What is PR?
- The practice of conveying messages to the public through the media on behalf of a client, with the intention of changing the public's actions by influencing their opinions.
- Internal or external
- BE PROACTIVE RATHER THAN REACTIVE
- Paid and earned media
- Paid: an advertisement
- Earned: pitched ideas to blogs, journals, magazines, newspapers, etc. that are reported on to no expense to the company
The work of the PR practitioner
- Communication with internal and external publics
- external: groups outside of the organization which organization wants to communicate
- magazines, news stories, blogs, websites, social media
- internal: groups inside of an organization that need to be reached
- forms of communication: newsletters, company magazines, letters, notices, memorandum, and periodic reports
- Counsel management on good PR practices
- conscience of the organization
- crisis management
- Media relations
- media relations: outreach to media
- handles all media contacts for organization
- media expert: advise organization on how to handle media
- when and how to release info
- give advice on speeches, press conference, interviews
- anytime media deal with an organization, PR should be involved
- Event Planning
- PR officials should be involved
- Ad campaign, news conference to promote something, donations, break ground for a new building, fundraising, etc. product launches, fundraisers
- research (formal or informal): must know everything about a client, problems or opportunities.
- planning: need a plan in place for how to deal with publics; tell organization what publics to communicate with and how that communication should take place; set measurable impact and output objectives
- communication writing is most concerned with this; putting info into proper form is one of the most imp jobs of PR
- evaluation did our plan work? critical last step
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