What Is Public Relations?

What is Public Relations?
Copyright © 2019, 2015, 2012 Pearson Education, Inc. All Rights Reserved.
How Public Relations Contributes to Brand
Perception
As opposed to advertising, public relations takes a longer,
broader view of the importance of image and reputation as a
corporate competitive asset.
Media use
• Public relations seeks to persuade media gatekeepers to
“cover” their companies.
• Gatekeepers are writers, editors, producers, talk-show
coordinators, and newscasters.
• This aspect of public relations is called publicity.
What is Public Relations?
• Public relations is practiced by a range of organizations.
• Public relations is a dynamic, global profession.
• To Learn More https://www.cprs.ca/
• Canadian Public Relations Society.
What is Public Relations
• Public relations focuses on all the relationships an
organization has with various publics.
• Publics are all groups with which an organization
interacts: employees, members, local communities,
shareholders, customers, other institutions.
• Stakeholders: people who have a stake in a company or
organization.
What is Public Relations
• Builds mutually beneficial relationships between
organizations and their publics.
• Media Relations is one of our key strengths. Media outreach,
press releases, news story development, media events and media
training.
• Press Coverage, Press Releases.
MEDIA RELATIONS
CRISIS MANAGEMENT
GENERAL MOTORS
VOLKSWAGEN EMISSIONS SCANDAL
https://youtu.be/Y5TvFY7xRDM
Specials Events / Product Launches
In one of his classic performances,

the late Steve Jobs unveils the iPad,
generating lots of buzz for the new
Apple iPad.
POLITICAL MEDIA COVERAGE
TRADE ACTIVATIONS
Plan and execute brand activations for alcohol brands, beauty brands, fashion brands, travel and
tourism brands, technology brands, restaurants and media brands.
Sampling, Experiential Marketing
Profiling Travel and Tourism Destinations
Media Coverage That Focuses on Health
&Wellness
Covering Sports and Entertainment
FASHION AND TECHOLOGY
Launch high profile retail Tech journalists, bloggers and
locations and executed fashion fashion writers.
shows
Public Opinion
• Public opinion refers to what people think; their beliefs
based on perceptions or evaluations of events, people,
institutions, or products.
• Public relations strategists want to know:
– What publics are important to us now and in the future?
– What do these publics think?
• Opinion leaders: important people who influence the
opinions of others.
PRESS RELEASE: FEATURES STORIES
BRAND STORIES:
•
Public goodwill is a company’s greatest asset.
•
Integrity involves more than just image; it’s a result of a
company’s actual behavior.
•
Public relations is the conscience of the company, creating trust
and maintaining its integrity.
How Public Relations Contributes to Brand
Perception
• Public relations contributes significantly to brand
perceptions.
• In integrated programs, advertising and public relations
aim at selected targets with different but complementary
messages.
• Advertising and public relations specialists share a joint
responsibility to promote a brand, and at times their efforts
converge.
How Does Public Relations Work?
Aspects of Public Relations that Focus on
Relationships
Employee relations
• Programs that communicate information to employees.
• A related program is called internal marketing.
• Communication efforts work to inform employees about
marketing programs.
Relationships
Community relations
• Encompasses communities in broader society, both geographic and
ethnic.
• Includes consideration of diverse communities: the underrepresented and
underserved.
• Companies can build community relations through cause marketing.
Particular Functions
Corporate reputation management
• Corporate relations focuses on an organization’s image
and reputation.
• The overriding goal of reputation management is to
strengthen stakeholder trust.
• Corporate social responsibility describes good works
done in the community and environment.
Public communication campaigns
Intended to change public opinion and discourage harmful behaviors.
Fund-raising
• The practice of raising money by collecting donations.
• Used by nonprofits: museums, hospitals, Red Cross, and
others; directed at potential donors.
• This is sometimes called strategic philanthropy.
What are Common Public Relations
Tools?
Media Relations
• News releases
– Deliver public relations messages to external media.
– Should answer the five “Ws and the H.”
• Video news releases (VNRs)
– Contain video footage for a television newscast.
• Pitch letters
– An engaging letter about a feature story idea sent to
editors who have to be “sold.”
– They usually stress a human interest angle.
Video News Release
News Releases: A Key Public Relations Tool
.
News releases can be accompanied in the digital age with
associated media files, such as short videos, to help
communicate the news.
Publicity
• Press conferences
– Here, a spokesperson makes a media statement.
– A media kit may be sent ahead of time.
• Media tours
– A “press conference on wheels.”
– A spokesperson makes speeches and announcements, holds press
conferences, and offers interviews.
Publications
• Pamphlets
• Booklets
• Annual reports
• Collateral material
• Books
• Bulletins
• Newsletters
• Inserts and enclosures
• Position papers
Other Tools
Videos, CDs, podcasts, and books
• These are now major public relations tools.
• Books can be published simply with electronic publishing.
• Videos are expensive but are ideal for distributing in-depth
information.
Other Tools
Speakers and photos
• A speakers’ bureau is a group of articulate people who
will talk about topics at the public’s request.
Displays and exhibits

• Displays include booths, racks and holders for promotional
literature, and signage.
• Exhibits are larger than displays and may have moving
parts, sound, or video.
Other Tools
Special events and tours
• Special events celebrate company milestones:
– Open houses
– Birthday celebrations
– Corporate sponsorship of events
• Tours and trips by delegates and representatives
Online Communication
• Intranets connect people within an organization.
• Extranets connect people in one business with its
business partners.
• External communication includes websites, email
contact with reports, press releases distributed by email, or
PR Newswire.
What’s Trending in Public Relations?
1. Mobile communication will continue to grow as audiences
increasingly use smartphones.
2. Visual storytelling will be increasingly important, and
news releases will include more visual content.
3. Real-time marketing, messages based on current events,
will present opportunities to define brand personality,
especially with the adoption of social media.
4. Educational video content will become more important.
5. Attempts to go viral will continue to try to get a crowd
involved to replicate the success of other efforts.
6. Digital security will be a continuing concern as hacking
endangers information collected through digital channels.
7. Twitter users need to become more sophisticated to
avoid creating blunders that require public relations fixes.
8. Brand owners will continue to integrate public relations,
advertising, and marketing to create one consistent
voice. One Consistent Message
9. Social responsibility is paramount and will result in the
increasing use of cause marketing.
10. Measuring the effectiveness of public relations efforts
continues to evolve.

What Is Public Relations?

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What is Public Relations?

In one of his classic performances,

Displays and exhibits

• Tours and trips by delegates and representatives

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