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so there's some key components in this definition one it's deliberate public relations as a process is very deliberate we consider what we're gonna do and we intentionally pursue something it's very thoughtful yes I'll put this on line later but I want to be able to we have so much to cover but for sure so the deliberate process it's an important thing to consider because if you lose sight of the fact that public relations is deliberate it's considered it's part of a strategic process your entire approach to the industry changes it's also planned so not only are we deliberate we don't get there and strategize for nothing we order out how we're gonna approach something we come up with a plan of when things are gonna happen the order of communication who's gonna say what and we anticipate different dynamics it's performance-based sometimes people think you can't measure public relations because it's all about people but public relations is really about performance there's an action that takes place so it's something we're doing in the industry with people maybe we are trying to change their values opinions beliefs or behaviors but there's some level of performance within public relations it's not just based in theory it has real-life application so any definition needs to include that also it has to be about the public interest a definition of public relations that loses sight of the fact that it's mutually beneficial for people lose a side of a key component of public relations we have the public interest at heart that's why our ethics are so important because it goes back to how we interact with people how we utilize communication models and the type of campaigns will run two-way communication you're gonna see when we get to the history section that we have not always approached public relations as two-way sometimes it feels almost like a class lecture right someone just pours information at you but the type of communication that's really dynamic that leads to change is the kind that's two-way where I interact with you you respond and there's that feedback loop does that make sense yeah see that's a that's two way I'll ask I'll wait and if I don't quite think that you're attacking I'll do it all over again and we'll see how it goes and it's a management function public relations is best accomplished when it's at the management level if you have no voice in the management process in the life of an organization you can't really fulfill all of the role that public relations is designed to because you have no voice in the overview of what direction the organization is going to take how they determine to communicate those objectives or even how they respond back to their core values so you really want to have a management function now I want to put the caveat on that because I've had some graduates come back to me and say I am NOT in a management role it is true when you graduate and you get your first jobs it doesn't mean you're gonna be a manager but as an organizational structure you want public relations to have a management function in that organization most likely it'll be people above you who have been there for years but you do want to find a place where it's valued at the management level does those all make sense to you guys okay so career sets that you're writing talk to or you're reading talked about writing writing is huge in public relations it is something that is kind of our bread and butter because we write across multiple platforms now a lot of you may be in the PR emphasis here at Biola with in journalism and integrated media I actually see that as a big value because you're learning to write journalistically but a PR person does not only write journalistically when you start adding up all of the different areas you write in you get a very big picture for example writing for social media is very different than writing for the New York Times which is very different than writing a speech for someone which is different than writing an opinion article which is different than writing a company report which is different than writing a PR campaign proposal you have to understand all the different functions of those pieces and how to write well for them because if you are fulfilling your role as a PR person people are going to come to you and say can you create this and you need to know what the purpose of that piece is and how to write correctly you can tell organizations who are new to social media when they post exactly what they would post on their blog on Facebook it's just not how Facebook works right or when you see people posting on Twitter and it's linked to something longer but it cuts off mid-sentence it doesn't look like it was quite designed for Twitter like it was multi used or when someone's giving a speech and you can tell someone else wrote it because it's stilted and they have to look down and you're kind of thinking well don't you know what you're about to say a good PR person someone who's writing speeches for someone knows the vernacular of that person knows how to make it comfortable and how to make it flow because words are powerful they're an incredible tool and when you can use them while they're very dynamic and when you would use them poorly they have horrible results research is also a big skill in public relations your campaigns will rise or fall and your ability to research well because when you find campaigns that didn't quite work out usually you can track it back to the fact that they didn't know their audience maybe they didn't create a strong objective that actually worked maybe they never even researched the different areas that they needed to communicate to or the company that they were working with but often whatever the case is it goes back to the research phase and that's why it's so important for public relations people we know how to research we know how to find about publics about organizations about communication models about new technology that's important planning obviously we've talked about that you want to be able to plan I'm very type-a I get so excited when I have like five calendars and I can write all my appointments on all of the calendars that's because I love planning and I love the big picture my husband's tight beat he would prefer never to have a calendar and he's okay with that and so I make our calendar for us but as a PR person you probably want to be thinking about planning because you want that big view even if you are not like me and have five calendars you want to get into the process of being able to have that big picture that long-term planning problem solving public relations does a lot of problem-solving now there's two kinds of problem-solving you can really engage in one is a problem that exists your company will come to you and say you know what here's the issue we need you to do something about it but there's also problems that could exist and as a PR person you deal with the problems that do exist and you try to anticipate all the problems that could and create up with contingencies and maybe even make it so those ones never come into reality because of your communication process because of campaign you rolled out those problems were never things you had to deal with but you have to be aware there's problems that exist and there's problems that could exist right business and economics obviously