Etc. (et cetera)

“and other things”“and so forth”

Our def of Public Relations

Our def of Public Relations Public Relations is the practice of

managing the flow of information between an organization and its publics, using methods that don’t require a direct payment

University of Florida says: "Public relations is the management

function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends."

The major PR areas

News media relations Product publicity Crisis communications Financial communications Executive support and speechwriting Community relations Government affairs

The major PR areas: external

News media relations Product publicity Crisis communications Financial communications Executive support and speechwriting Community relations Government affairs

External communications Those communications to people

(target audiences) outside of your organization

External communications Those communications to people

(target audiences) outside of your organization

Target audiences can be consumers, customers (people who buy from you and re-sell to consumers), regulators, politicians, competitors, peers

External communications Those communications to people

(target audiences) outside of your organization

Target audiences can be consumers, customers (people who buy from you and re-sell to consumers), regulators, politicians, competitors, peers

We reach these audiences through working with media that they consume… and directly via social media/events/one-on-one

Which brings us to news releases

Which brings us to news releases Been the foundation of external PR

for 60 years

Which brings us to news releases Been the foundation of external PR

for 60 years Even today they are still prepared…

the distribution has changed

Which brings us to news releases Been the foundation of external PR

for 60 years Even today they are still prepared…

the distribution has changed We’ve got to know how to prepare

them so they get used

Writing a news release

Luckily, we are well grounded in inverted pyramid and ‘I Can Never Prepare Pancakes In England’ so we know when we’ve got news… and how to write it just like a journalist

Writing a news release

Start with a great headline: active, punchy, catchy… but watch bad puns

Writing a news release

Start with a great headline: active, punchy, catchy… but watch bad puns

Write a compelling lede, as important in PR as in journalism

Writing a news release

Start with a great headline: active, punchy, catchy… but watch bad puns

Write a compelling lede, as important in PR as in journalism

Be on the look-out for superlatives and sell them… first, largest, fastest, latest, et cetera

Writing a news release

Start with a great headline: active, punchy, catchy… but watch bad puns

Write a compelling lede, as important in PR as in journalism

Be on the look-out for superlatives and sell them… first, largest, fastest, latest, et cetera

But don’t exaggerate or brag… or ever tell a whopper

Writing a news release

Use newspaper style, and that includes the use of adjectives or opinions that are not attributed

Writing a news release

Use newspaper style, and that includes the use of adjectives or opinions that are not attributed

Keep them short (mostly)

Writing a news release

Use newspaper style, and that includes the use of adjectives or opinions that are not attributed

Keep them short (mostly) Get them to the right person, at the

right time

Writing a news release

Use newspaper style, and that includes the use of adjectives or opinions that are not attributed

Keep them short (mostly) Get them to the right person, at the

right time Know typ0s, errors off fact, hickups

or mispellings

Writing a news release

Use newspaper style, and that includes the use of adjectives or opinions that are not attributed

Keep them short (mostly) Get them to the right person, at the

right time Know typ0s, errors off fact, hickups

or mispellings Include critical info on release format

Writing a news release

Have outstanding graphics, experts available

But there also is Internal Communications

But there also is Internal Communications Mass communications to an

organization’s employees

But there also is Internal Communications Mass communications to an

organization’s employees Designed to inform, educate,

motivate and generate higher productivity

But there also is Internal Communications Mass communications to an

organization’s employees Designed to inform, educate,

motivate and generate higher productivity

Starting point for some journalists because it’s so closely related to mainstream journalism

Internal Communications Company

newsletters/magazines/videos

Internal Communications Company

newsletters/magazines/videos Stage employee meetings

Internal Communications Company

newsletters/magazines/videos Stage employee meetings Produce management conferences

Internal Communications Company

newsletters/magazines/videos Stage employee meetings Produce management conferences Ad hoc communications in event of

big news, crisis, emergencies

Internal Communications Company

newsletters/magazines/videos Stage employee meetings Produce management conferences Ad hoc communications in event of

big news, crisis, emergencies Run United Way campaigns, blood

drives, fund raisers

Why Mr. G chose PR over journalism

So it’s all glamorous, right?

Assignment 5/1

You have just been named director of PR for Learning and Families

Assignment 5/1

You have just been named director of PR for Learning and Families

Your assignment is to prepare a comprehensive PR program designed to raise the awareness of LAF in the Sarasota/Manatee area

Assignment 5/1

You have just been named director of PR for Learning and Families

Your assignment is to prepare a comprehensive PR program designed to raise the awareness of LAF in the Sarasota/Manatee area

Specifically, LAF wants to increase its enrollment in the 2012-13 school year by 20%

Assignment 5/1

Develop a comprehensive PR program that will be implemented during May-August

Assignment 5/1

Develop a comprehensive PR program that will be implemented during May-August

Options include arranging interviews with LAF officials, publicity events, news releases, use of Facebook and other social media, et cetera!

Assignment 5/1 Develop a comprehensive PR program that

will be implemented during May-August Options include arranging interviews with

LAF officials, publicity events, news releases, use of Facebook and other social media, et cetera!

You will prepare a two-page PR plan. Be specific: what media, what events, who are your spokespeople, celebrities to use…

Oh…

You have a budget of $1,500