Introduction to PR

Objectives of this session•What is PR?•Concepts •Working in the industry•Marketing vs. PR•Case study

What is PR?

In groups come up with a Public Relations definition

Definitions of PR

Public relations is about reputation - the result of what you do, what you say and what others say about you.

Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.

The underlying concept of public relations

Edward Bernays, one of the patriarchs of modern public relations, wrote,

"The three main elements of public relations are practically as old as society: informing people, persuading people, or integrating people with people.

Its basic form is to build a web of relationships

When an individual acts in a certain way to influence another they are practicing PR.

- Can you think of any times you have had to PR yourself?

Working in PR

What do you think these terms mean?

Working In-HouseA person or team that works internally for the company Someone who is responsible for the companies imageSomeone who might hire an outside consultancy to promote

their image or product

Working in a Consultancy A company or person who is hired externallyThey are consultants with a sound knowledge of current

media and manyvaluable contacts

Day to day

What do you think PR’s do on a day to day basis?

Campaign planningWriting and editingMedia relationsCorporate identityPublic speakingSpecial eventsResearch and evaluationConsultCrisis management

"Marketing and public relations ... both are major external functions of the firm and both share a common ground in regards to product publicity and consumer relations. At the same time, however, they operate on different levels and from different perspectives and perceptions.

The traditional view ... is that marketing exists to sense, serve, and satisfy customer needs at a profit.

Public relations exists to produce goodwill in the company's various publics so that the publics do not interfere in the firm's profit-making ability.“

Ray Simon: Public Relations: Concepts and Practices

Public Relations and MarketingWhat is the difference – is there a

difference?

Marketing Public Relations

Marketing promotes the transfer of goods and services from the producer and provider to the consumer.

Public relations helps an organization and its publics adapt mutually to each other.

Marketing's immediate goal is sales.

Public relations' immediate goal is mutual understanding or positioning of the organization with its publics.

Marketing's implicit goal is profit.

Public relations' implicit goal is positive perceptions and predispositions.

Marketing's measure of success is the number of sales and/or the revenue it generates.

Public relations' measure of success is expressed public opinion or other evidence of public support.

Where does public relations fit into a business?

CASE STUDY

Campaign Case Study: Client More Th>n

Introduction by PR week:Bonfire Night can be terrifying for pets, especially dogs. Pet insurer More Th>n wanted to demonstrate its knowledge and understanding of animals by addressing this problem. Cow came up with the idea of creating the world's first bedtime story for dogs. A free audio book, narrated by actor Simon Callow, was scientifically developed to calm stressed canines after the barrage of fireworks on 5 November.

Campaign World’s First Bedtime Story for DogsClient More Th>nPR team CowTimescale October 2012Budget £8,000

Objectives•To develop a solution to the problems dog owners face on Bonfire Night, when fireworks can cause dogs to experience stress, anxiety and fear

•To generate widespread national news coverage and social media engagement

Strategy and plan•Employment of dog behavior expert – to help compile the story•The use of animal psychology techniques, communicative signals, bioacoustics – a cross-disciplinary science that combines biology and acoustics to investigate sound production and reception in animals•The story was written by children’s writer Laura Quinn•The story was called Teddy & Stanley’s Tall Tale•Story was narrated by awarding British actor Simon Callow (Four Weddings and a Funeral•Target day is 5th November – Bonfire Night

Target Audience:•Dog owners of all demographics•Broadsheet and tabloid readers•Pet magazines

Target Media:•National and local press – newspapers•Online newspaper presence•Radio – national and local

Measurement and evaluation•The story generated more than 70 pieces of coverage. •BBC News, BBC Radio 4’s Today programme and You and Yours, Radio 5 Live, The Daily Telegraph, Daily Mail, Metro, The Guardian, The Independent, Daily Star and The Sun•Over 37,000 views of the YouTube video according to PR week but 25,000 views according to Cow’s website

Questions:• I want you to think of 3 questions you have about the PR industry.

- We might not be able to answer them today but…by the end of the semester I hope that you will have answered these questions and have a firm understanding of the subject.

• What is the difference between Marketing and PR?

• What is the difference between in house PR and consultancy?

• What are some of the activities a PR has to do throughout their day?

• What is the under lying concept of PR?