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A PR Primer

A PR Primer. Michigan Association of County Treasurers August 2019. So….what do you think it is?. Open Discussion. In a nutshell…. PR & Communications = two-way; relationship-building Marketing = sales support Advertising = paid promotions

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A PR Primer

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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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