Journalism 2300: News Photography Week Thirteen April 25, 2011.
2300 week 1
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Transcript of 2300 week 1
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What is public relations?
COMM 2300Week 1
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PR DefinedO “Public relations helps an
organization and its publics adapt mutually to each other.” -- PRSA
O Strategic conflict management
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Basic PR Practices
O CounselingO Government affairO Employee relationsO Media relationsO Special event planning and fund-
raising
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Common Tech DutiesO Writing news releasesO Organizing news conferencesO Coordinating crisis communicationO Crafting org’s public identity/ imageO Plan + launch products/servicesO Sponsor tours, exhibitions and
special eventsO Public speakingO Acting as organization spokesperson
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Journalism & PR
Journalism Public RelationsO Journalist serve general
publicO Avoid taking sides or
advocatingO Control information that
goes into…O Rely on PR practitioners for
infoO Specialize in one form of
mediaO Ultimate goal: Inform Public
O PR specialists serve orgO Promote their client &
advocate actions O Provide info to journalists,
but don’t know how/if they use it
O Depend on journalists for coverage
O Wide range of mediaO Ultimate goal: generating
goodwill toward client
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PR & Advertising
Advertising Public Relations
O Pay for spaceO Controlled space,
design, layout, etc.
O Target audiences
O FreeO Artifact falls
where it mayO Target publics
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Marketing & PR
O PR differs from marketing in the following ways;O PR builds relationships vs builds marketsO PR address internal and external audiences
vs. external audiencesO PR is broader based rather than customer
basedO PR has many management/communication
functions whereas marketing often limits PR to product publicity
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PR JobsO Public relations people work for a variety of
organizations. What type of organization would you prefer if you wanted to work in public relations? (page 24)O CorporationsO NonprofitsO Public relations firmsO EducationO Independent consultingO HealthcareO Professional associations
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10 Qualities of a PR Professional
O Job placement directors say that employers are looking for 10 qualities in applicants for PR positions.
O Can you name at least five of the ten qualities? (page 27)
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Top 10 QualitiesO Good writingO IntelligenceO Cultural literacyO Know a good story when you see oneO Media savvyO ContactsO Good business senseO Broad communications experienceO Specialized experienceO Avoid career clichés
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Check List Activity
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A Robust ProfessionO Public Relations extends far beyond
communicationO It has its roots in research and
planningO Involves research management O Advocacy-Accommodation Continuum
O ROPE ModelO Research, Objectives, Programming, Evaluation
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Identifying Publics Before…
O A public is any group of people tied together by some common factor.
O “Unintended audiences” are called “nimbus publics”
O Identify publics, then prioritize them
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Promoting Hunger Games
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Who are the targeted publics?
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Potential PublicsO Media
O InternationalO Domestic
O CustomersO Conferences/TradeshowsO EmployeesO Analysts
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Identifying Targeted Publics
O http://www.youtube.com/user/UtahsHogleZoo
O (August, 2012)
O http://www.youtube.com/watch?v=jRvC9bVMX2k&feature=player_embedded
O (July, 2012)
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Virgin GalaticO Identify five different audiences that
should be targeted by Virgin Galatic.O Explain why each audience is a
targeted audienceO Identify and list 5 editors and
reporters that should be targeted by Virgin Galatic.
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O How do you identify reporters and editors that should be targeted?
O One free and quick way – GoogleO Google “spaceshiptwo and media
coverage”O Google “spaceship two USA TODAY”