Transcript File

Brock, Larissa, Kendra,
Eric, Luke and Becky
A little bit about us…
We’re curious to find out how much or how little
each of you know about PR. Come up to the front
and write down one word you think is PR related.
What is the world’s oldest profession?
Prostitution!
What is the world’s second oldest
profession? …
ADVERTISING!
“The prostitute, in order to market him or
herself, had to advertise.”
– Don W. Stacks, page 20, Primer of Public Relations Research
What is the world’s third oldest
profession? …
PUBLIC RELATIONS!
“Once the prostitutes had ‘made it’, they no
longer wanted the ‘prostitute’ label and hired a
public relations practitioner to change their
image.”
– Don W. Stacks, page 21, Primer of Public Relations Research
What is Public Relations?
A couple of wordy definitions for you…
• “Public Relations is the management of
communication between an organization and
its publics.” – James E. Grunig and Todd Hunt,
Managing Public Relations
• “Public Relations helps an organization and its
publics adapt mutually to each other.” (Public
Relations Society of America, 1988)
Better…
“Public relations is the strategic
management of relationships between
an organization and its diverse publics,
through the use of communication, to
achieve mutual understanding, realize
organizational goals, and serve the public
interest.” (Flynn, Gregory & Valin, 2008)
What key words and phrases are found in
most definitions of public relations?
• Deliberate: intentional activities designed to influence
• Planned: organized and systematic, requiring research and
analysis
• Performance: based on actual policies to generate goodwill
and support
• Public interest: mutually beneficial to the organization and
the public
• Two-way communication: art of listening and engaging
with various publics
• Management function: strategic decision making,
counselling, problem solving, management of competition
and conflict
Public Relations Strategies and Tactics, Tenth Edition
The “Public” Defined
• Best described as stakeholders vs. audience
• Stakeholders: all the people who stand to gain
or lose by the policies and activities of a
business (ie. investors, employees, customers)
• Audience: broad group of people; receivers of
messages and anyone who may form an
opinion
• “Public” is a narrowed, targeted group of
individuals
“The purpose of PR is to build relationships
with a variety of publics that can enhance an
organization’s reputation and establish trust
in its policies, products, and services.” – Public
Relations Strategies and Tactics, Tenth Edition
Image is something you can control.
Reputation is the gift you receive back.
TRUST
• Critical to success in public relations
Top 10 most trusted brands:
1. Amazon
2. Fedex
3. Downy
4. Huggies
5. Tide
6. Tylenol
7. Toyota (changing?)
8. WebMD (corporation which provides
health information services)
9. Pampers
10. UPS
Five Trustworthy Celebrities
Tom Hanks
Betty White
Michael J. Fox
Sandra Bullock
Morgan Freeman
Forbes Magazine, 2013
In public relations, it is our job to help
organizations and individuals present an image –
words and actions – that is consistent with the
reputation we want them to receive. We also have
to monitor the opinions of various publics to
understand a given reputation.
Three R’s in Public Relations
• Relationship
• Reputation
• Response
let’s talk about this one…
Recent PR Problem: Tesla Motors
• California-based company
that designs,
manufactures and sells
electric cars and electric
vehicle powertrain
components
• Tesla Model S won 2013
Motor Trend Car of the
Year
• In October, a video
captured on a cellphone
of a burning $70,000 Tesla
Model S in Seattle went
viral on YouTube
Tesla’s stock dropped 6.2%
the day after the video was
uploaded.
Three Fires in Four weeks
• One in Seattle after colliding
with a transport truck
• One in Tennessee after the car
drove over a trailer hitch,
which punctured the battery
pack underneath the car
• One in Mexico after it crashed
into a concrete wall
• In all three incidents, no one
was injured
• Coincidence? Tesla is currently
investigating.
Tesla’s Response
• CEO Elon Musk pushed
back aggressively against
claims that the company’s
vehicles are unsafe, saying
that only 3 in 25,000 Teslas
have caught fire and that
those incidents were the
result of high speed
impacts
• “A gas car is five times
more likely to catch fire
than a Tesla.” – Elon Musk
• No recalls have been issued
• Currently, Tesla’s shares are
down 9%
RACE Acronym
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Research – What is the problem/situation?
Action – What is going to be done about it?
Communication – How will the public be told?
Evaluation – Was the audience reached and
what was the effect?
How does PR differ from Journalism?
• Journalists gather and select information to
provide the public with news and information
• PR personnel not only inform but also change
people’s attitudes and behaviours in order to
further an organization’s goals and objectives
• Journalists write for a mass audience
• PR personnel carefully target a specific audience
• Journalists reach audiences through one channel
– the medium that publishes their work
(print/broadcast)
• PR personnel use a variety of channels such as
newspapers, magazines, newsletters, radio,
television, direct mail, brochures, posters,
newsletters, special events, podcasts, blogs,
websites, and video postings
… from marketing?
• The purpose of marketing is to
sell goods and services through
attractive packaging and
competitive pricing
• Marketing primarily deals with
product positioning and sales
• PR includes ongoing activities
to ensure a company has a
good public image and
reputation
• Public relations’ purpose is to
help the public understand a
company and its products
… from advertising?
