PR Media Production

Session 1: Introduction & Course Overview

Press release exercise

What the heck does PR do??

• The post it exercise

Why do you want to study PR?

Why do you want to become a PR person?

What PR really does…Chartered Institute of PR (UK)

• Program planning – analyzing problems and opportunities, defining goals, recommending and planning activities and measuring results. Liaising with management and clients throughout.

• Writing & editing – shareholder reports, annual reports, press releases, film scripts, articles and features, speeches, booklets, newsletters.

What PR really does

• Media relations – developing & maintaining good working contact with the media. This involves applying knowledge of how local and national papers, magazines, radio & TV work as well as the special interests of journalists.

• Corporate identity – developing and maintaining an organization’s identity via corporate advertising, presenting the company’s name and reputation rather than its products

• Speaking – communicating effectively with individuals and groups including meetings, presentations and platform participation.

What PR really does• Production – brochures, reports, film and multi-media

programs are important means of communication. Coordination of studio or location photography. Sound knowledge of techniques for supervision is necessary.

• Special events – news conferences, exhibitions, facility celebrations, open days, competitions and award programs are all used to gain the attention of specific groups.

• Research and evaluation – The first activity undertaken by a PR practitioner is usually analysis and fact gathering. A PR program should be evaluated as a continuing process and measurement is used to decide future strategy.

Essential skills for pr personABILITY TO:• Analyze management needs• Counsel management• Identify causes of problems, analyze future trends and

predict their consequences• Research into public opinion, attitudes and expectations and

advise on necessary action• Plan, organize and coordinate tasks• Monitor and follow up• Set goals and objectives• Motivate & influence others• Write & edit press releases and reports• Work effectively with journalists• Identify major social issues affecting organizations & to

resolve conflict

And each with their own nature,

dynamics, feel and “rules”

In PR, there are...…

stakeholdersmedia

platformchannel

Different

We’ll dive in to...

• The Old vs. The New Rules of PR• What is story telling & why is it important• Why good content matters• Understanding your ‘buyers’• How to build awareness internally &

externally• Grasping social media• Why blogging

and also in to...

• Website concepting• News release & New media room• Creating video & audio content• Developing & managing PR strategy• Industry’s best practices• Managing overall PR campaign from a PR

professional

Let’s set our expectations straight!

Participate actively: discuss,

share opinion, asked questions,

argue, agree

Let’s set our expectations straight!

Be updated with current news & events• Start using social media actively• Start writing

Class blog

• Each week, 3-4 people will write one short article (300 words max) and publish it on the class blog

• Others are obliged to comment – constructive feedback, please.

• Topic will be discussed & decided together.

• Besides weekly writing, the class blog will be used as a platform to share weekly materials, case studies, etc.

Let’s do it together!