The document provides an overview of the key topics and lessons learned from an introductory public relations course. It discusses PR pioneers like Teddy Roosevelt and Edward Bernays. It also covers important PR concepts like research, communication strategies, crisis management, tools like news releases and social media, and recaps the essential skills learned from the course to have a successful career in PR.

1. TOP 10 THINGS
LEARNED
Intro to Public Relations

2. PR Pioneers
President Teddy Roosevelt was the first

person to make extensive use of news
conferences and press interviews.
Edward Bernays, became known as the father

of modern PR through the publication of his
book, Crystallizing Public Opinion.
Ivy Lee was the first public relations counselor.


3. PR Campaigns
The Tylenol Crisis of the 80s has shown me how

important it is to have a team ready to correct
problems. The sooner the incident is found the sooner
it can be corrected. Tylenol had suffered from eight
people dying due to several of their capsules being
laced with cyanide. If it weren’t for PR we may not be
using tylenol as much as we do today.

4. Research
Research can be 90% of crises are
 
used in several caused internal,
instances in PR: research can
minimize the effects
To achieve

before it is put into
credibility with
the media.
management
Research is often

To test messages

used to determine
To prevent crises

what messages gel
To sway public

with audiences.
opinion

5. Program Planning
Situation

The eight
Objectives

essential
elements in Audience

PR program
Strategy

planning.
Tactics

Calendar

Budget

Evaluation

Each step plays an essential role in the other.

Leading to a successful campaign, that doesn’t
surpass the estimated time, money, and goal of the
project. These steps are the link to having a
successful campaign.

6. Communication
In communication one tries to relay the message onto

another. It sounds simple, but having these targeted
audiences act on the message is different. I found these five
keys of understanding how people accept and precieve new
ideas very helpful.
1. Awareness

2. Interest

3. Evaluation

4. Trial

5. Adoption

If you begin to understand your own message as an audience

member would, that is the key to a successful relay of a
product or new idea and should take well to the audience.

7. Conflict Management
Since learning of the Tylenol crisis I have become a big believer that

crisis and conflict management play a big role in PR.
When dealing with a crisis a public relations method known as the

strategic conflict management is put into to play.
The components are: strategic, management, competition, and

conflict.
Every situation must be approached and handled with delicacy so

that a company, firm, or organization can walk away from the
incident with little to no damage to their image or product.
When communicating during a crisis always conduct the following:

be honest, put the public first, take responsibility, be accesssible,
appoint a single spokesperson, and set up an information center.
Nobody likes a liar so be honest and straight to the point in the

midst of a crisis, this may further insure the public that your
company will not rest until the problem is resolved or neutralized.

8. Tools
I will need to exert penmanship

Tools in
prowess when it comes to writing in
order to
survive in
the AP format. It is the writing style
the Public
both PR and Journalists alike follow as
Relations
their survival guide.
field
Correctly and ethically write press

releases, speeches, and PSAs.
Learn to adapt to my audience.

Connect with their needs and wants.
The saying the customer is always
right seems to follow you no matter
what career you choose.

9. News Releases
Rules and Regulations The Layout
Use descriptive and creative
Being the most 

words
commonly used
Don’t use generic words

public relations tactic,
Don’t decribe products as

I never knew that unique or total solution
there were so many Tell the news

guidelines to a Don’t use boring quotes

successful news Use short headlines

release. I found these Write simply

as the most useful for Follow AP format

when I begin to write Don’t use metaphors

a my news releases
in the future.

10. Social Media and Networking
I have also learned two new key ways to connect

with people in the business world through my Intro
to Public Relations class
Twitter, has connected me with several

professional people who are in my related field of
study. Not only has this connected me, it has
provided me with friends that have accomplished
college and are now actively in the work force I
hope to join in a few years.
Providing me with tips, tools, and new knowledge

to get started before I take the leap into the real
world.

11. Recap
I have learned the neccessary tools and

guidelines to be a successful employee in the
field of PR. Though I have not gained all the
knowledge there is to know about the field. I
am walking away from this class knowing I am
ready to tackle any obstacles this study has to
offer me.