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    Public Relations Getting it Right
    Public Relations Getting it Right
    Public Relations Getting it Right
    Ebook87 pages1 hour

    Public Relations Getting it Right

    By Julie Milne

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    About this ebook

    A short, snappy, comprehensive guide to developing and successfully executing a PR action plan, including sections on PR in a crisis and de-marketing. Don't waste your opportunities, learn how to make your key messages central to every communication with your audiences. Public Relations - Getting it Right is an easy to read, fast paced book packed full of valuable insights on how to clarify key messages, key audiences and how to get the optimal use of communication tools.

    LanguageEnglish
    PublisherJulie Milne
    Release dateMar 28, 2014
    ISBN9780473281359
    Public Relations Getting it Right
    Author

    Julie Milne

    I wrote "Public Relations - Getting it Right" because I realised that many people thrown into PR roles don't have a formal marketing and communication background. I decided to share what I have learnt from more than 10 years in PR which included working for individuals, not-for-profit organisations and companies, dealing with the full range of PR opportunities from soft stories to PR in a crisis. I wanted to write a book that you could read quickly and get on with the job.

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      Book preview

      Public Relations Getting it Right - Julie Milne

      Public Relations - Getting it Right.

      By Julie Milne

      Smashwords Edition

      Copyright © 2014 Julie Milne

      Thank you for downloading this ebook. This book remains the copyrighted property of the author, and may not be redistributed to others for commercial or non-commercial purposes. If you enjoyed this book, please encourage your friends to download their own copy from their favourite authorised retailer. Thank you for your support.

      Ebook formatting by www.ebooklaunch.com

      Table of Contents

      Introduction

      What business(es) are you operating in?

      Who are you going to deliver your message(s) to?

      Identify your key messages

      How to get optimal use of your key messages

      How will you measure your success?

      De-marketing

      Preparing to reach your audiences

      Channels of communication

      Implement, Review, Record, Report

      PR in a disaster

      Conclusion

      Introduction

      When the Roman emperors had their image carved into busts or engraved onto coins they were engaging in public relations. Their poses and facial expressions would have been carefully constructed in order to leave a specific impression in the minds of their audiences.

      Thus the public relations role carefully chooses words and images in a particular package to manage the spread of key information from an individual, a company, charity or a project, to a predefined audience.

      Effective public relations offers you the chance to speak and have the world listen. That is the key. PR gives you the opportunity to influence how particular groups and audiences perceive you. It is your chance to tell your story the way you want it told and direct it to the people you most want to speak to.

      Public relations is an ongoing campaign focused on getting predetermined key messages to key audiences. It's about repeating a few vital sound bites about you, your region, company, charity, sports club or hobby group that will impart a desired perception. Your audiences could be the community, voters, sponsors, supporters, club members, funders, suppliers, competitors or customers - anyone who you desperately need to speak to.

      Public Relations is never about impartially telling your audience what happened, when it happened, why it happened, who it happened to and where it happened. It is not journalism.

      The PR expert in you needs to seize on every story as an opportunity to encourage your audience to think a particular way about you or your business. In PR, the what, where, why, when and who, become important vehicles that help impart those carefully considered key messages directly to audiences.

      Read the local paper or listen to the radio and you will be able to tell who has a PR campaign - their stories are out there - a constant stream of news, each one giving you a consistent impression about the company and, what is more, as you read/listen to the stories they have the sense they are from a third person, a reliable source, who has questioned them for hours to come up with this seemingly impartial story. You therefore trust the content, believe it and probably pass it on to others, yet you may not realise that many of the stories, are media releases released by the company and have not had the scrutiny of an investigative journalist.

      PR really does enable you to tell your story in your words or images by communicating directly with the people who need to hear it.

      If you have a product to sell, a story to tell, misinformation to rebuff, a charity which needs raised awareness, or you simply want people to get to know you, you need PR.

      I believe that public relations is the most underestimated component of the marketing mix. Get it right, through the fog of everyone else's messages and yours will be heard and acted upon. Get it wrong and your audiences could go through life with some serious misconceptions about you, your company or project.

      PR is not just about getting your few seconds of media time. It is using every legal means possible to ensure that your audiences regularly hear your message. It makes use of any number of communication tools such as media releases, newsletters, flyers, coupons, speeches, calendars, business cards, websites, the list goes on, and it's about influencing 'word of mouth'.

      From the outside PR looks easy. In reality though, the PR professional has worked hard to ensure that every time their audiences read articles, newsletters, media releases, watch adverts and news items on television they form a specific impression of the company, charity or worthwhile cause. It is your job to ensure that the audiences' impressions match your key messages.

      Think about a movie - when it is well made you emotionally connect to the characters. You are in the moment, experiencing their highs and lows and you are living the scene with them. It's a different story when you watch a badly made movie - you notice the acting as acting, you think about where the cameras might have been and how they created

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