Pr Flashcards
Learn the basics
PR Strategy
Articulate the objective
Collect knowledge (research) work against you? help you? advantages? threats?
Analyze research
Evaluate Results
Analysis Phase – deciding what to do when planning
Be strategic in costly manner
Never make guarantees of success
Strategic Approach
Developed to achieve specific objective – based on research and analysis – proactive and reactive communications – tailored to target publics – taking advantage of strengths and mitigating weaknesses – measures impact
Identification Principle
What in it for me
pain point
a problem that annoys your public that you are trying to help with.
informational habits
find our where your publics get their information. social media > social media influencer
help choose media, influencers, timing
Management by Objectives (MBO)
approach to communication planning based on identifying what we want to achieve and the best way ti achieve it and measure success.
–identification principle
–planning effective messaging
1 rule for event planning
promotion –what does it take to get people out of their homes? –offer value –easy to do –sharable
RACE FORMULA
Research: stakeholders and their environments that motivate them
Analysis: Research findings and plot communication approach that help stakeholders meet their objectives
Communications: execute plan
Evaluation: Measure to determine how successful it was on all fronts
(RACE formula based on MBO)
Mission Statements
–drive decisions of employees
–dictate values and objectives
– promise of quality
–internal communications
one paragraph, free of jargon
3 components of mission statements
- Purpose
- Business
- Values
Situation Analysis
examines environment in which planned communication is to take place
SWOT
SWOT (S)
strengths (internal)
–take advantage
–appeal to client
–characteristics of product or service
SWOT (W)
Weaknesses (internal)
–compensate for or avoid drawing attention to
–midget weakness
–open and honest when decreasing negative impact
SWOT (O)
Opportunities (external)
– positive external factors
–take advantage
–not tactics
SWOT (T)
Threats – obstacles – mitigate negative impact – competition – whats special of product
Target audiences – Primary
– need to know what they want. (identification principle)
– perspectives
– target specific people
Target audience – Secondary
–second most likely to use product
micro targeting
Geo, Demo, behaviour patterns, socio-economic status, pain points, consumption patterns, psychographics
audience profile
–what do they do on spare time? –Where do they spend time? – where do they get their information? –Personality preferences – Pain points
Desired outcomes
Knowledge, Attitude, Behaviour
achievements in measurable terms:
–Benchmarks
Desired outcomes:
Knowledge
did you get their attention?
Desired Outcomes:
Attitude
Did that knowledge lead them to them wanting something you off?
Desired Outcomes:
Behaviour
enough to make them do what you want them to?
Tactics
Actions and communication
you plan to use to accomplish objectives
Tactics:
Actions
What are going to do?
Tactics :
Communication
how will anyone know we did it?
TACTICS BONUS
your audiences have audiences
Advertising
Advertising: paid space, distribution, message content and control when it appears, ONE WAY COMMUNICATION.
Publicity
can be devised to say what we want it to say, but we can only motivate it to happen organically. TWO WAY COMMUNICATION
aspects of persuasion
identification principle
newsworthiness
shared by people you trust
things you want and need now
biggest competition is getting people out of their homes
ROI
Return on investment more than what they invested
layering
elements of news, principles, and wants and needs of several people in your tactics
Tools in Tactics (9)
- Partnerships
- Contests
- Giveaways
- Influencers
- photo opp
- publicity from other tactic
- donations and sponsorships
- traditional media
- Guerilla tactics
TACTIC TOOLS:
Partnerships
offer incentives for others to partner with you
TACTIC TOOLS:
Contests
make them easy to enter
TACTIC TOOLS:
Giveaways
find out what your audience wants/needs. Branded stuff works well. Make people interact with you to get the giveaway
TACTIC TOOLS:
Influencers
news pitches/ releases. CELEBS
TACTIC TOOLS:
photo opp
pseudo-event, spread message on social media
TACTIC TOOLS:
publicity with other tactic
pseudo-event BUZZ
TACTIC TOOLS:
donations and sponsorships
community relations
TACTIC TOOLS:
traditional media
eye catching and make them stop and read
TACTIC TOOLS:
guerilla
messaging using other peoples materials
Physical habits
ensure you use your opportunities effectively and efficiently
Geo habits
reach audiences with tactics leveraging their physical presence
Sharable?
- Something is in it for them to share it
- Visual impact
- Elements of newsworthiness
- Emotional impact
- Fits what people are trying to say
- Is unexpected or funny
- Plays on a shared experience
- Sense of community and comfort
- Lets you in on an inside joke
publicity plan includes (4)
- principles of persuasion (identification, action, familiarity and trust, clarity)
- elements of news
- opportunity to participate
- elements that boosts reach
employee communications
most important part of PR
Employees need both tools and motivation to do a good job
Providing employees with information about the big picture of an organization demonstrates respect and tells them they’re important partners in the business
Principles to effective communication (5)
- honesty
- Respect
- thanks and recognition
- two way dialogue
- consistency
What employees want/need to know
• The organization’s mission/values/vision
• What and how the organization is doing
• What’s new/changing
• How they’re doing (performance)
• Information that:
relevant to job, will help them do job better
internal communications
responsible for motivating people to do extra work (volunteer)
helps motivate employees to come to work everyday
how to motivate employees
find out:
what people at each level want
how to reach them
analyze target publics
every person is important
corporate culture
shared values, attitudes, standards and beliefs.
