Are you a novice or a
professional?
7/1/2016
Building neural pathways every day.
1
Who believes this?
1. Public relations basically involves setting up
a lot of “meet and greets”.
2. A good PR campaign starts with a great
press release.
3. If you are a “good talker” then you’ll probably
be a good PR professional.
4. Most organizational crises occur because of
mismanagement.
7/1/2016
Building neural pathways every day.
2
Who believes this?
If I can just get the publics to understand
my point of view, they will agree with it.
6. Most PR problems come down to an issue
of not having a big enough megaphone.
7. If you are really good at PR you should be
able to get 95% of the people to agree with
you.
5.
7/1/2016
Building neural pathways every day.
3
Who believes this?
8. Good PR professionals should be able to
predict all the possible resistance points that
their publics might bring up.
9. Getting a core message is the easy part of a
PR campaign.
10. The reputation of almost any large
organization is entirely in the hands of the
media.
7/1/2016
Building neural pathways every day.
4
Who believes this?
11. Getting your message out is easy part,
getting the right message is the hard part.
12. PR is nice but it doesn’t really impact a
company’s “bottom line”
13. If audience has an unarticulated but salient
concern, it is best to avoid it.
7/1/2016
Building neural pathways every day.
5
Who believes this?
14. In a persuasive situation, a well-crafted
speech usually trumps a messy and
contentious discussion.
15. When responding to a crisis most of your
time should be spent on developing the
answers to potential questions from the
press and preparing press kits/related
materials.
16. A crisis always results in damage to the
organization.
7/1/2016
Building neural pathways every day.
6
Who believes this?
17. Good brands almost always do a
tremendous amount of advertising.
18. Effective PR professionals should primarily
focus on their oral rather than written skills.
19. Effective PR is done primarily through rich
channels.
20. PR is basically learning how to spin the
news.
7/1/2016
Building neural pathways every day.
7
Who believes this?
21. You can not control how people make sense of your
22.
23.
24.
25.
7/1/2016
message.
New technologies like the Internet fundamentally
change how PR strategist think.
If the PR professional likes the message, then the
audience will as well.
You can augment your credibility by carefully
selecting messages for various audiences.
Really effective PR professionals can transfer
meanings to their audiences
Building neural pathways every day.
8