Quiz 3 Flashcards
PR
Employee Relations
building relationships between management and personnel at an organization
why are employee relations important?
- improve employee performance
- authenticity of management
- clear communication
- happy employee = productive employee
- productive employees –> org. goal achieved
- recruiting/maintaining reputation
public segmentation - uni example
management, non management staff, faculty, student workers
research questions
- do NOT use leading questions
- ask questions about the credibility of management, relationships with colleagues, or attraction of new opportunities (work life balance)
Agenda Setting Theory
media influences what issues we think about and how we think about these issues (framing)
media relations
maintaining good relationships with journalists and obtaining appropriate news coverage for your organization/client
how to maintain good media relations
- be on time
- manners matter
- don’t be too desperate
- be authentic
newsworthiness criteria
how to get media coverage and when it is appropriate
newsworthiness (real) criteria
timeliness
relevance
helpful/useful
conflict/controversy
prominence/celebrity
proximity/local
unusual
human interest
trend
media relations tools
interviews, news/press conference, op ed, online news room, news release
interviews
print, tv, radio
- research the journalist beforehand
- know the general topic (preinterview)
- prepare talking points (soundbites)
- be specific
- avoid answering hypothetical questions
- anticipate difficult questions
- control your surroundings
press conference
interview given by an organization to a group of journalists to share a newsworthy event
press release
statement issued by an organization and sent to news organizations about a newsworthy event
ANR
Audio formatted press release
VNR
Video formatted press release
online newsroom
include basics about your organization (history, ceo/leadership, location, etc)
op-ed piece
“opposite the editorial page” –> written piece offering an opinion or taking a position on a subject (approx 750 words)
Age of Mass Media
1871-1970s
- PT Barnum + master press agentry
- Vanderbilt’s “the public be damned” (82)
- Ivy Lee fixing Rockafeller’s image (1906)
- Creel Commission changed public rights to truth WW1 promotion effort (1917)
- Doris Fleischman = feminist + married to Bernay and helped his firm
- Bernie = two-war street concept
- in house corporate PR
- NAM and the Great Depression (leaflets, radio, movie shorts)
- 1933 New York world fair introduced electronic tv
- WW2 Germans used propaganda to support Nazis while US used media to censor war media + create change
4 minute men
tactic used by the Creel commission to get WW1 soliders. People (volunteers) spoke at meetings and theaters
age of Digital Media
- 1969 = birth of the internet
- crisis communication after Tylenol cyanide killed 7 people in Illinois J & J
- integrated media
- presidential election Obama uses social media ‘08
- 2015 = virtual reality
careers in PR
in house vs agency
levels of influence of PR
advisory –> no one is obliged to listen
compulsory advisory –> management must listen but doesn’t have to act
concurring authority –> pr approves all communication
Must have skills in pr
- detailed knowledge of the business
- crystal ball (future)
- extensive internal relationships
- educator (what can you do form and how you will fulfill the org’s goal)
crisis
an event that impacts an organization’s financial and repetitional well-being
crisis typologies
- product harm
- natural disaster
- technology
- management/employee
- industrial
tempos of progression of crises
smoldering or sudden
responding to a crisis: crises communication plan
- consider hiring a PR firm in addition to in-house
- apologize (if you truly are sorry)
- constant flow of information on multiple platforms
- be accessible
- communicate with all key publics
- speak with one voice
- monitor news coverage and social media mentions
a good apology
- acknowledge events
- accepting responsibility
- express regret + seek forgiveness
- future action/plan to improve
one time vs retainer basis
one time a PR specialist helps vs that they help a few occurrences with the organization
LEGO builders goal/aim
- resonate with parents and allow them to understand the importance of imagination in child development
who partnered with LEGO on PR
360 PR
What did LEGO make
- website
- podcast for dads
- blog for moms
- access to scholarships
LEGO B of T Results
5000 unique monthly visitors + 17,000 pages viewed
