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Anatomy Of Public Relations For PR Playbook 3rd Edition

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Strategic Counselor; Rowan University-Associate Professor, Ret.
Strategic Counselor; Rowan University-Associate Professor, Ret.

For Professor Litwin's Public Relations classes at Rowan University. Visit: www.larrylitwin.com.

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Anatomy of Public Relations from ,[object Object],[object Object],[object Object]
Or… ,[object Object],[object Object],[object Object]
Taken from…
[object Object],[object Object]
I am here to: ,[object Object],[object Object],[object Object],[object Object]
 
PR Is... ,[object Object],[object Object],[object Object],[object Object]
 
You Talk – We Listen ,[object Object],[object Object],[object Object]
Public Communication ,[object Object],[object Object]
 
MAC Triad Plus cont. ,[object Object],[object Object]
Advertising is Synergy
Public Relations… ,[object Object]
Public Relations… ,[object Object],[object Object]
Public Relations 101 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Public Relations ,[object Object]
Advertising 101 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing 101 ,[object Object]
PR Practitioners are… Strategic Advisors
Edward Bernays’ Public Relations Functions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Ivy Ledbetter Lee’s Public Relations Principles ,[object Object],[object Object],[object Object]
PR Counselors must possess… ,[object Object],[object Object],[object Object],[object Object],[object Object]
Managing Public Opinion ,[object Object],[object Object],[object Object],[object Object],[object Object]
ABCs of Strategic Communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Another “A” = Accountability ,[object Object],[object Object],[object Object]
CBAs of Strategic Communication ,[object Object],[object Object],[object Object]
CBAs of Strategic Communication ,[object Object],[object Object],[object Object]
Another “A” = Accountability ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What is A ccountability? ,[object Object]
Another “A” = Accountability ,[object Object],[object Object],[object Object],[object Object],[object Object]
Accountability – defined ,[object Object]
PR Practitioners/Counselors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Accountability’s – Bottom Line ,[object Object],[object Object],[object Object],[object Object],[object Object]
How is accountability measured? ,[object Object]
Through… ,[object Object],[object Object]
You are the Brand ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Delivering the promise ,[object Object]
Are you a brand champion ? ,[object Object],[object Object]
Double Bottom Line ,[object Object],[object Object],[object Object],[object Object]
Triple Bottom Line ,[object Object],[object Object],[object Object]
Fraser Seitel’s “Real” Bottom Line of PR ,[object Object],[object Object]
How are Bottom Lines Achieved? ,[object Object]
Reaching the Desired Outcome ,[object Object],[object Object],[object Object]
Public Relations is Synergy
PR-Pie ,[object Object],[object Object],[object Object],[object Object],[object Object]
Two-Way Communication Model ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Principles of Authentic Communication* ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Principles of Authentic Communication* ,[object Object],[object Object],[object Object]
Principles of Authentic Communication* ,[object Object],[object Object]
Principles of Authentic Communication* ,[object Object],[object Object],[object Object]
Principles of Authentic Communication* ,[object Object],[object Object],[object Object]
Principles of Authentic Communication* ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PR Plan/Roadmap ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object]
[object Object],[object Object]
Synergy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Synergy’s Parts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Public Relations is Synergy
Litwin’s 9 P’s of Marketing = Synergy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
7 C’s of Communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Content is crucial… ,[object Object]
Public Communication ,[object Object],[object Object]
[object Object]
MAC Triad Plus ,[object Object],[object Object],[object Object],[object Object]
MAC Triad Plus cont. ,[object Object],[object Object]
More On MAC Triad Plus ,[object Object],[object Object],[object Object],[object Object]
Cracked Egg Model
Audiences (ISPR) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Audience Power Structure ,[object Object],[object Object],[object Object],[object Object],[object Object]
Target vs. Niche ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Active vs. Passive ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Features and Benefits ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
WII-FM ,[object Object],[object Object]
Bargain ,[object Object],[object Object]
Persuade vs. Convince ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Persuasion Pointers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Persuasion cont. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Three-Step vs. Two-Step Flow ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Third Party Endorser ,[object Object],[object Object],[object Object]
Key Communicators ,[object Object],[object Object],[object Object],[object Object]
Alternative Media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Alternative Media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Getting a Seat at the Table ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Communication: ,[object Object]
Public Relations…Leadership ,[object Object]
Public Relations…Leadership ,[object Object],[object Object]
Leaders ,[object Object],[object Object],[object Object]
Leader Defined ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Leadership Defined ,[object Object],[object Object]
Leadership Framework
Leadership Framework ,[object Object]
Leadership Framework ,[object Object],[object Object]
Leadership Framework ,[object Object],[object Object],[object Object]
Leadership Framework ,[object Object],[object Object]
Leadership Framework ,[object Object],[object Object],[object Object]
Leadership Framework ,[object Object],[object Object],[object Object],[object Object]
Leadership Framework ,[object Object],[object Object]
Leadership Framework ,[object Object],[object Object],[object Object]
Leadership Framework ,[object Object],[object Object]
Leadership Framework ,[object Object],[object Object],[object Object]
Leadership Framework ,[object Object],[object Object],[object Object],[object Object]
Leadership Framework ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
James Baker… ,[object Object],[object Object]
President Carter… ,[object Object]
Leaders ,[object Object],[object Object]
In the Eye of the Storm: Lessons in Leadership ,[object Object],[object Object],[object Object],[object Object]
Leadership Requires Courage, Tenacity, Perseverance and Mental Toughness Must Make Difficult Decisions Must be Inspirational and Create Hope, Optimism and Enthusiasm for the Future Never, Never, Never Give Up ………
“ Retreat,…Hell…We’re Just Advancing in Another Direction” * Quote From a US Army General in Korean War after being asked about withdrawal Friday: September 2, 2005
Know Your Destination… and All Roads Will Lead To It… Failure Is Not An Option
Know Your Destination… Hit the ground running…and…be sure you are going in the right direction!!! But remember – It’s the journey, not the destination.
It Always Takes A Great Team Because…Failure Is Not An Option
Leadership Defined ,[object Object],[object Object]
Credibility
Credibility ,[object Object]
Credibility ,[object Object],[object Object]
Credibility ,[object Object],[object Object],[object Object]
PR Practitioners/Counselors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Important PR Reminders
 
