PR is more

Than we realize

PR is

• Anything public

• Anything said about a company or business

• Is molded with communications

• Works heavily with:• Marketing

• Advertising

• With people all over, and other businesses

• Most effective with mutual beneficial relationships

Relationships

• You build strategic relationships that are specific to different aspects of PR

• Example: if you need a news story you in turn provide a very quick turn around for reporters that need information, being on deadlines

• You find specifics of their style of job and how they work, and cater to that to serve them better

• Example: you read the news every day, you know the reporters names, and recognize them when they call you

• This builds relationships

Byline Examples

Social Media

• Is great, but you really need some real personal relationships

• Especially with the news

• Very aware of Social Media

• But don’t forget the basics• “It needs to play an active role in what you are doing

today, but do NOT let it replace everything that you are doing.”

• “A lot of it is becoming white noise.”

• Combine it with other media aspects

Degrees

• Marketing

• Mass Communications

Newspapers are not dead

• The “best” way to get news is from physical newspapers

• Online news is still not fully developed

• Online is better for instant news

• Style and delivery and quality is still much better in physical newspapers

• Read local news

• Read national news

Digital Cluttered

4 Stories• More relaxed

8 Major Stories – 9 Minor Stories• Struggle to keep interest in readers

Integration

• Having an integrated team is very effective• Example: Oreo Super Bowl Advertisement

• With marketing, advertising, communications

• Communications• Example: if someone from the news calls Belmont, they

are immediately forwarded to Belmont’s Communications Department; of just four people.

– News reporters are on high priority, they are accommodated as quickly as possible, due to respecting their deadlines.

» Which in turn builds a positive growth in the mutual beneficial relationship.

Integration

• Marketing and Advertising• Work with the teams

– Make sure the outbound messages are consistent with the vision of the University or the company

– Check with the Public Relations and Communication department

• Example: Presidents report

Some types of PR

• Crisis communication• “Anything that effects the normal flow of the campus”

• Media relations• Press releases

• Press conferences

• Partnering with publications• 3 different publications come out of the department

Biggest PR

• Is the students

• Know your audience

• Example: Different PR and News for audiences

– 4pm News for stay at home moms

– 6pm News for Businessmen/women who want to wind down

Evaluation and Earned Media

• Media monitoring services• Local

• Worldwide

• TV mentions

• Online mentions

• Put stuff out for consideration and the “gate keepers” decide whether its good enough to share.

• Not “guaranteed” press

• Guaranteed press is called advertising

– Example: Belmont NCAA involvement– Over $400,000 worth of PR for “free” just through online mentions in

5 days.

Integrated Example

• Presidents report

– They use the highest quality printing, photography, spend a lot of time on it. All three “departments” work closely together.

• Goes to all the presidents to all the universities in the country

• Year in review

Research

• What are my goals?

• Then “What is my research going to be?”

• “Firms have got it down to a science”• Belmont uses a research firm

Customer service is #1

• Example of phone representatives

– Difference between supervisor and base worker

• Supervisor– Cares much more about the company and its image

– Give a much more matched representation of the company

• Even when you get good customer service after:– You still have the bad taste “in your mouth” of the bad

instance with the base worker being mean or creating poor service

» Even loyal customers can be disrespected and their years of loyal business disregarded.