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CA 218 – PUBLIC
RELATIONS
    Professor: Amy L Stewart, MA
March 20 Schedule
   5:30 p.m.: Introductions and Syllabus Overview
   6 p.m.: Chapters 1-3
   7 p.m.: Break
   7:15p.m.: AP Sylebook Overview
   8 p.m.: Upcoming assignments
     Backgrounder
     Fact Sheet

     AP Stylebook Quiz

     Interview
Introductions
   Name
   Major
   What you want to be when you grow up
   Why you’re taking this class
   Interesting fact about yourself
Syllabus Overview
   Grading Scale
   Quizzes
   Mid-term
   Writing Assignments
   Portfolio
   Group Project
   Extra Credit
Books
   “Public Relations Writing: The Essentials of
    Style and Format”
   “The Associated Press Stylebook”
Writing for Public Relations
What is Public Relations -
PRSA
1982
“Public relations helps an organization and its
  publics adapt mutually to each other.”

2012
“Public relations is a strategic communication
  process that builds mutually beneficial
  relationships between organizations and their
  publics.”
What is Public Relations -
Bivins
   It involves any activity that enhances the
    reputations of your clients, mediates disputes
    between various publics and your client, helps
    achieve mutual understanding among all parties
    involved in an issues, advocates on behalf of a
    client or cause, provides guidance and direction,
    and results in positive and mutual well-being
Book Launch 2.0
Controlled vs. Uncontrolled
Information
   Press Release
   NYT Newspaper Article
   Advertising
   Public Service Announcement
   NBC Action News Story
   Blog Article
   Interview
   Annual report
   Speeches
Ethical and Legal Issues in Public
         Relations Writing
Ethics
 Public Relations Society of America
Translating values into principles of ethical practice,
  the Code advises professionals to:
     Protect and advance the free flow of accurate and
      truthful information
     Foster informed decision making through open
      communication
     Protect confidential and private information
     Promote healthy and fair competition among
      professionals.
     Avoid conflicts of interest
     Work to strengthen the public’s trust in the profession
Ethics Continued
Code guidelines, like tactics supporting strategies, zero in on
  putting value and principles into play for working
  professionals facing everyday tasks and challenges. Among
  them, professionals should:
     Be honest and accurate in all communications
     Reveal sponsors for represented causes and interests
     Act in the best interest of clients or employers
     Disclose financial interests in a client’s organization
     Safeguard the confidences and privacy rights of clients and
      employees
     Follow ethical hiring practices to respect free and open
      competition
     Avoid conflicts between personal and professional interests
     Decline representation of clients requiring actions contrary to the
      Code
     Accurately define what public relations activities can accomplish
     Report all ethical violations to the appropriate authority
Addressing Practice Challenges
Digging even deeper, BEPS takes on current
  practice issues and challenges in periodic
  Professional Standards Advisories (PSA's).
  Applying the Code to specific scenarios, BEPS
  has addressed practices including:
   Pay-for-play journalism
   Anonymous Internet posting, “flogs” and viral
    marketing
   Front groups

   Disclosure of payment of expert commentators

   Truth in wartime communications

   Overstating charges or compensation for work
CASE STUDY:
GHOSTWRITING
Serious Speeches Pose a Serious Problem for a Speechwriter
 What ethical principles of ghostwriting most apply in this
  case?
 Most ethical issues relate to promoting truth and avoiding
  harm? Which of these principles most applies to this case,
  and how so?
 What specific advice do you end up giving to Marina as far as
  how to proceed with the communications portion of the
  campaign, and how do you ethically justify this?
 What problems do you see in the future as a
  possible weakness of this choice? And why do
  you still feel your decision is the best option,
  despite this weakness?
 What sections of the PRSA code apply to this
  issue?
PR and The Law
   Commercial Speech
    Allows corporations to state publicly its position on controversial issues
   Defamation
    Any communication that holds a person up to contempt, hatred, ridicule, or
      scorn
   Privacy
    “Invasion of privacy”
   Copyright
    Legal protection of intellectual property
   Registered Trademark
    Indicates the user has registered the item with the federal government,
       allowing maximum legal protection
   Trademarks
    Typically given for the protection of product names, images, or phrases
Planning and Research
Planning
   Developing an issue statement
     Issue

