Tag Archives: CIPR

R.I.P. press release?: Tips for a Winning Press Release

110214immediate296A press release is a staple of any public relations work. However, no matter how important press releases are to us an astounding number of them are never read. There are a number of reasons why this happens; a press release is unclear, journalist receive to many to read in a day, and most recently the rise of social media.

According to one PR practitioner, journalists are skeptical about PR-generated press releases because they may be bias. However, she feels it’s worth it to keep writing them as long as you have a good grasp of what is newsworthy and what isn’t coupled with knowing your target audience and journalists.

The CIPR put out a skills guide on writing a solid media story. Their clever acronym RUTH helps PR practitioners make sure that their press release gets read.

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Awareness, Accesss and Subconscious Bias: Lack of Diversity in PR

From the CIPR’s report on student perspectives of the profession, we learn that awareness of PR is very low. Only 9% of BAME students said they would consider a career in PR. Other students (37%) stated they wanted a career in an established, well-respected field such as science, medicine, banking or law. Another interesting statistic is that 80% BAME students are likely to be influenced by their family on career choices.

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Steps to Professionalisation of PR: Part II

A codes of ethics, the final and what seems to be the most important of the criteria, is the puzzle piece that would complete the picture of professionalization for the industry. L’Etang says in Public Relations; Concepts, Practice and Critique “Ethics are a part of organizational identity and of course a vital part of the organization’s reputational stance. These are usually found in the Code of Ethics or Code of Practice.” In our case, these codes are known as the codes of conduct.

In Exploring Public Relations, Ralph Tench and Liz Yeomans identify these codes as being a safeguard for professions and their values and contribute to professionalisation and enhancing the reputation of public relations. In order to demonstrate this, we will look at selections from two different codes of conduct from the Public Relations Society of America (PRSA) and the Chartered Institute of Public Relations (CIPR).

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‘Share This’: Media Monitoring and Measuring

Share_This_frontcover-e1341834417738Share This, a book about social media, created by the Chartered Institute of Public Relations, celebrates the dynamic relationships that social media outlets can facilitate. However, the CIPR also focuses on what these complex relationships mean for public relations practitioners and the rapid development of online communications.

One section of this book looks specifically at social media monitoring and measuring.

With many of today’s new practitioners growing up digitally literate, we can assume that they use, or at least are familiar with, different social media. The same can be said for the public they are trying to reach.

The chapter ‘Real-Time Public Relations’ is centred on how media monitoring has changed from a ‘slow and reflective’ process into one that is fast-paced with an over abundance of information. Media monitoring went from scanning a few new clippings to being inundated with blog posts, Tweets, Facebook shares and likes, repins on Pinterest, photo uploads to Instagram and Flikr along with traditional media.

‘Conversations play out second by second, minute by minute on Twitter, blogs, forums, Facebook, Google+, Quora, on the talk pages of Wikipedia, on comment-enabled websites run by established news media… And this has…major ramifications, meaning that monitoring alone is insufficient: Your stakeholders’ expectations of your participation in the real-time conversation may well have changed.’

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Six Seconds of Fame: Using Vine for PR

Vine has been out for about two weeks now and no doubt you’ve heard about it. (Hopefully not just for its scandalous beginnings.)

I admit I didn’t quite understand what Vine was all about until I watched their introduction video. You’re allowed six seconds of filming time and you have the power to start and stop filming by pressing a finger down on your smartphone screen.

Filming six seconds of video seemed like just a Twitter gimmick to me. However, I was surprised by the creativity that people have put in their videos, creating stop-motion adventures and scenes of childhood sweethearts.

But what does this mean for PR?

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Brett Ashley Bridges

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