Week 1: Defining and Differentiating PR
PR is not about image management -- it hasn't been for quite some time. As the media landscape continuously becomes more complex and multidimensional, public relations is increasingly defined as the ability to empower organizations to talk with and listen to stakeholders in ways that they don't yet know how to do.
In 2011/12, PRSA led an international effort to modernize the definition of public relations and replace a definition adopted in 1982 by the PRSA National Assembly. Learn more here. Under the "Public Relations Defined" banner, PRSA initiated a crowdsourcing campaign and public vote that produced the following definition: "Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics."
When Ball Park in late 2012 entered the frozen-burger category via the launch of fully cooked flame broiled patties, it decided to swing for the fences, PR-wise. Ball Park, which is owned by The Hillshire Brands Co., called on its longtime PR agency MWW to create a PR campaign that would leverage the brand's equity and carve a new niche among both sports fans and food shoppers.
The campaign, titled "Burgers Across America," featured celebrity spokespeople, consumer marketing efforts and social media, along with a healthy dollop of regional pride.
Week 2: Content Creation
Understanding the need to produce weekly content rather than just a few ad campaigns a year, ‘tactical content innovation’ is becoming Adidas’ marketing super power as it moves to measure the impact of its ‘newsrooms’ around the globe.
LeBron and his business partners are building a full-fledged media company.
Red Bull is a publishing empire that also happens to sell a beverage. Lately, every conference PowerPoint on the future of advertising or PR seems to mention Red Bull as a - if not the - shining example of a brand-turned-publisher, what every future-leaning agency encourages its clients to emulate.
Week 3: Reputation Management and Crisis Communications
USA Gymnastics' mishandling of the Larry Nassar scandal is a primer for communicators about what not to do during a crisis.
A sigh of relief emanated from College Park, Maryland, when University of Maryland (UMD) president Wallace Loh announced his firing of head football coach DJ Durkin. It was one of the few correct notes sounded during a crisis that centered on the death of student and athlete Jordan McNair.
Too many people don't give internal comms teams the credit they deserve, as it's much more than just putting out a newsletter, explains Elaine Ng, head of communications at Philips ASEAN Pacific.
Week 4: Strategic Communications
Scott Higley currently serves as the senior vice president of marketing and communications for the Metro Atlanta Chamber. He talks about how he got his start in public relations, important lessons he's learned during his 20-year communications career, strategic storytelling tips and the evolution of the PR profession.