Public Relations & Your Future

Spector & Associates, Inc.1 Public relations and your future April 3, 2009

Spector & Associates Welcomes Newhouse School

Future Professionals

Public Relations and Your Future Friday, April 3, 2009


Founders of Public Relations

Edward L. Bernays, 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.

Other Important Founders of the Industry:

Moss Kendrix

Carl R. Byoir

Arthur W. Page

Chester BurgerSOURCE: The Museum of Public Relations


Public Relations vs. Advertising

Recent marketing successes have been with public relations, not advertising i.e., Starbucks, The Body Shop, Yahoo!, eBay, Red Bull, BlackBerry

Public relations has more editorial credibility than advertising

Advertising is a one-sided message

Public relations allows you to tell your story indirectly through third-party outlets

Advertising should follow public relations in both timing and theme

New brands are launched more effectively with publicity or public relations

Advertising programs should repeat the perceptions created by the public relations program

SOURCE: The Fall of Advertising & the Rise of PR By: Al & Laura Ries


Public Relations vs. Advertising

SOURCE: Todd Defren (PR-Squared) & Richard Edelman


Spector & Associates, Inc. founded in 1991, is recognized as one of the

nation's premier corporate public relations firms. We are known for

producing breakthrough creative work on behalf of our clients, with a goal

of achieving a high level of positive awareness and distinct corporate

identity.

Clients benefit from our unique approach to public relations. We do not "do

publicity." Instead, we develop meaningful image-building campaigns

intended to generate news. At the same time, these campaigns generate

employee goodwill, respect in the community, enhanced recognition by

Wall Street, and a firm foundation for growth.

65 Broadway, Suite 899 | New York, NY 10006 | 212 943 5858 |


Shelley Spector

Shelley Spector has spent nearly 30 years in public relations, working onbehalf of such companies as AT&T, HP, Philips, Bayer, The Bank of NewYork and Goldman Sachs. Much of her perspective is rooted in theprinciples of public relations legend Edward Bernays, whose acquaintanceShe made in 1985.

Winner of more than three dozen industry awards, she has run her own agency with a primary focus on corporate public relations, renewable energy and technology along with her husband Barry Spector since 1991.

In the last several years, she has actively promoted such green technologies as wind energy, PV solar, alternative fuels and concentrated solar power, on behalf of a variety of international corporations.


The Big Idea gives a public relations program life, focus and purpose.

Without it, a public relations program is the use of tactics. The Big Idea

makes your program important and memorable, and helps your company

stand out favorably in the public mind.

Just as with an ad campaign, the Big Idea provides a central, all-

encompassing theme and focus to communications. It carries out the

company's marketing strategy, and by reinforcing its messages in everything

it says and does, helps establish the company's identity before each of its

audiences.


Here are some general guidelines for a successful Big Idea:

Position the product, service or company with a broader purpose

Create a new issue or trend

Make the idea make absolute sense for the company

The Big Idea should not be self-serving

The Big Idea should position the company as socially responsible


Public Relations Industry Growth

In spite of the seemingly bad news about the job market, there are some

areas of the industry that are expanding:

Healthcare

Industrial

Professional services

“Healthcare will always be vital, economically, emotionally, and every other

way. It's right at the heart of life,” says Tom Noland, SVP of corporate

communications for Humana, who adds that budgets have remained

consistent, without a cut to staff.

Source: PR Week http://www.prweekus.com/Salary-Survey-2009-Adjusting-to-a-new-reality/article/127614/


Looking Ahead in PR(2.0)

Question: With news search engines and influential blogs shifting the

integrated marketing communications paradigm, what is public relations on

the Internet and what is PR 2.0?

Answer: The public relations industry is taking a lead in helping companies

use social media principles and technologies to form better relationships not

just with the media but with customers, prospects, even their own

employees.

Search engine optimization

Press release optimization services (newswires)

Blog outreach


When choosing your first job

Consider internship first Tap your parents’ network Be ready to relocate Go beyond college/university career centers Research and resources

SOURCE: http://careerbright.blogspot.com/2009/01/2009-graduates-will-you-get-hired-this.html


Research, Research, Research

What industry do you want to work in?

Book Publishing/Magazines/Sales/New Business Development Sales Assistant, Advertising Assistant, Traffic Coordinator, Production

Assistant/Coordinator

Media/Journalism/PR/Advertising Assistant Account Executive, PR/Advertising Coordinator, Account Executive

Entertainment/Politics Jr./Assistant Publicist, Publicist, PR Assistant, Communications Coordinator


More Research!

Targeted Websites/Outlets

Book Publishing/Magazines/Sales/New Business Development mediabistro.com, startuphire.com, startuply.com, npost.com

Media/Journalism/PR/Advertising mediabistro.com, mashable.com, bigtvjoblist.com, prweekus.com/jobs,

adage.com/talentworks/, ed2010.com

Entertainment & Politics variety, enertainmentjobs.com, entertainmentcareers.com,

jobbank.emmyonline.org, backstage.com

General Websites/Outlets

indeed.com, simplyhired.com, craigslist.org, utilityworker.com, thecanned.com


Network, Network, Network PRSA

the world's largest organization (22,000+ members) for PR professionals more than 100 chapters, i.e., business and industry, technology, government,

hospitals, schools, professional services firms and nonprofit organizationshttp://www.prsa.org/aboutUs/mission.html

Linkedin professional network of trusted contacts gives you an advantage in your

career, and is one of your most valuable assetshttp://www.LinkedIn.com

Meetup world's largest network of local groups. more than 2,000 groups get together in local communities each

dayhttp://publicrelations.meetup.com/cities/us/ny/new_york/

Twitter free social messaging utility for staying connected in real time

http://www.twitter.com


Suggested Readings

Books:

The Fall of Advertising & The Rise of PR By: Al Ries

The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand By: Al & Laura Ries

Full Frontal PR By: Richard Laermer with Michael Prichinello

In Pursuit of The Common Good By: Paul Newman and A. E. Hotchner

Websites/Blogs:

Museum of PRhttp://www.prmuseum.com/

Influential Marketing Bloghttp://rohitbhargava.typepad.com/weblog/

Magazines

PRWeek

http://www.prweekus.com/


Interviewing - Before

Research the company: Website Articles Case studies Current clients

Research who you’re interviewing with: Previous employers Past positions held University attended Current position held at company


Interviewing - During

What to bring:

Current resume

Addressed cover letter to the interviewer(s)

At least three references

Two writing samples news release samples, not creative writing

What to say:

Offer observations about the website and research conducted before the interview

Talk about current clients and how you can add value


Interviewing - After

Follow up with a thank you note Handwritten or email Reference topics discussed in the interview

Provide references again

Never call


What’s your big idea?

Begin with the end in mind. Visualize what the idea will do, what it

will look like, what kind of news it will make.

Brainstorm with one rule: No rules! Forget budget, politics, timetables and who's going to do what.

Encourage joint ownership of ideas. That way, you can get buy-in from more people.

Be proactive. Break out of the box. Take risks. And take the opportunity to make history at your company.