Chapter 9 Flashcards
PR Process (RPCE)
Research, Planning, Communication, Evaluation
PR Plan Steps (GOST)
Goals, Objectives, Strategies, Tactics
PR Actions
designed to affect org’s relationship w particular public
Tactics as Messages/Channels
generally, tactic is message with a channel –source to message to channel to receiver to feedback, surrounded by noise
Communication channels (SUC)
special events, uncontrolled media, controlled media
Special Events**:
actions instead of words,
psuedoevents (highly visible actions designed for participants and observers to attract media attention – not newsworthy but can stir up controversy and get news that way)
Controlled media
words/images, timing, frequency - PR practitioners have direct control over form/channel/timing - eg newsletters, speeches, podcasts, ads, brochures, websites, paid media
Uncontrolled media
gatekeeper regulation, 3rd party endorsements - news media, “earned” media, social media
control benefit/downside
control words and images, but issues of credibility and cost
successful tactics (ATTRACOE)
APPROVED in written plan
TIED - to org goals
TARGET - one public at a time
RESEARCH - based
ACHIEVES - values and interests
CLEAR message - target public
OBJECTIVE - specified
EVALUATED
social media (POCCC)
participation, openness, conversation, community, connectedness
SM tactics
Blogs (“web logs”) - author opinions, reader participation
Networks – link small personal websites within larger eg Facebook, LinkedIn
Content communities – seek particular input from ind or org (YouTube, Digg [seeks news and encourages feedback])
Wikis - websites, online multimedia documents, allow different ind to add content, perpetual works in progress
Podcasts (downloadable audio programs, can be video)
SM news release: little use for trad. news release – use snippets, quotes, facts, videos, links
Employee Relations Tactics (FIVE NIMBES)
Face to Face meetings
Intranets
Videos
Email
Newsletters
IM
Magazines
Bulletin boards
Events (Special)
Speeches
Media Relations Tactics
(MMNNPVA)
Media Kits (fact sheets [not story], backgrounders, photo op, etc)
Media Advisories (not story)
News releases
News conferences
pitches (letters, email, telephone)
Video news release
actualities (sound bites for radio/web)
news release (4 details)
- one page double spaced
- reverse pyramid style * most important at the top?
- add backgrounder/other info as attachments
- ALWAYS include contact info
Media Kit
provided at media conference/event
could contain: media advisory, release, backgrounder, speeches, reports, phots/maps/artist rendering
Media Advisory
awareness creation of upcoming event
Allow assignment editor to assess newsworthiness/assign reporter
announcement/event - send a few days before w minimal information
Pitch
personalized/direct invite to reporter/editor
purpose as news release
letters, email, telephone
Human-interest stories
sent to one medium at a time
Video news release
“packaged story” in broadcast format
intended for TV
60-120 seconds long
expensive
best used for feature articles
news Conference
- strategically scheduled meeting b/w org representative and media
- highly newsworthy story, when group meeting will be helpful
- invite media advisories, followup with phone call
- rehearse w tough questions
- limit to ideally one presenter
- easily accessible location
- room should accommodate electrical needs
News conference steps
prepared statement
open proceedings to questions
DO NOT: say no comment, go over an hour
DO: distribute media kits that supplement/reinforce story, keep a video/audio recording
Additional Media Relations Tactics (GLIPS)
Guest editorials/commentaries
Letters to the editor
Interviews (inc satelite media tours)
PSAs
Stories for trade/association magazines
PSAs
draw attention to event/issue
one key message
usually 15 s
Radio and TV
Guest Editorials/Commentaries
targeted to specific media outlets
related tactic; editorial board to inform of important issue/influence future editorials
Letters to Editor
response to recent story
may correct, inform, criticize
commonly used to point out inaccurate info
interviews
garner publicity via high-ranking official of org interview
in person or satellite
satellite media tour (talks w different reporters in different locations
Trade/Association Magazines
target specialized media catering to special interest
Investor Relations Tactics
(AWLNA)
Annual Meetings
web sites (webcasts)
Letters
Newsletters/magazines
Annual Reports
for important intervening publics – news releases, media advisories, teleconferences, f2f meetings
Investors
own company
comms w/ group are highly regulated
scheduled meetings w corp execs and use of news release wire services
community relations tactics
volunteering
donations/sponsorships
cause marketing
speeches
open houses/tours
f2f meetings
Gov’t relations tactics
lobbies/lobbysists (special interest groups seeking to influence government actions - closely monitored/regulated)
grassroots lobbying (citizens inside/outside org, exerting influence over gov’t actions - voters influencing elected officials)
political action committees
soft money
disclosure documents
Political action committees (PACs)
legal mechanism - allows orgs to contribute money to political candidates
Two Kinds: Separate segregated funds (sponsored by formal organizations)
Non connected committees - not sponsored by any group/org
Soft money
money donated to political parties to be spent not on individual candidate bu on non-candidate projects/issues - US congress passed legislation stopping flow of soft money to national political parties in 2002
disclosure document
info about financial health to federal government by publicly held companies
Customer Relations Tactics
product-oriented news releases/media kits
Special events
Open houses/tours
responses to customer contacts
text messaging
Constituent relations tactics
letters
newsletters
news releases/advisories
conferences
speeches
F2F meetings
interactive web sites
B2B Tactics
marketing - selling, discounts
magazines
stories in trade mags
extranets
Accomplishing Tactics
(ACDDQE)
Adherence to values
Communication - w team, clients/supervisors
Delegation
Deadlines
Quality control
Evaluation – throughout!