     Affected   publics
     Timing

     Strengths   and Weaknesses


   Case Study: Sporting Kansas City
     Issue:
          Name change from Wizards to Sporting
     Kansas City
Research
   Evaluating Internet Resources
     Wikipedia

     New  York Times
     American Heart Association

     Blog



   Analyzing the Target Audience
     Primaryresearch
     Secondary research
Interviewing
   Determine Interviewee with Research
   Draft Interview Questions
   Contact Interviewee to Schedule Interview
   Conduct Interview
   Draft Article
   Contact Interviewee when the Article is
    Published
Writing Objectives
Objectives: The concrete steps that you need to take to reach
  your goal

    Write objectives for the following goals:
   As the corporate communications manager for your company,
    you want employees to attend the annual company picnic
    next month.
   As a concerned parent, you want parents in your school
    district to support a new school lunch program.
   As a volunteer, you want people to donate blood to the Red
    Cross during summer months.
    As a financial planner, you want to increase subscriptions to
    your newsletter.
   As a political candidate, you want to change the negative
    tone the media has set concerning your environmental
    record.
Timeline
Client: LEGOLAND Discovery Center Grand Opening at Crown Center
Project: Press Release

 Project             Preliminary   Due Dates
                     Work
 Identify            Week 1        April 23
 Interviewees
 Draft Interview     Week 1        April 23
 Questions
 Set-up Interviews   Week 2        April 30
 Conduct             Week 3        May 7
 Interviews
 Draft Press         Week 4        May 14
 Release
 Internal Review     Week 5        May 21
 Process
 Distribute Press    Week 6        May 28
Budget
   Things to consider when planning a budget
     How   will you bill (per project or per hour)?
     How much time will it take?

     What materials will be involved?

     Will you use an in-house team or outside
      contractors?
     What additional expenses will you incur?
Associated Press Stylebook
Upcoming Assignments
   Backgrounder – Due Next Week
   Factsheet – Due Next Week
   AP Styleguide Quiz – Open Book Next Week
   Interview with a Public Relations Professional
    – Due in two weeks
Backgrounder
   Information about a person or organization in
    paragraph format
   One page
   Examples:
     Hallmark Cards
     Livestrong

     Barack Obama
Fact Sheet
   Numbered or bulleted information relevant to
    the organization and/or event
   One page
   Examples:
     Hallmark Cards
     Southwest Airlines

     Park University

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CA218 – Public Relations Class 1

