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Session1: Introduction & Course Overview

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Nena Brodjonegoro

This document outlines the topics that will be covered in an introductory course on public relations (PR) media production. It discusses what PR professionals do, including program planning, writing, media relations, corporate identity, speaking, production, special events, and research. It also lists the essential skills needed for a PR career, such as analyzing needs, counseling, researching, planning, writing, and working with stakeholders. Finally, it sets expectations for the course, which will involve active participation, using social media and writing, as well as a class blog where students will publish and comment on articles.

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PR Media Production Session 1: Introduction & Course Overview
Press release exercise
What the heck does PR do?? • The post it exercise
Why do you want to study PR?
Why do you want to become a PR person?
What PR really does… Chartered Institute of PR (UK) • Program planning – analyzing problems and opportunities, defining goals, recommending and planning activities and measuring results. Liaising with management and clients throughout. • Writing & editing – shareholder reports, annual reports, press releases, film scripts, articles and features, speeches, booklets, newsletters.
What PR really does • Media relations – developing & maintaining good working contact with the media. This involves applying knowledge of how local and national papers, magazines, radio & TV work as well as the special interests of journalists. • Corporate identity – developing and maintaining an organization’s identity via corporate advertising, presenting the company’s name and reputation rather than its products • Speaking – communicating effectively with individuals and groups including meetings, presentations and platform participation.
What PR really does • Production – brochures, reports, film and multi-media programs are important means of communication. Coordination of studio or location photography. Sound knowledge of techniques for supervision is necessary. • Special events – news conferences, exhibitions, facility celebrations, open days, competitions and award programs are all used to gain the attention of specific groups. • Research and evaluation – The first activity undertaken by a PR practitioner is usually analysis and fact gathering. A PR program should be evaluated as a continuing process and measurement is used to decide future strategy.
Essential skills for pr person ABILITY TO: • Analyze management needs • Counsel management • Identify causes of problems, analyze future trends and predict their consequences • Research into public opinion, attitudes and expectations and advise on necessary action • Plan, organize and coordinate tasks • Monitor and follow up • Set goals and objectives • Motivate & influence others • Write & edit press releases and reports • Work effectively with journalists • Identify major social issues affecting organizations & to resolve conflict
In PR, there are...… stakeholders media platform channel And each with their own nature, dynamics, feel and “rules” Differe nt
We’ll dive in to... • The Old vs. The New Rules of PR • What is story telling & why is it important • Why good content matters • Understanding your ‘buyers’ • How to build awareness internally & externally • Grasping social media • Why blogging
and also in to... • Website concepting • News release & New media room • Creating video & audio content • Developing & managing PR strategy • Industry’s best practices • Managing overall PR campaign from a PR professional
Let’s set our expectations straight! Participate actively: discuss, share opinion, asked questions, argue, agree
Let’s set our expectations straight! Be updated with current news & events • Start using social media actively • Start writing
Class blog • Each week, 3-4 people will write one short article (300 words max) and publish it on the class blog • Others are obliged to comment – constructive feedback, please. • Topic will be discussed & decided together. • Besides weekly writing, the class blog will be used as a platform to share weekly materials, case studies, etc.
Let’s do it together!

More Related Content

Session1: Introduction & Course Overview

  • 1. PR Media Production Session 1: Introduction & Course Overview
  • 3. What the heck does PR do?? • The post it exercise
  • 4. Why do you want to study PR?
  • 5. Why do you want to become a PR person?
  • 6. What PR really does… Chartered Institute of PR (UK) • Program planning – analyzing problems and opportunities, defining goals, recommending and planning activities and measuring results. Liaising with management and clients throughout. • Writing & editing – shareholder reports, annual reports, press releases, film scripts, articles and features, speeches, booklets, newsletters.
  • 7. What PR really does • Media relations – developing & maintaining good working contact with the media. This involves applying knowledge of how local and national papers, magazines, radio & TV work as well as the special interests of journalists. • Corporate identity – developing and maintaining an organization’s identity via corporate advertising, presenting the company’s name and reputation rather than its products • Speaking – communicating effectively with individuals and groups including meetings, presentations and platform participation.
  • 8. What PR really does • Production – brochures, reports, film and multi-media programs are important means of communication. Coordination of studio or location photography. Sound knowledge of techniques for supervision is necessary. • Special events – news conferences, exhibitions, facility celebrations, open days, competitions and award programs are all used to gain the attention of specific groups. • Research and evaluation – The first activity undertaken by a PR practitioner is usually analysis and fact gathering. A PR program should be evaluated as a continuing process and measurement is used to decide future strategy.
  • 9. Essential skills for pr person ABILITY TO: • Analyze management needs • Counsel management • Identify causes of problems, analyze future trends and predict their consequences • Research into public opinion, attitudes and expectations and advise on necessary action • Plan, organize and coordinate tasks • Monitor and follow up • Set goals and objectives • Motivate & influence others • Write & edit press releases and reports • Work effectively with journalists • Identify major social issues affecting organizations & to resolve conflict
  • 10. In PR, there are...… stakeholders media platform channel And each with their own nature, dynamics, feel and “rules” Differe nt
  • 11. We’ll dive in to... • The Old vs. The New Rules of PR • What is story telling & why is it important • Why good content matters • Understanding your ‘buyers’ • How to build awareness internally & externally • Grasping social media • Why blogging
  • 12. and also in to... • Website concepting • News release & New media room • Creating video & audio content • Developing & managing PR strategy • Industry’s best practices • Managing overall PR campaign from a PR professional
  • 13. Let’s set our expectations straight! Participate actively: discuss, share opinion, asked questions, argue, agree
  • 14. Let’s set our expectations straight! Be updated with current news & events • Start using social media actively • Start writing
  • 15. Class blog • Each week, 3-4 people will write one short article (300 words max) and publish it on the class blog • Others are obliged to comment – constructive feedback, please. • Topic will be discussed & decided together. • Besides weekly writing, the class blog will be used as a platform to share weekly materials, case studies, etc.
  • 16. Let’s do it together!

Editor's Notes

  1. Before we talk about the course itself, let’s go back a little bit to the bigger question. What is PR?
  2. So with those things that a PR professional does… what skills do you think we need to have?
  3. Source: CIPR
  4. So, with those