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Search & PR - Stuart Bruce


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Search & PR - Stuart Bruce

  1. 1. What is public relations?<br />Stuart Bruce, Managing Director<br />@stuartbruce<br />
  2. 2. What is public relations?<br />Public relations is about reputation - the result of what you do, what you say and what others say about you<br />
  3. 3. What is public relations?<br />Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.<br />
  4. 4. Setting objectives<br />
  5. 5. What does a public relations consultancy actually do?<br />Provide strategic communications counsel<br />Implement media neutral communications tactics<br />
  6. 6. Examples of implementation<br />Online and offline communications audits<br />Message development<br />Influencer relations – mainstream media, bloggers etc<br />Community management<br />Copywriting – news releases, blog posts, articles etc<br />Events – news conferences, blogger meet-ups, exhibitions, photo calls etc<br />Website and blog build<br />Social media newsrooms<br />Video production<br />Email newsletters<br />Measurement and evaluation<br />
  7. 7. Public relations people<br />Core team<br />Account director – sets strategy and plan, leads teams<br />Account manager – implements plan and supports team<br />Account executive – day-to-day implementation<br />Specialist support<br />Video producer<br />Developer<br />Graphic designer<br />Photographer<br />Journalist/copywriter<br />
  8. 8. Core public relations skills<br />Communications strategy<br />Writing<br />PhotoShop<br />WordPress<br />Basic coding<br />Video production<br />Project planning<br />