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Public Relations in Public Relations in Agricultural Agricultural
CommunicationCommunication
Agricultural Communication Agricultural Communication and Leadershipand Leadership
Public RelationsPublic Relations
Planned and sustained unpaid Planned and sustained unpaid communication between an communication between an organization and the publics organization and the publics that are essential to its that are essential to its successsuccess
Public RelationsPublic Relations
A leadership management A leadership management function that helps achieve function that helps achieve organizational objectives, organizational objectives, define philosophy, and define philosophy, and facilitate organizational facilitate organizational changechange
Nature of Public RelationsNature of Public Relations
Relationships – (build them!) with … Relationships – (build them!) with … – media, customers, investors,media, customers, investors,– community leaders, members, activist community leaders, members, activist
groups, groups, – government agencies, etc.government agencies, etc.
Influence – both persuasive and Influence – both persuasive and purposivepurposive
Nature of Public RelationsNature of Public Relations
Publics – a way of grouping to target Publics – a way of grouping to target messagesmessages
Knowledge – about opinion, policy, Knowledge – about opinion, policy, attitudes, social changesattitudes, social changes
Communicate – effectively via Communicate – effectively via writing, public speaking, group writing, public speaking, group leadership, event planningleadership, event planning
Nature of Public RelationsNature of Public Relations
PR VS Public Affairs, Corporate PR VS Public Affairs, Corporate Relations, Advertising, Marketing, Relations, Advertising, Marketing, JournalismJournalism
Functions of PR: programming, Functions of PR: programming, relationships, writing/editing, relationships, writing/editing, information production, special information production, special events, speaking, research and events, speaking, research and evaluationevaluation
Ethics in Public RelationsEthics in Public Relations
Ethics – the criteria for determining what is Ethics – the criteria for determining what is right and what is wrongright and what is wrong
Full disclosure – if they don’t ask the right Full disclosure – if they don’t ask the right questions, do I give them all the answers?questions, do I give them all the answers?
Biased story – to sell?Biased story – to sell?
Adversarial conflict – pot stirringAdversarial conflict – pot stirring
Ethical Values in Public Ethical Values in Public RelationsRelations
Advocacy – serve the public, advocate the Advocacy – serve the public, advocate the company you work for of the client you company you work for of the client you work forwork for
Honesty – accuracy and truth in advancing Honesty – accuracy and truth in advancing the interest of those you representthe interest of those you represent
Expertise – will be as professional as Expertise – will be as professional as possible and know as much as possiblepossible and know as much as possible
Ethical Values in Public Ethical Values in Public RelationsRelations
Independence – provide objective counsel to Independence – provide objective counsel to those you represent, accountable for actionsthose you represent, accountable for actions
Loyalty – faithful to those you represent Loyalty – faithful to those you represent while honoring obligation to serve the public while honoring obligation to serve the public interestinterest
Fairness – deal fairly with everyone and Fairness – deal fairly with everyone and respect all opinions and support free respect all opinions and support free expressionexpression
Tips for Public RelationsTips for Public Relations
Hone writing skillsHone writing skills
Start working on portfolio nowStart working on portfolio now
Get internshipsGet internships
Learn to think like a journalistLearn to think like a journalist
Tips for Public RelationsTips for Public Relations
Consider if you really belong in Consider if you really belong in journalism journalism – OR public relations (There’s a OR public relations (There’s a
difference!)difference!)
It is easier to go from journalism to It is easier to go from journalism to public relations than from public public relations than from public relations to journalismrelations to journalism
Public Relations SpecialistPublic Relations Specialist
Must be able to speak and write wellMust be able to speak and write well
Need to be creative, innovative and Need to be creative, innovative and able to express thoughts and ideas able to express thoughts and ideas
Need to be a problem solver and Need to be a problem solver and great researchergreat researcher
Public Relations SpecialistPublic Relations Specialist
Must be able to work in a groupMust be able to work in a group
Competition is fierceCompetition is fierce
Need a college degree and experienceNeed a college degree and experience
Serve as promoters for businesses and Serve as promoters for businesses and companies and work to build relationships companies and work to build relationships with communities and publicswith communities and publics
Public Relations SpecialistPublic Relations Specialist
Contact the mediaContact the media
Organize and conduct programs to Organize and conduct programs to maintain relationships between the maintain relationships between the company and publicscompany and publics
Working ConditionsWorking Conditions
35- 40 hours a week35- 40 hours a week
On the job 24/7On the job 24/7
Work under deadlineWork under deadline
Firms are usually located in large Firms are usually located in large citiescities
Working ConditionsWorking Conditions Earn $22,780 to more than $70,480 a yearEarn $22,780 to more than $70,480 a year
Related occupations include:Related occupations include:– AdvertisingAdvertising– MarketingMarketing– PromotionsPromotions– Sales managersSales managers– DemonstratorsDemonstrators– ModelsModels– News analystsNews analysts– ReportersReporters– CorrespondentsCorrespondents– LawyersLawyers– Police and detectives involved with community relationsPolice and detectives involved with community relations
Press ReleasesPress Releases
All publications build on the basics All publications build on the basics learned in Unit 4 – News Writinglearned in Unit 4 – News Writing
Press releases come in a format Press releases come in a format similar to news releases or stories similar to news releases or stories
But are written from the organization But are written from the organization or company’s perspective.or company’s perspective.
