Chapter 14
Public Relations
Public Relations
•
•
•

Public Relations: “PR”

•
•

PR as a management function

Publicity, promotion, advertising, publi...
Many “publics”
• Corporate communications – workers,
shareholders, unions

• Community relations – residents, customers,
g...
PR Campaigns
• Information gathering – know your problem
• Planning – strategic (long term) and tactical
(to-do lists)

• ...
Press Releases
• Written in AP style
• the best press releases need little to no rewriting by a publication that chooses t...
Press Releases
• As we said, AP STYLE!!
• Double-spaced
• Lead/lede -- what is your most important
info?

• Contact inform...
Press Releases
Public relations
• Types of jobs:
• PR Manager (corporate)
• Publicist (corporate or private)
• Press Agent (corporate, go...
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Ch14 pr0

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Ch14 pr0

  1. 1. Chapter 14 Public Relations
  2. 2. Public Relations • • • Public Relations: “PR” • • PR as a management function Publicity, promotion, advertising, public relations involves working with public opinions, concerned with communication (interpersonal, machine assisted) Public relations is the art and social science of analyzing trends, predicting their consequences, counseling organization leaders, and implementing planned programs of action that serve both the organization’s and the public’s interest.
  3. 3. Many “publics” • Corporate communications – workers, shareholders, unions • Community relations – residents, customers, government • Press relations – promoting work to news media (press releases, media kits, media tours)
  4. 4. PR Campaigns • Information gathering – know your problem • Planning – strategic (long term) and tactical (to-do lists) • Communications – directly (website, billboards) and through gatekeepers (convincing a reporter to write about you) • Evaluation – media coverage (collect clips), surveying
  5. 5. Press Releases • Written in AP style • the best press releases need little to no rewriting by a publication that chooses to cover your event or statement • control over what statements are made – direct quotes • control your organization’s impression to the media – but know they're skeptics
  6. 6. Press Releases • As we said, AP STYLE!! • Double-spaced • Lead/lede -- what is your most important info? • Contact information • Boilerplate info
  7. 7. Press Releases
  8. 8. Public relations • Types of jobs: • PR Manager (corporate) • Publicist (corporate or private) • Press Agent (corporate, gov’t) • Promotions staffing

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