Guest presentation to Nora Paul's Introduction to Mass Communication at the University of Minnesota School of Journalism and Mass Communication on the Changes in the Public Relations Industry and Agency Environment. General overview course.

1. Public Relations
Yesterday, Today and Tomorrow
February 26, 2014

2. Eva Keiser, APR
− Independent Consultant, the plural i
− More than 20 years experience
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< 15 years agency
B2B and B2C
Newspaper and broadcast outlets
Political and grassroots campaigns
the plural i

3. PR Overview

4. Traditional definition
– PR is an essential management function
that identifies, establishes and maintains
mutually beneficial relationships between
an organization and the publics upon whom
success or failure depends. PR is a planned,
deliberate, four-step process based on
ethical practice and a body of knowledge.
the plural i

5. Disciplines
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Research
Counseling/Advising
Gov’t Affairs
Investor Relations
Development
Multicultural Affairs
Issues Management
Media Relations
Crisis
Communication
the plural i
• Public Affairs
• Community
Relations
• Employee Relations
• Publicity
• Marketing Comm.
• Promotion
• Advertising

6. Core concept
• Help organizations communicate to the
publics that are important to their success.
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Voters
Elected Officials/Government
Businesses
Consumers
Employees
Media
• It is about relationships – creating,
nurturing and maintaining
the plural i

7. Evolving Role of PR

8. Practical definition
• Proactive management of stakeholder
perceptions of an entity.
– Change behavior, attitude or beliefs
– Reinforce behavior, attitude or beliefs
the plural i

9. Portfolio
• Use the technology and strategies (both
traditional, enhanced and new) at your
disposal to manage perceptions of “your
client.”
• Always tied back to a business objective
the plural i

10. PR 360
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Part journalist
Editor
Researcher
Media planner
Creative director
Marketing director
Event planner
Customer service rep.
Web designer
Content curator
the plural i

11. Perceptions
Matter
(there is such a thing as
bad publicity;
particularly today)

12. the plural i

13. Yesterday,
Today
and Tomorrow

14. the plural i

15. the plural i

16. What this means…
 Information is
everywhere; more
channels
 Information is free
and everyone is an
expert
Harder (and easier)
to gain exposure
the plural i

17.  More “noise” to listen to – need tools to
sort through everything!
 Different channels = different approaches
 Reduced reliance on traditional “sources”
 More “noise” to cut through
the plural i

18. Thanks
Technology
(new content rules)

19. Need for instant access!
the plural i

20. Content junkies
the plural i

21. Pass along readership
the plural i

22. Sources change
the plural i

23. Content is immediate
the plural i

24. Want it direct to me!
the plural i

25. Fundamentals remain
the plural i

26. Content fundamentals
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Newsworthy
Relevant
Trustworthy
Well written/presented
Provide value in some manner
• Understand your audience!
the plural i

27. More than “likes”
(what does success
look like?)

28. Measuring success
• Is it Facebook “likes?” Audience
participation?
• No publicity or lots of publicity?
the plural i

29. Outputs vs outcomes
• Did you change perceptions?
• Did you impact behavior?
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30. PR Careers

31. Successful PR pros
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Inquisitive and enjoy learning
Detail-orientated
Storytellers and communicators
Creative
Resourceful/nimble
Like to work under deadlines/pressure
the plural i

32. Today’s agency
• More than just traditional PR;
multi-discipline and multi-faceted
campaigns
• Stunts/events have turned into
integrated experiences
• Content developers AND editors/
curators
• 24x7 media monitors
the plural i

33. Perceptions matter
Verbal communication
Correspondence
Writing skills (AP style, grammar)
Writing ability ( distill and communicate
perspectives)
• Your digital footprint
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•
the plural i

34. Questions?
Eva Keiser, APR
the plural i
612.940.4254
eva@theplurali.com
the plural i