we are a business function organizations need public relations we function in the business world so you need to understand things like how much does it cost to hire a PR person what is the value what ROI return on investment do you bring to that organization why should a company hire a PR person and a marketing person what if they have a huge advertising division how do you work together these are questions that are looking at the bottom line the function and how it plays out in business PR people who are experts at their industry who are highly desirable who get a lot of jobs tend to understand those dynamics really well and can articulate it because when you get in an interview you want to be able to show that you have business knowledge that you know how you play in the world of business social media expertise is a rising thing that's also expected among public relations professionals there used to be this argument of well as public relations really social media or is that more marketing what do you guys think we're going to work on this two-way communication yeah yeah good good yeah good all of you had such strong areas which is a good point it is very conversational it's very relational and that's why PR people care it is also a unique intersection of marketing and PR we actually both are there and that's why we need to kind of break down the barriers a little bit between marketing and PR because we work so much together in today's technological era and it is a great place for research you can find out so much through social media all right so let's talk about communication this is the basic level of what PR people are doing we are managing communications so you need to understand what communication looks like in a very simplified way now this model is one that's been criticized because people say it's too simplified this is true it could be too simplified it kind of is when you want to talk about all of the multiple facets but it does give you an insight into how to look at communications so here's one example you have a sender and there's a message there's a channel and there's a receiver so right now I am the sender of communication I'm talking and the message is about public relations right the channel is in person and you are functioning as a receiver if you were watching the Super Bowl last night the sender was whatever channel whatever network you were part of the message was the Super Bowl the channel was through television that's what it was and the receiver was you if you go to Chapel the speaker is the sender the message is what they're talking about that in person if you're watching it or if you didn't go and you're doing Chapel makeups then it's the audio file you're playing and the receiver would be you this is a very basic model of communication but there's something really big that's missing especially from a public relations standpoint anyone know what it is yeah good the feedback without feedback it cannot be a two-way communication cycle it's only one way it's someone sending information out over some platform to someone but a basic part of public relations is that two-way that feedback that understanding of the audience so when you start to look at communication and you start to look at your campaigns and how it's gonna function be thinking who's sending it because that's a big question sometimes we start looking for opinion leaders or we choose celebrities to endorse certain products and we do that because we're saying who's the best person to deliver our message for us and what is a channel do we want that celebrity to put an ad in a magazine and have their face there and like a caption bubble would we like them to endorse it on social media do we want them to do a television ad what channel and who are we sending it to and once we do it how did they respond should we do that again or should we change it up so the PR process is something you then read about and the reading talks about race research action communication evaluation this is kind of the rhythm of public relations if you will when you decide to get into something and do PR this is a process you follow now you guys are doing so good at taking notes I'm about to change it up on you you're reading says race very similar but I like to use our PI I think it makes more sense and it's the exact same thing you're doing research but programming is the next phase and I think that'll make more sense as we dive into it a little more implementation evaluation and there's a fifth step that I want you to consider that's the idea of stewardship once you form relationships in public relations you don't just drop it and start again at the beginning you cultivate those relationships now this is a key concept with fundraising especially but you could also see it with any sort of relationship community relations for example if you are working in a community just because one campaign ends doesn't mean you forget all of those relationships you carry that in to your next campaign and that's the idea of stewardship in this is taking care of those relationships showing that it's a value to the community still showing that you understand that dynamic and we'll talk more about that as we get into the different stages in the coming weeks so if you're in journalism you might have heard some of the questions of how does PR and journalism relate where are they interacting what makes PR different and then you're reading walked through public relations marketing and advertising this is just a little clip to show maybe some of the differences you might think of with I mean fluffy the cat stuff up a tree boy in how can you tell let's do an exercise on the table in front of you oh I get the black one because I look so good in black because you're the dark side the dark side why am I the dark side because you save everything because you feel the need to change everything I tell you that's because everything you tell me is boring okay go ahead and put on the masks we are going to roleplay go ahead and act out some of these issues I'll watch so that kind of gives you an idea of some of the tensions that sometimes are felt in the industry now I think it's a little exaggerated but both sides showed maybe some harder issues so let's talk about the scope objective audience and channel the differences the scope of journalism is to find news right they are looking for news and reporting on it that's what they encompass for public relations we do do journalism interaction when we do media relations but we also do things like events and community things we do branding we sometimes partner with marketing and advertising so our scope is a lot wider than just news and media so for journalism they have a very specific scope PR is much broader the objectives then for journalists is to find that news and to tell it in an objective way that informs you about the situation but public relations is all about advocating so that's where sometimes that tension can come in because journalists want objectivity and PR people are advocates for a certain cause organization and ever and that's where tension is the audience is typically mass for journalism right so if someone writes there's a journalist and he writes for the LA Times it's the LA Times it's not LA Times for moms and 25 under LA Times for people who are CEOs LA Times for teenagers it's just the LA Times but public relations our