Parts of a Press ReleaseParts of a Press Release
Headings – date and author’s name Headings – date and author’s name appear in the tope left hand corner appear in the tope left hand corner with the contact information with the contact information appearing on the rightappearing on the right
Headline – in all caps, centered or Headline – in all caps, centered or aligned left, title or the story in one aligned left, title or the story in one lineline
Parts of a Press ReleaseParts of a Press Release
Dateline – the location of the story in Dateline – the location of the story in all caps followed by a dashall caps followed by a dash
Lead – first one or two sentences Lead – first one or two sentences delivering the point immediatelydelivering the point immediately
Body – supports the lead, try to limit to Body – supports the lead, try to limit to one page, but no more than two pagesone page, but no more than two pages
Parts of a Press ReleaseParts of a Press Release
Ending – include facts or basic Ending – include facts or basic information, keep it simple;information, keep it simple;– At very bottom include --30--, --End--, or At very bottom include --30--, --End--, or
###.###.– If there is a second page at the bottom of If there is a second page at the bottom of
the first include --MORE– and number the the first include --MORE– and number the pagespages
Boilerplate – immediately following the Boilerplate – immediately following the ending but before ### , information ending but before ### , information about the company or organizationabout the company or organization
Example of a Press ReleaseExample of a Press Release
See handout:
See handout:Sample Press
Sample Press ReleaseRelease
NewslettersNewsletters
Newsletters are publications for Newsletters are publications for conveying information to publics in a conveying information to publics in a more creative method than a letter or more creative method than a letter or release. release.
They are an effective method of They are an effective method of communication. communication.
They may be written to inform, They may be written to inform, entertain, or persuade.entertain, or persuade.
NewslettersNewsletters
Newsletters have more space than Newsletters have more space than memos or bulletins and so they are memos or bulletins and so they are able to provide more detailed able to provide more detailed information to publics.information to publics.
Budget is a large considerationBudget is a large consideration
Types of NewslettersTypes of Newsletters Employee newslettersEmployee newsletters
– put out by company to employeesput out by company to employees
Member newsletters Member newsletters – but out by clubs for members about but out by clubs for members about
happeningshappenings
Community newsletters Community newsletters – written for people living in the same written for people living in the same
area to foster sense of fellowshiparea to foster sense of fellowship
Types of NewslettersTypes of Newsletters
Advocacy newsletters – put out by an Advocacy newsletters – put out by an organization with a view or side to organization with a view or side to presentpresent
Special-interest subscriber Special-interest subscriber newsletters – for groups with similar newsletters – for groups with similar interests, usually purchasedinterests, usually purchased
Format of NewslettersFormat of Newsletters
Stories are written in the inverted Stories are written in the inverted pyramid style, formatted similarly to pyramid style, formatted similarly to short newspapers.short newspapers.
They may be vertical or horizontal with They may be vertical or horizontal with two, three, or even four columns or text. two, three, or even four columns or text.
Pictures and graphics are recommendedPictures and graphics are recommended
Format of NewslettersFormat of Newsletters In a standard four-page newsletter:In a standard four-page newsletter:
– Page one (or cover page) should catch Page one (or cover page) should catch the public interest. the public interest. Must include organizations logo, title of Must include organizations logo, title of
newsletter (also called the banner) date, newsletter (also called the banner) date, volume and issue number, and a table of volume and issue number, and a table of contents (also called a teaser box). contents (also called a teaser box).
Two of the most important stories appear on Two of the most important stories appear on the first page to draw the reader in by the first page to draw the reader in by continuing on later pages.continuing on later pages.
