Intro to Marketing

Mr. Bernstein

Public Relations

November 13, 2014

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Intro to MarketingMr. Bernstein

Public RelationsThe management of a message between an

individual or organization and the publicPrimary purpose is to persuade stakeholders to

adopt a certain point of view about a project or product

The media is not paid to communicate Publicity

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Intro to MarketingMr. Bernstein

The Father of Public RelationsEdward Bernays, nephew of Sigmund FruedBegan career in 1913PR or propaganda?In 1920’s created news stories of women smoking

Lucky Strikes in public and proved news could be more powerful than advertising

Influence leaders, then influence the audience they sway

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Intro to MarketingMr. Bernstein

Ideal End Result of Public Relations Information which serves both the company or

product and the public interest

All Audiences or Publics are StakeholdersStakeholders are groups or individuals that can affect or be affected by the actions of the business

Not all stakeholders are necessarily audiences

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Intro to MarketingMr. Bernstein

Forms of Public Relations Publicity eventsSpeaking OpportunitiesPress ReleasesNewslettersBlogsPodcastsVideoEffecting Search Engine OptimizationSocial MediaPress Kits and Outbound communication with press

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Intro to MarketingMr. Bernstein

Four Core Elements of Public Relations Retain and create goodwillFirst do good, then take credit for it (!)Identify and effectively communicate points of view

to well-defined targetsIt is a planned activity

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Intro to MarketingMr. Bernstein

Effective Public Relations Must follow various legal guidelinesAre part of an overall plan of actionAims for measurable benchmarksBuilds relationships and partnerships

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Intro to MarketingMr. Bernstein

Public Relations DefinitionsMessaging: Constructing a consistent and specific

storySpin: Polishes and colors the truth by selectively

presenting facts that support a desired position and can sway public opinion

Negative PR (AKA Dark PR): Process of destroying or discrediting. Can be moral and ethical when information protects or informs the public of a danger

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Intro to MarketingMr. Bernstein

Common Public Relations Applications/CareersFinancial PR – IR and communication of financial

resultsConsumer/Lifestyle PR – helps product or industryCrisis Communication – think Rutgers Athletic DeptInternal Communication – within a companyGovernment Relations – attempting to influence

public policy makers (ie Drug Manufacturers, Oil Drillers)