2. Community Relations (Class Overview)
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History
Current
How to write a news release, news advisory, PSA
Media Relations
Audience Relations
Traditional/Social Media PR Campaign
Stories/Case Studies
We are the media
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3. Session 1 Agenda
1. Overview and Class Expectations
2. History and Today
3. News Releases, News Advisories,
Public Service Announcements
4. Media Relations
5. Class Project
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4. “The biggest problem in communication is the
illusion that is has taken place.”
-- George Bernard Shaw
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5. Introductions
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5.
What is YOUR name?
Where are you from?
What do YOU do?
Are YOU working in PR today?
Are YOU using social media for PR?
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6. Social media is no longer just a fad.
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9. One PR Definition
• To encourage people to do something
• To encourage people not to do
something
• To encourage people to let us do
something for them
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10. Media of Choice
• Paid media
• Earned media
• Owned media
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11. Media of Choice
Paid Media
• Advertising on radio, TV, newspapers,
magazines, social media
• Posting the message exactly the way you
want it – because you’re paying for it
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12. Media of Choice
Earned Media
• Public relations
• You convince someone to post a story
about your product or service
• Third-person endorsement
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13. Media of Choice
Owned Media
• You own the content
• You own the outlets: Google+, Twitter,
Facebook, Blog, YouTube, Instagram, etc
• Your own newsroom
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14. The News Release
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20. How to write a news release
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21. What is a public service announcement?
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22. What is a public service announcement?
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23. What is an advisory?
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24. Communicating with different audiences
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Media (media relations)
Your direct audience
Indirect audience
Investors (investor relations)
Potential clients
Current customers
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25. News Media Then
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26. Traditional News Media Then
• Plenty reporters, editors, photographers,
producers
• “Maybe will consider your story, but we
have plenty”
• “We NEVER accept photos/videos, written
news articles (news releases), suggested
spokespersons”
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27. News Media Now
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28. Traditional News Media Now
• Far fewer, reporters, editors,
photographers, producers
• Skeleton crews
• “We can’t send a reporter or
photographer”
• “Send in your photos/videos, written news
articles (news releases), spokespersons”
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29. WWWWWH – Group Activity
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6.
Who?
What?
When?
Where?
Why?
How?
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40. Class Project (in groups)
Choose a non-profit for which you will:
•Present a full PR campaign including
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News release
Public service announcement
Advisory
Social Media Outreach
•Overview of the plan
Your assignment will either be re-introduction of an established
organization, introduction of a new organization or a announcing
special event
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41. Session 1 Homework
• Post an example of a news release, news
advisory, and public service on our
LinkedIn Group
• You can find these under radio, TV,
business, public agency, and non-profitorganization websites
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43. Session 2 Agenda
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Recap of Session 1 Material
Q&A
A Little More About News Releases
AP Writing
News Release Distribution
Email Newsletters
TweetDeck & HootSuite
Class Project
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45. What to say to a reporter
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“There’s no such thing as off the record”
Don’t be afraid to say “I don’t know.”
