Introduction to Public Relations

Introduction to
public relations

Friday, 7 January 2011

PR
People + Relationships


Definitions of PR

“Corporate public relations is a means by which
businesses seek to improve their ability to do
business”.
– Lattimore, Baskin, Heinman (2007)
“The planned and sustained attempt by an
organisation to establish mutually-beneficial, long-
term relationships with key audiences through ethical
communication.” (Smith, 2009)


Maligned, misunderstood


What can PR do?

Creates awareness
Educates/informs
Influences
Promotes
Protects reputation


PR’s four basic tasks

or
it
1
on
.S
en
4.M

so
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ce
C
n
om
ie
sc

3 nic
m
on

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u
2.C

at
or


PR specialities

Media (traditional and ‘new’) Product launch/promotion

Lobbying/govt. relations Speechwriting

Investor/financial relations Fundraising

Community relations Marketing communication

Change communication Industry relations

Reputation management Sponsorship

Events management


Areas/methods of
operation

Government
Non-profit Internal
Private industry External
in-house
consultancy


What PR people do

Write Prepare
proposals (pitches) strategies
plans Liaise
releases
Promote
speeches
Organise
Research
Present
Manage IT &
budgets Write more


Earnings
Age Position Income (k) Yrs. in job Yrs. in industry

20 Mkt/comms. assist. $40-52k 4mths 1.5

23 Comms. consultant 43-64 1.5 1.5

24 A/C manager 50 2 2

24 Media/comms. mgr. 45-55 2 3

25-29 PR consultant 50-65 1.5 5

25-29 Corp. comms. mgr. 45-55 6mths 3

31-35 Marcomms. mgr 87-110 2 11

32 Nat. sales/mkt. mgr. 60-80 8 14

34 Comms. director 85-101 1 16

35 Mkt. mgr 60-120 2 14

36 Asst. director 70-77 2 13

36 Media advisor 60-120 3 12

40 Managing director 75+ 10 10

45 Exec. director 100-150 10 22

45+ Owner/sole operator 150-200 10 27

Career FAQs: Public Relations (2006)


Attributes

Initiative
Works to
Can-do/will do deadline
attitude
Can ‘juggle’
Creative, yet
Can write
methodical
Common sense
Interest in news


Skills needed (IABC)

Goal-setting
Written communication
Audience/constituent
research Managing employee
communication programs
Writing communication
plans Media relations
Budgeting and cost control Communication ethics
Oral presentation Problem-solving and
consulting skills
Project management
Organisational culture and
Time management
politics
Measuring effectiveness
Investor/shareholder
Writing proposals for communication
communication programs
Technology
General management skills


... and

Writing news and features Writing speeches

Newsletter editing Managing publications

Magazine editing Marketing communication

Writing for audiovisual and Member communication
video programs Managing community
Speakers bureaux relations programs

Event and conference Feedback systems
planning/support Technology use


The industry

Approx. 14,000 (ABS)

Mostly female (74%)

PRIA accreditation


Where are the jobs?
OS
4%
NZ
10%
PR jobs from Nov. 2008-June 2009.
Regional
Syd
4%
36% Total jobs: 685
Canb.
5% Sydney: 249
Adel
3%
Melbourne: 125
Perth Brisbane: 108
4%
NZ: 68
Canberra: 33
Bris
16% Regional: 28
Melb
18% Perth: 27
Adelaide: 23


What’s it all about?

It’s about the why
It’s about theories
It’s about concepts


Concept 1: shock, horror


Concept 2: not
‘adland’

People v Proﬁt
Relationships Product

Long term Now

Kotler’s relationship
models

1. Separate but equal
2. Equal but overlapping
3. Marketing dominant
4. PR dominant
5. *PR and marketing converge – IMC


An aside

“The deliberate, systematic attempt to shape perceptions (and)
manipulate cognitions ...” (Jowett & O’Donnell, 2006).


The unit

1 Essay (ind.) Week 4 20%

2 5 blogs (ind.) x 250 words Wks 8-12 (inc.) 20%

3 Group report & presentation Wks 9-13 30%

4 Exam TBA 30%


1. Intro/overview
7. new technology
2. Audiences,
8. Employee
publics
communications
3. Planning,
9. Community
campaigns
relations
4. Vision, mission,
10.IMC events
goals, objectives
11.PR theory,
5. Reputation,
international PR
issues & crises
12.Ethics & review
6. Media relations


Introduction to Public Relations

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