We make

it happen

Introduction to
Public Relations
Digital Marketing Degree

Prof. Dr. Evandro Oliveira

23 February 2022

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 Introduction to Public Relations

1.3 What are Public Relations?

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 Introduction to Public Relations

1.3 What are PR?

Históry: Anti slavery International

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 Introduction to Public Relations

1.3 What are PR?

Beginning of the 19th century in

Germany

In 1815, Karl August Varnhagen von

Ense was already head of the "literary
staff", the "press chief" of the Prussian
Chancellor von Hardenberg.

https://www.britannica.com/event/Congress-of-Vienna
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 Introduction to Public Relations

1.3 The first Press Release

On 28th October 1906

a train of the Pennsylvania Railroad suffered a tragic accident

that resulted in the death of more than 50 passengers.

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 Introduction to Public Relations

1.3 The first Press Release

“In brief, our plan is, frankly and

openly, on behalf of business
concerns and public institutions, to
supply to the press and public of the
United States prompt and accurate
information concerning subjects
which it is of value and interest to
the publicto know about”.
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 Introduction to Public Relations

1.3 What are PR?

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 Introduction to Public Relations

1.3 What are PR?

Torches of Freedom

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 Introduction to Public Relations

1.3 The three aspects of PR

Public communication:
Communicative and informative process in the public sphere. Information with obligation
towards society.

Communication management:
Managing relationships between an organization and its publics.

Marketing tool:
For press relations, stakeholders engagement
and communication or product PR.

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 Introduction to Public Relations 109

1.1 What are Public Relations (Corporate Communication)?

(Cornellisen, 2011, p. 4)
 Introduction to Public Relations

Task 1

ü What does the company or organization do (brief description, number of employees,

countries)?
ü Mission, Vision and Values
ü What messages are most frequently present in their online/offline communication?
ü What are the company’s more evident publics/stakeholders and why?
ü What communication channels does it use and why?
ü Have they had any crisis? Which one? How they react?
ü SWOT of the organization’s communication

Prof. Dr. Evandro Oliveira 110

 Introduction to Public Relations

About this Unit. Calendar

Presentation and Execution

Task 1 March 15st & 16st
Task 2 Mai 24st & 25st
Intermediar Friday 1 April 1st
y test
Final Exam To be defined

Prof. Dr. Evandro Oliveira 111

 We make
it happen

Thank you!
Questions?
oliveira.Evandro@gmail.com

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