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Public Relations Today: Brand / Reputation Management
Public Relations Today: Brand / Reputation Management
Benjamin Sonnenberg Public Relations Pioneer The rarest of all things in American life is charm. We spend billions every year manufacturing fake charm that goes under the heading of public relations. Without it, America would be grim indeed. Anita Loos (1888-1981)
Screenwriter and humorist
Brand/Reputation Management
It s story telling, you know. That s what journalism is all about. Tom Brokaw
A journalist is basically a chronicler, not an interpreter of events. Where else in society do you have the license to eavesdrop on so many different conversations as you have in journalism? Where else can you delve into the life of our times? Bill Moyers
SIMILARITIES
Public Relations/News (Done Well!)
SIMILARITIES
Public Relations/News (Done Well!)
Distinctions
Public Relations
Represents special interest All the time in the world Wants to explain Sells sizzle Spreads good news
News
Hates special interests Out of time Wants a sound bite Craves steak Spreads bad news
Distinctions
Answers questions Seeks to influence Subjective Specialists Asks questions Resists influence
Objective
Generalists
Distinctions
Represents power Has a story idea Has a message Has a specific audience Challenges power Has a different story Has a different message Seeks a broad audience
Distinctions
Will spin Should be consistent Shouldn t speculate Shouldn t get emotional Hates/loves spin Searches for contradiction Wants you to speculate Loves emotion
Questions?