The document discusses public relations and marketing. It defines public relations as the planned effort to build mutual understanding between an organization and its publics through communication. Public relations aims to develop relationships and perceptions through activities like media relations, community engagement, and social media. Marketing focuses more on selling and product awareness using tactics such as advertising, promotions, and branding. While there is some overlap between the two fields, the document outlines their different objectives, characteristics and roles.

1. P U B L I C
R E L A T I O N
S
&
M A R K E T I N
G
The Dark Art
of Public Relations

2. P U B L I C
R E L A T I O N
S
&
M A R K E T I N
G
Just a normal day in the
office at Soapbox…

3. P U B L I C
R E L A T I O N
S
&
M A R K E T I N
G
Meanwhile, back in the real
world…

4. P U B L I C
R E L A T I O N
S
&
M A R K E T I N
G
We’re not…
• Spin doctors
• Media tarts
• Alcoholics

5. P U B L I C
R E L A T I O N
S
&
M A R K E T I N
G
So what are we then?
‘Public relations is the
deliberate, planned and sustained
effort to establish and maintain
mutual understanding between an
organisation (or individual) and its (or
their) publics. It’s the key to effective
communication in all sectors of
business, government, academic and
not-for-profit.’
Public Relations Institute of Australia.

6. P U B L I C
R E L A T I O N
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&
M A R K E T I N
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Which means we do what?
• PR strategy development and
implementation
• Community and stakeholder engagement
• Website and internet marketing
• Social media
• Media relations
• Events
• Copywriting
• Issues & crisis management
• Branding and production of marketing
materials
• Promotional campaigns

7. P U B L I C
R E L A T I O N
S
&
M A R K E T I N
G
Show don’t tell
Strategy
development:
• Objectives
• Key messages
• Strategy
• Tactics
• Timeline
• Budget

8. P U B L I C
R E L A T I O N
S
&
M A R K E T I N
G
Community & Stakeholder
Engagement
• Major
infrastructure
project
• Website
• Newsletter
• Direct Mail
• Public notices
• Media relations
• Dedicated
enquiry line
• Issues
management

9. P U B L I C
R E L A T I O N
S
&
M A R K E T I N
G
Website & internet
marketing
• Charity ride
between
Perth and
Broome
• Donations
• Interactive
map
• Blog posts

10. P U B L I C
R E L A T I O N
S
&
M A R K E T I N
G
Social media
• Interactive
• Integrated
with other PR
and marketing
activities
• Personalising
a brand

11. P U B L I C
R E L A T I O N
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&
M A R K E T I N
G
Media relations
Ref: 157184906
Copyright AgencyLimited (CAL) licenced copy
Sunday Times (Perth)
Sunday 5/08/2012
Page: 7
Section: Real Estate
Region: Perth, AU
Circulation: 282585
Type: Capital City Daily
Size: 396.71 sq.cms.
AUS: 1300 1 SLICE NZ: 0800 1 SLICE service@slicemedia.com
press clip

12. P U B L I C
R E L A T I O N
S
&
M A R K E T I N
G
Copywriting
• Brochures
• Annual
Reports
• Guides/
factsheets

13. P U B L I C
R E L A T I O N
S
&
M A R K E T I N
G
Branding & production of
marketing materials
• Banners
• Posters
• Signage
• Brochures
• Flyers

14. P U B L I C
R E L A T I O N
S
&
M A R K E T I N
G
Promotional campaigns &
events
• Launch of new
concept in
house and
land packages
• Event
management
• Media
relations
• Invitations

15. P U B L I C
R E L A T I O N
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&
M A R K E T I N
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The difference between PR
and marketing
PR
Relationships/
perceptions:
•Media relations
•Stakeholder and
community
engagement
•Social media
Characteristics:
•Longevity
•Substance
•Slow burn
Marketing
Selling/product
awareness:
• Advertising
• Promotions
• Point of sale
material
• Brand positioning
Characteristics:
• Shorter term
• Soundbites
• Quick return
Disputed
territory
• Branding
• Social
media

16. P U B L I C
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&
M A R K E T I N
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Secrets of our success
• Good clients!
• Complementary skills
• Integration with marketing
activities
• Clearly defined objectives
• Targeted strategies
• Achievable outcomes

17. P U B L I C
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M A R K E T I N
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Briefing us
Bombard us with information!
 

18. P U B L I C
R E L A T I O N
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&
M A R K E T I N
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Be clear about what you
want to achieve
We want [HOW MANY?] of [WHO?]
to [DO, SAY, THINK?][WHAT?] by
[WHEN?]
•Eg: We want 30 per cent of
Belmont Forum shoppers to shop
on a Sunday by December 2012

19. P U B L I C
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&
M A R K E T I N
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Dark art or science?
Research shows that the top 3
questions clients ask are:
• Did we meet our objectives?
(24.2%)
• Does this meet/justify costs?
(16.5%)
• How do you measure this?
(16.5%)

20. P U B L I C
R E L A T I O N
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&
M A R K E T I N
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Measuring effectiveness
Start with SMART objectives!
Measurement methodology
depends on the activity:
• Media relations – NOT AVE!!
News content analysis?
• Events – attendance?
• Community engagement - follow
up surveys, evidence of
behavioural change

21. P U B L I C
R E L A T I O N
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&
M A R K E T I N
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Added value
• When PR coverage is positive it
gives a boost to investments
made in other forms of marketing
(online, print, direct mail etc)
• PR has a longer life span – a price
promotion ends the day the offer
ends
• Absence of PR is an opportunity
lost which converts to a cost to a
business

22. P U B L I C
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&
M A R K E T I N
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They would say that
wouldn’t they…
Don’t take our word for it…
• “A good Public Relations campaign or
moment is something that feels like
news rather than advertising. In fact, PR
can beat advertising hands down and
save tens of millions of dollars.”
Richard Branson