240 Week 4 – Public Relations
Part One: PR Practice
o Advertising is ambiguous
o Usually PR marketing is good you don’t realize it is advertising.
o In PR you are busy executing communication strategies between the
execs and the management who have hired you and their publics.
Both internal – employees union stockholder and external public =
Classic PR relationships
Pitching stories, press release
Good at handling reporters and bloggers
Twitter just came up with IPO – Press release through twitter
Instead of putting out press release get covered through public service
announcement. Posters and Videos.
Reporter – Ready Media Kit
Online Press Center – Online Media Room
Coca Cola - Embeddable videos, contact information, high res photos
GM - press only, quotes you can cut and copy, quotable audio pieces
Markeying Mix – Marketing and Communications
New media landscape PAID, OWNED, EARNED. P.O.D.
Advertising – publicity that you pay for
o Display or broadcast ads
o Pay per click search ads
o Advertorials Editorials in magazine. Looks like content but its advertisment
Non profit fundraiser events
OWNED – content owned by brand
Social Media Pages
o Leafing, they can block you out easily
Websites and Apps
EARNED – Media that a brand influences but does
not control – Involves Shared Media
Shared media is like putting something on Facebook, which means social
networking. The publicity is earned through sharing.
PART 2: Branding
PR FOLKS CREATE
Trade characters for the company/brand. The most recognizable is the one
from our childhood – Target Market
A BRAND IS NOT JUST
o A trademark
o Trade character
ITS COMPOSED OF COLLECTIVE PERCERTIONS