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Modern Public Relations

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The practice of public relations is generally applied once a product, service or individuals public perception is determined by market research. Once the challenges have been adequately identified, a campaign is developed to meet the desired goals. A wide variety of different ‘tools’ are employed to carry out planned PR strategies including press (news) releases and press kits; product launches; press conferences; speech writing; media seminars and sometimes lobbying. And now that the Internet has become a valuable media asset, Internet placement has become important as well.


A decade ago, the Internet was generally considered a strange new world by many public relations practitioners. Today, now that it is better understood, the Internet has become a valuable additional medium for public relations messages to reach and influence prospects and customers worldwide. As such, both public relations agencies and corporate PR departments have successfully embraced the myriad of new techniques that are required for successful Internet promotions of corporate capabilities, products and services. (Wikipedia, 2007).


It has often been said within the marketing community that while “advertising sells, public relations seduces” and this snapshot seems equally as applicable to Internet promotions as it does to more traditional techniques.


Public relations and publicity are not synonymous


While often misunderstood outside of the industry, publicity is but one tool of public relations among many. It is a technique for disseminating information about products, services, people, corporate achievements, political candidates and anything else aimed at increasing public awareness, brand or name recognition. Publicity is admittedly an important tool, since it delivers the desired information to places where awareness can best be obtained. Traditionally, those places were primarily news services, magazines, newspapers and a variety of other print and broadcast media. Adding the Internet to this ‘target media mix’ dramatically expands the overall ‘reach’ of publicity on a global scale.


In the pre-Internet days of public relations, publicity pickups were enhanced by mailing press releases to a wide list, personal contacts between PR people and editors; distribution of Press Kits at important industry shows; press tours and other person-to-person contacts. While these activities are still used, techniques to distribute PR messages using the Internet take up an increasing percentage of a PR person’s time. In addition, there are a wide variety of different techniques required to successfully promote products and services online via search engines such as Google, Yahoo and others that are totally different from the editorial thrusts of earlier years. (Best Practices in Public Relations, 2007).


Public relations messages are now ‘optimized’ for the Internet


The Internet has given rise to a new type of press release called an optimized press release or OPR. Earlier, traditional releases were prepared primarily for an editor’s attention while the new OPR is designed expressly to be posted on an online portal. This requires that the writer of the material select certain ‘keywords’ or ‘key phrases’ that are directly related to the content in the hope that the release will earn a high rank from Internet search engines. Instead of being directed solely to editors, these OPRs reach readers who are the end-users. Thus, OPRs circumvent the mainstream media that was formerly the primary public relations target.




Wikipedia: the free encyclopedia (2007) ‘Public Relations’

Available from:

Accessed: 10/16/07


Benchmarking, a service of Best Practices, LLC (2007) ‘Best Practices in Public Relations’.

Available from: bestp/domrep.nsf/Content/A9B7E6

Accessed: 10/16/07

C/M/499. Case Study Solution: Public Relations at Sandia National Laboratories

C/M/481. Emerging Public Relations Technologies

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S/M/214. Public Relations: Reputation Audit for Cadbury

S/M/293. Dissertation. Sponsorship of Sporting Events

C/M/432. Public Relations: Channel 4

C/M/420. A Critical Review of the Article: "The Rise of the PR Industry in Britain, 1979-98".

C/M/416. Evaluate and discuss the relationship between the marketing concept and public relations in relation to communication, the public and promotion as well as certain elements of the marketing mix.

C/M/370. Managing adverse publicity and non compliance of product quality

P/M/717. Nestle Milkpak's image: problems and recommendations

P/B/596. Corporate social responsibility and public relations: review of approaches and comparative analysis

C/M/276. Public Relations: Evaluation of the Usefulness of the PR Effectiveness Yardstick Model

P/M/432. Plan for Cancer Research UK: stakeholder relations

C/M/206. Public Relations of McDonalds

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P/M/371. Dissertation. Sponsorship Management

P/M/310. Dissertation. Integration of Marketing and PR: Theory Vs Practice

C/M/144. PR plan for an online DATING service

P/M/219. What are the costs and benefits of sponsorship from an individual sports person's point of view and from the sponsoring companies view?

C/M/89. Naomi Campbell

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P/M/20. Public Relations (PR)

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