1. Public Relations
Forms, example of best and worst practice
Seminar Strategic planning of marketing communication
Presenter Lyubov Sachkova

2. Agenda
1. PR? Definition and Stereotypes
2. PR – activities & tools
3. Examples: Best Practices
4. Examples: Worst Practices
5. Summary – what you should have learned

3. PR?
 What does Public Relations actually stands for?
 It is said that almost 90% of what we read in the newspapers
is prepared from PR people.

4. What is PR?
 https://www.youtube.com/watch?v=Jmjxu5f_Bng

5. Public Relations
 Definitions:
 “Public relations is a strategic communication process that
builds mutually beneficial relationships between
organizations and their publics.” 2012, PRSA
 “Public relations is about reputation – the result of what you
do, what you say and what others say about you.” CIPR
 “Public relations is the discipline that looks after an
organisation's reputation. Its aim is to win understanding and
support, and influence opinion and behaviour. It establishes
and maintains goodwill and mutual understanding between
an organisation and its publics.” CIPS

6. Public Relations
 Definitions:
 “Public relations is a strategic communication process that
builds mutually beneficial relationships between
organizations and their publics.” 2012, PRSA
 “Public relations is about reputation – the result of what you
do, what you say and what others say about you.” CIPR
 “Public relations is the discipline that looks after an
organisation's reputation. Its aim is to win understanding and
support, and influence opinion and behaviour. It establishes
and maintains goodwill and mutual understanding between
an organisation and its publics.” CIPS

7. PR & Stereotypes
 PR people are…
Fact Fiction
Hyper-organised Outgoing
Have a TV + computer
and they are constantly
on
Good writers ()
Mostly women Have studied
communication or PR
Workaholics
PR people in an agency
are more creative than
corporate PRs

8. PR & Stereotypes

9. What does a PR person do?

10. What does a PR person do?
 Image care
 Networking
 Communicate with the public
 Ethical responsibility
 Corporate Social Responsibility (CSR)

11. PR Tools
 External Media
 Internal Media
 Media Relations
 Direct communication
methods

12. #selfie
 The celebrity selfie
 The Samsung in Ellen’s
hand is no coincidence
 Most retweeted Tweet
of all times – 3M
retweets that shut down
Tweeter for a moment

13. Photoshop Live
 https://www.youtube.com/watch?v=BRAM8MpqIeA

14. #myNYPD

15. #McDStories
 gdfgfc

16. Lance Armstrong
 https://www.youtube.com/watch?v=N_0PSZ59Aws

17. Miley Cyrus
 The controversial example

18. Miley Cyrus
 https://www.youtube.com/watch?v=YR7AEuynqRQ

19. To sum it all up…
 PR is…
 PR tools are…
 Some examples…

20. Thank you for the attention!!!

21. Sources:
 PRSA : http://www.prsa.org/AboutPRSA/PublicRelationsDefined/#.U5DsdRbzRw8
 CIPR: http://www.cipr.co.uk/content/about-us/about-pr
 Public Relations Manager Job Description:
http://www.americasjobexchange.com/public-relations-manager-job-description
 PR Tools: http://www.slideshare.net/Housefull1234567890/different-tools-of-public-
relations
 The celebrity selfie: http://www.cbsnews.com/news/oscars-2014-ellen-degeneres-
selfie-samsung-onstage-apple-iphone-backstage/
http://www.theguardian.com/film/2014/mar/04/ellens-oscars-selfie-that-went-
viral-not-marketing-stunt-samsung-insists

22. Sources:
 The difference between PR and marketing:
http://heidicohen.com/marketing-versus-pr-whats-the-difference/
 #myNYPD: http://www.huffingtonpost.com/2014/04/22/mynypd-nypd-
twitter_n_5193523.html
http://www.huffingtonpost.com/2014/04/28/nypd-
twitter_n_5226254.html?utm_hp_ref=technology
 #McDStories: http://www.huffingtonpost.com/2012/01/23/mcdstories-twitter-
hashtag_n_1223678.html#s630540&title=CATE_STORM
http://www.forbes.com/sites/kashmirhill/2012/01/24/mcdstories-when-a-hashtag-
becomes-a-bashtag/
 Lance Armstrong:
http://www.theguardian.com/commentisfree/2013/jan/21/lance-armstrong-
oprah-pr-disaster
 Miley Cyrus: http://www.sales-and-marketing-solutions.com/twerk-marketing-
lessons-from-miley-cyrus-infamous-vma-performance/
http://www.forbes.com/sites/robertwynne/2013/10/02/pr-secrets-of-miley-cyrus/