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Website invoice sample for Public Relations

Welcome to the introduction to Digital Public Relations. My name is Kelsey Stuart and this is the Moorpark College Digital Journalism and Public Relations Program. What is public relations? ing to the Public Relations Society of America, public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. Public relations is the power of persuasion. A good PR practitioner will analyze the organization, find the positive messages and translate those messages into positive stories. You must convince an audience, promote your idea, purchase your product and support your position. ing to Forbes, PR people are storytellers. They create narratives to advance their agenda. PR can be used to protect, enhance or build reputations through media, social media or self produced communications. The Princeton Review notes that a public relations specialist is an image shaper. Their job is to generate positive publicity for their client and enhance their reputation. They keep the public informed about the activity of government agencies, explain policy and manage political campaigns. Public relations people working for a company may handle consumer relations or the relationship between parts of the company, such as managers and employers or different branch offices. How is public relations different from advertising? Well, an advertising. You have paid you have paid to put your ad out, whereas public relations, you've earned it, advertising Bill's exposure, public relations builds trust. The audience might be skeptical about an ad, but as media gives third party validation, public relations again builds trust. There is guaranteed placement with ads because it has been purchased where there is no guarantee for public relations campaigns. They must be persuaded. They must persuade the media. There is advertising in advertising. There is complete creative control as the ad has been bought for and paid for, whereas public relations, the media controls the final version. Ads are definitely mostly visual, where PR uses language to describe and promote. Ads are more expensive and less expensive because the media is fronting the bill as far as exposing the ad's main focus is to buy this product, whereas PR is a notifying the public that this is important. It's paid versus unpaid, earned versus purchase, credible versus skeptical public relations taste great advertising is less filling. There's an old saying advertising is what you pay for publication. Pub for publicity is what you pray for. Advertising is paid media. Public relations is earned media. This means you can convince reporters or editors to write a positive story about you or your client, your candidate, brand or issue. It appears in the editorial section of the magazine, newspaper, TV station or website, rather than the paid media section where advertising messages appear. So your story has more credibility because it was independently verified by a trusted third party rather than purchased. This chart in A.D. that. There are two main focuses of public relation firms and specialists. One, they either create a story or two, they follow a story. The idea is traffic audience and breadth of coverage. When you create a story. The most common form of public relations, you are, in a sense, storytelling, PR firms want to make the news. They want to promote and proclaim what they have going on, whether an event or a product. Launch methods are bylined, articles, opinion editorials, social media, content marketing and much more. When you follow a story, you have to use breaking news in a breaking news story going on currently highlight your business or product PR firms are avid news watchers looking for anything that can help to boost their need. Here's an article in people of a company in Etsy that has over one hundred and fifty thousand different types of reusable cloth masks. Obviously, that is a product that is in high demand right now. And so it was a news worthy coverage and a news worthy shout out of this company. There are two types of public relations. We have the traditional public relations versus the digital public relations, digital PR is a strategy used to increase brand awareness using online methods, whereas traditional PR was prior to online. Think of the windshield wipers of flyers that you would see on your cars or door to door ads or mail ads. Traditional PR dealt mainly with paper and print word digital deals with online. The difference is the broad range of audience that digital PR can reach to make the most impact. Digital PR relies on Internet based strategies such as search engine optimization, content marketing, influencer outreach and social media. With digital PR, there's constant communication with companies and their audiences. Twitter is a great example of this. By connecting and sharing with the target audience, it's possible to start a dialogue that clarifies your focus and to spread news and information much more quickly than ever before. Look at Trump's PR team. Think how much work they have to do. Their job is to create a certain image, a certain brand, and to back that up and protect it. Digital PR specialists use a wide variety of tactics to improve a client's web presence. They prepare online press release. They build relationships with online journalists and bloggers to generate online press conferences. They arrange businesses profiling, organize online reviews and interviews, and they ensure press release are optimized with relevant links to back up the website, product or campaign launch. Think of all of the Democratic and the candidates for the presidential election, as well as President Trump going back into the election process and how much PR is needed. There are continued trends for digital PR. There, influencer marketing and blogger outreach to attain mention on influential social media accounts and blogs. There's also publishing online content to gain a wider reputation and high quality. The goal for digital marketing