
as a continuing process and measurement is used to
decide future strategy.

8. Essential skills for pr person
ABILITY TO:
• Analyze management needs
• Counsel management
• Identify causes of problems, analyze future trends and predict
their consequences
• Research into public opinion, attitudes and expectations and
advise on necessary action
• Plan, organize and coordinate tasks
• Monitor and follow up
• Set goals and objectives
• Motivate & influence others
• Write & edit press releases and reports
• Work effectively with journalists
• Identify major social issues affecting organizations & to
resolve conflict

9. And each with their
own nature, dynamics,
In PR, there are...…
stakeholders
media
platform
channel
Differe
nt

10. We’ll dive in to...
• The Old vs. The New Rules of PR
• What is story telling & why is it important
• Why good content matters
• Understanding your ‘buyers’
• How to build awareness internally & externally
• Grasping social media
• Why blogging

11. and also in to...
• Website concepting
• News release & New media room
• Creating video & audio content
• Developing & managing PR strategy
• Industry’s best practices
• Managing overall PR campaign from a PR
professional

12. Let’s set our expectations straight!
Participate actively:
discuss, share
opinion, asked
questions, argue,
agree

13. Let’s set our expectations straight!
Be updated with current news & events
• Start using social media actively
• Start writing

14. Class blog
• Each week, 3-4 people will write one short
article (300 words max) and publish it on the
class blog
• Others are obliged to comment – constructive
feedback, please.
• Topic will be discussed & decided together.
• Besides weekly writing, the class blog will be
used as a platform to share weekly materials,
case studies, etc.

15. Let’s do it together!