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Public Relations Presentation

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by

Kara Gallagher

on 16 December 2014

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Transcript of Public Relations Presentation

Public Relations
The 4- Step Process
PUBLIC
RELATIONS
Publics
Oriented basically to
4 types of public
Consumers
Investors
Media
Community or society
Tactics
Press Conferences
Press releases
Media Alerts
For timely/breaking news
Backgrounders
Meetings to build relationships
Educate
Special
Events
Planned meetings and shows
Created events for key audiences
“Pitch” letters
Calls to media
Propose coverage
Photos
B-roll videotape
Other visuals
Materials given to media to help tell your story
Corporate identity
materials
Logos, signs
Business cards
Uniforms
Brochures
Newsletters
Public Service
activities
Contribute money for a social cause
Web site
content
Blogs
Discussion boards
Focus Areas [case studies]
Case Study: BP Oil Spill
BP Oil Spill- Crisis Control
Media & Community Relations
Strengths & Weaknesses
CONCLUSION
Kara Gallagher
Ashley
Psirogianes
Libby
Swett
Justin
Causa
Michael
Barr
Lizbeth
McPherson
What is Public Relations?
Common Stereotypes:
"spin doctors"
"all chicks"
"coffee-drinking, social-media addicts"
“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” (PRSA)
Contingency Theory:
"it depends"
Public Relations stance is dynamic
Proactive vs. Reactive

Proactive:
• takes active steps before the event occurs
• develops preventive strategies & plans to be prepared for crisis or unexpected events
• requires coherence and good communication
• proactive is successful by: building a strong corporate image
• grants PR planning more control and enables them to set goals and decide how to best present image of company

Reactive:
• Responding to an event after happening occurs
ie) usually damage control
• gives control to someone else with company merely responding

History of PR:
Characteristics of a PR Professional:
Linguistics/well spoken
Writing
Teamwork
Leadership
Project Management: ability to assess situations rationally
Abstract thinker
Networking
maintains low-profile
goal- setting
Why care? ... So, what?
PR is all around us and incorporated in everyday life whether it is . . .
Creating mutually beneficial relationships
Creating a mutual understanding between the public and a business
Creating a plan for how to function more efficiently
Today’s technology evolving, it is becoming a more important field & has altered traditional PR as a result of new technology and internet outlets

1. Research:
Research the company & its relations
*Recognition of problem
2. Planning: setting goals
3. Execute & Implement Plan
4. Evaluate Results
What effect did this have?
Functions:
What do you do with PR?
Public Affairs
Business Counseling
Publicity
Media Relations
Crisis Control
Research
Employee Relations
Special Events
Marketing Communication
Community Relations

Source: PRSA TAMPA BAY
Public Relations: An Overview
Misreported leakage and stats
Tried to deflect blame by saying the oil rig was owned by Transocean Ltd
Blurred lines between their responsibility to “clean it up” and take ownership
Handled crisis over social and online media lacking complete details
Brought up previous negative press

Crisis Control:
- Accidents are called accidents for a reason
- a crisis can occur at anytime to anyone, so important to be prepared
- Job for PR professional is to use effective communication strategies to intervene in a situation that threatens to damage the reputation of a company, person or organization following an unexpected series of events

- Dealing with a crisis:
- Important to always stick to the truth and get it out there fast
- Stick to the facts- avoid speculation/ inferences
- Use media to your advantage
- Keep employees, stakeholders, media and most importantly: the general public updated as soon as you get new information

Dawn Saves The Wildlife
Dawn Dish Soap used to clean up
after spills.
Created a community outreach campaign in 1975-

PLAN:
Donate $1 of every designated bottle sold
Raised over $500,000 during the event itself + 50,000 bottles of soap (for clean up efforts)
GOAL:
Aimed to create positive media coverage, increase traffic on their website, and increase sales of the specific “Dawn Saves the Wildlife” bottles
Created ways for the public to interact with the company
TACTICS:
Collaborated with International Bird Rescue and Marine Mammal Center
Used the issue and negative PR of other companies to create positive PR for Dawn
Used Media tactics such as: Facebook, Youtube, interactive websites, photos, and videos

Community Relations:
Media Relations:
Develop community outreach programs (including awareness incentives)
Promotes community awareness
Works with organizations to create a positive image
Create/organize “internal events, fairs and other community events to incorporate the organization into the community.”
Supervise the image of a company
Media Relations:
“moderating communications between the organization and various media outlets such as newspapers, radio broadcasts and television stations”
informing media
Communicate with journalists (especially about negative press)
Release press info for the company
Source- prsa.org
Source- prsa.org
Targets difficult to reach audiences
Advice on important trends
Good citizenship
Message flexibility
Crisis management
Cost effective
More objective

Lack of control
Journalists as gatekeepers
Effectiveness hard to measure with traditional media
There's no "one size fits all" way, different tactics work better/worse in different situations
How does this relate to Hayakawa?
Map vs. Territories
- media relations, crisis control, etc.
Directive Language-
releasing information to sway the public’s opinion.
Informative Connotations-
try to create a socially agreed upon, positive connotation about their company.
References:
Bowen, Shannon A., and Brad Rawlins. An Overview of the Public Relations Function. New York [N.Y.: Business Expert, 2010. Print.

Tampa Bay PRSSA. "Public Relations: An Overview From the PRSA Foundation Monograph Series." Web.

http://www.cfa.org/Portals/0/documents/iams_cat_pr_101.pdf

KOTLER Philip, ARMSTRONG Gary - “Marketing” México: Pearson 14th Edition.

"Public Relations Specialized Functions." MediaMiser. Web. 8 Dec. 2014. <http://www.mediamiser.com/resources/pr-glossary/public-relations-specialized-functions/>.

Houston Chronicle. "Roles of Public Relations in an Organization." Small Business. Hearst Newspapers, LLC. Web. 8 Dec. 2014. <http://smallbusiness.chron.com/roles-public-relations-organization-24139.html>.

Beam, Christopher. "Oil Slick: How BP Is Handling Its P.R. Disaster." Slate. Web. 1 Jan. 2010. <http://www.slate.com/articles/news_and_politics/politics/2010/05/oil_slick.html>.

Hayakawa, S. I. Language in Thought and Action. New York: Harcourt, Brace & World, 1964. Print.
America’s 1st PR campaign was during the Revolutionary War (1775-1783)
"Don't Tread on Me"
6 Primary Functions:
Community Relations
Employee Relations
Product Public Relations
Financial Relations
Political and Government Relations
Crisis Communications

Bowen, Shannon A., and Brad Rawlins. An Overview of the Public Relations Function. New York [N.Y.: Business Expert, 2010. Print.
"Public Relations Specialized Functions." MediaMiser. Web. 8 Dec. 2014. <http://www.mediamiser.com/resources/pr-glossary/public-relations-specialized-functions/>.
Source: Polk State College, case study

PR in the U.S.
HOW HAS SOCIAL & DIGITAL MEDIA CHANGED PR?
Supplement Traditional media with online/social media for a fuller experience (Watch Live + Social Media feeds + Apps)
Blogging allows companies to share without relying on press
More engagement with customers
Easier to get feedback from public
Cheaper
Update/Report from anywhere
Multiple ways to "brand" your company (FB, Twitter, Linked-In, Pinterest, etc.)

source: marketingrelevance.com
Traditional PR:
Press releases
Newspaper
Magazines
Radio
TV

Seen early as "Propaganda"

Became a Profession Early 1900

Early 2000's "New Media"

New Media:
Source:Slate Magazine
Full transcript