What is PR about?

the people business

professionalism that guides strategic
communication
service to clients and support for publics

PR skills

writing
listening
research

Collaboration

clients
publics
PR practitioners

Creativity
measured by the success

Behavior
doing good make you look good (Authenticity)

Process
the strategic communication pyramid

Practice Types

Agency
Corporate
Institutional

Identity

what you put out there

you control it
your brand

Image
how you are viewed at a certain time

Reputation
how people see/think of you

Presentation Skills

Writing (#1)
Speaking
Listening
Visual

Knowledge integration
Not a masterpiece...more like a puzzle

Toulmin's Model
backing
l
Data/Grounds-------warrant------claim
l
ll
model/qualifier
l
rebuttal

Problem solving process

1.

define the problem

2.
3.
4.

generate alternatives
evaluate & select alternatives
implement a solution

Decision making process

1.
2.
3.
4.
5.
6.
7.

define/analyze problem
establish criteria for a solution
weigh criteria for importance levels
identify possible solutions
rate each solution against criteria
implementation plan
can either try again from any of the steps or
begin

Preview
read through the major headings & points

Question
asking questions to be answered after preview
points

Read
thoroughly read the whole chapters to
understand well about it

Summary
summarize in own ways such as notes, charts,
and process flows

Test
answer the questions that were created in the
question stage

Writing Process
1.
2.
3.
4.

Write
Edit
Revise
Repeat

Research Methods

primary
secondary
qualitative
quantitative

No tactics bias
tactics have to be justifiable

social perception
ability to perceive others

impression management
inducing positive reactions

persuasiveness
change others views or behaviors

Social adaptability
adapt and feel comfortable in a variety of
situations

Social expressiveness
expressing one's emotions

St. Paul

apostle
targeted audiences to spread christianity

P.T. Barnum

"lowlife" circus
media relations

Ivy Lee

executive counselor to John D. Rockefeller

Edward Bernays

authored book that established core principles

of PR
Headed a campaign to allow for female smokes
Father of modern public relations

Eleanor Lambert

Press for American fashion designer

International best dressed award
Founder of Fashion Week

Al Golin

Convenience and comfort

McDonald's agency founder

Moss Kendrix

consumables and diversity

coca-cola

Al Fleishman

Anheuser-Busch
Purchase of St. Louis Cardinals

Journalism
reporting, writing, editing, and transmitting
news to audiences

Advertising
assisting in selling ideas and products to
audiences

Marketing
creating, communicating and sending products
and services that have value for audiences

Development
bringing non-commercial resources to an
organization from its committed audiences

Human Resources
expanding and developing personnel
productivity through external and internal
audiences
external: outside of a corporation
internal: inside the corporation

Leaderhsip
taking charge of an audience to reach common
goals

Event Planning
developing. promoting, and executing activities
which attract personal and financial support for
products, services, organizations, and causes

Agency PR
working for/with a group of PR practitioners,
supporting clients goals with external, asneeded resources and people
ex: Edelman

Corporate PR
working for the organizational exclusively to
support the bottom-line vision and goals of
propriety businesses
ex: Caterpillar, Amazon

Institutional PR
non for profit
ex: ISU, Red Cross

Characteristics of Language

Language
Language
Language
Language

is symbolic
if rule-governed
is subjective
is a world-view

Language is symbolic
words are symbols with no meaning unless we
give them meaning

Language is rule-governed

Phonological rules (sound)

syntactic rules (arrangement)
semantic rules (meaning)

pragmatic rules (appropriateness in context)

Language is subjective
people attach different meanings to the same
message

Language is a worldview
culture is shaped and reflected in the language
its members speak

Powerless Speech

lack confidence
apologetic
uncertain
ex: hedges, hesitations, polite forms, tag
questions, and disclaimers

Dubiatio
expression of doubt

"But" Statements

cancel the thought that precedes it

face-saving strategy worth using sometimes
are often contradictions

Mission

present time
what we do
what we have been
what resources do we plan to use
ultimate goal to achieve the vision

Vision

the future
who we are
where we want to go
what we want to become
the ultimate goal is to be the vision
if you take the name of the vision statement
and you put any other name and it works, it is
generic

6 Questions of Press
Releases

Who
What
When
Where
Why
How

Top of Press Releases

most important information goes here

contact info at top (name, day and evening
telephone numbers, & e-mail)
headline and subhead (offers more info to
entice individuals to keep reading)

Middle of Press Releases

explain and present more precise details about

the event and incorporate hyperlinks

Bottom of Press Releases

background information will be here

call to action

Social Media

a subset of new media which encourages

interactivity via comments or conversation
any tool or service that uses the internet to
facilitate a conversation

Social Media: Do's

1.
2.
3.
4.
5.

