Public Relations Project & History

marketing, advertising, public relations, branding

Journalism
Public Relations Project

Take your time to read the following, before asking questions.

You will need to refer back to this throughout the project.

checklist: 1. assemble of group of 2 or 3 people. (I will facilitate this, if needed.)

                  2.choose your non-profit organization (there is a list at the end of the blog; if you have something else in mind, make sure it is a non-profit organization, a 501-c)

                 3. make sure Parker has this information (no duplicatesin a class; this is due today!)

                 4. research your organization as to its history, finances, effectiveness and current projects. Have each member look at a different site, take notes and compare. Look for statistical information. One member should write up a synopis of this information (200 word minimum; incorporate textual evidence; at the close use correct sitations. If plagarizing occurs, everyone in your group will receive a zero for this part of the project.)

                5. one minute PSA: script and either filmed or live performance (directions / samples below)

                6. Press release with a list of 5 possible news sources  (including contact information). (directions and samples below)This will be for a small fundraiser, the details of which you will work out in step 7.

                7. Fund raiser. The emphasis here in on realistic.  (See number 7 below for details)

                8. Lastly, you will two of the following as promotional items:    poster, brochure, t-shirt or print ad or something else imaginative.

Time Frame: All material is due on Wednesday, March 6 at the beginning of class. Please put all your work in a folder with your organization on the cover, along with the individuals in your group. Presentations will take place on March 6, 7 and 8. It will consist of the following: a two minute extemporaneous (that means nothing written down) talk on the background of your organization, a public service announcement and your tchotchkes.  

            Grading: Background information -writing

                              PSA - writing

                              Press release- writing

                              Tchotchkes- homework times 2 (that's 10% of the whole marking period. I'm required to have a grade here.)

                               Fund raiser- class participation grade

                               Presentation- class presentation grade

                               Grade your partners- class participation grade

            As this is a group assignment, your fortunes are interwined. If any part of the project is missing on Wednesday, March 6, that part of your grade is a zero. As well, if you are absent for the presentation, your partner(s) are expected to be able to fill in. This is an extensive project that requires solid communication skills among the group. You have 7 class days. Use them productively.

                             
            

                 

                

What is Public Relations? It seems difficult to believe in the 21st century that there exists a major discipline with so many diverse, partial, incomplete and limited interpretations of its mission. Here is just a sampling of professional opinion on what public relations is all about:

1. talking to the media on behalf of a client.
2. selling a product, service or idea.
3. reputation management.
4. engineering of perception
5. attracting credit to an organization for doing good.
6. limiting the downside when it goes bad.

By definition, public relations is the art and science of establishing relationships between an organization and its key audiences. Public relations plays a key role in helping business industries create strong relationships with customers.

Brief History of PR

Public relations arrived with the development of mass media. At the turn of the 20th century, "muckraking" journalists were stirring up public dissent against the powerful monopolies and wealthy industrialists who ruled the day. Early public relations firms combated the bad press by placing positive stories about their clients in newspapers.

Former journalists, such as Ivy Lee, used the first press releases to feed newspapers "the facts" about his misunderstood clients, namely the railroad and tobacco industries, and J.D. Rockefeller's Standard Oil.
Lee and company became so good at whitewashing even the darkest corporate sins that PR professionals earned a reputation as "spin doctors."

Much time has passed since the days of Ivy Lee, and to label today's PR professionals as dishonest would be to ignore how pervasive and important their work has become to people and organizations of all shapes and sizes -- small businesses, authors, activists, universities, and non-profit organizations -- not just big business and big government. 

There are different types of public relations; some companies call it investor relations and yet others will call it financial public relations, but what some companies do not realize is the fact that public relations is an extremely essential and integral marketing tool.

Essentially, the general idea of public relations is advertising, branding and marketing. Anything that involves the media is the responsibility of the public relations officer. He encourages magazines, newspapers, radio and TV to print or air good things about the services and the products. This promotion will reach their targeted customers; therefore generating an increase in sales and patronage.

People act on their perception of the facts; those perceptions lead to certain behaviors; and something can be done about those perceptions and behaviors that leads to achieving an organization’s objectives.

