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, ThBAsst. Professor of Mass CommunicationsSCSU

*SCSU Catalogue 2007-2008

2

A d vertis in g B road cas tin g N ew s E d ito ria l

4 3 8 P R C am p a ig n s

4 3 6 P R W rit in g

4 3 4 P R P rin c ip les

3 5 2 A D /P R L ayou t

2 4 0 P rin t Jou rn a lism

P u b lic R e la tion s

M ass C om m u n ica tion s M a jo rs

SCSUMass 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 CityDefinition…

• 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 AmericaDefinition…

• 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

14

15

16

19

20

21

Main Roles of PR PractitionerThe 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