1.
The “New PR”
…or how the view of PR today reflects what we’ve been
teaching at MSVU for the past quarter of a century…
Copyright Patricia Parsons
2010-13/ Mount Saint Vincent
University
1

2.
So…what is PR, anyway?
What is the “old PR” as you know it?
 What is the “new PR?
 What is the future of “PR”?

Copyright Patricia Parsons
2010-13/ Mount Saint Vincent
University
2

3.
The So-Called “models of
communication” for Public
Relations (Grunig & Hunt)

One-way models
◦ Press agentry
◦ Public information
Org has a
message…and
disseminates it
Organization
Public
Copyright Patricia Parsons
2010-13/ Mount Saint Vincent
University
3

4.
Two-way Asymmetrical model
Organization
Public
Public
Organization
Feedback used to
re-craft
messages and/or
products
Copyright Patricia Parsons
2010-13/ Mount Saint Vincent
University
4

5.
Two-way symmetrical
Organization
Public
Organization
controls the
messages
Organization
Feedback
used for
mutual
adaptation
Copyright Patricia Parsons
2010-13/ Mount Saint Vincent
University
5

6.
Characteristics to consider…




Collaborative
communication
Citizen journalism
User-generated
content
Changing channels
of influence
Copyright Patricia Parsons
2010-13/ Mount Saint Vincent
University
6

7.
Communication versus
relationships…

What is the difference between the following:
Public
Relations
Relationships
Public
Relations
Communication
Question for discussion: Can you build a relationship in 140 characters?
Copyright Patricia Parsons
2010-13/ Mount Saint Vincent
University
7

8.
New “All-Way” Communication
and Cooperation?
Your
publics as
they see
themselves
Your
publics as
you see
them
Your organization
Copyright Patricia Parsons
2010-13/ Mount Saint Vincent
University
8

9.
The focus of the new (old) PR
strategy:
People first
 Strategies, tools &
tactics second

Copyright Patricia Parsons
2010-13/ Mount Saint Vincent
University
9