Why Public Relations?

1. Why Public Relations? Kevin M. Brett University of Oregon April 2, 2013

2. Why Consider Public Relations? • Financial/IR: $165,620 • Crisis Management: $150,000 • Reputation Management: $143,000 • Public Affairs: $98,500 • Community Relations: $59,910 Source: PRSA/Korn Ferry International, 2006

3. My PR Career • Eight Years In Politics • Five Years in Trade Assn. PR • 10 Years in Corporate PR • Four Years in Tech Agency PR • Almost DailyBrett Blog • Full-Time PR Instructor

4. PR Stereotype - The Lobbyist Sleaze-Ball

5. PR Stereotype – Presidential Press Secretary

6. Spin Doctors? • Publicity Agents • Snake-Oil Salesmen • Fast-and-Loose with the Truth • Lobbyists • Image Consultants

7. A Little Less Cynical… • Participates in Marketplace of Ideas • Provides Clear and Accurate Info • Positions Companies, Non-Profits, Leaders • Plays in 24/7/365 Digital World • Adept at Crisis Communications • Safeguards Reputations and Brands

8. Tools of the Trade • Who, What, When, Where, Why & How • Relationships with Editors, Reporters, Analysts and Bloggers • Counsel to Executives, Leaders • Develop Facts, Figures and Info for Society • Serve as Spokespersons

9. Communications Choreography • Develop Strategic Messaging • Identify Target Audiences • Devise Earned Media Campaign • Execute Public Relations Outreach • Extend Brand Equity • Safeguard Reputations • Measure Results

10. Government/Political Public Relations • Higher Standard • Competitive • Toughest Media • Public Service • Not Private Sector • Lose Election?

11. Non-Profit Public Relations • Satisfying? • Credible Third Party • Competitive • Compassion Fatigue • Financial Pressures

12. Corporate vs. Agency Corporate PR Agency PR Billable Hours Spread Sheet Client Teams; Multiple Bosses Hired Gun Deep Rolodex Salary, Benefits and Bonus Lower Regard by Media • 24/7/365 for the Company • Reports to CFO, Mktg, Sales • In-House/Agency/Combo • More Credibility with Media • ESPP/Stock Options • Higher Regard by Media

13. Two Primary Methods of Engagement • Project: Specific task, aimed at a specific audience at a specific time for specific price + OOPS. • Retainer: Contractual Engagement Based Upon a Monthly Fee + OOPS; Monthly Reports; Periodic Agency Review ($15,000 or more per month in Silicon Valley)

14. Distributed Global Offices • Seattle – Microsoft • Portland – Nike • SF – Charles Schwab • Silicon Valley – HP • Los Angeles – Disney • New York – Samsung • Chicago – Wal-Mart • Tokyo – Toyota • Munich -- Siemens

15. Balance Sheet/Up Economy Revenues from Clients Client Team Salaries SVP, $150,000 SAS, $100,000 SAE, $75,000 AE, $50,000 AE, $50,000 AAE, $35,000 AAE, $35,000 Total Team Salaries: $495,000 • $25,000 per month from Client A • $20,000 per month from Client B • $15,000 per month from Client C • $20,000 project $80,000 in total revenues; $60,000 monthly Total Annual Revenues: $720,000 + $20,000

16. Balance Sheet/Down Economy Revenues from Clients Client Team Salaries SVP, $150,000 SAS, $100,000 SAE, $75,000 AE, $50,000 AE, $50,000 AAE, $35,000 AAE, $35,000 Total Team Salaries: $495,000 • 25,000 per month from Client A • $20,000 per month from Client B • $15,000 per month from Client C • $20,000 project $40,000 in total monthly revenues Total Annual Revenues: $480,000

17. Balance Sheet/Down Economy Revenue from Clients Client Team Salaries SVP, $150,000 SAS, $100,000 SAE, $75,000 AE, $50,000 AE, $50,000 AAE, $35,000 AAE, $35,000 Total Team Salaries: $420,000 • 25,000 per month from Client A • $20,000 per month from Client B • $15,000 per month from Client C • $20,000 project $40,000 in total revenues; $40,000 monthly Total Annual Revenues: $480,000

18. PR: What’s New? • Digital Self-Publishing • Facebook, Twitter, LinkedIn, Blogs, Podcasts, Webcasts, Pinterest • Loss of Control • Reputations/Brand in Play 24/7/365 • Crisis Communications More Important • Need to Tell The Story Better Than Ever

19. Appendix

20. “The Smartest Guys in the Room”

21. Someone’s Client?

22. Tone Deaf CEOs? Did the Big Three automakers CEOs behave outrageously by traveling in corporate jets to request taxpayer bailout money?

23. The Bubble Burst ENRON Martha Stewart $6,000 Shower Curtain Sarbanes-Oxley SEC REG FD (Fair Disclosure) Jon Stewart/Jim Cramer Interview Full Employment for Reporters?

24. PR Buzzwords • Brand • Cloud • Corporate Social Responsibility • Organic • Sustainable • Solutions • Thinking Out of the Box • Thought Leadership

25. The Mother of All Run-On Sentences “Today we are thinking out of the box in leveraging a portfolio of organic, sustainable cloud computing solutions that enhance your company brand, while demonstrating thought leadership and exemplifying your dedication to corporate social responsibility.”

26. Public Relations helps establish and maintain mutual lines of communication, understanding, acceptance and cooperation between an organization and its publics. • - Rex Harlow Public Relations is the management of communication between and organization and its publics. -Todd Hunt and James Grunig

27. Serving Clients: Telling Their Story

28. Defining Public Relations • What does an accountant do? • What does a doctor do? • What does an attorney do? • So what does a public relations practitioner do?

29. Two Images of Michael Phelps