Intro to Marketing
Mr. Bernstein
Public Relations
November 13, 2014
Intro to Marketing
Mr. Bernstein
Public Relations
The management of a message between an
individual or organization and the public
Primary purpose is to persuade stakeholders to
adopt a certain point of view about a project or
product
The media is not paid to communicate Publicity
2
Intro to Marketing
Mr. Bernstein
The Father of Public Relations
Edward Bernays, nephew of Sigmund Frued
Began career in 1913
PR or propaganda?
In 1920’s created news stories of women smoking
Lucky Strikes in public and proved news could be
more powerful than advertising
Influence leaders, then influence the audience they
sway
3
Intro to Marketing
Mr. Bernstein
Ideal End Result of Public Relations
Information which serves both the company or
product and the public interest
All Audiences or Publics are Stakeholders
Stakeholders are groups or individuals that can
affect or be affected by the actions of the business
Not all stakeholders are necessarily audiences
4
Intro to Marketing
Mr. Bernstein
Forms of Public Relations
Publicity events
Speaking Opportunities
Press Releases
Newsletters
Blogs
Podcasts
Video
Effecting Search Engine Optimization
Social Media
Press Kits and Outbound communication with press
5
Intro to Marketing
Mr. Bernstein
Four Core Elements of Public Relations
Retain and create goodwill
First do good, then take credit for it (!)
Identify and effectively communicate points of view
to well-defined targets
It is a planned activity
6
Intro to Marketing
Mr. Bernstein
Effective Public Relations
Must follow various legal guidelines
Are part of an overall plan of action
Aims for measurable benchmarks
Builds relationships and partnerships
7
Intro to Marketing
Mr. Bernstein
Public Relations Definitions
Messaging: Constructing a consistent and specific
story
Spin: Polishes and colors the truth by selectively
presenting facts that support a desired position
and can sway public opinion
Negative PR (AKA Dark PR): Process of destroying or
discrediting. Can be moral and ethical when
information protects or informs the public of a
danger
8
Intro to Marketing
Mr. Bernstein
Common Public Relations Applications/Careers
Financial PR – IR and communication of financial
results
Consumer/Lifestyle PR – helps product or industry
Crisis Communication – think Rutgers Athletic Dept
Internal Communication – within a company
Government Relations – attempting to influence
public policy makers (ie Drug Manufacturers, Oil
Drillers)
9