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I supply the Listerine to the commercial dandruff onthe shoulders of corporations.
Benjamin SonnenbergPublic Relations Pioneer
The rarest of all things in Americanlife is charm. We spend billions everyyear manufacturing fake charm thatgoes under the heading of
publicrelations.
Without it, America wouldbe grim indeed.
Anita Loos (1888-1981)Screenwriter and humorist
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Public Relations TODAY:
Brand/ReputationManagement
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It
s story telling, you know. That
s what journalism is all about.
Tom Brokaw
A journalist is basically achronicler, not an interpreter
of events. Where else insociety do you have thelicense to eavesdrop on somany different conversationsas you have in journalism?Where else can you delveinto the life of our times?
Bill Moyers
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Journalism TODAY:o A time of transitiono Digital revolution (decline of print)o Internet/Social Mediao Blurred lines of legitimacy
(u choose the news)o What is news? Is it all about clicks?o Everyone s a journalist!
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SIMILARITIES Public Relations/News (Done Well!)o Honestyo Accuracyo
Good Writingo Creative/Compelling
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SIMILARITIES
o Authoritativeo Valuable/Useful/Informativeo Compassionate/sensitiveo Telling a story
Public Relations/News (Done Well!)
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DistinctionsRepresents special interest
All the time in the world
Wants to explain
Sells sizzle
Spreads good news
Hates special interests
Out of time
Wants a sound bite
Craves steak
Spreads bad news
Public Relations News
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DistinctionsAsks questions
Resists influence
Objective
Generalists
Answers questions
Seeks to influence
Subjective
Specialists
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DistinctionsRepresents power
Has a story idea
Has a message
Has a specific audience
Challenges power
Has a different story
Has a different message
Seeks a broad audience
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DistinctionsWill
spin
Should be consistent
Shouldn
t speculate
Shouldn
t get emotional
Hates/loves
spin
Searches for contradiction
Wants you to speculate
Loves emotion
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Telling YOUR story o Know your audienceo Know your stuff o Be friendlyo Be empathetico Be consistent o Don
t speculateo Build and maintain
relationshipso Admit mistakes and
make it right o Be PASSIONATE!
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Telling YOUR Story
Questions?
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