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Public Relations Specialists What DO they do !?

Explore the roles of PR firms and departments in the public and private sectors. Discover the primary task of a PR specialist, along with writing news releases, press kits, and organizing press conferences.

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Public Relations Specialists What DO they do !?

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  1. Public Relations SpecialistsWhat DO they do!? Sports & Entertainment Marketing Mrs. Wilson

  2. Firms vs. Departments • Some companies hire PR firms • Some companies have PR departments

  3. Public vs. Private Sector • You may work in the public sector • Schools • Hospitals • Universities • Government agencies • You may work in the private sector • Businesses

  4. What is your primary task? • Your principal task as a PR specialist is to publicize the good news about your company and its products. • Control the damage done by any bad news.

  5. Actual Case • In 1990, traces of dangerous benzene were found in Perrier, a French water. • This prompted a nationwide recall of over 72 million bottles of Perrier. • While no one got hurt, the company suffered a tremendous image problem. • By acting quickly, and monitoring consumer responses, Perrier overcame the bad press.

  6. Writing News Releases • News Release • Prewritten story about a company that is sent to the various media • Contains information about the company’s employees, stores, operations, products, corporate philosophy, or participation in an event or program. • Contains a certain amount of newsworthy information.

  7. Guidelines • Gather info that is good for multiple uses • Send only important news to media • Send to all media at the same time • Should have a continuity of theme • Community minded such as job training • Remember media is interested in NEWS not publicity • Avoid using the word publicity

  8. Proper Format • Answer 5 basic questions: • Who said or did something? • What was said or what happened? • When was it said? • Where was it said? • Why was it said or why did it happen?

  9. Other PR Duties • Prepare annual reports, brochures, and responses to customer inquiries • Write short feature articles for trade magazines • Develop Press Kits

  10. Press Kits • A folder containing articles, news, press releases, feature stories, and photographs about a company • These are given to the media to assist them in reporting on the intended news item • Press Kit Examples • http://ncppp.org/presskit/2003presskit.pdf • http://www.digitalgrit.com/pdf/online_press_kit.pdf

  11. Press Conference • Meeting in which media members are invited by a business or organization to hear an announcement about a newsworthy event • Include corporate changes or reorgs or product development and closings

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