1. Business English Upper Intermediate U1S09 John Silberstein johnsilb@aol.com

2. Agenda Public Relations

3. What is Public Relations? Public relations includes ongoing activities to ensure the overall company has a strong public image. Public relations activities include helping the public to understand the company and its products. Often, public relations are conducted through the media, that is, newspapers, television, magazines, etc. As noted above, public relations is often considered as one of the primary activities included in promotions.

4. Public Relations What is Publicity? Publicity is mention in the media. Organizations usually have little control over the message in the media, at least, not as they do in advertising. Regarding publicity, reporters and writers decide what will be said.

5. Public Relations What type of organizations should be involved in PR? All organizations should be concerned about managing Public Relations: Governmental Non-Profit Multi-National Corporations Small Business Prominent Individuals

6. Public Relations Why is Public Relations Important? Public Relations is important to every type of organization and it is used by every type of organization in similar ways. Public Relations helps the organization to send a message to non-targeted audiences.

7. Public Relations Why is Public Relations Important? Governmental Organizations Governments use PR to release important information, announce changes in processes

8. Public Relations Why is Public Relations Important? Non-Profits Use PR to inform the public about what they are doing and to ask for additional money to continue their work.

9. Public Relations Why is Public Relations Important? Multi-National Corporations Use PR to announce new products, talk about charitable work they are doing, announce leadership changes, distribute earnings reports and to let the public know about any important information that concerns the public welfare.

10. Public Relations Why is Public Relations Important? Small Business A small business will use PR in a similar way to a large business, but the coverage will be less. The small business does not attempt to reach a global or national audience. The small business will also use PR to build credibility for its business by announcing contracts, awards, etc.

11. Public Relations Why is Public Relations Important? Prominent Individuals These people should be using PR to promote themselves and to protect their image.

12. Public Relations Rope Research Objectives Programming Evaluation

13. Public Relations ROPE Research The research phase of the process involves identifying and learning about three key elements: (1) a client or institution that has (2) a problem or potential problem to be solved, which involves (3) one or more of its audiences, or publics.

14. Public Relations ROPE Objectives The second phase of the public relations process involves the setting of objectives for a program to solve the problem. The question to be answered is, what is the end result you want to accomplish?

15. Public Relations ROPE Programming The third phase of the process consists of planning and executing a program to accomplish the objectives.

16. Public Relations ROPE Evaluation Evaluation, as defined in this process, consists of two parts. First, it includes an ongoing procedure of program monitoring and adjustment. Second, evaluation refers back specifically to the objectives that were set in the second phase of the process and examines the practitioner's degree of success in achieving them.

17. Public Relations TOOLS There are various tools that can be used in the practice of PR. Traditional tools include press releases and media kits which are sent out to generate positive press on behalf of the organization. Other widely-used tools include brochures, newsletters, press conferences and annual reports. Increasingly, companies are utilizing interactive social media, such as blogs, Twitter and Facebook, as tools in their PR campaigns. Unlike the traditional tools which allowed for only one-way communication, social media allows the organization to engage in two-way communication, and receive immediate feedback from their various stakeholders and publics.

18. Public Relations Techniques Public Targeting A fundamental technique used in public relations is to identify the target audience, and to tailor every message to appeal to that audience. PR Firms will try to use demographics to identify key segments to target, but not all segments are clearly defined by demographics. Demographic data may not be helpful when trying to identify people who may be willing to contribute money to a specific charitable organization.

19. Public Relations Techniques Lobby Groups are established to influence government policy, corporate policy, or public opinion. Such groups claim to represent a particular interest and in fact are dedicated to doing so.

20. Public Relations Techniques Spin In PR, "spin" is sometimes a pejorative term signifying a heavily biased portrayal in one's own favour of an event or situation. While traditional public relations may also rely on creative presentation of the facts, "spin" often, though not always, implies disingenuous, deceptive and/or highly manipulative tactics. Politicians are often accused of spin by commentators and political opponents when they produce a counterargument or position.

21. Public Relations Techniques Spin In PR, "spin" is sometimes a pejorative term signifying a heavily biased portrayal in one's own favour of an event or situation. While traditional public relations may also rely on creative presentation of the facts, "spin" often, though not always, implies disingenuous, deceptive and/or highly manipulative tactics. Politicians are often accused of spin by commentators and political opponents when they produce a counterargument or position.

22. Public Relations Channels Media Relations Interviews News/Press Conferences Special Events

23. Public Relations Channels Media Relations News Releases: On-going news releases will cover new products, product enhancements, personnel appointments and promotions, plant and other facility expansions, pricing changes and, of course, key business developments such as contracts and marketing agreements.

24. Public Relations Channels Media Relations Perspective" News Releases: � The perspective release is a statement by an executive about an issue of importance to his or her industry. Such releases are effective in building recognition and respect for company executives.

25. Public Relations Channels Media Relations Articles: � features, application and case-history articles, as well as highly technical articles.

26. Public Relations Channels Media Relations Papers and Speeches: � Speaking engagements at key industry events and forums provide important visibility.

27. Public Relations Channels Media Relations Papers and Speeches: � Speaking engagements at key industry events and forums provide important visibility.

28. Public Relations Channels Media Relations Crisis Management: Many companies would prefer not to have to talk to customers, the press or even employees when crises occur. But open channels of communication enhance your company � s image in good times as well as bad. A crisis well-handled can build well- earned respect, as well as trust in company management.

29. Public Relations Channels Interviews Can provide a venue where detailed information about a specific topic or range of topics can be discussed.

30. Public Relations Channels New/Press Conferences Allow an organization or individual to discuss specific topics with the “Press”. Usually reserved for major or significant events.

31. Public Relations Channels Special Events Tradeshows, seminars, product announcements, tours, etc.