1. PR & IT
synergy of content and tools

2. Content
• What is PR? Definition by IPR
• PR is about…
• Communication cycle and principles
• Short history of PR
• History of Press release
• Integrated approach
• Questions for open discussion

3. PR by definition
"The deliberate, planned and sustained effort to
establish and maintain mutual understanding
between an organisation and its publics."
Institute of Public Relations, London

4. What PR professionals actually do?

5. What PR is all about?
(communication,education,management)
• Press releases
• Social media management
• Articles and web news
• Personal branding
• Product PR
• Internal communication
• Institutional
communication
• Media Monitoring
• Speech writing
• Public affairs
• Event management
• CSR
• Investors relations
• Celebrity, Sport, Art PR
• Research and analysis
• Employee branding
• Training
• Public speaking
• Company profiling
• Corporate communications
• Crisis communications
• Strategic and tactical advising

6. #PR chanels
• Traditional media
• New media

7. Communication Cycle

8. Communication principles
• Be honest
• Be clear
• Be consistent
• And be accurate, be
reliable, be fast, etc

9. Strong PR content = PROFIT
• PR Integration with Lead Generation and Sales – PR is not
sales. However, the integration of PR with sales and lead
generation is one of a company’s greatest strategic weapons
for effectively accomplishing revenue goals.
• Strong PR content can drive the SEO results that produce
business leads and that also serve as the functional “due
diligence” that helps customer interest—from any source—
convert more readily into active leads, and ultimately into
sales.
• Strong PR content is also the ideal information for salespeople
to share with prospective customers and to use as the core of
its email and direct mail campaigns.

10. Short History Overview

11. Short History Overview

12. Press Relasejust celbrated106 birthday
• Have you ever heard the story of how a young man named Ivy Lee
responded to a tragedy that took the lives of more than 50 people
and used it to create what would become a mainstay of any public
relations effort?
• Ivy LeeAccording to public relations lore, the press release was born
following a train wreck on October 28, 1906, in Atlantic City, N.J.,
that left more than 50 people dead.
• The train was owned by Pennsylvania Railroad, one of Ivy Lee’s
clients. In response to the disaster, he convinced the railroad to
issue a statement about what had transpired. In doing so, he set in
motion a practice for companies to address issues important to
them, or, in the case of the railroad, to offer an explanation of what
had happened. The New York Times was said to have been so
impressed by Lee’s release that the newspaper printed it exactly as
Lee had written it. Although it’s rare for media outlets to use press
releases verbatim these days, they still often act as a starting point
for a journalist to create a story.

13. PR then & now

14. To summarise PR

15. Thank you !
dragana.aleksic@webbdowse.com
Dragana Aleksic Matic
Director Development & Media
Webb Dowse
Intelligent Corporate Communications
Sarajevska 11/3
11000 Belgrade
Serbia
mobile: +381 63 119 1016
landline: +381 11 2641 269
www.webbdowse.com