Always tell the truth
Control the message
http://www.shannonganun.com/PDFs/Guideline
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46. KTVU 2 News Nightmare
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47. • KTVU’s Frank Somerville’s mea culpa
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55. Session 2 Homework
1. Research Social Media outlets that would
work for your class project
2. Continue on working on your project’s
news release, news advisory, PSA
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56. Managing Your Social Media
TweetDeck
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57. Managing Your Social Media
Hootsuite
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60. Session 3 Agenda
1. Recap of Session 2
2. Q&A
3. Media relations
4. Building a media list
5. Case Study/PRSA webinar
6. Social Media outlets
7. The Seven Steps…
8. Social Media engagement exercise
9. Last minute work on group presentations
10. Presentations
11. Evaluations
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61. Media Relations
Who to contact in newspapers
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News Desk
Beat Editor (news release/news advisory)
Beat Writer (news release/news advisory)
Calendar Editor (news release)
Assignment Editor (news release/news advisory)
“Your Subject” Editor/Writer (news release/news
advisory)
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62. Media Relations
Timing newspapers
• 1st Release – Four weeks out
• 2nd Release – Two weeks out
• Advisory – Three days out
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63. Media Relations
Who to contact in magazines/periodicals
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Editor (news release/news advisory)
Assistant (news release/news advisory)
Assignment Editor (news release/news advisory)
Calendar Editor (news release/news advisory)
Subject Editor (news release/news advisory)
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64. Media Relations
Timing magazines/periodicals
WEEKLIES
• 1st Release – Four weeks out
• 2nd Release – Two weeks out
• Advisory – Three days out
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65. Media Relations
Timing magazines/periodicals
MONTHLIES
• 1st Release – Three months out
• 2nd Release – Two months out
• Advisory – One week out
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66. Media Relations
Who to contact in radio
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News Desk (news release/news advisory)
Assignment Editor (news release/news advisory)
Calendar Editor (news release)
Community Relations/Services Director (PSA)
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67. Media Relations
Timing radio
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PSA – Two months out
1st Release – Two weeks out
2nd Release – One week out out
Advisory – Three days out
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68. Media Relations
Who to contact in TV
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News Desk (news release/news advisory)
Assignment Editor (news release/news advisory)
Calendar Editor (news release)
Community Relations/Services Director (PSA)
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69. Media Relations
Timing TV
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PSA – Two months out
1st Release – Two weeks out
2nd Release – One week out out
Advisory – Three days out
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70. Media Relations
San Francisco Chronicle / SFGate.com
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76. Media Relations
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Pitching your stories
Call to follow up a release or advisory
Call to run a story idea by them
Thanking personally
Thanking them via Social Media
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78. “I used to communicate to the media, now I
communicate to my audience.”
– Me
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79. Top 10 Twitter Tips for Beginners
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84. Facebook
Creating A Facebook Page
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Invite your personal friends
Follow related Facebook pages
Keep it active
Use plenty of photos and videos
Post relatable stories
Link to your other Social Media outlets
Don’t always be selling – pace yourself
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92. Scenarios – Group Activity
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Follower complaint
Follower compliment
Scathing media article
Wrong fact in public posting
Positive media coverage
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93. Group Presentations
15 minutes per group plus feedback
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94. Recommended Listening
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7.
This Week In Tech
This Week In Google
The Social Hour
Marketing Over Coffee
The Bean Cast
Six Pixels of Separation
Social Media Marketing Podcast
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97. Remember
“The biggest problem in communication is the
illusion that is has taken place.”
-- George Bernard Shaw
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99. Jonathan Lance
• https://twitter.com/OnYourMarkEvent
• https://www.facebook.com/onyourmarkevents
• www.linkedin.com/in/jonathanblainelance
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Hinweis der Redaktion
Today, few people outside the public relations (or inside for that matter) profession recognize the name of Edward L. Bernays, although he was named one of the 100 most influential Americans of the 20th century by Life magazine.
Public Relations is a 20th century phenomenon, and Bernays -- widely eulogized as the "father of public relations" -- played a major role in defining the industry's philosophy and methods.
Bernays convinced industries that it was the news, and not advertising, that would carry their message to the public. He took his Uncle Freud's (yes, that Freud) complex ideas on people's unconscious, psychological motivations and applied them to the new field of public relations. He also refined and popularized the use of the press release.
In perhaps his most famous campaign, Bernays encouraged the American Tobacco Company to play on women’s nascent sense of modern independence.
In the 1920s he sent a group of young models to march in the New York City parade. He then told the press that a group of women's rights marchers would light "Torches of Freedom". On his signal, the models lit Lucky Strike cigarettes in front of the eager photographers. The New York Times (April 1929) printed: "Group of Girls Puff at Cigarettes as a Gesture of 'Freedom'". This helped to break the taboo against women smoking in public.
One of Bernays' favorite techniques for garnering public opinion was the indirect use of "third party authorities" to plead his clients' causes.
"If you can influence the leaders, either with or without their conscious cooperation, you automatically influence the group which they sway", he said. In order to promote sales of bacon, for example, he conducted a survey of physicians and reported their recommendation that people eat heavy breakfasts. He sent the results of the survey to 5,000 physicians, along with publicity touting bacon and eggs as a heavy breakfast.
Sales went through the roof.
PR is not about deception. It is about building your brand's reputation and getting your message to the right folks. We can help with that.
Then we got the ultimate technology: The Fax!
But, faxing news releases have been dead for close to 10 years.