1. Com 380, Summer II Welcome

2. Michael Jackson, 2005 Spoke directly to audience

3. Michael Jackson, 2005 Spoke directly to audience Used the Internet

4. Michael Jackson, 2005 Spoke directly to audience Used the Internet Had a “normal” appearance

5. Michael Jackson, 2005 Spoke directly to audience Used the Internet Had a “normal” appearance Speaking to HIS audience (potential jurors) and to the media on HIS terms

6. Michael Jackson, 2005 Spoke directly to audience Used the Internet Had a “normal” appearance Speaking to HIS audience (potential jurors) and to the media on HIS terms Ended up with an acquital on all charges

7. What is Public Relations? PRSA – Public Relations Society of America

8. What is Public Relations? PRSA – Public Relations Society of America Top 20 PR firms took in $2 billion in 2001 – average of $100 million per firm

9. What is Public Relations? PRSA – Public Relations Society of America Top 20 PR firms took in $2 billion in 2001 – average of $100 million per firm Karen Hughes, spokesperson for President Bush (White House Press Secretary)

10. What is Public Relations? Karen Hughes, spokesperson for President Bush (White House Press Secretary)

11. Planned process to influence public opinion Honest communication for credibility

12. Planned process to influence public opinion Honest communication for credibility Openness and consistency of actions for confidence

13. Planned process to influence public opinion Honest communication for credibility Openness and consistency of actions for confidence Fairness of actions for reciprocity and goodwill

14. Planned process to influence public opinion Honest communication for credibility Openness and consistency of actions for confidence Fairness of actions for reciprocity and goodwill Continuous two-way communication to prevent alienation and build relationships

15. Planned process to influence public opinion Honest communication for credibility Openness and consistency of actions for confidence Fairness of actions for reciprocity and goodwill Continuous two-way communication to prevent alienation and build relationships Environmental research and evaluation to determine the actions of adjustments needed for social harmony

16. PR as management interpreter On the one hand, they must interpret the philosophies, policies, programs and practices of their management to the public

17. PR as management interpreter On the one hand, they must interpret the philosophies, policies, programs and practices of their management to the public On the other hand, they must convey the attitudes of the public to their management

18. Functions of public relations 1. Writing: THE fundamental public relations skill, with written vehicles from news releases to speeches and from brochures to advertisements falling within the field

19. Functions of public relations 1. Writing: THE fundamental public relations skill, with written vehicles from news releases to speeches and from brochures to advertisements falling within the field 2. Media relations: Dealing with the press is another frontline public relations function

20. Functions of public relations 1. Writing: THE fundamental public relations skill, with written vehicles from news releases to speeches and from brochures to advertisements falling within the field 2. Media relations: Dealing with the press is another frontline public relations function 3. Planning: Of special events (event planner), media events, management functions, etc.

21. Functions of public relations 4. Counseling: In dealing with management and its interactions with key publics (also done as consulting/freelance)

22. Functions of public relations 4. Counseling: In dealing with management and its interactions with key publics (also done as consulting/freelance) 5. Researching: Of attitudes and opinions that influence behavior and beliefs.

23. Functions of public relations 4. Counseling: In dealing with management and its interactions with key publics (also done as consulting/freelance) 5. Researching: Of attitudes and opinions that influence behavior and beliefs. 6. Publicity: The marketing-related function, most commonly misunderstood as the “only” function of PR, generating positive publicity for a client or employer

24. Functions of public relations 7. Marketing communications: Other marketing-related functions such as creating brochures, sales literature, meeting displays and promotions

25. Functions of public relations 7. Marketing communications: Other marketing-related functions such as creating brochures, sales literature, meeting displays and promotions 8. Community relations: Positively putting forth the organizations messages and imagines within the community (Note: New Media)

26. Functions of public relations 7. Marketing communications: Other marketing-related functions such as creating brochures, sales literature, meeting displays and promotions 8. Community relations: Positively putting forth the organizations messages and imagines within the community (Note: New Media) 9. Consumer relations: Interfacing with consumers through written and verbal communications

27. Functions of public relations 10. Employee relations: Communicating with the all-important internal publics of the organization, those managers and employees who work for the firm 11. Investor relations: For public companies, communicating with stockholders and those who advise them

28. Functions of public relations 10. Employee relations: Communicating with the all-important internal publics of the organization, those managers and employees who work for the firm 11. Investor relations: For public companies, communicating with stockholders and those who advise them 12. Special publics relations: Dealing with those publics uniquely critical to particular organizations, NAACP, NOW, AARP

29. Functions of public relations 13. Public affairs and issues management: Dealing with public policy and its impact on the organization, as well as identifying and addressing issues of consequence that affect the firm.

30. Functions of public relations 13. Public affairs and issues management: Dealing with public policy and its impact on the organization, as well as identifying and addressing issues of consequence that affect the firm. 14. Web site development and Web interface: Creating what often is the organization’s principle interface with the public (Web site). Monitoring the Web and responding when appropriate, to organizational challenge

31. Michael Scanlon, case study Bribing public officials and other malfeasance

32. Spin Lying, confusing, distorting the truth. Spinning in that regard is unethical. However, there is nothing wrong with presenting all sides, particularly if key facts and context need to be presented “Spinning frenzy: P.R.’s Bad Press

33. Characteristics/Successful PR career 1. Diversity of experience

34. Characteristics/Successful PR career Diversity of experience Performance

35. Characteristics/Successful PR career Diversity of experience Performance Communications skills

36. Characteristics/Successful PR career Diversity of experience Performance Communications skills Relationship building

37. Characteristics/Successful PR career Diversity of experience Performance Communications skills Relationship building Proactivity and passion

38. Characteristics/Successful PR career Diversity of experience Performance Communications skills Relationship building Proactivity and passion Teamliness

39. Characteristics/Successful PR career Diversity of experience Performance Communications skills Relationship building Proactivity and passion Teamliness Intangibles (personality, likeability, chemistry, other unique expertise)

40. Six important skills Knowledge of the field

41. Six important skills Knowledge of the field Communication knowledge

42. Six important skills Knowledge of the field Communication knowledge Relationship building

43. Six important skills Knowledge of the field Communication knowledge Relationship building Technological knowledge

44. Six important skills Knowledge of the field Communication knowledge Relationship building Technological knowledge Business knowledge

45. Six important skills Knowledge of the field Communication knowledge Relationship building Technological knowledge Business knowledge Management knowledge

46. Attitude requisites Pro Communication

47. Attitude requisites Pro Communication Advocacy

48. Attitude requisites Pro Communication Advocacy Counseling orientation

49. Attitude requisites Pro Communication Advocacy Counseling orientation Ethics (“Do the right thing”)

50. Attitude requisites Pro Communication Advocacy Counseling orientation Ethics (“Do the right thing”) Willingness to take risks (Take SMART risks)

51. Attitude requisites Pro Communication Advocacy Counseling orientation Ethics (“Do the right thing”) Willingness to take risks (Take SMART risks) Positive outlook

52. Individual activity Questions on page 16, one per student, plus: 1 (a) Give three examples of public relations from around the world 8 (Rewritten) which of the seven functions of public relations are MOST important and why 3 (a) Question is “Why is PR misunderstood?” – Give three examples that contribute to this misunderstanding