Every organization, big or small, needs to distribute information: facts about upcoming events, new products and new ideas.
All that information ultimately shapes the public's perception of that organization—its image.
Information and image are what PR is all about. It is concerned with the organization's reputation, with influencing public opinion about the organization, and with creating goodwill between the organization and its public(s).
Responsibilities of a PR Specialist at a Large Organization
writing news releases
organizing news conferences
coordinating crises communications
crafting the organization's public identity
planning the launch of new products and services
producing newsletters and media for employees
sponsoring tours, exhibitions and special events
attending conferences and delivering speeches
acting as the organization's spokesperson (or training others to deal with the media)
Common Myths about PR
PR is glamorous.
Pr is easy.
PR is sleazy.
How Public Relations Differs from Journalism
A list of differences.
The ultimate goal of journalism: informing the public.
The ultimate goal of PR: generating goodwill toward the client.
How PR Differs from Advertising
A list of differences.
Advertising focuses on sales, while PR focuses on public perceptions and attitudes.
PLANNING A PR STRATEGY
Without planning, you can't develop a strategy; without a strategy, you can't achieve your goals.
Four Steps to Creating and Implementing a PR Plan
Analyze the situation.
Plan the strategy.
Implement the plan.
Evaluate the results.
Matching Your Message to the Most Effective Medium
The news release: the most useful tool in the PR toolbox. It's the simplest, most popular way for an organization to deliver its message to the media. [There is also the video news release, a short, broadcast-quality news package supplied to TV stations, ready to run.]
Other written communication:
newsletters
pamphlets, brochures and manuals
position papers (or white papers)
byliners
op-ed pieces
Web sites
Other interactive PR options:
speeches
news conferences
special events
exhibits
lobbying
The media kit (or press kit): compiles a variety of promotional material designed to make reporters say, "Hey, this could make a good story!"
WRITING NEWS RELEASES
News releases provide the ideas and information that become news.
Smart PR practitioners build personal relationships with reporters and editors, relationships based on trust and mutual cooperation.
Why issue a news release: a list of reasons.
What a typical news release looks like: a sample of a real one.
Advice and Suggestions
Ten tips for writing better news releases
Do's and Don'ts when dealing with the media
BALANCE AND BIAS
Every source has an agenda. Every newsmaker has a stake in the story's outcome.
News releases, press kits and speeches may inspire news stories, but they always require rethinking. Reporters need to rework, fact-check, and add opposing viewpoints. They need to remember: Everybody spins.
The Slippery Slope of Spin, Distortion and Doublespeak
A round-up of dubious tricks and tactics both journalists and PR professionals should be wary of:
spin
doublespeak (and euphemisms)
cherry-picking (and quote mining)
bridging
the non-denial denial
astroturfing
managing the news
planting questions at press conferences
"dumping" damaging news on Friday afternoons
bribing columnists
leaking information
threatening editors or sources
Ethics in the Practice of Public Relations
PR firms and associations often adopt codes of ethics.
The Public Relations Society of America (PRSA) urges its members to:
Be honest and accurate in all communications.
Act promptly to correct erroneous communications for which the practitioner is responsible.
