Public Relations Yesterday, Today and Tomorrow
February 26, 2014
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− Independent Consultant, the plural i − More than 20 years experience
− < 15 years agency − B2B and B2C − Newspaper and broadcast outlets − Political and grassroots campaigns
Eva Keiser, APR
PR Overview
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Traditional definition
– PR is an essential management function that identifies, establishes and maintains mutually beneficial relationships between an organization and the publics upon whom success or failure depends. PR is a planned, deliberate, four-step process based on ethical practice and a body of knowledge.
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Disciplines
• Research • Counseling/Advising • Gov’t Affairs • Investor Relations • Development • Multicultural Affairs • Issues Management • Media Relations • Crisis
Communication
• Public Affairs • Community
Relations • Employee Relations • Publicity • Marketing Comm. • Promotion • Advertising
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Core concept • Help organizations communicate to the
publics that are important to their success. – Voters – Elected Officials/Government – Businesses – Consumers – Employees – Media
• It is about relationships – creating, nurturing and maintaining
Evolving Role of PR
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Practical definition
• Proactive management of stakeholder perceptions of an entity. – Change behavior, attitude or beliefs – Reinforce behavior, attitude or beliefs
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Portfolio
• Use the technology and strategies (both traditional, enhanced and new) at your disposal to manage perceptions of “your client.”
• Always tied back to a business objective
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PR 360 – Part journalist – Editor – Researcher – Media planner – Creative director – Marketing director – Event planner – Customer service rep. – Web designer – Content curator
Perceptions Matter
(there is such a thing as
bad publicity; particularly today)
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Yesterday, Today
and Tomorrow
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Information is everywhere; more channels
Information is free and everyone is an expert
Harder (and easier) to gain exposure
What this means…
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More “noise” to listen to – need tools to sort through everything!
Different channels = different approaches
Reduced reliance on traditional “sources”
More “noise” to cut through
Thanks Technology
(new content rules)
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Need for instant access!
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Content junkies
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Pass along readership
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Sources change
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Content is immediate
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Want it direct to me!
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Fundamentals remain
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Content fundamentals
• Newsworthy • Relevant • Trustworthy • Well written/presented • Provide value in some manner
• Understand your audience!
More than “likes”
(what does success look like?)
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Measuring success
• Is it Facebook “likes?” Audience participation?
• No publicity or lots of publicity?
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Outputs vs outcomes
• Did you change perceptions? • Did you impact behavior?
PR Careers
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Successful PR pros
• Inquisitive and enjoy learning • Detail-orientated • Storytellers and communicators • Creative • Resourceful/nimble • Like to work under deadlines/pressure
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Today’s agency
• More than just traditional PR; multi-discipline and multi-faceted campaigns
• Stunts/events have turned into integrated experiences
• Content developers AND editors/ curators
• 24x7 media monitors
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Perceptions matter
• Verbal communication • Correspondence • Writing skills (AP style, grammar) • Writing ability ( distill and communicate
perspectives) • Your digital footprint
