Presentation Transcript

1. Peter Piper Picked a Peck of Pickled Peppers

   Untwisting Public Affairs/Relations Maurice Clemmons Assistant Director, Community Resources Shepeard Community Blood Center Augusta, Georgia
2. The Pickles we Packed Redefining & understanding Public Relations Evaluating/tracking current PR success Niche-trend-reporter tracking & building effective Media relationships Relevant Interesting Visible Grass Roots Recruiting- YES! AS PR! Effective media interviews Q & A
3. As early as 58 BC… In 50 B.C. Julius Caesar wrote the first campaign biography, Caesar’s Gallic Wars. He publicized his military exploits to convince the Roman people that he would make the best head of state. This was truly the first PR effort documented.
4. Professor of rhetoric in Milan St. Augustine delivered the regular eulogies to the emperor and was the closest thing to a minister of propaganda for the imperial court. Thus, St. Augustine was one of the first people in charge of public relations. The modern equivalent would be the President’s press secretary or communication director. St. Augustine 394 A.D
5. Propaganda and oh my, the propaganda! “The Crisis” Thomas Paine.. Whose writing could get people to do things and believe things. P.T. Barnum! So, you thought P.T. Barnum was a sleazy advertising genius….
6. Ivy Lee, born near Cedartown, Georgia studied at Emory College and graduated from Princeton. In 1912 he was considered to be the first public relations person placed in an executive-level position. In fact, his archives reveal that he drafted one of the first job descriptions of a VP-level corporate Public Relations position. A Crisis occurs and a career field is titled… Lee issued what is often considered to be the very first Press Release, convincing the Pennsylvania Railroad to openly disclose information to journalists, before they could hear information from elsewhere. The Atlantic City train wreck happened in New Jersey on October 28, 1906 when a West Jersey and Seashore Railroad electric train fell off a draw (swing) bridge, drowning 53 people.
7. It runs in the family…. Edward Bernays was the self-appointed Father of Public Relations Uncle Sigmund Freud was the founder of psychoanalysis
8. Bernays was a bit controversial but he is clearly credited as the Pioneer in Public Relations Psycho-babble AKA Engineering of Consent "If we understand the mechanism and motives of the group mind, is it not possible to control and regiment the masses according to our will without their knowing about it? The recent practice of propagandahas proved that it is possible, at least up to a certain point and within certain limits." Bernays was a student of Uncle Siggy and adapted Freud’s philosophies and studies as valid truths in his approaches in Public Relations Bernays felt influencing human behavior in society was critical due to irrational and dangerous behavior society may have as a result of ‘herd instinct’
9. Propaganda information, ideas, or rumors deliberately spread widely to help or harm a person, group, movement, institution, nation, etc.
10. Public Relations information or ideas shared to educate, inform and help a person, group, movement, institution, nation, etc.
11. From whence we came to now we go… Having a core understanding of Public Relations grounds us as we as we build the foundation of awareness for our blood centers in hopes of strengthening our brand awareness and increasing our total collections..but not just one man can accomplish thisfeat.
12. Why it takes a Team! Old School definitions and perceptions can not be tolerated in this economic climate. Fewer blood centers are able to employ separate PR Coordinators so for those that can’t (even those that can) we must ensure all or our recruitment/marketing team members are Public Relations Executives. For years we have expected each to be recruiters, well, we are all PR execs as well! Now, we are going to teach everyone how to be effective PR execs too.
13. We must arm EVERYONE to be our Public Relations Advocates!
14. Multiple Layers for Multiple Effects ~ It’s not just Press Releases anymore ~ Recognize individuals ~Consider sharing with your contacts some ‘Did you knows’about employees in their organization… ‘Did you now that John Doe volunteers with Habitat for Humanity once a month? Did you know that Susie Que has donated enough blood to save 21 local lives!?’ ~Identify donors that will hit gallon levels at your drives/center and ask the president/CEO/Plant mgr…to pin the Shepeard Gallon pin on the donor after they donate. Take Pics and submit to sponsor for Internal Publication also submit to PR Coordinator for Press release/Web/Facebook…table tents?
15. ~ Reaching up Email or write to the Mayor/ county representatives and ask them to donate at the next community blood drive in their area. Take pictures and submit to local newspapers or magazines for publication. Be sure and post on your web site and Face Book!
16. ~ GetReal involved ~Join a local organization and participate at least once a month in a visible support activity. ~Become a contributing member of the local Chamber of Commerce and DO something at least once a month: Ribbon Cutting; deliver dictionaries; visit a chamber business and say Hi! ~Sponsor snack night at a Little League; donuts for Chamber meeting; Ice cream bars to the radio station for no particular reason!
17. ~ Reeling in ~Recruit influential followers in the community: ~Ask the Mayor to issue a challenge to community groups to have at least 5 members of each group donate at an upcoming community blood drive. The Mayor could write a Proclamation for the group for that group contributes the most life saving blood! ~Take the local newspaper Editor to lunch WITH the Mayor, a local donor and recipient just to thank them for all they do…. ~ Get the local newspaper to publish pictures of donors wearing their Shepeard shirts while on vacation… a nice twist is to suggest the donors are holding the newspaper also for tie-in…could be a local magazine publication specific to that area.
18. Review Last Year 1. Track last years covered activities What was considered newsworthy Identify trends: Concepts/Topics Human interest Controversial topics Medical interests Point of crisis Economic impact Community tie in Schools and education Humor (Where in the world is Jay Jefferies) Filler Space – Johnny on the spot
19. Include in your Tracking ~ How Frequently was each submission covered and by which media outlet and specific reporter? ~ Can you identify specific media outlets that have niches that you can target and prepare information for in the coming year? ~ Plan to follow these targeted reporters during the year and watch what stories they cover paying close attention to the “angles” approached to develop your pitches in the future.
20. What is Public Relations? Traditional Definition: The main goal of a public relations department is to enhance a company’s reputation. Staff that work in public relations, or as it is commonly known, PR, are skilled publicists. They are able to present a company or individual to the world in the best light. The role of a public relations department can be seen as a reputation protector. Pickled Definition: RIV STAY RELEVANT! STAY INTERESTING ! STAY VISIBLE!
21. Effective Media Interviews ~ Know who they are ~ Know their respective reporting styles ~ Know your facts ~ Give them what they want ~ Have a unique angle for EACH reporter that you speak to ~ NEVER keep the media waiting ~ Be willing to come to them ~ Always be accessible ~ Be genuine and respectful
22. Questions