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Premium member Presentation Transcript Media / Public Relation : Media / Public Relation An art and science of managing communication between an organization and its key publics to build, manage and sustain its positive image Objectives : Objectives Corporations use marketing public relations (MPR) to convey information about the products they manufacture or services Politicians use public relations to attract votes Objectives : Objectives Non-profit organizations, including schools and universities, hospitals, and human and social service agencies, use public relations in support of awareness programs, fund-raising programs, staff recruiting, and to increase patronage of their services. Specializations : Specializations property development PR real estate PR retail sector PR food service PR health care PR technology/IT PR public affairs PR on-line PR financial/investor relations employee/member communications community PR not-for-profit PR crisis communication PR specialties existing within the field of public relations : specialties existing within the field of public relations Crisis management Reputation management Issue management Investor relations and labor relations Grassroots PR (Astroturfing) Astroturfing : Astroturfing A form of propaganda, astroturfing attempts to selectively affect the emotions of the public, whether trying to win a campaign, be the top music record seller, the top book seller, or gain political support. The most frequently identified cases of astroturfing are found in recent political history Methods, tools and tactics : Methods, tools and tactics Audience targeting Press conferences Press releases - Press release format A New Kind of Press Release - 'Optimized' for the Internet Lobby groups Astroturfing Spin Spin : Spin The term is borrowed from ball sports such as cricket, where a spin bowler may impart spin on the ball during a delivery so that it will curve through the air or bounce in an advantageous manner. The techniques of "spin" include: Selectively presenting facts and quotes that support one's position Non-denial denial Phrasing in a way that assumes unproven truths Euphemisms to disguise or promote one's agenda Ambiguity Skirting Rejecting the validity of hypotheticals Appealing to internal policies Other : Other Publicity events or publicity stunts The talk show circuit. A PR spokesperson (or his/her client) "does the circuit" by being interviewed on television and radio talk shows with audiences that the client wishes to reach. Books and other writings Direct communication (carrying messages directly to constituents, rather than through the mass media) with, e.g., newsletters – in print and e-letters. Collateral literature, traditionally in print and now predominantly as web sites. Speeches to constituent groups and professional organizations; receptions; seminars, and other events; personal appearances. The slang term for a PR practitioner or publicist is a "flack." The Process of Public Relations : The Process of Public Relations SWOT analysis (strengths, weaknesses, opportunities, threats) "ROSIE" to define a five-step process of "Research, Objectives, Strategies, Implementation and Evaluation different methods for analyzing the results of work such as focus groups, surveys, and one-on-one interviews Tools used in relaying the message, such as press releases, brochures, Web sites, media packs, video news releases, news conferences and in-house publications. The Gimmicks : The Gimmicks Politics and civil society Defining the opponent - Opponents can be candidates, organizations and other groups of people. Managing language – Examples Entertainment and celebrity Playing up weaknesses reality show - "any publicity is good publicity". Ethical and social issues : Ethical and social issues Beneficial, such as publicizing scientific research, promoting charities, raising awareness of public health concerns and other issues The term third party technique -- the art of "putting your words in someone else's mouth." Media/Public relations in fiction : Media/Public relations in fiction Wag the dog (1997), an American movie about a PR-consultant (Robert De Niro) that teams up with a movie-producer (Dustin Hoffman) to cover up a presidential scandal by creating a war. Thank You For Smoking (1994), an American satirical novel by Christopher Buckley, about a shyster PR-Consultant/tobacco-lobbyist (Nick Naylor) during the 1990s. Peepli (Live) You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.