Writing For Public Relations: PR. The deck provides an overview of skill sets and concepts that students will need to learn to excel in public relations today and tomorrow. It is presented as an after class supplement by Richard Becker, ABC, president of Copywrite, Ink., at the University of Nevada, Las Vegas. The deck will also be used as part of conceptual definition of public relations at richardrbecker.com in an article titled Reconciling Definitions: PR Is Not A Communication Process (Feb. 19, 2013). Enjoy.

1. PR
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas
Thursday, February 14, 13

2. What is public relations?
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas
Thursday, February 14, 13

3. It depends on who you ask.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas
Thursday, February 14, 13

4. “If I was down to my last dollar,
Ask Bill Gates... I would spend it on public relations.”
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas
Thursday, February 14, 13

5. “It’s a package of trickery,
economies with the truth,
Ask Melanie Phillips... manipulation of public credulity,
bullying of journalists and favoritism.”
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas
Thursday, February 14, 13

6. “It’s the management function that
Ask Scott Cutlip... maintains mutually beneficial relationships
between an organization and the publics
on whom its success or failure depends.”
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas
Thursday, February 14, 13

7. So why all the confusion?
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas
Thursday, February 14, 13

8. An uncertain past.
Two reasons.
An uncertain future.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas
Thursday, February 14, 13

9. Although shaping public opinion through mass
The past. communication was not a new concept prior to
World War I, it became famously recognizable as
propaganda during and after the war when
emerging communicators like George Creel and
Edward Bernays explained how they paired crowd
psychology and psychoanalysis with journalism.
It was Bernays who later coined the term ‘public
relations,’ legitimizing it as a tool for government
and corporate communication to sway the public.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas
Thursday, February 14, 13

10. Public relations is in a state of change fueled by
the division of modern media, the rapid pace of
The future. technological innovation, the evolution and
speed of content distribution, the convergence
of multiple communication disciplines, and a
prevailing incongruity to define the profession.
Today, it risks losing much of the legitimacy it
earned in recent decades as some continue to
grab at tactical applications like social media or
try to mimic strategic communication in
practice.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas
Thursday, February 14, 13

11. This class is designed to provide students with a
Right now. perspective of how public relations has shifted
away from propaganda through an evolution of
concepts, principles, and ethics; how to apply
strategic concepts to tactical assignments in
developing public relations collateral and other
material; and how to best prepare for the
changes that are occurring in the field today as
well as those anticipated in the future.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas
Thursday, February 14, 13

12. PRSA, 2012.
Two definitions.
First World Assembly Of Public Relations, 1978.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas
Thursday, February 14, 13

13. PRSA. Public relations is a strategic communication
process that builds mutually beneficial relationships
between organizations and their publics.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas
Thursday, February 14, 13

14. Public relations is the art and science of analyzing
First World Assembly. trends, predicting their consequences, counseling
organizational leaders, and implementing programs
of action which will serve both the organization
and public interest.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas
Thursday, February 14, 13

15. Public relations is the art and science of developing
and managing immediate to long-term programs
A working definition. that strengthen the relationships between the
organization and various publics; researching
trends within the environment where the
organization or those publics exist; determining
the impact that those trends or other events may
have on the organization and those publics; and
providing for an open communication exchange
that ensures mutually beneficial and measurable
outcomes for the organization and those publics.
Richard R. Becker, 2013
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas
Thursday, February 14, 13

16. How will we do it?
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas
Thursday, February 14, 13

17. 2 • The impact and cost of careless errors.
Editing & Writing. • The misconception of spell check.
• Editing techniques and editor’s marks.
• The most common errors made daily.
• Striving for clarity for your readership.
• Writing with style and universal ideas.
• Organizational elements and structure.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas
Thursday, February 14, 13

18. 3 • Defining news within an organization.
Media Relations. • Understanding news release purpose.
• The traditional news release format.
• The evolution of the news release.
• Alerts, statements, and distribution.
• Measuring the effectiveness of a release.
• Planning for long-term media relations.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas
Thursday, February 14, 13

19. 4 • Creating a communication foundation.
Message Management. • Internal and external research concepts.
• Defining the needs of various publics.
• The impact of communication on publics.
• Managing inquiries after the news is out.
• Differences between reporters and bloggers.
• Incorporating social media into the mix.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas
Thursday, February 14, 13

20. 5 • The elements of a communication plan.
Communication Plans. • Developing organizational messages.
• Employing strategic planning methods.
• How communication impacts organizations.
• Defining the intent of communication.
• Tracking the response in real time.
• Measuring the return on communication.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas
Thursday, February 14, 13

21. 6
• Communication during a crisis.
Real Time & Crisis. • Simplifying the communication process.
• Conducting a situational analysis.
• Managing and minimizing bad news.
• Identifying and responding to questions.
• Collecting feedback and contingency plans.
• Preparing or appearing as a spokesperson.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas
Thursday, February 14, 13

22. 7
• Advertising with public relations.
Ads & Public Service. • Nine rules for effective advertising.
• Writing for print, radio and television.
• Determining the intent of advertising.
• When advertising fails to communicate.
• Writing online content and social media.
• The convergence of modern communication.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas
Thursday, February 14, 13

23. 8
• Case studies in communication ethics.
Public Relations Ethics. • Principles for ethical communication.
• The dual role of every practitioner.
• Understanding cultural sensitivities.
• Hypothetical situations and exercises.
• Establishing ethics within an organization.
• Resolving conflict and accepting criticism.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas
Thursday, February 14, 13

24. 9
Public Relations Trends. • Connecting the course material.
• Modeling for future communication.
• Integrating communication for impact.
• The allure of popularity and publicity.
• Remaining confident without control.
• Looking beyond current social media.
• Practical and always present public relations.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas
Thursday, February 14, 13

25. Additional Resources.
working title
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas
Thursday, February 14, 13

26. Richard Becker (Rich) is a creative strategist,
Richard R. Becker, ABC writer, entrepreneur, speaker, and accredited
www.richardrbecker.com business communicator. He holds several
executive and board positions, including
president of Copywrite, Ink., a strategic
communication firm with experience on more
than 1,000 accounts. He has also taught
writing, editing and social media at the
University of Nevada, Las Vegas, for more than
a decade and occasionally accepts invitations to
address organizations as a guest speaker.
Writing For Public Relations
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas
Thursday, February 14, 13