COMMUNICATION & PUBLIC RELATIONS

PhD. LAVINIA DOVLEAC

SEMINAR EXAMINATION

PROJECT MAX. 60 POINTS

SEMINAR ACTIVITY (QUESTIONS, ANSWERS, DEBATES, HOMEWORKS) - MAX. 30 POINTS

SEMINAR PRESENCE (MAX. 10 POINTS) - min. 2 presences for the permission to attend the final exam

SEMINAR EXAMINATION
PROJECT MAX. 60 POINTS

PROJECT ON PAPER & POWER POINT PRESENTATION (TOGETHER!!!!!)

QUALITY OF INFORMATION (project on paper) MAX.20 POINTS QUALITY OF PRESENTATION (SLIDES SHAPE AND STRUCTURE) MAX. 20 POINTS QUALITY OF ARGUMENTATION MAX.20 POINTS

POWER POINT PRESENTATION max. 20 minutes

PROJECT THEME:

PR & COMMUNICATION FOR AN UNIVERSITY

(Romanian or foreign institution / public or private institution) 1. Introduction (why did you choose that university) 2. The institution presentation (information, pictures etc.) 3. Communication methods and tools used by the institution 4. PR activity developed by the institution 5. Comparison between Transilvania University and the analyzed institution 6. PERSONAL conclusions (min. 1 page) - What needs to be improved in the institutions communication and PR activity - Which communication methods and/or tools can be successfully applied to Transilvania University 7. References (books, articles, links)

WHAT MEANS COMMUNICATION?

HOW DO WE COMMUNICATE Information exchange Interactive dialogue
Through words, whether spoken or printed By sounds (music or sound effects) Through movement (actions in films, videos) or by gestures and body movement By the use of symbols (corporate identity logos, badges and signs)

WHAT MEANS PUBLIC RELATIONS? Methods planned and oriented toward achieving and keeping good relations between the company and its public. COMMUNICATION IS A SCIENCE. PR IS AN ART.

THE DEFINITION OF PUBLIC RELATIONS

PUBLIC RELATION
CREATES AWARENESS, EDUCATES AND INFLUENCES PUBLIC OPINION, PROMOTES AND PROTECTS REPUTATIONS, GUIDES ORGANISATIONS TO COMMUNICATE CHANGE AND TO RE-EXAMINE THE VALUES AND ETHICS OF THEIR OPERATIONS.
(Tymson & Lazar, The New Australian and New Zealand Manual, 2002)

The fastest growing and most exciting vision of public relations is about developing, protecting and building corporate and brand reputation. Public relations needs to project integrity and transparency.

THE DEFINITION OF PUBLIC RELATIONS

MYTH: PR IS A MAGIC BULLET

which can quickly repair major organizational failings.

It can certainly help to explain an organisations point of view but damaged reputation usually require consistent work over a long period of time.

Through PR actions, the company can achieve understanding among their major public, which is very different from APPROVAL.

PRs OBJECTIVES

CREATE AND DEVELOP: THE RELATION WITH PRESS AND PRESS AGENTS THE RELATION WITH THE LOCAL AND NATIONAL COMMUNITY THE RELATION WITH INVESTORS THE RELATION WITH DONERS AND NGOS

LET THE PRODUCTS TO BE KNOWN BY PUBLIC MAKES LOBBY

HOW TO EARN COVERAGE: PUBLIC RELATIONS TOOLS

To inform: fact sheets, press releases, press conferences town hall meetings

To persuade and inspire: speeches, letters to the editor, guest columns, radio talk show appearances, newspaper editorial board meetings

Multi-media: photos, charts, web sites / blogs, film clips, radio public service announcements social media such as Facebook or Twitter.

INFORMING VERSUS PERSUADING IN PUBLIC RELATIONS

When the goal is to inform people about an issue or event public relations has a lot in common with journalism.

When the firm is trying to persuade, public relations leans on the ancient art of rhetoric and the modern science of persuasion.

PUBLIC RELATIONS IS DIFFERENT THAN MARKETING !!! Earned Media versus Paid Media In marketing you have PAID MEDIA - is about getting people to buy something, typically with advertising campaigns which cost money. You can do public relations without a spending for advertising and you earn stories and coverage.

Earned media cuts both ways. Just as you can earn press coverage for good things, you earn it for bad events, too, and how you handle bad news matters.

SOCIAL MEDIA: A REVOLUTION IN PUBLIC RELATIONS

WHY IS SOCIAL MEDIA BETTER THAN JOURNALISTS? In the beginning, public relations focused a lot on the care and feeding of journalists, because the only ways to effectively a mass audience was through the mass media. Today, social media tools are making it possible to communicate directly with almost any audience. You don't have to rely entirely on the mass media as a conduit and a filter.

That's not to say newspaper, radio, television and blogs aren't important. They still are!!!!!

THE MAJOR SOCIAL MEDIA TOOLS AND WHY THEY MATTER

Twitter
Can you say anything of importance in 140 characters or less? Yes you can. And millions of people will see it, and respond, and tell their friends.

Blogs
Sites like WordPress and Blogger make it easy to set up a blog for yourself, a company or a public figure. You can literally get one up and running in ten minutes. More and more people are reading blogs because they're updated more often than static web pages, giving audiences more information, and they let readers post comments and have a dialogue instead of simply listening to a monologue.

YouTube and Flickr

We are visual creatures, and we respond to images and videos. Viral videos are a huge part of our culture now. Smart companies and public figures are making short videos that they post on YouTube and similar sites that spread their message around the nation, or the world, without spending a dime in advertising money. Photos are also primal, and sites like Flickr are the smartest way to store and save your images.

Facebook - homework

MYTHS ABOUT PR
1) Myth: Any Press is Good Press 2) Myth: PR is All about Press Releases and Press Conferences
press conferences should be rare and reserved for the biggest possible events. If you hold press conferences all the time, reporters won't show up. Public relations today is an ever-changing field, with more and more communication happening in cutting-edge ways. YouTube videos, Twitter, blogs.

3) Myth: Once You Break Through with Publicity, You're Golden

One big hit in the media isn't enough. It's like music. One-hit wonders are common. They skyrocket to the top and just as quickly, they crash to earth.

MYTHS ABOUT PR

4) Myth: Publicity is Free and Easy

it's smart to have the best possible person doing the job -- or if you do it yourself, to study up and talk to pros

5) Myth: You Need to Hire an Expensive PR Firm

6) Myth: Good Products Don't Need Publicity - - Only Bad Products Do

7) Myth: Public Relations Can't be Measured and is Therefore Worthless

MYTHS ABOUT PR

8) Myth: PR Means Schmoozing and Controlling the Press

The worst thing you can do is tell a reporter to NOT cover a story, or to stop digging. That's a flashing neon sign that says, "There is journalistic gold buried here! They're hiding something really juicy -- dig dig DIG!" You can't control the press!!! The press isn't not a monolithic institution anyway. Public relations is about communicating with the press and public in a smart, effective way

9) Myth: Only Ex-Reporters Can Do It

10) Myth: Public Relations is Spin, Slogans and Propaganda

REFERENCES

PUBLIC RELATIONS Paul Baines, John Egan, Frank Jefkins Routledge 2004

PUBLIC RELATIONS Melanie James Career FAQs Pty, 2006.