Etc. (et cetera)
description
Transcript of Etc. (et cetera)
Etc. (et cetera)
“and other things”“and so forth”
Our def of Public Relations
Our def of Public Relations Public Relations is the practice of
managing the flow of information between an organization and its publics, using methods that don’t require a direct payment
University of Florida says: "Public relations is the management
function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends."
The major PR areas
News media relations Product publicity Crisis communications Financial communications Executive support and speechwriting Community relations Government affairs
The major PR areas: external
News media relations Product publicity Crisis communications Financial communications Executive support and speechwriting Community relations Government affairs
External communications Those communications to people
(target audiences) outside of your organization
External communications Those communications to people
(target audiences) outside of your organization
Target audiences can be consumers, customers (people who buy from you and re-sell to consumers), regulators, politicians, competitors, peers
External communications Those communications to people
(target audiences) outside of your organization
Target audiences can be consumers, customers (people who buy from you and re-sell to consumers), regulators, politicians, competitors, peers
We reach these audiences through working with media that they consume… and directly via social media/events/one-on-one
Which brings us to news releases
Which brings us to news releases Been the foundation of external PR
for 60 years
Which brings us to news releases Been the foundation of external PR
for 60 years Even today they are still prepared…
the distribution has changed
Which brings us to news releases Been the foundation of external PR
for 60 years Even today they are still prepared…
the distribution has changed We’ve got to know how to prepare
them so they get used
Writing a news release
Luckily, we are well grounded in inverted pyramid and ‘I Can Never Prepare Pancakes In England’ so we know when we’ve got news… and how to write it just like a journalist
Writing a news release
Start with a great headline: active, punchy, catchy… but watch bad puns
Writing a news release
Start with a great headline: active, punchy, catchy… but watch bad puns
Write a compelling lede, as important in PR as in journalism
Writing a news release
Start with a great headline: active, punchy, catchy… but watch bad puns
Write a compelling lede, as important in PR as in journalism
Be on the look-out for superlatives and sell them… first, largest, fastest, latest, et cetera
Writing a news release
Start with a great headline: active, punchy, catchy… but watch bad puns
Write a compelling lede, as important in PR as in journalism
Be on the look-out for superlatives and sell them… first, largest, fastest, latest, et cetera
But don’t exaggerate or brag… or ever tell a whopper
Writing a news release
Use newspaper style, and that includes the use of adjectives or opinions that are not attributed
Writing a news release
Use newspaper style, and that includes the use of adjectives or opinions that are not attributed
Keep them short (mostly)
Writing a news release
Use newspaper style, and that includes the use of adjectives or opinions that are not attributed
Keep them short (mostly) Get them to the right person, at the
right time
Writing a news release
Use newspaper style, and that includes the use of adjectives or opinions that are not attributed
Keep them short (mostly) Get them to the right person, at the
right time Know typ0s, errors off fact, hickups
or mispellings
Writing a news release
Use newspaper style, and that includes the use of adjectives or opinions that are not attributed
Keep them short (mostly) Get them to the right person, at the
right time Know typ0s, errors off fact, hickups
or mispellings Include critical info on release format
Writing a news release
Have outstanding graphics, experts available
But there also is Internal Communications
But there also is Internal Communications Mass communications to an
organization’s employees
But there also is Internal Communications Mass communications to an
organization’s employees Designed to inform, educate,
motivate and generate higher productivity
But there also is Internal Communications Mass communications to an
organization’s employees Designed to inform, educate,
motivate and generate higher productivity
Starting point for some journalists because it’s so closely related to mainstream journalism
Internal Communications Company
newsletters/magazines/videos
Internal Communications Company
newsletters/magazines/videos Stage employee meetings
Internal Communications Company
newsletters/magazines/videos Stage employee meetings Produce management conferences
Internal Communications Company
newsletters/magazines/videos Stage employee meetings Produce management conferences Ad hoc communications in event of
big news, crisis, emergencies
Internal Communications Company
newsletters/magazines/videos Stage employee meetings Produce management conferences Ad hoc communications in event of
big news, crisis, emergencies Run United Way campaigns, blood
drives, fund raisers
Why Mr. G chose PR over journalism
So it’s all glamorous, right?
Assignment 5/1
You have just been named director of PR for Learning and Families
Assignment 5/1
You have just been named director of PR for Learning and Families
Your assignment is to prepare a comprehensive PR program designed to raise the awareness of LAF in the Sarasota/Manatee area
Assignment 5/1
You have just been named director of PR for Learning and Families
Your assignment is to prepare a comprehensive PR program designed to raise the awareness of LAF in the Sarasota/Manatee area
Specifically, LAF wants to increase its enrollment in the 2012-13 school year by 20%
Assignment 5/1
Develop a comprehensive PR program that will be implemented during May-August
Assignment 5/1
Develop a comprehensive PR program that will be implemented during May-August
Options include arranging interviews with LAF officials, publicity events, news releases, use of Facebook and other social media, et cetera!
Assignment 5/1 Develop a comprehensive PR program that
will be implemented during May-August Options include arranging interviews with
LAF officials, publicity events, news releases, use of Facebook and other social media, et cetera!
You will prepare a two-page PR plan. Be specific: what media, what events, who are your spokespeople, celebrities to use…
Oh…
You have a budget of $1,500