  • 1. CA 218 – PUBLIC RELATIONS Professor: Amy L Stewart, MA
  • 2. March 20 Schedule  5:30 p.m.: Introductions and Syllabus Overview  6 p.m.: Chapters 1-3  7 p.m.: Break  7:15p.m.: AP Sylebook Overview  8 p.m.: Upcoming assignments  Backgrounder  Fact Sheet  AP Stylebook Quiz  Interview
  • 3. Introductions  Name  Major  What you want to be when you grow up  Why you’re taking this class  Interesting fact about yourself
  • 4. Syllabus Overview  Grading Scale  Quizzes  Mid-term  Writing Assignments  Portfolio  Group Project  Extra Credit
  • 5. Books  “Public Relations Writing: The Essentials of Style and Format”  “The Associated Press Stylebook”
  • 6. Writing for Public Relations
  • 7. What is Public Relations - PRSA 1982 “Public relations helps an organization and its publics adapt mutually to each other.” 2012 “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
  • 8. What is Public Relations - Bivins  It involves any activity that enhances the reputations of your clients, mediates disputes between various publics and your client, helps achieve mutual understanding among all parties involved in an issues, advocates on behalf of a client or cause, provides guidance and direction, and results in positive and mutual well-being
  • 10. Controlled vs. Uncontrolled Information  Press Release  NYT Newspaper Article  Advertising  Public Service Announcement  NBC Action News Story  Blog Article  Interview  Annual report  Speeches
  • 11. Ethical and Legal Issues in Public Relations Writing
  • 12. Ethics  Public Relations Society of America Translating values into principles of ethical practice, the Code advises professionals to:  Protect and advance the free flow of accurate and truthful information  Foster informed decision making through open communication  Protect confidential and private information  Promote healthy and fair competition among professionals.  Avoid conflicts of interest  Work to strengthen the public’s trust in the profession
  • 13. Ethics Continued Code guidelines, like tactics supporting strategies, zero in on putting value and principles into play for working professionals facing everyday tasks and challenges. Among them, professionals should:  Be honest and accurate in all communications  Reveal sponsors for represented causes and interests  Act in the best interest of clients or employers  Disclose financial interests in a client’s organization  Safeguard the confidences and privacy rights of clients and employees  Follow ethical hiring practices to respect free and open competition  Avoid conflicts between personal and professional interests  Decline representation of clients requiring actions contrary to the Code  Accurately define what public relations activities can accomplish  Report all ethical violations to the appropriate authority
  • 14. Addressing Practice Challenges Digging even deeper, BEPS takes on current practice issues and challenges in periodic Professional Standards Advisories (PSA's). Applying the Code to specific scenarios, BEPS has addressed practices including:  Pay-for-play journalism  Anonymous Internet posting, “flogs” and viral marketing  Front groups  Disclosure of payment of expert commentators  Truth in wartime communications  Overstating charges or compensation for work
  • 15. CASE STUDY: GHOSTWRITING Serious Speeches Pose a Serious Problem for a Speechwriter  What ethical principles of ghostwriting most apply in this case?  Most ethical issues relate to promoting truth and avoiding harm? Which of these principles most applies to this case, and how so?  What specific advice do you end up giving to Marina as far as how to proceed with the communications portion of the campaign, and how do you ethically justify this?  What problems do you see in the future as a possible weakness of this choice? And why do you still feel your decision is the best option, despite this weakness?  What sections of the PRSA code apply to this issue?
  • 16. PR and The Law  Commercial Speech Allows corporations to state publicly its position on controversial issues  Defamation Any communication that holds a person up to contempt, hatred, ridicule, or scorn  Privacy “Invasion of privacy”  Copyright Legal protection of intellectual property  Registered Trademark Indicates the user has registered the item with the federal government, allowing maximum legal protection  Trademarks Typically given for the protection of product names, images, or phrases
  • 18. Planning  Developing an issue statement  Issue  Affected publics  Timing  Strengths and Weaknesses  Case Study: Sporting Kansas City  Issue: Name change from Wizards to Sporting Kansas City
  • 19. Research  Evaluating Internet Resources  Wikipedia  New York Times  American Heart Association  Blog  Analyzing the Target Audience  Primaryresearch  Secondary research
  • 20. Interviewing  Determine Interviewee with Research  Draft Interview Questions  Contact Interviewee to Schedule Interview  Conduct Interview  Draft Article  Contact Interviewee when the Article is Published
  • 21. Writing Objectives Objectives: The concrete steps that you need to take to reach your goal Write objectives for the following goals:  As the corporate communications manager for your company, you want employees to attend the annual company picnic next month.  As a concerned parent, you want parents in your school district to support a new school lunch program.  As a volunteer, you want people to donate blood to the Red Cross during summer months.  As a financial planner, you want to increase subscriptions to your newsletter.  As a political candidate, you want to change the negative tone the media has set concerning your environmental record.
  • 22. Timeline Client: LEGOLAND Discovery Center Grand Opening at Crown Center Project: Press Release Project Preliminary Due Dates Work Identify Week 1 April 23 Interviewees Draft Interview Week 1 April 23 Questions Set-up Interviews Week 2 April 30 Conduct Week 3 May 7 Interviews Draft Press Week 4 May 14 Release Internal Review Week 5 May 21 Process Distribute Press Week 6 May 28
  • 23. Budget  Things to consider when planning a budget  How will you bill (per project or per hour)?  How much time will it take?  What materials will be involved?  Will you use an in-house team or outside contractors?  What additional expenses will you incur?
  • 25. Upcoming Assignments  Backgrounder – Due Next Week  Factsheet – Due Next Week  AP Styleguide Quiz – Open Book Next Week  Interview with a Public Relations Professional – Due in two weeks
  • 26. Backgrounder  Information about a person or organization in paragraph format  One page  Examples:  Hallmark Cards  Livestrong  Barack Obama
  • 27. Fact Sheet  Numbered or bulleted information relevant to the organization and/or event  One page  Examples:  Hallmark Cards  Southwest Airlines  Park University

Hinweis der Redaktion

  1. Also see Copyright Myths