PR 3310 Principles of Public Relations Wednesday, 5/27/09 Class Objectives Lecture Intro. to course What is public relations? Homework assignment Read chapter 1 in book Class topics Syllabus, schedule, lectures, all up on class webpage http://www.ttujournalism.net/pr3310.html Schedule lecture topics and lectures posted to web site will be filled in as the sum. session goes on Assignment dates are fixed Grades will be posted on WebCT/Blackboard starting on June 1st Class topics Best way to reach me is by e-mail I get a TTU e-mail on June 1st In the meantime, firstname.lastname@example.org Or stop by my office, 225D before class T-R 11am-noon Telephone is 742-6500 x251 Videos I use a lot of them in classes First one, did you know (2008) http://www.youtube.com/watch?v=nteiqLgZFO U&feature=fvst Issues with PR PR, advertising, design, journalism, marketing are very much intertwined Especially if you work for a smaller agency or company where you wear many “hats” Book tries to differentiate them What is for sure is that PR is a misunderstood term Derogatory terms include flack (a publicist), spin (biased portrayal), and propaganda (originally not political= spreading of information to serve a cause) Public Relations For the sake of a discussion, let’s define PR as “telling a story about something” How has PR changed (over the last 5 years)? Processes to disseminate message have changed as technology/tools have changed Due to Web 2.0 and 3.0 (interactivity in terms of social networking, forums, replies) there is a tremendous amount of feedback/dialog Sending message directly to the consumer (e.g. web sites) Lack of “editors” and gatekeepers (e.g. blogs) Where is your audience? Remember that you may or may not be a part of your target audience Terms Trust versus “spin” Issues: Who’s funding the campaign? How transparent should the funding agency be? Mainstream media coverage versus non-mainstream Think of end consumers/masses as mainstream…everyone else (e.g. corporate, industry specific, reporters) as non-mainstream Purchased media versus Free media Purchased = advertisements (in print, radio, tv, on-line) Free = blogs, tweets PR Videos MESH 2007 conference (Canadian web conference), Future of PR start at minute 3:33 go to 11:11 http://video.google.com/videoplay?docid=8719904131778990212&ei=6a8cSq7AA8iEQaM7_XVCQ&q=public+relations&hl=en Critical Issues, http://www.youtube.com/watch?v=aeOiNlBC4 yo&feature=related Other issues with PR Is all “bad” coverage bad? PR of celebrities How do we make $$ with new tools? Susan Boyle video has been viewed millions of times with no $$ going to the 3 companies that own “Britain’s Got Talent” What do we do with “dying” industries? Do we pull out of them altogether (print/newspapers) or stick with them in hopes they will adapt and survive?