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
public affairs PR
crisis communication PR specialties existing within the field of public relations : specialties existing within the field of public relations Crisis 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 release format
A New Kind of Press Release - 'Optimized' for the Internet
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
Phrasing in a way that assumes unproven truths
Euphemisms to disguise or promote one's agenda
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.