1.
PR is... <ul><li>“ PR is a distinctive MANAGEMENT function which helps establish and maintain mutual lines of communication, understanding, acceptance, and cooperation between an organization and its public </li></ul><ul><li>PR involves the MANAGEMENT of problems or issues </li></ul><ul><ul><ul><li>Public Relations Society of America (PRSA) </li></ul></ul></ul>

2.
Key words to remember in defining public relations are: <ul><li>Deliberate </li></ul><ul><li>Planned </li></ul><ul><li>Performance </li></ul><ul><li>Public interest </li></ul><ul><li>Two-way communication </li></ul><ul><li>MANAGEMENT FUNCTION </li></ul>

3.
PR has a process... <ul><li>4 steps in the PR process </li></ul><ul><ul><li>Research </li></ul></ul><ul><ul><ul><li>What is the problem or situation? </li></ul></ul></ul><ul><ul><li>Action (planning) </li></ul></ul><ul><ul><ul><li>What will you do about it? </li></ul></ul></ul><ul><ul><li>Communication </li></ul></ul><ul><ul><ul><li>How will you tell your audience(s) </li></ul></ul></ul><ul><ul><li>Evaluation </li></ul></ul><ul><ul><ul><li>Did your plan work? How well? </li></ul></ul></ul>

4.
Components of PR <ul><li>Counseling management </li></ul><ul><li>Research of public opinion </li></ul><ul><li>Media Relations </li></ul><ul><li>Publicity </li></ul><ul><li>Employee relations </li></ul><ul><li>Community relations </li></ul><ul><li>Public affairs </li></ul><ul><li>Government affairs </li></ul><ul><li>Financial relations </li></ul><ul><li>Industry Relations </li></ul><ul><li>Development (aka fund-raising) </li></ul><ul><li>Multicultural Relations </li></ul><ul><li>Special events </li></ul><ul><li>Marketing communications </li></ul>

5.
Most popular Terms for PR in Fortune 500 <ul><li>Corporate Communications </li></ul><ul><li>External Communications </li></ul><ul><li>Public Affairs </li></ul><ul><li>Communication </li></ul><ul><li>Corporate Relations </li></ul><ul><li>Corporate Public Affairs </li></ul>

6.
Less- flattering PR terms <ul><li>Why and what are you doing about it? </li></ul>

7.
PR vs. Journalism <ul><li>Scope – Many components vs. two (writing and media relations </li></ul><ul><li>Objective – Advocates vs. objectivity </li></ul><ul><li>Audience – Mass audience vs. defines publics </li></ul><ul><li>Channels – Many vs. one </li></ul>

8.
PR vs. Journalism <ul><li>Scope - PR practitioners have many jobs and management skills </li></ul><ul><li>Publicity - Just one small aspect of PR </li></ul><ul><li>Objectives - Journalists provide timely, accurate information to the public. PR also informs but also persuades people to change behavior or maintain positive behavior for an organization through a mutually beneficial relationship </li></ul>

9.
PR vs. Advertising <ul><li>Advertising is paid, external, controlled, identifiable and can be used as a communication tools for PR initiatives </li></ul><ul><li>PR is earned – it communicates through news releases, feature stories, events/efforts, TV and Radio appearances, etc. </li></ul>

10.
How PR supports marketing ( The 5 th P) <ul><li>4 P’s of marketing: </li></ul><ul><ul><li>Product </li></ul></ul><ul><ul><li>Price </li></ul></ul><ul><ul><li>Place </li></ul></ul><ul><ul><li>Promotion </li></ul></ul><ul><ul><li>Public Relations </li></ul></ul>

11.
Public relations vs. marketing <ul><li>PR is used to achieve a number of marketing objectives: </li></ul><ul><ul><li>Raise awareness and develop new prospects </li></ul></ul><ul><ul><li>Inform and educate/Est. credibility </li></ul></ul><ul><ul><li>Gain understanding/Build trust </li></ul></ul><ul><ul><li>Third party endorsement </li></ul></ul><ul><ul><li>Make friends </li></ul></ul><ul><ul><li>Give a reason to buy </li></ul></ul><ul><ul><li>Create a climate of consumer acceptance </li></ul></ul>

12.
The trend... <ul><li>Integration </li></ul><ul><ul><li>Combining public relations, advertising and marketing efforts to achieve corporate goals </li></ul></ul><ul><li>Keeps messages to audiences consistent </li></ul>

13.
Global scope of PR <ul><li>3 million people worldwide in PR </li></ul><ul><li>About 200,000 in US </li></ul><ul><li>One of the fastest growing industries through 2007 </li></ul><ul><li>Fortune magazine says PR is #8 on a list of “where the best jobs are.” </li></ul><ul><li>US has most developed PR practices and is a model for other countries </li></ul>

14.
Variety of Opportunities <ul><li>Corporations </li></ul><ul><li>Non-profits </li></ul><ul><li>Entertainment, Sports and Travel </li></ul><ul><li>Government and Politics </li></ul><ul><li>Education </li></ul><ul><li>International </li></ul>

15.
Skills Needed <ul><li>Writing </li></ul><ul><li>Research </li></ul><ul><li>Planning </li></ul><ul><li>Problem-solving </li></ul><ul><li>Business/economics competence </li></ul>

16.
Job levels in PR <ul><li>Technicians </li></ul><ul><li>Specialists (Corp PR) </li></ul><ul><li>Agency Executive (Agency PR) </li></ul><ul><li>Supervisors </li></ul><ul><li>Manager </li></ul><ul><li>Director </li></ul><ul><li>Executive </li></ul>

17.
INTERNSHIPS <ul><li>Get one (or two or three, etc.) as soon as possible </li></ul><ul><ul><li>Internship is everything in this field, and leads to job opportunities </li></ul></ul><ul><ul><li>Non Traditional Internship </li></ul></ul>

18.
Experience Pays <ul><li>National average for experienced PR people: </li></ul><ul><ul><li>Central States $67,000 </li></ul></ul><ul><ul><li>Northeast $90,100 </li></ul></ul><ul><li>Years of experience: </li></ul><ul><ul><li>21 - $155,000 </li></ul></ul><ul><ul><li>Less than 4 - $49,000 </li></ul></ul><ul><ul><li>PR Week 2007 Salary Survey </li></ul></ul>

19.
Value of PR <ul><li>In a time when we are overwhelmed by information, PR segments and creates specialized messages that our audience want to or need to hear. This is not done without motivation. These strategic messages create relationships, educate, facilitate and ultimately help achieve the goals for companies, organizations or persons. </li></ul>