develops organically and reflected by many factors: dress code, hours
creating corporate culture
entrance process
registration day
who are your supervisors
other employees
company advocates : Joe Marconi
treating employees well helps: marketing, company morale, reduce turnover, reduce labour/management conflict, overall efficiency
Employee communication tools (3)
- Online
- Face to Face
Employee communication tools: Print
best for more explanation and details
not urgent
longer shelf life
Employee communication tools: Online
time sensitive
good for two way dialogue
larger range geographically
Employee communication tools: face to face
recognizing good work
performance reviews
communicating bad news
Crisis communications
situation that threatens client. business integrity or reputation
types of crisis (8)
reassure ooeoke that they are safe
- Natural disasters (floods)
- Unnatural disasters (industrial accidents)
- Product crises (defective or dangerous)
- Policy crises (unpopular or controversial)
- Process crises (failure to deliver promised goods)
- Employee crises (sexual harassment)
- Personal crises (conflicts of interest)
- Wrongdoing (illegal acts)
Crisis communications tree
- Take care of victims or perceived victims
a. The victim is where the story is - Fix the problem
a. When and how did you learn about it?
b.What did you do about it?
- Notify stakeholders
a. Not through the news media (unless the stakeholders are the public, in which case the news media might be the fastest/most effective way to reach them) - Act fast to acknowledge the situation
- Get it over with
- Don’t make it worse
- Tell the truth
- Reassure
- Rehearse critical press interviews
- Follow your crisis communication plan
communications plan should include: (4)
- key contacts
- info you need to look up
- templates for communications
- most likely scenarios
Issues management
preventing something from becoming a problem before it happens
–avoid crisis
–lay groundwork (good will)
–insight to how something could play out
Media Relations
relationship between organization with journalists who extend to general public
Media messaging
journalist ask a question for a quotes
interviews are edited and only segments become story
media clips should have the following
key information
clear and uncomplicated
8-10 seconds long
no jargon
talk about impacts
show not tell
off record
reporters must agree before
nothing to compel media keep promise
can’t go off record after the fact
tips for reporter talking
dont make enemy
dont answer if not know answer, get back to them
stay silent when reporter is
avoid saying “like I said’
looks at reporter not camera
on background
use info or quotes but can’t attribute directly to source
news conference
make announcements they know a large number of media want to cover
time frame to message and ensure consistent messaging
save time
opportunity to get clips
helps reporters fill in blanks in stories
criteria for news conference (3)
- needs to be communicated now (news value and timeliness)
- has impact
- has to be some reason for reports to be at conference (show something or someone)
New conferences should have…(9)
- Good lighting
- Pool sand
- Hand-out program for everyone
- Something interesting in the background
- Your logo on the podium
- Chairs (sometimes) – leave aisles for reporters to easily get through
- Potentially a riser at the back to let media shoot over people
- MC to introduce everyone and lay out what will be talked about/explain how questions will work
- Skirted and draped tables
Media Kit
collection of info prepared for reporters
electronic and physical
include business card and a program with correct titles and names
media advisory
invitation for media to attend
- Formatted like a news release
- Provides the details (5 w’s) and what is going to be story-worthy/worth coming to
- Sent out 1-3 days beforehand to give media time to plan (but not so early that they forget)
community relations
companies doing good things in the community
contributes to companies bottom line
earns peoples trust and support
good community relations mean: (10)
- Recommend the company
- Respect for the company
- Try products/services
- Switch to the company over a competitor
- Trust the company
- Make people welcome the company into their community
- Become loyal and committed customers
- Buy more products from the company
- Try new or different products from the company
- Admire the company as a leader, influencer, or role-model within its industry
Donations
giving money to goods in kind,
in-kind
any donation that isn’t money
sponsorship
have promotional components. one organization helps another as a marketing opportunity
Sponsorships (3)
- naming rights
- title
- presented
what in it for the sponsor?
events: logos, key messaging, giving people pamphlets
contact/positive experience
good ROI
Leverage
AKA activation
gives you extra community relations
more interaction/engagement
bring in tore target audiences
can be newsworthy
build opportunity to try product
whats in it for the company?
benefit to their community and customers
delivers corporate message
involves employees
insight about fundraising
people give based on emotion
people need to see impact
cost of fundraising (COFR)
measure of the cost efficiency of a non-profit
needs to under certain amount to receive charitable donations from government and must be reported
Generic inventory
starting point for you to prepare an inventory of your own property. Allows you to catalog everything you control that could be of value to a potential sponsor
examples of generic inventory
- Sponsorship types (naming rights, presenting, etc.)
- Exclusivity
- License and endorsements
- Contracts
- On-site
- Exclusive content
- Other online
- Customer added-value
- Signage
- Hospitality
- Venue
- Database marketing
- Employees/shareholders
- Ancillary or supporting events
- Other promotional opportunities
- Media profile
- Research
- Pass-through rights
- In-kind
- Production
- Cause tie-in
mainstays of publicity campaigns
Media targeting for quality product
media supports (EPK/photos)
public appearances/events
awards
ongoing media relations
appropriate tone
social media
cover letter
explain document
3 paragraphs
what happens next
purpose statement
call to action
rationale
how your approach will working and why
budget
what will it cost
deliverables
who will provide what
executions
clear to remove confusion
evaluation
degree to which your achieved outcomes
effectiveness
both must be measured with benchmarks
Proposal review (6)
- objective
- situation. analysis
- Audience analysis
- Strategy
- budget
- evaluation
bridging
fix misleading information
use to provide context
media messaging interview
objectives?
angles from reporter?
information?
key messages?
Media relations strategy tree
Media advisory or medias kit or news release or pitch or leave media alone
