Presentation for students on the executive programme at La Salle Business & Engineering School

1. PR DIGITAL Waggener Edstrom Worldwide |Ged Carroll |November 18, 2008

3. WHAT IS PR? "Public Relations is a management function which tabulates public attitudes, defines the policies, procedures and interest of an organization followed by executing a program of action to earn public understanding and acceptance.” - Edward Burnays "Public Relations is a set of management, supervisory, and technical functions that foster an organisation's ability to listen strategically to, appreciate, and respond to those persons whose mutually beneficial relationships with the organisation are necessary if it is to achieve its missions and values." - Robert L. Heath, Encyclopedia of Public Relations “ Public relations is about reputation - the result of what you do, what you say and what others say about you. Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.” - CIPR

4. WHAT IS PR? PART 2.0 PR in practice “ Public relations takes many forms in different organisations and comes under many titles, including public information, investor relations, public affairs, corporate communication, marketing or customer relations. Number 26 (out of 95 theses): “Public Relations does not relate to the public. Companies are deeply afraid of their markets.” - Cluetrain Manifesto “ To add to all the confusion, not all of these titles always relate accurately to public relations, but all of them cover at least part of what public relations is. At its best, public relations not only tells an organisation's story to its publics, it also helps to shape the organisation and the way it works. Through research, feedback communication and evaluation, the practitioner needs to find out the concerns and expectations of a company's publics and explain them to its management.” - CIPR

6. BBC MEGASTAR LOADED FINANCIAL TIMES ECONOMIST GUARDIAN BLOGGERS - SOCIAL NETWORKING USER GROUPS - FORUMS - WIKIS - PHOTOS CONSUMER-GENERATED CONTENT VOGUE DAILY TELEGRAPH

12. MONITORING

25. CASE STUDIES

28. ALPO / PURINA PET FOOD RECALL CASE STUDY

29. ALPO / PURINA PET FOOD RECALL CASE STUDY

30. © Waggener Edstrom Worldwide 2008