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About PR

J
Janeherbert

Public relations is a planned effort to establish mutual understanding between an organization and its internal and external publics through communication. The overall aim of public relations is to protect and enhance an organization's reputation. Public relations involves a variety of communication methods and tools to educate the media and public about an organization, including press releases, meetings, events, and media coverage. Successful public relations requires identifying target audiences and key messages to achieve business goals and objectives.

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What is Public Relations?
Public Relations Is a planned and sustained effort to establish and maintain mutual understanding between an organisation and its public - both internally and externally Includeseverything 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.
Public Relations Although not an end in itself, is a management tool which must be fitted into the whole framework of an organisations internal policy to encourage and protect positive reputation and provide a consistent, integrated message.
Public Relations can Providea 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
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
Component parts of Public Relations programmes Strategic Consultancy Research & Evaluation Event Management Media Monitoring Newsletters Crisis Management Sponsorship Internal Communications Media Relations
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
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
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
The PR campaign must educate the Editors by creating and building Awareness Confidence Knowledge Respect INFORMATION UNIQUE SOLUTIONS EDITOR EDITORIAL COVERAGE
Only you can make PR happen! The editor does not know what you know Contact the editors with relevant information
PR problems Deadlines No guarantees Misquotes Interpretation Rewrites No pictures available
Types of media National and International newspapers Consumer magazines Broadcast media Business magazines Trade - Technical media Trade - Business management media New media/On-line media
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.
Implementing a Media Relations programme Identify business goals Specifiy audiences Identify messages/issues (including negative messages) Campaigns Achieve business goals Evaluate
Contact us Tel 020 8948 8485 Email jane@pilotpr.co.uk john@pilotpr.co.uk Pilot 34 Hill Street Richmond TW9 1TW United Kingdom Tel +44 (0)20 8948 8485 Fax +44 (0)20 8948 8563 www.pilotpr.co.uk

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About PR

  • 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 Includeseverything 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 organisations internal policy to encourage and protect positive reputation and provide a consistent, integrated message.
  • 4. Public Relations can Providea 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 the editors 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 - Technical media Trade - Business management 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 Specifiy audiences Identify messages/issues (including negative messages) Campaigns Achieve business goals Evaluate
  • 16. Contact us Tel 020 8948 8485 Email jane@pilotpr.co.uk john@pilotpr.co.uk Pilot 34 Hill Street Richmond TW9 1TW United Kingdom Tel +44 (0)20 8948 8485 Fax +44 (0)20 8948 8563 www.pilotpr.co.uk