Public Relations Forms, example of best and worst practice

Seminar Strategic planning of marketing communication

Presenter Lyubov Sachkova

Agenda

1. PR? Definition and Stereotypes

2. PR – activities & tools

3. Examples: Best Practices

4. Examples: Worst Practices

5. Summary – what you should have learned

PR?

What does Public Relations actually stands for?

It is said that almost 90% of what we read in the newspapers is prepared from PR people.

What is PR?

https://www.youtube.com/watch?v=Jmjxu5f_Bng

Public Relations

Definitions:

“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” 2012, PRSA

“Public relations is about reputation – the result of what you do, what you say and what others say about you.” CIPR

“Public relations is the discipline that looks after an organisation's reputation. Its aim is to win understanding and support, and influence opinion and behaviour. It establishes and maintains goodwill and mutual understanding between an organisation and its publics.” CIPS

Public Relations

Definitions:

“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” 2012, PRSA

“Public relations is about reputation – the result of what you do, what you say and what others say about you.” CIPR

“Public relations is the discipline that looks after an organisation's reputation. Its aim is to win understanding and support, and influence opinion and behaviour. It establishes and maintains goodwill and mutual understanding between an organisation and its publics.” CIPS

PR & Stereotypes

PR people are…

Fact Fiction

Hyper-organised Outgoing

Have a TV + computer and they are constantly on

Good writers ()

Mostly women Have studied communication or PR

Workaholics

PR people in an agency are more creative than corporate PRs

PR & Stereotypes

What does a PR person do?

What does a PR person do?

Image care

Networking

Communicate with the public

Ethical responsibility

Corporate Social Responsibility (CSR)

PR Tools

External Media

Internal Media

Media Relations

Direct communication methods

#selfie

The celebrity selfie

The Samsung in Ellen’s hand is no coincidence

Most retweeted Tweet of all times – 3M retweets that shut down Tweeter for a moment

Photoshop Live

https://www.youtube.com/watch?v=BRAM8MpqIeA

#myNYPD

#McDStories

gdfgfc

Lance Armstrong

https://www.youtube.com/watch?v=N_0PSZ59Aws

Miley Cyrus

The controversial example

Miley Cyrus

https://www.youtube.com/watch?v=YR7AEuynqRQ

To sum it all up…

PR is…

PR tools are…

Some examples…

Thank you for the attention!!!

Sources:

PRSA : http://www.prsa.org/AboutPRSA/PublicRelationsDefined/#.U5DsdRbzRw8

CIPR: http://www.cipr.co.uk/content/about-us/about-pr

Public Relations Manager Job Description: http://www.americasjobexchange.com/public-relations-manager-job-description

PR Tools: http://www.slideshare.net/Housefull1234567890/different-tools-of-public-relations

The celebrity selfie: http://www.cbsnews.com/news/oscars-2014-ellen-degeneres-selfie-samsung-onstage-apple-iphone-backstage/

http://www.theguardian.com/film/2014/mar/04/ellens-oscars-selfie-that-went-viral-not-marketing-stunt-samsung-insists

Sources:

The difference between PR and marketing: http://heidicohen.com/marketing-versus-pr-whats-the-difference/

#myNYPD: http://www.huffingtonpost.com/2014/04/22/mynypd-nypd-twitter_n_5193523.html

http://www.huffingtonpost.com/2014/04/28/nypd-twitter_n_5226254.html?utm_hp_ref=technology

#McDStories: http://www.huffingtonpost.com/2012/01/23/mcdstories-twitter-hashtag_n_1223678.html#s630540&title=CATE_STORM http://www.forbes.com/sites/kashmirhill/2012/01/24/mcdstories-when-a-hashtag-becomes-a-bashtag/

Lance Armstrong: http://www.theguardian.com/commentisfree/2013/jan/21/lance-armstrong-oprah-pr-disaster

Miley Cyrus: http://www.sales-and-marketing-solutions.com/twerk-marketing-lessons-from-miley-cyrus-infamous-vma-performance/ http://www.forbes.com/sites/robertwynne/2013/10/02/pr-secrets-of-miley-cyrus/