public relations: yesterday, today and tomorrow
DESCRIPTION
Guest presentation to Nora Paul's Introduction to Mass Communication at the University of Minnesota School of Journalism and Mass Communication on the Changes in the Public Relations Industry and Agency Environment. General overview course.TRANSCRIPT
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
