theyauyee

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