Public Relations Writing

Public Relations Writing - What the heck IS public...

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Unformatted text preview: What the heck IS public relations? How DO you get your efforts published? And how do you prove your efforts worked? It’s a two-way street. Every good dog knows effective PR tactics. Public relations is the art and science of analyzing trends, predicting their consequences, counseling organization leaders, and implementing (and evaluating ) planned programs of actions which will serve both 1) the organization’s and 2) the public interest. Tips All Smart Dogs Know … Tips All Smart Dogs Know … Expect the best. Show enthusiasm. Always be careful where you poop. Protect the hand that feeds you. Do the right things. Be quick to forgive. Know where the bones are buried. “ “ Old Dogs” in Public Relations … Old Dogs” in Public Relations … Ivy Lee Born 1887 near Cedartown, Ga., the son of a Methodist minister. Was Princeton grad and first a reporter. Died 1934 at only 57 in New York Originator: Campaigns and modern crisis communication savvy Wrote a Declaration of Principles: PR professionals have responsibilities that extend beyond a clients obligations- Wrote FIRST press release convincing the Pennsylvania Railroad Company to openly disclose information to journalists before to the public. - PR is a “two-way street”- A PR pro’s role is to help clients and communicate to the public. Edward Bernays Edward Bernays Born 1891, Austria Born 1891, Austria Died in Cambridge, Ma., 1995 at 103 Died in Cambridge, Ma., 1995 at 103 Bernays was one of the first to attempt to manipulate public opinion using the subconscious. He called Freud “uncle.” Worked on “Committee on Public Information,” the U.S. propaganda machine of World War I. This group influenced public opinion to support U.S. participation in WW I Concept of Opinion Leaders: “If you can influence the leader … you automatically influence the groups they sway.”- Wrote Propaganda:- Bernays believed the strategic manipulation of public opinion is necessary in order for a democracy to flourish. PROPAGANDA MAN! There are as many (target) publics as there are groups. PR pros analyze, predict and measure the efforts of their work based on the behaviors of target publics. Which groups are you in? The Bottom Line is ROI: You must be able to prove Return on Investment. Aye, but here’s the rub …. There’s more than one public. 1. Discovery/awareness -> 2. Investigating -> 3. Measuring -> 4. Monitoring -> 5. Evaluating behavior What’s out there?...
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Public Relations Writing - What the heck IS public...

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