Modern public relations practice is focused on creating and maintaining relationships -- there's much more to it than simply using communication tools and tactics -- new or old.
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THE 'NEW' PUBLIC RELATIONS
1. The “New PR”
…or how the view of PR today reflects what we’ve been
teaching at MSVU for the past quarter of a century…
Copyright Patricia Parsons
2010-13/ Mount Saint Vincent
University
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2. So…what is PR, anyway?
What is the “old PR” as you know it?
What is the “new PR?
What is the future of “PR”?
Copyright Patricia Parsons
2010-13/ Mount Saint Vincent
University
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3. The So-Called “models of
communication” for Public
Relations (Grunig & Hunt)
One-way models
◦ Press agentry
◦ Public information
Org has a
message…and
disseminates it
Organization
Public
Copyright Patricia Parsons
2010-13/ Mount Saint Vincent
University
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7. Communication versus
relationships…
What is the difference between the following:
Public
Relations
Relationships
Public
Relations
Communication
Question for discussion: Can you build a relationship in 140 characters?
Copyright Patricia Parsons
2010-13/ Mount Saint Vincent
University
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8. New “All-Way” Communication
and Cooperation?
Your
publics as
they see
themselves
Your
publics as
you see
them
Your organization
Copyright Patricia Parsons
2010-13/ Mount Saint Vincent
University
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9. The focus of the new (old) PR
strategy:
People first
Strategies, tools &
tactics second
Copyright Patricia Parsons
2010-13/ Mount Saint Vincent
University
9
Editor's Notes
…these are the strategic considerations…DISCUSSION: Are bloggers journalists? DISCUSSION: What is your view fo the perspective that the new generation of public s has that says “If the news is important, it will find me”? Push versus pull…
DISCUSSION: Can you build a relationship in 140 characters??