Author Archives: Jonathan

The PESO model – understanding media for public relations

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AS we progress through the PR Theory module in semester 1, terms such as the Excellence model, Jefkins’ transfer process and Moloney’s reputation bank will become familiar themes.

But arguably it is the PESO model which has had the biggest impact on PR since digital media fragmented traditional media’s stranglehold on communications and reputation management. The model – widely credited to Gini Dietrich’s Spin Sucks book from 2014 – had actually been developed several years earlier to assist with the measurement and evaluation of communications activity in an increasingly digital world.

The PESO model is an essential tool for practitioners but it is of equal value to PR scholars, particularly when building an understanding of how media planning and strategy contributes to protecting and promoting reputations.

That’s why Richard Bailey’s excellent insight into PESO on the PR Academy blog came as such a timely reminder of the variety and value of media channels to communicate and persuade.

Here is Richard’s PESO insight in full. Please read and return to this throughout the year – it will prove invaluable to making the most of your understanding of PR themes and concepts.

Politics’ reputation is in tatters. What does that mean for PR?

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IF you have just arrived in the UK, it can’t have escaped you that the country is in a state of political turmoil. To put things mildly!

Brexit has dominated the agenda for years and now goes way beyond politics, to dominate almost every aspect of British life and culture.

But what does this mean from a PR perspective? How does the questionable performance of our leaders and lawmakers impact on the reputation of themselves, the UK and ultimately, the reputation of democratic processes.

This is a topic that has been analysed, dissected and poured over by all kinds of commentators and communicators. Just take a brief glance at Twitter to see how #brexit dominates online discourse.

Here’s a selection of some of the excellent perspectives on Brexit and pol comms that have caught my eye this summer. The first, from Stephen Waddington, offers an insightful profile of PM Boris Johnson’s chief strategist and comms director Dominic Cummings, a divisive figure who for many is seen as the power behind the PM.

They say a week is a long time in politics and as I write this, it strikes me that Boris may no longer be PM by the time I click publish post. Just this week, he failed to turn up at a press conference with the Luxembourg premiere for fear of the flak from a baying crowd. Nevertheless, PR Moment’s insight into how Mr Johnson might change PR is fascinating and scary all at the same time.

It seems an age ago now, but former PR Theresa May had a fair share of PR gaffes. Here, PR Week rounds up some of the best and worst from Theresa’s tenure.

 

Top 5 PR crises of 2019 (so far!)

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This is an interesting post from US PR agency Solomon McCown.

From celebrity to corporate, political to pharmaceutical, these are some of the most damaging reputational crises of 2019. Be aware these are from a US-perspective, but the short clip does illustrate what happens when things go wrong and how they have been managed – to some extent.

Let’s see what the remainder of the year holds for us!

Welcome to PR@Newcastle

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PR@Newcastle is a blog to discuss and support PR teaching, research and practice within the School of Arts and Cultures at Newcastle University.

The blog engages students past and present, prospective students, staff, academics and PR practitioners to promote developments and issues within the PR industry. It also posts about events and opportunities of interest to students on PR programmes and modules at Newcastle University.

Here’s how to get the most from the links:

Home Page – this is where we will post interesting news, views, opinions from the world of media, PR and communications. Whether it’s a link to a recent CIPR guide or an opportunity we want to share, this is where you will find the most recent news and posts.

MA in Media and Public Relations – is for information about the PR programme and teaching. It’s really just a reference link so you can quickly navigate to useful information and supports the programme community page on Blackboard.

Podcasts – exciting! We are preparing a series of podcasts from the PR community, which you can listen to in your own time. Watch out for updates here, because we have some big names from the world of PR lined up!

Meet the bloggers – who are the bloggers and what’s their interest? Find out more about our regular posters here – whether that’s staff, student or guest blogger.

Please get involved, share the link to the blog, comment where you can and PLEASE get in touch if you would like to provide some content.