 
 
 
PR Counselors must possess… ,[object Object],[object Object],[object Object],[object Object],[object Object]
Getting a Seat at the Table ,[object Object],[object Object],[object Object],[object Object],[object Object]
And above all… ,[object Object],[object Object]
Six Cs of Writing Assessment* ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Basic Principles of Effective Presentations
Basic Principles of Effective Presentations ,[object Object]
Basic Principles ,[object Object],[object Object],[object Object],[object Object]
Basic Principles ,[object Object],[object Object],[object Object]
Basic Principles ,[object Object],[object Object],[object Object]
Basic Principles ,[object Object],[object Object],[object Object],[object Object]
Basic Principles of Effective Presentations ,[object Object],[object Object],[object Object],[object Object],[object Object]
Audience Analysis/Worksheet   ,[object Object]
Audience Analysis/Worksheet   ,[object Object]
Audience Analysis/Worksheet   ,[object Object]
Audience Analysis/Worksheet ,[object Object]
Audience Analysis/Worksheet   ,[object Object]
Audience Analysis/Worksheet ,[object Object]
Audience Analysis/Worksheet   ,[object Object],[object Object],[object Object]
Audience Analysis/Worksheet ,[object Object],[object Object],[object Object]
Key Communicators ,[object Object],[object Object],[object Object],[object Object]
 
 
 
Division of University Advancement Executive Vice President for University Advancement Alumni Relations Development Marketing Major Gifts Publications University Relations
Division of Budget and Planning Executive Director of Budget and Planning Institutional Research Budget Marketing
Questions ??? ,[object Object],[object Object]

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