Final Flashcards
3 practice types
- Agency
- Corporation
- Institutional
Agency
About the work and the money, variety of clients
Working for or with a group of PR practitioners
Corporate
Working exclusively for the organization to support its bottom line and mission
Institutional
Non profit, goal is not to make money
More invested and have emotional ties
EX: ISU
What is the number one skill in PR?
Writing
What are the top four pitches
You
Ideas
Stories and Opportunities
Programs and Campaigns
5 P’s of Pitching
Preparation Passion Persuasion Persistence Professionalism
Communication Pyramid
Evaluation Execution Tactics Strategy Objectives Goals Mission/Vision
What do you do before objectives?
EGAD and SWOT analysis
EGAD
Effects, Goals, Audience, Deadline
SWOT
Strengths, Weaknesses, Opportunities, Threats
Low Context
you look to words for meaning
ex: go clean your room. U.S. and Europe
High Context
meaning is internal to communication, not spelled out
ex: you clean your room because you want to make your parents happy. China
What are the three elements of perception?
Identity
Image
Reputation
Identity
- Branding
- Casual
- Critical
Branding
A structured presentation, “formal picture”
Casual
Normal presentation, what you wear to class
Critical
What you show during stressful times, how you respond
Image
How you are viewed at a particular point in time
Reputation
What people think when they think of you
- Economic Performance
- Social Responsiveness
- The ability to deliver valuable outcomes to stakeholders
Economic Performance
Is the organization profitable?
Social Responsiveness
Results from careful issues tracking and effective positioning
Strategies that help brands to achieve
Differentiation Relevance Coherence Loyalty Momentum
Primary factors affecting perception
Physiological
Presentational
Experiential
Situational
Only difference between a reporters story and press release
Perspective
Trust in transparency
Impact of the public support/trust
be open to everything/new ideas even if they are tough
Unleash the CEO
people trust people, not organizations
List of publics
supporters, opponents, internal, external, mass media- get the word out fast
MBO: the revolution
management by objectives
Elements of MBO
- Conceptualizing
- Monitoring
- Planning
- Organizing
- Administering
- Evaluating
Peter Drucker
Practice of management
Came up with a way to manage people
Why management by objectives?
Sharing Goals Identifying objects For managements For employees For investors
Message Formation
How messages are created
Theme, thesis, slogan
Message Framing
How messages are presented
Copy Points
Things that support the theme or slogan
Provides more detail, ideas you want people to remember if they forget
Qualitative Research
“soft data”
Quantitative Research
“hard data”
Primary Research
You go out and conduct research
Secondary Research
You use research that others have found
Internal Public
Employees that belong to the organization
External Public
Competition
Behavioral Approach
Authenticity
Elements of PR
Clients
Goals
Audience
Look in a different mirror
Use critics, customers, new hires and employees
Bring different people to the table
Aren’t going to tell you what you want to hear but what you need to know
Program
An ongoing, planned, monitored persistent effort to inform and persuade on a regular basis.
Meant to prevent problems
Usually conducted by Corporates or Institutions
Examples: Website, media relations, public affairs, community relations, recurring events/anniversaries
Campaign
Time-structured efforts supporting specific short and medium term objectives to inform and persuade targeted audiences
Meant to solve problems
Usually conducted by Agency
Examples: Electing a candidate, supporting a marketing strategy, honoring a special anniversary, introducing a product, special events, collaborative events
Hofsted Dimension
Individualistic vs Collectivist
Uncertainty Avoidance
Power Distance
Achievement vs Nurturing
Success
Simplicity Unexpectedness Concreteness Credibility Emotions Stories
Who is imaged controlled and challenged by?
Controlled by: identity and the public
Challenged by: media, competitors
Lamonica’s first law in the media
Make Money
Tactics
puts strategies into operation
how are you going to go about the message
news release
primary purpose: dissemination of information to the media
first paragraph summarizes most important part of the story
Pitching Product/ Idea (internal)
usually assigned to you by a boss
done at all levels
Pitching a new Product/Service (external)
Usually done to media outlets
Media Relations Perspectives
- Client
- Media
- PR
Client Perspective
policies and procedures free speeches, offical presentation relationship building continuing education pt barnum
Media
Availability and access
PR perspective
Client to media to client
service, prospecting, gatekeeping, monitoring
Engage in the four pillars
Social Listening
Promotion
Thought leadership
Customers support
The public in PR
a group of individuals or other organizations that are interested in your organization for any reason
publics choose who they’ll be interested in
Target marker
group of potential customers who have had a product or service specifically developed for them
target market is chosen by the brand or agency
In a large organization the most important audience is
the employee
Rebecca Haynes
Advertising
Peter Smudde
think before you speak- essential to PR
attention gaining strategies: proximity or immediacy, concreteness
Fred Cook, Golin Harris
experience is valuable
authenticity booklet
look into a different mirror
wants to work with people that do things well not right
RC Mcbride and Ryan Denham
ISU
creativity and attention to detail
don’t push
branding reggie redbird
Megan and Nicole
Caterpillar
Take risks
Don’t burn bridges
External and Internal communication
Joe Benarroch
Facebook
putting out info that the world can relate too
1/3 of the world has web access
pt barnum
media relations
circus’s
edward bernay
smoke
father of PR
st paul (apostle)
religion
christianity
look good and stand out to people
Ivy Lee
executive counseling nazi propaganda (hitler)
Pope Urban
persuaded thousands
Doris Fleishman
wife of edward
strategic planning
Eleanor Lambert
look good feel good
fashion and beauty
Al Golin
conveince and comfort
Mcdonalds
Moss Kendrix
helped advertise african americans
coke-a cola
Al Fleishman
beer
Advertising is
persuasive structured, planned non personal communication usually paid for about a specific product by identified sponsors through various media
Paige P
introduction to social media campaign strategy
what questions must you always answer first?
- what is the purpose of this communication
2. who is receiving this communication