• Advertising is paid space
and broadcast time
(simply renting space in
a mass medium)
• Advertising’s primary
focus is to sell goods and
services
• Advertising is primarily
directed to potential and
current customers
History
• The Ancient Greek
Olympic games were
promoted to
enhance the aura of
athletes as heroes
History
• Alexander the Great
publicized his
battlefield victories by
sending glowing
reports back to the
Macedonian Court
History
• The Rosetta Stone
was basically a
publicity release
touting an Egyptian
pharaoh’s
accomplishments
Components of PR Work
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Research
Media Relations
Publicity
Employee Relations
Counselling
Event Planning
Speech Writing
Media Training
Industry Relations
Community Relations
Public Affairs
Marketing Communications
Issues and Crisis Management
Government Relations and
Political Campaigns
• Financial and Investor Relations
What are some personal attributes and
essential abilities for PR practitioners?
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Confidence
Flexibility
Research Ability
Friendliness
Curiosity
Writing Skill
Planning Expertise – must be
highly organized
• Problem Solving Ability – must be
creative
• Business Knowledge
• Expertise in Social Media
A Global Industry
It is estimated that 3 Million people
worldwide practice PR as their main
professional activity. – Global Alliance
Careers in Public Relations and
Communications
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communications officer
communications specialist
fund-raising consultant
information officer
literary agent
media co-ordinator
media relations officer
museum educator
performers agent
press secretary
public affairs officer
public relations consultant
public relations officer
publicist
publicity agent
“Over the last few years, employment in
professional occupations in public
relations and communications has risen
significantly. The increase is due to the
growth in company demand for
communications in order to reach both
internal and external clienteles. This
significant rising trend in employment
should continue over the next few years.”
– Service Canada
How Much Does PR Pay?
• Salaries can vary dramatically
depending on experience,
employer, and job function.
An entry-level PR professional can expect to
start at $28,000-$32,000. – CPRS, Vancouver
Senior PR professionals can make well into six
figures.
Salaries
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Public Safety Education
Marketing Communications
Communications Specialist
Public Relations Manager
Freelance Writer
$31,358
$52,546
$59,458
$61,942
$100,974
http://www.livingin-canada.com/salaries-for-occupations-in-public-relations.html
http://www.livingin-canada.com/salaries-for-occupations-in-public-relations.html
Today’s Trends in PR
• 70% of PR practitioners are
women
• Men still hold the majority of
upper management positions
• Outsourcing to PR firms
• Social media is changing the PR
landscape
• Expanded role for PR: more than
just media relations and
publicity
Linda Fegan
Director, Corporate
Communications and
Marketing
- City of Cambridge
A Typical Day for Linda
• Writes press releases
• Writes radio advertisements and
public service announcements
• Manages budgets
• Meets with CEOs from a variety of
organizations
• Communicates with corporate
photographers
• Organizes numerous events in the
city and throughout the region
• Identifies community goals and
strives to achieve them everyday
Advice to students who may want to peruse a
career in the communications field:
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Stick with it!
Practice writing often
Stay in-tune with current news
Never stop learning
Volunteer – establish connections
Network – relationship building
Respond to criticism and take input from
others
Alicia Gies
Corporate
Communications Specialist
- Baffin Incorporated
Her Daily Tasks
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Booking television spots
Booking interviews
Writing press releases
Making phone calls
Conducting interviews
Writing various pieces for the company
Adding information to the company’s website
The Pros of Her Job
• Meeting people
• Seeing your work
published
• Never bored
• Working with others
• You can leave your work
at work
• Discover your interests
Damond Jamieson
Chief of Public Education
- The City of Cambridge
Fire Department
His Daily Tasks
• Public Speaking on fire safety and emergency
preparedness
• Writing news releases
• Plans and organizes PR events and fundraisers
• Communicates with members of the media,
such as editors and journalists
• Posts news and information via social media
Favourite Aspects of His Job
• Teaching children
• Being a positive role
model
• Passing on the
message of fire
safety
• Running PR events
Colleen Fitzpatrick
• Community Relations and
Events Manager at CIGI
• Colleen “oversees the
operations, planning and
smooth execution of over
100 events a year, which
includes conferences,
workshops, community
events and all public
programming.”
Colleges that offer PR programs
• Conestoga College – Doon Campus in Kitchener
• 2-year diploma and 4-year co-op degree
• You can bridge into the degree for a total of 5 years!
Colleges
• 2-year diploma in
Windsor
• 2-year diploma in
Ottawa
Colleges
• 3-year advanced
diploma and 4-year
degree in Toronto
• 3-year advanced
diploma in Oshawa
Universities
• PR option for students
enrolled in related
communications programs
(advertising, marketing and
journalism) at Laurier’s
Brantford Campus
Universities
• 4-year Bachelor’s
degree and Master
of PR in Halifax,
Nova Scotia
• First professional
degree in public
relations in Canada
was established at
the Mount
Post-graduate PR Programs
All of these colleges/universities offer post-grad programs in PR. This
means you’ll need a university degree or a diploma in a related field
of study to be considered for admission into these programs.
Now it’s your turn!
After class, you tell your friend you had Conestoga
students come in to give you a presentation on public
relations. Your friend asks, “What is public relations?”
Given what you’ve just learned, explain to them what
PR is all about and give them some examples of careers
in the field.
Teams of 5-6 people. Present your answer to the class.
You have 10 minutes!