Chapter 12, Advocacy and Opinion Flashcards
Are advocacy and opinion always inapropriate?
Previous chapters have presented writing formats in which blatant advocacy and opinion is inappropriate.
Sometimes they are just what the writer needs to do.
Promotion that is both open and evident is the pillar of several forms of public relations writing
Issues management
Part of the PR research process is the monitoring of the environment in which the organization operates.
The continual attention to how the organization is affected by social, legal, professional and economic trends is known as issues management.
PR practitioners should identify issues that may affect the organization and suggest ways to address the issues.
Some issues emerge slowly and some burst on the scene.
Foresight is key
Issues:
PR practitioner plays two roles in the early stages of managing issues: (Both are based on continual research)
Identifying pending issues that could potentially affect organization
Anticipating the likely and emergence of issues
This system of continual analysis of an organization’s communication practices and its relationship with its publics is called a public relations audit.
PR Audit
Environmental Audits: Provide early warning system for issues that might affect the organization. Checking with your publics (consumers, producers, enablers and limiters)
Performance/Perception Audits: Focus on organization itself – the quality of its performance in providing products and services, it’s visibility and reputation. (Perception is reality.
Public Relations Audit: May included several forms of gathering information…
Literature Reviews: Cite references to an issue from industry-based literature. This helps to identify trends and emerging issues that you might not see yourself.
Interviews: (official or unofficial) Should be done with top managers, community leaders, media leaders, Gov. officials and significant consumers. Looking for constructive criticism.
Public Relations Audit: May included several forms of gathering information…
Focus Groups: Gather a small group that is representative of your publics. They are more representative of society than general interviews.
Surveys: Great for gathering information from large groups of people, or specific groups of people.
Content Analysis: This research type procedure helps to identify changing trends in the levels of visibility, criticism and support.
Analyzing issues
From the Organization’s perspective…
What are the causes? What is the likely impact? What are the options?
From the publics perspective…
Is this an issue of interest to people outside of the organization? What is the impact on them? How does the organization seem to be involved with the issue?
Connunictaing the position
Define various levels of publics
Stockholders, employees, media, etc.
Create carefully planned timetable
Some publics should be notified before others
Once position statement is announced, they should be posted prominently on the organization’s website, corporate blog or social media sites.
Position statement
When an organization wants to give their opinion on matters of public or organizational interest
This is a presentation of the considered and official position of the organization.
Does a position statement differs from a backgrounder?
Backgrounders present facts and explain an issue (Green papers).
Position statements present facts, explain an issue and reaches a conclusion as to what should be done (White papers).
Regardless of the depth, position statements generally follow a similar pattern:
Background of the issue
Justification for position
Conclusion
Position paper
Position papers are often lengthy and detailed presentations, expressing the opinion of the organization’s executives on a major issue of long-term significance.
Position paragraphs are brief statements addressing a transitory or less complex issue.
Flawed position papers and paragraphs:
Leave the reader with more questions than answers
Oversimplify complex issues
Present opinions weakly and facts without drawing logical conclusions
Attack opponents unfairly
Position statement layout
Part 1: Issue Background
Issue Topic: Clearly identify the issue being addressed
Do not side-step controversy or embarrassment – just deal with it head on!
Generally the topic has more than one side – giving it the potential to be controversial.
Significance: Why is it important to both your organization AND the public. What are the consequences?
Part 1: Issue Background
History: Present background info on the issue being addressed.
Current Status: Note the current situation and bring the background up to date – Make sure this is free of bias
Projection: It may be appropriate to note how the issue if developing
Part 2: Position
Opinion: This is the heart of the statement. Clearly and explicitly state the point of view. Keep the focus on what the organization feels and why.
Supporting Argument: Report facts that bolster your arguments and try not to get bogged down in mass details that cause your audience to lose interest.
Opposing Arguments: Every issue has two sides, and it’s important for the writer to anticipate opposing viewpoints and alternate solutions. BE HONEST ABOUT THIS!!!
Part 3: Conclusion
Recommendations: If an organization is going to take a public position on a matter, it owes its publics some reasonable suggestion.
Citations: Some position statements, especially those in a technical or academic area may end with a list of formal citations.
Other types of writing related to position statements
Two other types of writing related to position statements:
Official statements
Contingency statements.
Official statements
Brief proclamations by an organizations leadership about timely issues involving the organization.
Much simpler than a formal position statement
Serves as the opportunity for the organization to speak with one voice.
Contingency statements.
Often written to prepare the organization for various potential situations.
Brief position statement written in advance of a situation.
talk paper
Similar to position papers, though generally less interested in providing balanced background on an issue.
Often written with the purpose of persuasion and advocacy
letter to the editor
Many publications – newspapers, magazines, journals, newsletters, etc. take seriously their responsibility to provide a forum for their readers.
One Present great opportunity for organization to gain publicity and to present story in their own words.
200 words or fewer - tight writing – address only one issue.
For ethical considerations, the PR practitioner should identify their relationship to the organization.
Don’t overuse this avenue!
Writing to gain publicity:
Be sure there is a positive tone
Congratulations on accomplishment
State information without mentioning that it was declined originally
Letters can be written to include info that was left out originally
Writing to correct errors:
Reporters are human – they (and you) can make mistakes.
If reporting error is minor, it may be best to overlook it.
Correction columns are available, but don’t give much room for contexts.
Writing to advocate a cause:
Often this section is used to present an opinion on matters of importance to a publication’s readers.
issue advisory
Opinion piece that often emerges in crisis situation
Similar to position statement, BUT the issue advisory deals with immediate issues that emerge over the course of a crisis.
Is written using the one-voice principle
Designate one organizational representative.
environmental audit
Provide early warning system for issues that might affect the organization. Checking with your publics (consumers, producers, enablers and limiters)
performance/perception audit
Focus on organization itself – the quality of its performance in providing products and services, it’s visibility and reputation. (Perception is reality.
Public Relations Audit: May included several forms of gathering information…
liturature reviews
Cite references to an issue from industry-based literature. This helps to identify trends and emerging issues that you might not see yourself.
interviews audit
(official or unofficial) Should be done with top managers, community leaders, media leaders, Gov. officials and significant consumers. Looking for constructive criticism.
focus group
Gather a small group that is representative of your publics. They are more representative of society than general interviews.
surveys
Great for gathering information from large groups of people, or specific groups of people.
content analysis
This research type procedure helps to identify changing trends in the levels of visibility, criticism and support.
