Site MapHelpFeedbackChapter Summary
Chapter Summary
(See related pages)

  • PR is not journalism. It is not advertising.
  • 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.
  • 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!"
  • 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
  • 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.
    • Avoid deceptive practices.

Harrower, 1eOnline Learning Center

Home > Chapter 10 > Chapter Summary