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PR Essentials for Strategic Communication Success

Learn the fundamentals of public relations - the art of maintaining trust, telling your story, and leveraging small budgets for strategic success in today's rapidly changing media landscape. Discover the importance of PR in achieving goals, fostering credibility, and managing crises effectively.

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PR Essentials for Strategic Communication Success

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  1. A PR Primer Michigan Association of County Treasurers August 2019

  2. So….what do you think it is? Open Discussion

  3. In a nutshell… • PR & Communications = two-way; relationship-building • Marketing = sales support • Advertising = paid promotions • Marketing (or integrated) communications = hybrid

  4. Why is it important? • Tell your story • Generate and maintain trust • Leverage small (or no) budget

  5. PR as a Strategic Function • Contributes to goals and mission • Credibility & trust • Increased need & push for PR • But it’s different now • Research and evaluation key • It’s not spin

  6. What does it look like? • Media Relations • Social Media • Events • Community Relations • Digital Media • Crisis Communications

  7. When do you use PR? • Image building • Crisis management • Internal or external communication • Politics/lobbying support (issue mgt.)

  8. When don’t you use PR? • When advertising is the obvious choice • For unethical purposes • Mistruths • Justifying unlawful activities • Shameless self-promotion • Without strategic intent • When you can’t walk the talk

  9. So who’s doing it? Open Discussion

  10. PR: How do you do it? • Research and plan • Allocate budget • Be realistic • Staffing? • Budget? • Audit current mix • Evaluate, evaluate, evaluate

  11. Remember the Rule of Seven! 7

  12. Social Media: The Change Agent • “Social media is information content created by people using highly accessible and scalable publishing technologies.” (Wikipedia) • Shift in how people discover, read and share news, information and content • Fusion of sociology and technology

  13. Social Media cont’d. • Facebook • Twitter • LinkedIn • YouTube • Instagram • Understand how you will use it

  14. Social Anthropology

  15. Why Use It? • Inexpensive tool • Wider reach but also targetable • More diverse demographics • Viral • User-generated content • It’s here to stay

  16. Perception = Reality • The court of public opinion • First Amendment vs. good taste • Influencers: • Written word • Spoken word • Actions

  17. Local credibility • Can relate story to local community • You live and work there; more accountability

  18. Review: When do you use PR? • Build relationships • Image building • Crisis management • Internal or external communication • Politics/lobbying support (issue mgt.)

  19. Open Q&A

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