TOP 10 THINGS

LEARNED

Intro to Public Relations

PR Pioneers

President Teddy Roosevelt was the first

person to make extensive use of news

conferences and press interviews.

Edward Bernays, became known as the father

of modern PR through the publication of his

book, Crystallizing Public Opinion.

Ivy Lee was the first public relations counselor.

PR Campaigns

The Tylenol Crisis of the 80s has shown me how

important it is to have a team ready to correct

problems. The sooner the incident is found the sooner

it can be corrected. Tylenol had suffered from eight

people dying due to several of their capsules being

laced with cyanide. If it weren’t for PR we may not be

using tylenol as much as we do today.

Research

Research can be

used in several

instances in PR:

To achieve

credibility with

management

To test messages

To prevent crises

To sway public

opinion

90% of crises are

caused

internal, research

can minimize the

effects before it is

put into the media.

Research is often

used to determine

what messages gel

with audiences.

Program Planning

The eight

essential

elements in

PR program

planning.

Situation

Objectives

Audience

Strategy

Tactics

Calendar

Budget

Evaluation

Each step plays an essential role in the other. Leading to a successful campaign, that doesn’tsurpass the estimated time, money, and goal of the project. These steps are the link to having a successful campaign.

Communication

In communication one tries to relay the message onto another. It sounds simple, but having these targetedaudiences act on the message is different. I found these five keys of understanding how people accept and precieve new ideas very helpful.

1. Awareness

2. Interest

3. Evaluation

4. Trial

5. Adoption

If you begin to understand your own message as an audience member would, that is the key to a successful relay of a product or new idea and should take well to the audience.

Conflict Management

Since learning of the Tylenol crisis I have become a big believer thatcrisis and conflict management play a big role in PR.

When dealing with a crisis a public relations method known as the strategic conflict management is put into to play.

The components are: strategic, management, competition, and conflict.

Every situation must be approached and handled with delicacy sothat a company, firm, or organization can walk away from the incident with little to no damage to their image or product.

When communicating during a crisis always conduct the following: be honest, put the public first, take responsibility, beaccesssible, appoint a single spokesperson, and set up an information center.

Nobody likes a liar so be honest and straight to the point in the midst of a crisis, this may further insure the public that yourcompany will not rest until the problem is resolved or neutralized.

Tools

Tools in

order to

survive in

the Public

Relations

field

I will need to exert penmanshipprowess when it comes to writing in the AP format. It is the writing style both PR and Journalists alike follow as their survival guide.

Correctly and ethically write pressreleases, speeches, and PSAs.

Learn to adapt to my audience. Connect with their needs and wants. The saying the customer is alwaysright seems to follow you no matterwhat career you choose.

News Releases

Being the mostcommonly usedpublic relations tactic, I never knewthat there were somany guidelines to a successful news release. I found theseas the most useful for when I begin to writea my news releases in the future.

Use descriptive and creativewords

Don’t use generic words

Don’t decribe products as unique or total solution

Tell the news

Don’t use boring quotes

Use short headlines

Write simply

Follow AP format

Don’t use metaphors

Rules and Regulations The Layout

Social Media and Networking

I have also learned two new key ways to connect

with people in the business world through my Intro

to Public Relations class

Twitter, has connected me with several

professional people who are in my related field of

study. Not only has this connected me, it has

provided me with friends that have accomplished

college and are now actively in the work force I

hope to join in a few years.

Providing me with tips, tools, and new knowledge

to get started before I take the leap into the real

world.

Recap

I have learned the neccessary tools and

guidelines to be a successful employee in the

field of PR. Though I have not gained all the

knowledge there is to know about the field. I

am walking away from this class knowing I am

ready to tackle any obstacles this study has to

offer me.