Format of NewslettersFormat of Newsletters
Inside pages include recurring Inside pages include recurring features which should be in the same features which should be in the same location of the newsletter each time location of the newsletter each time they recur they recur – Spotlights, Spotlights, – Letter from the president, Letter from the president, – AnnouncementsAnnouncements– Other news stories.Other news stories.
Format of NewslettersFormat of Newsletters
Page four (or back cover) is usually Page four (or back cover) is usually more structured than the inside more structured than the inside pages. pages. – It is generally split in two so it can be It is generally split in two so it can be
folded, folded, – One panel including a calendarOne panel including a calendar– The other panel containing the mailing The other panel containing the mailing
informationinformation
Design ElementsDesign Elements
Color – sends a message to publicColor – sends a message to public
Paper stock – paper weight conveys Paper stock – paper weight conveys message of importancemessage of importance
Pull quotes – section of text from the Pull quotes – section of text from the article set in a larger type and often article set in a larger type and often italicizeditalicized
Design ElementsDesign Elements
Rules – lines that divide the textRules – lines that divide the text
Sidebars – blocks of copy that Sidebars – blocks of copy that present a different view on the articlepresent a different view on the article
BrochuresBrochures
Used to inform, persuade, or express Used to inform, persuade, or express messages or ideas to a specific messages or ideas to a specific publicpublic
Designed to further the Designed to further the distinctiveness of the message distinctiveness of the message
Presents a clear and targeted Presents a clear and targeted message, focused on informing or message, focused on informing or persuading the audience persuading the audience
BrochuresBrochures One piece of paper folded into One piece of paper folded into
panels, most commonly the two fold, panels, most commonly the two fold, three panels per side;three panels per side;– Easy to read and attractiveEasy to read and attractive– Pictures or art highlighting and Pictures or art highlighting and
supporting the ideas presentedsupporting the ideas presented– Should catch the eye of the readers and Should catch the eye of the readers and
hold their attentionhold their attention
Format of BrochuresFormat of Brochures
The brochure should be able to pass a The brochure should be able to pass a “scan-ability” test“scan-ability” test
Can be distributed by hand, mail, Can be distributed by hand, mail, pickup at a desk, etc.pickup at a desk, etc.
Most brochures use a font size of 10 or Most brochures use a font size of 10 or 11 point for the copy with only one line 11 point for the copy with only one line of blank space between the titles and of blank space between the titles and text. text.
Format of Brochures Format of Brochures
Bullets are often used to allow for Bullets are often used to allow for quick reading of main points and quick reading of main points and drawing attention to important ideas.drawing attention to important ideas.
Use the pull quotes, rules and Use the pull quotes, rules and sidebars to highlight materialsidebars to highlight material
Can be creative in foldingCan be creative in folding
Format of BrochuresFormat of Brochures
In the most popular style, 4” x 9” six panel In the most popular style, 4” x 9” six panel brochure:brochure:– Panel one is the “hook” (eye catcher). Panel one is the “hook” (eye catcher).
It includes the name of the organization andIt includes the name of the organization and The idea and a slogan or logo.The idea and a slogan or logo.
– Panel two increases interest with background Panel two increases interest with background of the organization and limited information. of the organization and limited information. It can include cross headlines (stretching across more It can include cross headlines (stretching across more
than one panel), than one panel), But the main text doesn’t run over into other panels.But the main text doesn’t run over into other panels.
Format of BrochuresFormat of Brochures– Panels three and four include the main ideas Panels three and four include the main ideas
and focus of the message. and focus of the message. They can be treated as one page (information They can be treated as one page (information
breaching the folds).breaching the folds). These panels are the most likely to include artwork These panels are the most likely to include artwork
and pictures.and pictures.
– Panel five is also called the “wild card.” Panel five is also called the “wild card.” It can be used as an application, survey, teaser, list, It can be used as an application, survey, teaser, list,
map, etc.map, etc.
– Panel six is most often used as the self mailer Panel six is most often used as the self mailer page. page. It can also be used to give more information, It can also be used to give more information, Or it can be left blank.Or it can be left blank.
Additional PublicationsAdditional Publications PSA – public service advertisements and PSA – public service advertisements and
announcements. Public communication announcements. Public communication announcements for non-profit organizationsannouncements for non-profit organizations
Audio News Release – a news release over the Audio News Release – a news release over the radio. radio.
Video News Release – video version of news releaseVideo News Release – video version of news release
Media Kit – a reference guide, contains every Media Kit – a reference guide, contains every method of communicating a single messagemethod of communicating a single message
Written SpeechesWritten Speeches
Write A Press ReleaseWrite A Press Release
Refer to Press Release Job Sheet
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