is to boost website traffic, improve search engine optimization, establish you or your product or your company as an authority in your niche and generate leads and sales. Lastly, they want to improve your brand image and increase trust. If we are speaking on a campaign trail and we have a PR team backing up Biden or Trump, then the idea is to improve an image, a branding image of their campaign. So. The America first rallies Biden's approach, Biden's platform, who he's catering to, his demographic. All of this will lead to him or President Trump becoming an authority in their niche in their Republican Party or their Democratic Party or whatever type of ethnicity or demographic they're trying to reach with their message. They establish themselves as an authority. They then improve their search engine optimization, which their PR teams will work heartily at in regards to keyword research and launching campaigns that draw in traffic to their actual website, to their campaigns, to news articles about them. They want to generate nothing, not necessarily sales, but campaign support. So what do you think of content marketing? You think of pushing for a message, a theme, a product, something that you are trying to get out there. Marketing is in regards to content means that you are writing something that's going to be pulled up on different search queries for SEO optimization. So content you have already written can be transformed into a different form of content and shared or published on a different platform. By repurposing, for example, a single blog post can be expanded with new information and added and repurposed into several other types of content. An example would be an info graphic, a guest blog post, an article in the local newspaper, an article in a trade publication, a link to news update or a short video. These seven, these six or seven examples of different digital media platforms where you're repurposing the same message is giving a full fledged attack, so to say, on getting your message, your product, your campaign out there on all different platforms. So you're reaching a broader audience. You're also overwhelming the Web from different perspectives, in a sense, to just get the word out to as many people as you can. One of the surest ways to get your material out to launch your product or your campaign or your event is to create a press release. An effective press release helps you to boost your brand image and shape public perception through an informative official statement with facts to counter any negative publicity publicity. Do you need a press release when you have newsworthy content? Let's do a quick check with newsworthy content. Ask yourself, is somebody going to be affected by this information? Is this urgent news? Is this about something well known? I think of is it timely, unique? Does it offer a bizarre factor, does it offer a breaking news aspect, think of things that make the news. Does your press release and the information on it qualify? Here's press release format for a traditional press release, we have the headline, a title that clearly explains what the release is about. Is it a product launch, a new development, a corporate restructuring, the location where you are and where the news is taking place, the lead traditional AP style lead where you are and where the new where the news is taking place is another start to your press release. You have the body which offers detailed information provided in decreasing levels of importance. Think of the inverted pyramid again, the lead body and sometimes the boiler boilerplate will also be traditional news story format for journalists. So the boilerplate is the very end and it gives a few words describing the company to the audience. So if we were writing in advance, it could be for more information, reach out to this company, this website, this our phone number. But the boilerplate in regards to press release format will give a little bit more about the history of the company, a little bit more of where they, you know, how long they've been around their demographic that they reach, what their goals are. Just a really quick, quick stamp of kind of who the company is that's promoting this press release. At the very end, you'll give the press content contact. That is always the public relations manager, specialist, whoever isn't in direct content, whoever created the press release, whoever got the quotes that are will be in the body paragraph. That's your media coordinator, communications executive. It just depends on the company writing the press release example of a traditional press release. We have the company up here that announces the release of, in this case, a product you will have stamped right here for immediate release in all caps with a within the center, you have the city and state. The company and corporation is proud to announce the launch of blank product or the releasing of this video movie or the upcoming event, a brief description of the product launch campaign that will and the aim of it. Then you're going to say the product will more details about it. Quote from someone high ranking involved with the product. Again, this is very similar to an advance highlighting the impact it will have and why they made it the product. Then you give additional technical information and details regarding regarding the product's features. Why is this different from earlier versions? What was the draw on to creating this product? What was its goal? What's its main feature? Stuff like that? You're going to give pricing, availability, information. If it was an event here, you would give ticket sales and when and where to purchase them and so forth. Then the boilerplate will be, again, a reiteration of the company or corporation that's launching this event or product or campaign. And at the very end, you will put for the press contact information. So if you write right in the press release, obviously you would put your information and your title would look something like public relations specialists or media course.