I supply the Listerine to the commercial dandruff on the shoulders of corporations.

Benjamin Sonnenberg Public Relations Pioneer The rarest of all things in American life is charm. We spend billions every year manufacturing fake charm that goes under the heading of public relations. Without it, America would be grim indeed. Anita Loos (1888-1981)
Screenwriter and humorist

Public Relations TODAY:

Brand/Reputation Management

Its story telling, you know. Thats what journalism is all about. Tom Brokaw
A journalist is basically a chronicler, not an interpreter of events. Where else in society do you have the license to eavesdrop on so many different conversations as you have in journalism? Where else can you delve into the life of our times? Bill Moyers

Journalism TODAY:
o A time of transition o Digital revolution (decline of print) o Internet/Social Media o Blurred lines of legitimacy (u choose the news) o What is news? Is it all about clicks? o Everyones a journalist!

SIMILARITIES
Public Relations/News (Done Well!)

oHonesty oAccuracy oGood Writing oCreative/Compelling

SIMILARITIES
Public Relations/News (Done Well!)

oAuthoritative oValuable/Useful/Informative oCompassionate/sensitive oTelling a story

Distinctions
Public Relations
Represents special interest All the time in the world Wants to explain Sells sizzle Spreads good news

News
Hates special interests Out of time Wants a sound bite Craves steak Spreads bad news

Distinctions
Answers questions Seeks to influence Subjective Specialists Asks questions Resists influence

Objective
Generalists

Distinctions
Represents 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

Distinctions
Will spin Should be consistent Shouldnt speculate Shouldnt get emotional Hates/loves spin Searches for contradiction Wants you to speculate Loves emotion

Telling YOUR story

o o o o o o o o o Know your audience Know your stuff Be friendly Be empathetic Be consistent Dont speculate Build and maintain relationships Admit mistakes and make it right Be PASSIONATE!

Telling YOUR Story

Questions?