Why Public Relations? Kevin M. Brett University of Oregon April 2, 2013.
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Transcript of Why Public Relations? Kevin M. Brett University of Oregon April 2, 2013.
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Why Public Relations?Why Public Relations?
Kevin M. BrettUniversity of Oregon
April 2, 2013
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Why Consider Public Relations?Why Consider Public Relations?
• Financial/IR: $165,620
• Crisis Management: $150,000
• Reputation Management: $143,000
• Public Affairs: $98,500
• Community Relations: $59,910
Source: PRSA/Korn Ferry International, 2006
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My PR CareerMy PR Career• Eight Years In Politics• Five Years in Trade Assn. PR• 10 Years in Corporate PR• Four Years in Tech Agency PR• Almost DailyBrett Blog• Full-Time PR Instructor
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PR Stereotype – Presidential Press Secretary
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Spin Doctors?Spin Doctors?
• Publicity Agents
• Snake-Oil Salesmen
• Fast-and-Loose with the Truth
• Lobbyists
• Image Consultants
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A Little Less Cynical…A Little Less Cynical…
• Participates in Marketplace of Ideas
• Provides Clear and Accurate Info
• Positions Companies, Non-Profits, Leaders
• Plays in 24/7/365 Digital World
• Adept at Crisis Communications
• Safeguards Reputations and Brands
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Tools of the TradeTools of the Trade• Who, What, When, Where, Why & How
• Relationships with Editors, Reporters, Analysts and Bloggers
• Counsel to Executives, Leaders
• Develop Facts, Figures and Info for Society
• Serve as Spokespersons
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Communications ChoreographyCommunications Choreography
• Develop Strategic Messaging• Identify Target Audiences• Devise Earned Media Campaign• Execute Public Relations Outreach• Extend Brand Equity• Safeguard Reputations• Measure Results
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Government/Political Public RelationsGovernment/Political Public Relations
• Higher Standard• Competitive• Toughest Media• Public Service• Not Private Sector• Lose Election?
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Non-Profit Public Relations• Satisfying?• Credible Third Party• Competitive• Compassion Fatigue• Financial Pressures
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Corporate vs. AgencyCorporate vs. Agency
Corporate PR• 24/7/365 for the
Company• Reports to CFO, Mktg,
Sales• In-House/Agency/Combo• More Credibility with
Media• ESPP/Stock Options• Higher Regard by Media
Agency PR• Billable Hours Spread
Sheet• Client Teams; Multiple
Bosses• Hired Gun• Deep Rolodex• Salary, Benefits and
Bonus• Lower Regard by Media
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Two Primary Methods of Two Primary Methods of EngagementEngagement
• Project: Specific task, aimed at a specific audience at a specific time for specific price + OOPS.
• Retainer: Contractual Engagement Based Upon a Monthly Fee + OOPS; Monthly Reports; Periodic Agency Review ($15,000 or more per month in Silicon Valley)
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Distributed Global OfficesDistributed Global Offices
Seattle – Microsoft Portland – Nike SF – Charles Schwab Silicon Valley – HP Los Angeles – Disney New York – Samsung Chicago – Wal-Mart Tokyo – Toyota Munich -- Siemens
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Balance Sheet/Up EconomyBalance Sheet/Up Economy
Revenues from Clients– $25,000 per month from
Client A– $20,000 per month from
Client B– $15,000 per month from
Client C– $20,000 project
$80,000 in total revenues; $60,000 monthly
Total Annual Revenues: $720,000 + $20,000
Client Team Salaries SVP, $150,000 SAS, $100,000 SAE, $75,000 AE, $50,000 AE, $50,000 AAE, $35,000 AAE, $35,000 Total Team Salaries:
$495,000
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Balance Sheet/Down EconomyBalance Sheet/Down Economy
Revenues from Clients– 25,000 per month from
Client A– $20,000 per month from
Client B– $15,000 per month from
Client C– $20,000 project
$40,000 in total monthly revenues
Total Annual Revenues: $480,000
Client Team Salaries SVP, $150,000 SAS, $100,000 SAE, $75,000 AE, $50,000 AE, $50,000 AAE, $35,000 AAE, $35,000 Total Team Salaries:
$495,000
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Balance Sheet/Down EconomyBalance Sheet/Down Economy
Revenue from Clients– 25,000 per month from
Client A– $20,000 per month from
Client B– $15,000 per month from
Client C– $20,000 project
$40,000 in total revenues; $40,000 monthly
Total Annual Revenues: $480,000
Client Team Salaries SVP, $150,000 SAS, $100,000 SAE, $75,000 AE, $50,000 AE, $50,000 AAE, $35,000 AAE, $35,000 Total Team Salaries:
$420,000
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PR: What’s New?PR: What’s New?
• Digital Self-Publishing
• Facebook, Twitter, LinkedIn, Blogs, Podcasts, Webcasts, Pinterest
• Loss of Control
• Reputations/Brand in Play 24/7/365
• Crisis Communications More Important
• Need to Tell The Story Better Than Ever
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Appendix
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““The Smartest Guys in the Room”The Smartest Guys in the Room”
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Someone’s Client?Someone’s Client?
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Tone Deaf CEOs?Tone Deaf CEOs?
Did the Big Three automakers CEOs behave outrageously by traveling in corporate jets to
request taxpayer bailout money?
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Full Employment for Reporters?Full Employment for Reporters?
• The Bubble Burst
• ENRON
• Martha Stewart
• $6,000 Shower Curtain
• Sarbanes-Oxley
• SEC REG FD (Fair Disclosure)
• Jon Stewart/Jim Cramer Interview
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PR BuzzwordsPR Buzzwords
• Brand
• Cloud
• Corporate Social Responsibility
• Organic
• Sustainable
• Solutions
• Thinking Out of the Box
• Thought Leadership
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The Mother of All Run-On The Mother of All Run-On SentencesSentences
“Today we are thinking out of the box in leveraging a portfolio of organic, sustainable cloud computing solutions that enhance your company brand, while demonstrating thought leadership and exemplifying your dedication to corporate social responsibility.”
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Public Relations helps establish and maintain mutual lines of communication, understanding, acceptance and cooperation between an organization and its publics.
• - Rex Harlow
Public Relations is the management of communication between and organization and its publics.
-Todd Hunt and James Grunig
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Serving Clients: Telling Their StoryServing Clients: Telling Their Story
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Defining Public RelationsDefining Public Relations
• What does an accountant do?
• What does a doctor do?• What does an attorney do?
• So what does a public relations practitioner do?
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Two Images of Michael Two Images of Michael PhelpsPhelps