2. Public Relations
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Public Relations: “PR”
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PR as a management function
Publicity, promotion, advertising, public relations
involves working with public opinions, concerned with
communication (interpersonal, machine assisted)
Public relations is the art and social science of analyzing trends,
predicting their consequences, counseling organization leaders,
and implementing planned programs of action that serve both
the organization’s and the public’s interest.
3. Many “publics”
• Corporate communications – workers,
shareholders, unions
• Community relations – residents, customers,
government
• Press relations – promoting work to news
media (press releases, media kits, media
tours)
4. PR Campaigns
• Information gathering – know your problem
• Planning – strategic (long term) and tactical
(to-do lists)
• Communications – directly (website,
billboards) and through gatekeepers
(convincing a reporter to write about you)
• Evaluation – media coverage (collect clips),
surveying
5. Press Releases
• Written in AP style
• the best press releases need little to no rewriting by a publication that chooses to
cover your event or statement
• control over what statements are made –
direct quotes
• control your organization’s impression to
the media – but know they're skeptics
6. Press Releases
• As we said, AP STYLE!!
• Double-spaced
• Lead/lede -- what is your most important
info?
• Contact information
• Boilerplate info
