Intro To Pr 2008 Linkedin
- 1. Public Relations Writing The study of public relations at SCSU provides students with… a strong liberal arts background theoretical and critical thinking skills base strong writing experience understanding of four-step process as applied to all aspects of PR campaign planning technology mastery and areas of employment for PR graduates. Students are encouraged to …select a complementary minor; participate in the many student organizations and campus media… Mass Communications Department Aims* Michael D. King, MAAT, MREd, ThB Asst. Professor of Mass Communications SCSU *SCSU Catalogue 2007-2008
- 2. SCSU Mass Communications Department Specialization Required Courses
- 3. 436/536 – Public Relations Writing Course Objectives Structure in which PR writing is practiced Appreciate PR as relationship management Working and practice knowledge of PR writing PR as tactical & strategic practices; crises mgmt. Using various communication vehicles to implement strategies; media relations & types of publicity How to use critical thinking skills when analyzing, implementing, evaluating, and writing
- 4. 436/536 – Public Relations Writing Lecture Objectives Understand the role and responsibilities of Public Relations Writing Dispelling the myths of Public Relations What is the value of Public Relations Why credibility and integrity is crucial to Public Relations
- 5. What is Public Relations ? First World Assembly of PR 1978 – Mexico City Definition… Art and social science Analyzing trends and predicting their consequences Counseling organizational leaders Implementing planned programs of action Serve both organization and public interest
- 6. Public Relations Society of America Definition… PR is a function of management Counseling at the highest level Strategic planning for the organization
- 7. What is Public Relations ? Public Relations - Responding to the expectations of those publics who can influence an organization’s operation and development Harmonizing interests of an organization with publics on whom its growth depends Serving as intermediary between an organization and all of that organization’s publics Helping an organization tell its story
- 8. Responsibilities of PR Practitioner Distributing information to publics Researching all publics Advising management Helps to set policies Evaluating PR program & all organizational programs for effectiveness Uses and is up-to-date with new technologies to implement PR
- 9. Dispelling the Myths 10 Basic Principles of PR PR deals with facts , not fiction PR’s primary consideration is doing what is in the public’s best interest Public interest must be the criteria for selecting PR programs and policies PR must protect the integrity of the media channels it uses for its messages
- 10. Dispelling the Myths 10 Basic Principles of PR (cont.) PR involves effective communication back and forth between an organization and its publics PR depends on use of scientific public opinion research PR practitioners must use the social sciences to understand what publics are saying and to communicate effectively with them
- 11. Dispelling the Myths 10 Basic Principles of PR (cont.) PR requires multidisciplinary application of theories , concepts and practices PR has obligation to explain problems to publics & organization before they become crises PR performance should be measured by only one standard: ethical performance
- 12. Activities of PR Press agentry – planning events Promotion – opinion making Publicity – info to news medium Public affairs – relationship w/ government Research – foundational to good PR Graphic design – visually appealing & user friendly Advertising – commercial time/space; PSA Marketing – directed @ specific consumers Merchandising – presentation & packaging of a product
- 13. PR Practitioner’s Job More need for depth and diversity of knowledge More expectation of accountability Less tolerance for hype Constants over time: “go-for” attitude; strategic thinking – writing – speaking and persuading; respecting deadlines ; multi-tasking
- 21. Main Roles of PR Practitioner The Opportunities 3 Major areas Staff member in organization may be specialist (healthcare, financial, educational, etc.) in one area of PR likely to be “Jack/Jill of all trades” in a small organization
- 22. Main Roles of PR Practitioner (cont.) Employee of PR agency or firm may be specialist or generalist depending on size of firm also involved in “sales” (keeping the client happy, generating new business, etc.) often works as member of team of writers, designers, production staff who together produce a PR message
- 23. Main Roles of PR Practitioner (cont.) Independent practitioner or counselor may work on project basis or retainer may perform technical tasks for clients may serve as counselor to client management
- 24. PR: A Serious Profession? Unified body of knowledge Commitment to continuing education Standard educational curriculum to prepare for entry into profession Standardization of who enters and exits the profession ( standard licensing ) Shared code of ethics that guides practice
- 25. The Value of PR PR can open and maintain dialogue between an organization and its publics. PR can encourage mutual adjustment between an organization and its society. PR can focus on the greater good of society , not just the narrow interests of an organization.
- 26. The Value of PR (cont.) PR provides useful information . PR can raise issues and concerns , reminding management of ethical responsibilities. PR helps management formulate and advocate sound objectives . PR can be a problem solver .
- 27. PR Practitioners… Anticipate problems before they happen; respond, harmonize, and build bridges Distribute information; research, advise, help set policies; continually evaluate programs and practices; effectively communicate back and forth from organizations to publics Deal with fact and not fiction; put the publics interest first; protect own, publics, organizations integrity and are held more accountable Involved with every aspect of the organization; have greater depth of knowledge, strategic thinkers, comfortable with multi-tasking and deadlines