Set specific goals

Choose the appropriate SM platform
Incorporate visual content
Provide valuable content
Engage with followers or fans

Purpose of the News

Release
get information out to the media

Proper format of News

Release

Associated Press Style Writing

News Headline
Contact information, date

Perspective
Reporter: reporter's editor & reader
PR Person: client & publics

Traditional Media

Print

Radio
Television

Social/Digital Media

Web Sites
Blogs
Talk Media
Twitter
Facebook

Lamonica's 1st law of the

media
make money

Promoting identity through

media

good news
bad news
unknown news

Analysis of news

facts
opinions
suppositions

Publics
busier than ever, shrinking numbers, growing
responsibilities, provide everything media
members need

Perspectives on Media

Relations

Client
media
media relations

Client Perspective

Policies & Procedures

free speech vs. official representation
relationship building
continuing education
Pitching

Old game, new rules

media depends on media relations

media often less researched/prepared
harder to separate traditional journalism with
blogging, citizen journalism and other sources

Media Perspective

Availability & Access

responsiveness
information
routine contact
emergency contact
Become a Source
expert list

Public Relations Perspective

client to client media
service

prospering
gatekeepers
monitoring

5 P's of Pitching
1.
2.
3.
4.
5.

Preparation
Passion
Persuasion
Persistence
Professionalism

Preparation

SWOT analysis
Research
Have a plan
Practice your pitch

Passion

People will care how much you know when they

know how much you care
Enthusiasm in every conversation
Understanding the audience
Listening to feedback & suggestions

Persuasion
Final Destination of PR: changing audience
behavior
Ultimate PR: people talking about the subject
without responding to direct pitch

Persistence

a PR person who quits after strike one won't

get many at bats

Not everyone sees the world the same way as
you do
Adjusting strategy & tactics can turn a question
mark into a exclamation point

Professionalism

Use your assets

Pitch to the audience in front of you
never make it about you

SWOT
1.
2.
3.
4.

Strengths - what your company brings to the

table
Weaknesses - issues within the organization
that are not healthy
Opportunities - situations that help the
company grow
Threats - analyze the threat, learn what they
are and solve them

A Different Mirror

a different table
a new idea of objectivity
be self-critical
how do competitors see you?

Link Product to Purpose

Goals
Substance over style

Walk your Talk

Your organization's place in the world

civic engagement
time
talent
treasure

Work Inside Out

Open environment with 'authentic

ambassadors,' your internal public
transparency
timeliness
consistent information
most important audience is a company's
employees

The Real Reality

failed endorsement tales

Real stories, real people
real stories, real worlds
essence of authenticity

Openness

Nowhere to hide in 21st century

Hiding wasn't a good idea anyway

Trust in Transparency

Failure to disclose
the cover-up is worse
transparency dilemmas

legal responsibility
proprietary information (Trade secrets)

Unleash the CEO

People trust people - not organizations

Consistency of message
with reporters
with internal publics
with external publics

Empower the people

the
the
the
the

public is closer to each other

public is smarter than ever
public is more like college students
people have power

Join the crowd: managing

multiple conversations

the ones you can create

the ones you can influence
the ones you have to endure
know culture
culture is connection
connection is culture

Engaging friends and foes

List your publics

supporters
opponents
ignorants

Humility is a character trait

be humble and admit when you're wrong

BP Leadership
Tiger Woods
Penn State's Leadership

Strategic Communication
Pyramid
Evaluation
Execution
tactics
strategy
objectives
goals & mission/vision

S.M.A.R.T. Goals
Specific
Measurable
Achievable
Relevant
Time-based

Objectives
a public relations methodology for reaching
organizational goals

Informal Objectives
pr plans designed to expose the audience to
information and to increase awareness of a
event, issue, or product

Motivational objectives
desire to change attitudes, knowledge, beliefs,
and/or influence audience behavior in a public
relations campaign

Speech protection
1. Political (has most protection)
2. Artistic - literature, poems
3. Commercial

Message Design
1. What do you need to convey to the target
public to achieve that objective?
2. Can it be delivered via the strategies and
tactics?
3. Can it be modified to meet the information
needs of target publics?

Tactic
individual thing that would be used in the
strategies

Message formation
deciding what and how to say something

Key message platform

1.Theme/slogan/thesis
2. Copy Points
3. Provide message continuity

Theme/Slogan/Thesis

single idea around which all communication

effort revolves
fits on the back of a business card

Copy Points

support thesis/theme
provide more detail
focus on key information
avoid "nice to know" information
the ideas you'd want people to remember

Provide Message Contiuity

messages in a campaign should appear related

to one another
messages should reinforce one another
messages should build on one another
"stay on message"

Getting idea to "stick"

S.U.C.C.E.S

S.U.C.C.E.S.
Simplicity: core & compact
Unexpectedness: surprise+interest+curiosity
Concreteness: human action + senses
Credibility: ideas internal authority & testable
Emotions: feelings, self-interest, needs,
identification
Stories: realistic situations as simulators

Recognize cultural
differences

same word, different meaning

don't embarrass yourself or your organization
don't draw unwanted attention
color choices
symbolic objects

Types of Tactics

news release
interviews & news conference
product placement
social media

Interviews

an hour long
results in a 400-600 worded story
informal setting
interviewee has no control over what is
published

News Conference

communication is two way

circulates quickly, widespread info
open to all interested media

Product Placement

aka "plugs"
negotiated by product publicists and talent
agencies

retailers actively seek these opportunities

Culture
the deposit of knowledge, experience, belief,
values, attitudes, meanings, social hierarchies,
religion, notions of time, roles, etc acquired by
a group of people through the course of
generations through individual and group
striving

