“I supply the Listerine to the commercial dandruff on the shoulders of corporations.

” 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

Public Relations TODAY:

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

Journalism TODAY:
o  A time of transition o  Digital revolution (decline of print) o  Internet/Social Media o  Blurred lines of legitimacy (u choose the news) o  What is news? Is it all about clicks? o  Everyone’s a journalist!

Public Relations/News (Done Well!)

o Honesty o Accuracy o Good Writing o Creative/Compelling

Public Relations/News (Done Well!)

o Authoritative o Valuable/Useful/Informative o Compassionate/sensitive o Telling a story

Public Relations
Represents special interest All the time in the world Wants to explain Sells sizzle Spreads good news

Hates special interests Out of time Wants a sound bite Craves steak Spreads bad news

Answers questions Seeks to influence Subjective Specialists Asks questions Resists influence


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

Will “spin” Should be consistent Shouldn’t speculate Shouldn’t get emotional Hates/loves “spin” Searches for contradiction Wants you to speculate Loves emotion

Telling YOUR story
o  o  o  o  o  o  o  o  o  Know your audience Know your stuff Be friendly Be empathetic Be consistent Don’t speculate Build and maintain relationships Admit mistakes and make it right Be PASSIONATE!

Telling YOUR Story


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