• PR is not “spin”

• It’s communication informed by research and tailored to particular media and publics.

• Some definitions of PR . . .

What is Public Relations?

• Public relations practice is the art and science of analyzing trends, predicting their consequences, counseling organization leaders, and implementing planned programs of action which will serve both the organization’s and the public interest.

What is Public Relations?

• Common elements of PR definitions:

What is Public Relations?

• planning• management• relationship building• monitors environment• analyzes• counsels• opinion change• two-way communication

• Other names for PR:– Public affairs, Public information– Corporate communications– Community outreach– Human relations– Employee relations– Internal relations– Integrated marketing communication (IMC)

What is Public Relations?

• Pitching journalists AND reaching publics directly

• Using mass media AND targeted, niche media

• Convergence of advertising, PR, marketing

• Keywords are crucial

PR in the “New” Media Age

PR in the “New” Media Age

• Journalists can find you

• Journalists are NOT the only game in town

• Bloggers are important

• Press releases - not just for big news

• PR writers must be able to write for all types of media– Traditional media– Online media– Marketing media– Internal media

• You must be versatile!

Public Relations Writing: Informed, Versatile, Responsible

• Good PR requires:– Solid communication skills– Expertise in dealing with the news media– Knowledge of public opinion and persuasion– Constant research– Analysis based on research– Good judgment– Ability to analyze trends, predict their

consequences and counsel management – Proper planning

Public Relations Writing: Informed, Versatile, Responsible

• Different levels of PR jobs:

– Technician or specialist

– Account manager

– Director

– Executive

• Technicians do more tactical work, executives do more strategic work

Public Relations Workforce

• From the Bureau of Labor Statistics . . .– In 2008, there were about 472,590 people working

in advertising and public relations the U.S.

– 9 out of 10 PR firms have fewer than 20 employees

– Avg. 34.7 hours per week, a little higher than the national average of 33.9.

– Employment is projected to grow 24% from 2008 to 2018, compared with 11% for all industries combined.

Public Relations Workforce

Public Relations Salaries

Employment Area Median Salary

Management of companies and enterprises

$55,530

Business, professional, labor, political, and similar organizations

$55,460

Advertising and related services $55,290

Local government $51,340

Colleges, universities, and professional schools

$46,660

More Salaries

City VP PR Mgr. Account Executive

Atlanta $92,000 $50,000 $33,000

New York $120,000 $62,000 $38,000

LA $83,000 $50,000 $38,000

DC $82,000 $56,000 $39,000

• Salaries paid to women are consistently lower than those paid to men

• Gap between the genders = $20,000• 56% of women earn less than $45,000• 27% of men earn less than $45,000

Public Relations Workforce

• Corporations 40%• PR/advertising/marketing/

communication firms 27%• Associations, foundations,

educational institutions 14%• Healthcare organizations 8%• Government 6%• Charitable, religious, social

welfare organizations 5%

Public Relations Workforce

1. Writing

2. Editing

3. Media relations & placement

4. Special events

5. Speaking & talking

6. Production

7. Research

8. Planning & programming

9. Training

10. Administration

What do PR practitioners do all day?

Four Models of Public Relations

Press Agentry or

Publicity

Public

Information

Two-way Asymmetric

Two-way Symmetric

Purpose Propaganda,

Disseminate information

Disseminate information

Scientific persuasion

Mutual understanding

Nature of communication

One-way, truth is not essential

One-way, truth is essential

Two-way, but corporate interests are most important, effect is imbalanced

Two-way, balanced effects between corporate and public interests

Nature of research

Little, “counting house”

Little, counting articles or press mentions

Formative, evaluative of attitudes

Formative, evaluative of understanding

Where practiced

Sports, entertainment, politics

Government, non-profits, business

Competitive business, agencies

Regulated business, agencies

• Target publics

• Latent vs. Active Publics

• Internal vs. External Publics

Who are these publics anyway?

• Match the channel to the target public• Channels:

– People– Publications– Events – Websites– Direct mail – Tradeshows– TV programs

Communication Channels

• Give opponent’s views first when addressing a controversy, then yours

• Raise an issue before your competition does (inoculation effect)

• Draw clear conclusions with your messages, don’t rely on the public to draw their own

• Mild fear appeals work better than strong ones, but offer a resolution

Tips for successful campaigns

• Use factual and emotional appeals• The spoken word is more persuasive than the

printed word• Opinion leaders pay attention to the media,

people pay attention to opinion leaders• The media often set the public agenda• Know your daggone publics!• Repeat messages

Tips for successful campaigns

1. Think about your organization’s goals2. Think about your publics3. Construct your message 4. Choose your medium5. Think about the intended effect6. Execute

All of these steps require RESEARCH and STRATEGY!!!

Constructing Messages