Some definitions, explanations and myths exploded!

1. What is Public Relations?

2. Public Relations…
• Is a planned and sustained effort to establish and maintain
mutual understanding between an organisation and its
public - both internally and externally
• Includes everything that is calculated to improve a mutual
understanding between an organisation and everyone it comes
into contact with
If the aim of public relations had to be summed up in
only one word that word would be
…REPUTATION.

3. Public Relations…
• Although not an end in itself, is a management tool which
must be fitted into the whole framework of an organisation’s
internal policy to encourage and protect positive reputation
and provide a consistent, integrated message

4. Public Relations can…
• Provide a means of communicating with potential customers,
both trade and end-users
• Provide a means of communicating with specific market sectors
• Allow an organisation to educate the market on the benefits
of its products
• Support above and below the line activity
• Generate qualitative and quantitative coverage across the target
market
• Provide a means for the organisation to be a voice for the industry

5. Sponsorship Offices internal/external Annual report
Promotions Direct mail
Exhibitions Newsletters
PUBLIC
RELATIONS
Customer service Advertising
Employees training etc Media relations
Brand/Product identity Corporate identity Research
Every activity within an organisation affects its reputation – positively or negatively

6. Component parts of
public relations programmes
• Strategic Consultancy
• Research & Evaluation
• Event Management
• Media Monitoring
• Newsletters
• Crisis Management
• Sponsorship
• Internal Communications
• Media Relations

7. Common media relations misconceptions
• Editorial coverage is guaranteed
• Editorial coverage can be secured by taking an advertisement
• Editorial coverage can be secured by taking the editor out for
a long and expensive lunch
• Editors are desperate for copy to fill their blank pages

8. Common media relations misconceptions
• Editors will tell you if they are going to use your story
• A press release will not be changed or shortened
• Any publicity is good publicity
• Client/agency controls the editor
• Editorial can be seen prior to publication
• Editorial coverage is “free” advertising

9. Communications methods used
to educate the media
One to one meetings Targeted stories Research
Industry comment Pictures
EDITOR
News stories Case histories
Feature support Tailor-made features Letters

10. The PR campaign must educate the
Editors by creating and building
Awareness Confidence
Knowledge Respect
INFORMATION
UNIQUE SOLUTIONS
EDITOR
EDITORIAL COVERAGE

11. Only you can make PR happen!
• The editor does not know what you know
• Contact media with relevant information

12. PR problems
• Deadlines
• No guarantees
• Misquotes
• Interpretation
• Rewrites
• No pictures available

13. Types of media
• National and international newspapers
• Consumer magazines
• Broadcast media
• Business magazines
• Trade and technical media
• New media/On-line media

14. PR opportunities
• Press conference
• Press days (visits)
• Face to face meetings
• Exhibitions
• Press releases
• Personal telephone calls
Remember – a picture is worth a 1000 words
Photography is worth the investment

15. Implementing a Media Relations programme
Identify business goals
Specify audiences
Identify messages/issues (including negative messages)
Campaigns
Achieve business goals
Evaluate