audiences are always segmented because we want to know what they think how they behave and how they respond so audience for journalism is mass it's segmented for public relations the channel is typically one so a reporter has an outlet it'll leave there B NBC LA Times New York Post something like that but for public relations we use a lot of channels we don't just have to go through mass media we can use so many different ways of communication so to recap the scope is to find news their objective is to report it in a fair and unbiased way the audience is mass and the channel is through their news outlet for us the scope is really broad we're looking at a number of different audiences both internal and external our objectives are to be advocates to influence values opinions beliefs and behaviors build mutually beneficial relationships our audiences are very segmented we never do maths that's a sure sign that your campaigns gonna have problems and our channels are multiple does that make sense all right so one we often get equated with is advertising you'll say I'm in PR they say great I need some advertising it's not the same thing we differ in scope audience objective and channels again the scope of advertising they are looking at consumers external consumers of either product or service their audience is going to be semi mass a large group because they're trying to get it out there objective I switch to that is to help sell a product is to help sell a service they want to develop that relationship that specific relationship and their channel is whatever medium they choose to advertise in but it has to be a medium that has advertising right so typically I wouldn't walk in and start advertising but I could be a spokesperson for something so you want to understand the scope audience objective and channels compared to public relations again our scope is broad we're not only concerned with the external consumers it's also internal its community there's so many more dynamics our audiences are segmented because we don't use a mass channel to get it out our objective is advocacy not necessarily consumers and the channels are multiple guys following okay PR versus marketing the scope is that marketing again is concerned with that consumer relationship and there's a definition that you're reading provided that I'll put on the board in a minute that I think really helps highlight that because sometimes PR people almost want to say oh well all you care about is selling that's not true that's not marketing you have to really appreciate the role of marketing because it's hard work and there's a lot to do in it but it is different they are really concerned about that relationship with the people who take products or services and building that and again PR is much broader I'm okay if you don't buy our service though I would like it but I still want you to think we're a good brand the objective then is very similar both public relations and marketing wants to see the organization thrive they're approaching it from different directions because they have different purposes and functions within an organization but their objective is still to advocate for that organization the audience if you've been in any marketing classes you know marketing people segment really well there's a lot the public relations industry learns from marketing people because they know how to target amazingly well and they also use multiple channels you can tell that there's a lot of similarities here there's differences but they're nuanced and that's probably why there's such misunderstanding between something being marketing or something being public relations so let's examine that a little further because as you go into the industry you're gonna find there's a lot of crossover when I first got into the industry I was at a place that I did marketing and PR that's very common but they're different functions this is a definition you're reading talked about marketing is the management process whose goal is to attract and by customers or clients so that's what their objective is right they want to attract and satisfy customers or clients on a long-term basis it's not just that one-time exchange it's not just in response to one advertisement they're really concerned with that relationship and they want to achieve an organization's economic objectives if the organization cannot have its services or products provided it's not going to thrive that's why a marketer understands that they have to make that relationship work because it's an economic objective its fundamental responsibility is to build and maintain markets for an organization's products or services just with public relations you're also going to find a lot of different definitions for marketing this is just one that hopefully helps you kind of concepts conceptualize a bit about how we're different we're very similar we both want our organizations to succeed we both segment audiences we both use multiple channels but public relations goes beyond just customers or clients in the long-term relationship and looks at other publics including internal publics like employees and customer service make sense okay so one of the things you want to understand is how does public relations and marketing work together in what ways do they interact one of the ways is that public relations can develop new prospects for marketers when we do something with journalists and our story is picked up and run that may attract new customers that marketers would then be able to follow up with based on the public relations efforts we can also obtain third-party endorsements people who say this is a great product this is a great service that is a big part about public relations PR people care about endorsements because they're a statement about values opinions beliefs and behaviors and is from someone outside the organization that's a big deal but it's also helpful to marketers who are trying to say that they have a good product or service so we can contribute to each other through our campaigns we might generate leads ideally that would be a healthy relationship ideally you're with an organization that's so fantastic you want to generate leaves you want more people to participate in whatever service or products they have media relations we touched on but it also helps the brand and awareness and then PR people can set up the brand as an authority so for example when I am looking for a good household product if I want something that's gentle or if there's kids involved I would probably look towards Johnson & Johnson why I don't know other than the fact that they have good shampoo for babies that doesn't make them cry and surely they'd have something else that's great brand Authority right there I have no idea if they even have what I'm looking for but I would go to them first right or if I really want a good cooking product there's probably certain brands you would go to a check that's brand Authority and public relations is about building brands because when you have a question I want you to come to my brand my organization I want you to think that we're trustworthy and that we're the kind of group that would create something like that Biola University offers a variety of biblically-centered degree programs ranging from business to ministry to the Arts and Sciences visit biola.edu to find out how Biola could make a difference in your life [Music]