a short intro to public relations

1/11/2012Web Promotion for Business PR12 v1 CC

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1/11/2012Web Promotion for Business PR12 v1 CC BY-NC-SA 2.0

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Introduction

PR Lecture 1

Bernard @topgold Goldbach Online: http://moodle.lit.ie/course/view.php?id=1496Notes: http://evernote.com/pub/topgold/pr

A Web Promotion for Business Module


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Topics Aims of Course Learning Outcomes Term Outline Time (Hours per week) Assessment Breakdown Course Content Other Matters Textbooks Intro Lecture with Revision Practical Task


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Aims of Course

To provide you with instruction in the theory of public relations.

To engage in the practise of public relations.

To develop new media skills in the realm of PR.

1/11/2012Web Promotion for Business PR12 v1

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Learning Outcomes

To acquire skills and training needed to engage in a series of PR activities.

To know the tasks, skills and resources needed to mount a professional PR campaign.

To appreciate various ethical codes governing the conduct of Irish PR professionals.


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Term Outline

10 lectures (10 Jan- 1 May) and includes G+ cross-talk.

Google Hangout with @ictedu. Google Hangout with @mitchjoel. 1 Revision session.


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Scheduling

Mon download FIR and SPOS Tue lecture 0900-1100 Wed practical 1400-1600 Fri Moodle Feedback Activity normally assessed

fortnightly.


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Assessments 30% PR Campaign 30% Collaborative Documentation 20% Profile 20% Press Releases In-class Rich Media CV In-class Crisis Communications Checklist


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Assessment Values

30% End of Year Examination

70% Continuous Assessment


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Content of Course

Audiences Best Practise PR Communication and Media PR Research PR Campaign Ethics and Professional Issues Readings


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What is PR?

Public relations is about reputation. PR aims to earn understanding and

support by influencing opinion and behaviour.

PR is the planned and sustained effort to establish and maintain goodwill between an organisation and its publics.


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Forms of PR

Public information Investor relations Public affairs Corporate communications Marketing Customer relations


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Functions of PR

Awareness Education Credibility Third party endorsement Permission to buy Differentiation Positioning Relationship marketing


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Effective reach

Public relations can reach difficult targets in a way that paid media cannot.

The main costs of public relations are consultancy fees or in-house salaries.


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PR Strategies

Push strategy Pull strategy Pass strategy


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Objectives of public relations

Awareness Motivational


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Measuring PR effectiveness

If an objective is to be measured effectively, it needs to be defined clearly.

When writing PR objectives, you should discuss The nature of the intended change The target public The outcome to be achieved The amount of change desired A target date for achieving the outcome.


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PR at its best

At its best, PR tells an organisation’s story to its publics,

PR helps to shape the organisation and the way it works,

Research, feedback communication and evaluation finds out the concerns and expectations of a company’s publics

PR explains the company’s publics to management.


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PR activities

Programme planning Writing and editing Media relations Corporate identity Speaking Production Special events Research and evaluation


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What PR is not

Public relations is not handshaking. Public relations is not journalism. Public relations is not advertising. Public relations is not marketing.


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PR distinctions Effective communicators often possess

graceful protocol. PR agencies monitor news to place

content in it. Culled research helps place copy. PR moves minds. Advertising moves

products. Public relations means nurturing

relationships.


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Important PR skillsets Analyse mgt needs Counsel mgt Identify causes of

problems Trend analysis Plan, organise and co-

ordinate tasks Monitor and follow up Set goals and

objectives

Motivate and influence others

Work effectively with journos

Communicate clearly during meetings

Write press releases Identify major social

issues Work with others


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Major PR requirements Common sense Energy Curiosity Open-mindedness Flexibility Creativity Stamina Organisation skills Literacy


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Show me the money PR officer €23,600 PR manager €38,100 Head of communications €60,000 Account executive €22,000 Account manager €30,000 Account director €40,000 Board director €65,000 Managing director €80,000 Freelance €48,900


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Ten effective PR tactics

Publicity and media relations

Special events Newsletters Action alerts Tip sheets

Op Ed pieces Speakers Bureau Sponsorships Charitable

Contributions Thank you notes


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Effective Public Relations

“EPR” is the 20th Century view of PR. Serves as an authoritative reference. Pink highlights are past final examination

refrences. By Scott Cutlip, Allen Center, and Glen

Broom, Prentice Hall, 8th ed. (1999)


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Supplemental Texts

Measure What Matters by Katie Paine.

Six Pixels of Separation by Mitch Joel.


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Useful Sources For Immediate Release Podcast by Neville

Hobson and Shel Holtz http://www.forimmediaterelease.biz

Six Pixels of Separation Podcast by Mitch Joel, http://www.twistimage.com/blog


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Revision

1. List three PR activities.2. List six skills considered to be

important in the field of public relations.

3. Briefly describe an effective PR tactic.


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Activity PR011. Register yourself onto the Moodle PR course.2. Upload an image of yourself into the Moodle course

(100x100 pixels). 3. Complete personal information in the Moodle profile

area. 4. Register yourself on Google Plus with five images and

bragging rights.5. Register yourself on Flickr and add at least five contacts.6. Register yourself on Friendfeed and join FIR room.7. Register on delicious.com and add topgold to your

network.


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Questions?

• Bernie Goldbach [email protected] edits www.insideview.ie and monitors twitter.com/topgold

• Use social media channels for best effect.

• +353 861743369

#LITpr

This PR module is presented in the Limerick Institute of Technology.

It features in the Web Promotion for Business Special Purpose Award.


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