2. 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?

3. Public relations 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?

4. Common elements of PR definitions: What is Public Relations? planning management relationship building monitors environment analyzes counsels opinion change two-way communication

5. 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?

6. Pitching journalists AND reaching publics directly Using mass media AND targeted, niche media Convergence of advertising, PR and marketing Keywords are crucial PR in the “New” Media Age

7. Journalists can find you Journalists are NOT the only game in town Bloggers are important Social media is important SEO is important Press releases - not just for big news

8. 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

9. 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

10. 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

11. From the Bureau of Labor Statistics...Bureau of Labor Statistics –In 2008, there were about 275,200 working as public relations specialists in 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

12. Public Relations Salaries Employment AreaMedian 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

13. More Salaries CityVPPR 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 More on entry level salariesentry level salaries

14. Public Relations Workforce Corporations40% PR/advertising/marketing/ communication firms 27% Associations, foundations, educational institutions14% Healthcare organizations 8% Government 6% Charitable, religious, social welfare organizations 5%

15. 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?

16. Four Models of Public Relations Press Agentry or Publicity Public Information Two-way Asymmetric Two-way Symmetric Purpose Propaganda, 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

17. Target publics Latent vs. Active Publics Internal vs. External Publics Who are these publics anyway?

18. Match the channel to the target public Channels: –People –Publications –Events –Websites –Direct mail –Tradeshows –TV programs –Social media Communication Channels