Characteristics of Culture

Learned (not innate)

transmitted (enculturation, diffusion)
symbolic (signs, codes, etc.)
dynamic: always changing
interrelated
ethnocentric

Social Perception

beliefs and attitudes

values
rules and norms
world view

Verbal processes

Thought patterns
inductive
deductive
cyclical
intuitive
verbal language

Nonverbal processes

"contact" behaviors
"display rules"
time
space

High context

meaning is "internal to communication"- that

is, in roles, situations, relationships (context)
not spelled out
high context cultures tend to be more East

Low Context

meaning is in "explicit code" - that is, people

tend to look to words for meaning or believe
that meaning is "in the words"
low context culture tends are more Western

Hofslede's Dimensions

individualism/collectivism
power distance
uncertainty avoidance
masculinity/femininity
long-term orientation
indulgence/restraint

Individualism/Collectivism
how we make decisions
individualism: self
collectivism: community

Power distance
a culture's acceptance of social status
difference

Uncertainty
avoidance
a culture's desire for predictability

masculinity/femininity
masculine: direct, goal-orientated, the outcome
femininity: relational, face-saving, preserving
the dignity

long-term orientation
hard work & discipline with a long vision of
future

indulgence/restraint
what a culture deems necessary vs
unnecessary

Know for PR culture

general cultural information

country-specific details
issue and industry details

Institutional PR

tell your story better than anyone

inform, inspire, and motivate
feed the passion

Elements of ISU PR

support fundraising
Help recruit students
Branding the University
Increasing Pride through storytelling

Content Marketing

Student Stories
Multimedia presentations
Lists/Directories
Timely content for pertinent audience
Push & Pull effect

Push & Pull effect

Push: direct message designed to produce
action
Pull: attracting interest with content

Elements of Perception

identity
image
reputation

Why evaluate PR?

Measure results against stated objectives

Document success: clients want success
justify your expenses
promote the value of PR in your organization
improve future campaigns and programs

Evaluation Checklist

Did the organization achieve its objectives?

Did PR campaign/program reach desired
audiences?
Did audiences understand the message?
Was Pr campaign/program withing budget?

PR evaluation process
1.
2.
3.

Preparing to evaluate
collect and analyze data
convey to client

Preparing to evaluate
1. define issue or opportunity: problem need
fixing? opportunity need to take?
2. establish objectives: what needs to be done
3. outline approach: make a plan to evaluate

Collect and Analyze Data

4. Incorporate feedback: surveys, socialization,
sales, customer reviews, comparisons
5. Establish objectives: what needs to be done
6. Outline approach: make a plan to evaluate

Convey to Client
7. Write Report: based on hard evidence, facts,
analytics, responses
8. Present findings: presentation
9. Prepare case study: where do you go from
here?

Output

the activities that were undertaken

are meaningless if they don't generate

outtakes or outcomes

Outtakes
the result of these activities

outcomes
the changes in behavior

Gathering Data
internal data: info from inside organization
ex: accounting records, donor records,
timeshare records
external data: info from outside organization
ex: social media, studies

Primary factors of
perception

physiological (fatigue/ good mood)

presentational (audio/visual/written)
experiential (past)
ethical (Values)
situational (context)

3 foundations of reputation
1. Economic performance: is the organization
profitable?
2. Social responsiveness: results from careful
issues tracking and effective positioning?
3.The ability to deliver valuable outcomes to
stakeholders

Advertising

transmitting info to an audience

something auditory gets our attention
advertising subsidizes our media. all of it.

Advertising is always...

structured, thoroughly planned, and composed

non-personal communication of information
usually paid for
usually strategic persuasive in nature
about specific products
by identified sponsors
through various media

Target Market

a group of potential customers who have had a

product or service specifically developed for
them
chosen by the brand or the agency

The Good of Advertising

Positive economic impact

reduced search costs
sometimes reduced costs of products
Media subsidization
entertainment

The Bad of Advertising

Negative economic impact

societal impacts
perpetuation of stereotypes

dissatisfaction with life

Characteristics of programs
publics- broadly defined and all publics
potentially impacted
time - continuous
conducted by staples of institutions and
corporations; less frequently by agencies

What is the longest running

program?
media relations

Examples of Programs
your web site
media relations
public information
public affairs
community relations
recurring events

Characteristics of
campaigns
purpose: support well defined goals, serving
other units
publics: broadly defined and all publics
potentially impacted
time: temporary, defined start and end dates
conducted by: mostly agencies, but also
corporations & institutions

Examples of campaigns
electing a candidate
supporting a marketing strategy
honoring a special anniversary
introducing a product, service, or initiative
special events
collaborative events

Digital immigrants

doesn't replace traditional media

triggers face to face communication
sharing/reposting gives media outlets credible

Digital Native

is a business tool
an enhancement to communication
"the new word of mouth"
easy to use

You must initially

establish/fulfill these
objectives:
What is the purpose of this communication?
Who is receiving this communication?