That leads us directly to the core strength of public relations.

When public relations create, change or reinforce the general opinion by reaching, persuading and moving-to-desired-action those people whose behaviors affect the organization, the public relations mission is accomplished.


Public Relations, Marketing and Advertising ?

You will often find that many people confuse public relations with marketing and/or advertising or vice versa. The most apparent reason for this is that the clear-cut distinctions are disappearing as each strategy’s different awareness building efforts become more and more integrated. While all those components are important, they are very different.

Please take a look at the image at the top to note the differences.

5. Public Service Announcement of one minute. Each group will turn in one PSA. It will be a typed script. As well, this will be either filmed or performed for the class.  Assume a radio broadcast, so visuals will not be necessary; however, it is all the more important that your use clear imagery in your script.
   OK, so how do I write a PSA?  Look below, I've given you several examples!

#1 What is a PSA or public service announcement?



Unlike a press release, a public service announcement is usuallytransmitted electronically, via radio or television in a short spot of ten to sixty seconds. A requirement of the Federal Communications Commission (FCC) is that stations donate a certain amount of airtime to serve the public and the community. Most public radio and TV stations have a community calendar for which they will announce events to the public. Health or safety tips are included within this public service requisite.
A public service announcement typically heralds a community event, usually, but not always, for a non-profit organization. Commercial groups can also announce non-profit events or services. If you just want a pre-event plug, the community calendar is where you should direct your PSA. Many local newspapers also have community calendars so PSA’s are not limited to electronic media.Note, although I have given you several short ones, you will be creating a 60 PSA. Pay attention to the written format.

The following are some examples of public service announcements for the ABATE, an organization in Arkansas that defends the rights of motorcyclists.

Public Service Announcements:

10 Second PSA: WE COME FROM ALL WALKS OF LIFE, BUT WE TRAVEL DOWN THE SAME ROAD. LOOK FOR MOTORCYCLES & SHARE THE ROAD. THIS MESSAGE BROUGHT TO YOU BY ABATE of ARKANSAS, www.arkansasabate.org 

15 Second PSA: DID YOU KNOW THAT 75% OF MULTIPLE VEHICLE ACCIDENTS INVOLVING MOTORCYCLES WERE THE FAULT OF THE OTHER PERSON? DON'T BE PART OF THAT DEADLY STATISTIC, LOOK FOR MOTORCYCLES & SHARE THE ROAD. THIS MESSAGE BROUGHT TO YOU BY ABATE of ARKANSAS, www.arkansasabate.org

20 Second PSA: APPROXIMATELY 75% OF THE MULTI-VEHICLE ACCIDENTS INVOLVING MOTORCYCLES WERE THE FAULT OF THE OTHER PERSON. MOST OF THOSE DRIVERS SAID THEY DID NOT SEE THE MOTORCYCLE. DON'T BE PART OF THAT DEADLY STATISTIC. LOOK FOR MOTORCYCLES & SHARE THE ROAD. THIS MESSAGE BROUGHT TO YOU BY ABATE of ARKANSAS, www.arkansasabate.org

30 Second PSA: DO YOU KNOW SOMEONE WHO RIDES A MOTORCYCLE? CHANCES ARE GOOD THAT YOU SEE MOTORCYCLE RIDERS WHEN YOU ARE BEHIND THE WHEEL. FOR THE REST OF YOU, YOUR CHANCES OF BEING THE PERSON WHO HITS A MOTORCYCLE RIDER JUST WENT UP 300%. THAT'S RIGHT, YOU ARE 3 TIMES MORE LIKELY TO HIT SOMEONE RIDING A MOTORCYCLE JUST BECAUSE YOU DON'T HAVE A RELATIONSHIP WITH SOMEONE WHO RIDES THEM. DON'T BE PART OF THAT DEADLY STATISTIC. LOOK FOR MOTORCYCLES & SHARE THE ROAD. THIS MESSAGE BROUGHT TO YOU BY ABATE of ARKANSAS, http://www.arkansasabate.org/