3. If you can figure out who says what to whom,
how, with what effect, you will have come a
long way in understanding how communications
work.
Harold D. Lasswell, 1902 - 1978
4. • Who – sources
• What – the messages
• To Whom – the audience
• How – the channels
• With what effect – outputs and outcomes of the
communication effort
5. Edward Louis Bernay, who is considered the
founding father of modern public relations along
with Ivy Lee, in the early 1900s defined public
relations:
as a management function which tabulates public
attitudes, defines the policies, procedures and
interests of an organization. . . followed by
executing a program of action to earn public
understanding and acceptance
6. •Move over advertising – here comes PR
•PR used to be more just about media relations
•Today – managing dialogue – internally, employees;
externally, customers, prospects, businesses, influencers
•Helps build brand awareness
7. •When we used to send a press release it was just to the media
with hopes of them doing a story for our audiences to see
•NOW – we use press releases as tools for publication on the
web, so anyone can see them.
•Media still very important, we still want stories…. But now we
have another tool, a very important new way of using this PR
tool. Audience reads your press release directly.
8. •Create integrated marketing and communications strategy
•Design and deploy an advanced search engine optimization
program
•Manage communities
•Participate in conversations, not just 'messaging' Create and
execute content strategy including video programming
•Use digital crisis management
9.
10. • Confidential
• Ethical
• Persistence – there is always an answer; always an angle, always a solutions
• Creative
• Positive
• Network and know the influencers – times that message have to be directed
to influencers also
• Stuff happens
• Internet never forgets
