4/20/2009. 1. PUBLIC RELATIONS. "Some are born great, some achieve
greatness, and some hire public relations officers." - Daniel J. Boorstin. WHAT IS
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4/20/2009
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PUBLIC RELATIONS
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"Some are born great, some achieve greatness, and some hire public relations officers."
- Daniel J. Boorstin 3
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WHAT IS PUBLIC RELATIONS? “A promotion intended to create goodwill for a person or institution” -- Giving money to charity is not public relations. -- Giving money to charity and then publicizing that you’ve done so IS public relations. WHAT DOES PR HAVE TO DO WITH ADVERTISING & MARKETING? Everything – Public Relations is a form of advertising! WHAT DOES PR INCLUDE? Sponsorships & Special Events Publicized donations Press releases/Press kits/Press Conferences Public service announcements Speeches/presentations WHY USE PUBLIC RELATIONS? Strongest way to show connection to the community People like to spend money with people who give back Your only chance to “manage” news and related public opinion about your company Earns respect and generates a positive image of your company WHAT’S THE DIFFERENCE BETWEEN PR AND MOST OTHER ADVERTISING? 1. Control Buy an ad, control placement, how often run, exactly what it looks like. Do something or issue a press release, the media has control over the end message. WHAT’S THE DIFFERENCE BETWEEN PR AND MOST OTHER ADVERTISING? 2. Shelf Life Actually very GOOD for PR – most press releases are archived on company websites and will be found with searches. Ads are here today, gone tomorrow. WHAT’S THE DIFFERENCE BETWEEN PR AND MOST OTHER ADVERTISING? 3. Objectivity The public knows you control your ads. They know the media controls the result of PR. So it is a little separated from total self-interest, and people give it more credibility. Also, there is third-party PR, which is even better WHAT’S THE DIFFERENCE BETWEEN PR AND MOST OTHER ADVERTISING? 3. Cost You don’t have to pay for PR WHAT’S THE DIFFERENCE BETWEEN PR AND MOST OTHER ADVERTISING? 4. Audience With an Ad, you only have to think about your target market. With PR, you have to convince the media writers and editors, too. WHAT’S THE DIFFERENCE BETWEEN PR AND MOST OTHER ADVERTISING? 5. Style Any advertising that you do in PR will be seen negatively and may get press releases ignored. REMEMBER
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4/20/2009
While you hope PR is something you plan, it also includes your response to negative things that happen to your company.
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You HAVE to react to negative publicity! REACTIVE PR 1. DON’T PANIC 2. Analyze the problem 3. Plan a counter attack 4. Follow up! HOW TO WRITE A PRESS RELEASE Company Letterhead Name, Address, Phone Number, Web Address PRESS RELEASE in all caps Contact Person's Name Immediate Release or Release Date(all caps) HEADLINE or TITLE in BOLD/CAPS BODY… Date/City-who,what,when,where and why. Catchy Text Sum it up... Basic Font, Double Spaced, Page Numbers ###
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Local Kennel Club Small Town, USA News Release FOR IMMEDIATE RELEASE [YOUR CLUB’S NAME] TO HONOR LOCAL CANINE FOR OUTSTANDING ACHIEVEMENTS
Dog Recognized As Most Accomplished in [insert time period] (YOUR STATE), (DATE) — [Your Club’s Name] announced today that an award ceremony will be held to honor [dog’s show name] for [insert honor here]. Affectionately known as “[insert dog’s call name]”, the [insert breed] is being honored for [insert achievements or honors]. [include a sentence about what the club will present as an award, if applicable]. [dog’s call name] was bred by [insert breeder] and is owned by [insert owner]. [in a brief paragraph, descibe the dog’s accomplishments: titles earned, year or month title was earned, any obstacles the dog or owner had to overcome]. [quote from club president describing the magnitude of this achievement] [have a brief paragraph explaining the ceremony that will honor the dog: date, time, place, any awards or honors to be presented] [quote from breeder or owner describing how delighted they are, etc] ### Media Contact: Jane Doe President Local Kennel Club 123-456-7890 Local Kennel Club * P.O. Box 789 * Small Town, USA
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