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Saturday 10 May 2014

lecture with Si | PR believe in me
-PRSA. pr is a strategic communication process that builds mutually beneficial relationships between organisations and their publics”
building relationships with people you want to perused and advocate to. 
  • to shape and maintain a brand/company. - working in charity, movement, support acts. 
  • what is PR? often in agency, most will have in house agencies.
Reputation management ( business)
  • public
  • corporate
  • crisis
Marketing communications (consumer)
  • product launch
  • repositioning
  • awareness
  • sales
what is PR?
  • story telling; creating content with necessary paying for it
  • advocacy
  • persuasion
  • referral 
  • recommendation
  • creating word of mouth
  • belief
ISSUES with PR
Digital ( is the story true?) 
  • multiply
  • the source
  • integrity
  • reward
NEWS
  • circulation 
  • churnalists (repackage news then blogs)
  • citizen journalists
  • advertiser influence
  • Snow blindness 
  • convergence
  • context
  • celebrity (value of celebrity is starting to decrease)
  • brands
  • capitalism
  • technology ( much more in a position to start an access, the access to people to make your company grow)
Consumer PR
Integrated 
  • creative
  • media
  • digital ( social, mobile, radio) 
  • Blurred Lines
Types of activity : 
  • media relations
  • press conferences
  • product trials ( i.e restaurant review)
  • events (launch party) 
  • promotions 
  • sponsorships
  • awards
  • content creation
  • stunts
  • guerrilla
  • corporate social responsibility
  • media leverage ( campaign)
THE HOOK
  • the core idea. simple relevant, innovative
  • an idea that media can buy into the market will respond too. 
  • first. new. research.(stats) outcome.(achievement) cause. personal.(transition, triumph) celebrity. celebration 
Planning for a PR Campaign.
before you start the essay read the brief
  • objective (the brief)
  • the hook
  • the message (s)
  • target market
  • communication channels (pinterest)
  • timing 
  • resources (think about being clever on digital, and communication platforms) 
  • schedule (shaping and maintaining)
  • evaluation ( show why its worked and why its successful)

THINGS TO DO:
  • look at great campaigns (award winning PR AGENCIES) the CANNES LIONS
  • Top agencies in the UK
  • fragrance clients
  • new trends
  • technological innovations
  • the hook : www.thisismission.com   www.hillandknowlton.com   www.prweek.com

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