Quiz 4 Flashcards
MAP Recap + COM Panel
Tylenol Crisis
Model for Effective Crisis Communication
- 1982
- Chicago, IL
- First few people who bought Tylenol were spiked with cyanide poisoning
- 7 dead
- Johnson & Johnson
- POINT: companies are judged not on the crisis itself but how they respond
How was the Tylenol Crisis Solved?
safety over company profit
1. Recalled products nationwide ($100 m)
2. removal or aired ads/commercials
3. Packaging changes (capsules, childproof caps, plastic coverings
4. Come clean right away
VALUE + TRUST
5 domains of MAP
- Media Science
- Strategic communication
- advertising and persuasion
- public relations/media relations
- crisis communication
PESO Model (4 domains)
- earned
- paid
- owned
- shared
Earned (peso model)
Earned - media relations
- your hard work earns you media coverage
- ex: a journal writes about your brand or an article is published boosting your efforts/organization
paid (peso model)
paid - advertising
- paid posts, advertisements, emails, marketing
- Anything that you do to amplify the work that you paid for
Shared (peso model)
shared - social media
- what content will drive interest
owned (peso model)
podcast, blog, website, etc that you created for your brand
advertising key points
- its paid communication
- campaigns start with RESEARCH
- Relies on persuasive literature
- creativity for a unique brand identity
- pre-test ads
- in house or agency careers
example advertising positions
- accounting associate
- copy writer
- digital market/media operations specialist
PR takeaways
- relationship building
- consume news daily (adding your org’s voice)
- be familiar with public opinion surveys
- careers: general or specialist
specialist career examples in PR
- government relations
- employee
- media
- investor
- community
- crisis communication
PR job examples
social media specialist
media relations/communications specialist
communications specialist (generalist)
corporate communication manager
media science
focus on strategy and research
- no job had “media science” in the title –> advertisement and PR jobs
1. content strategy
2. content creation
3. research on publics
4. research on consumers
aspects of social media
- social media management (content management)
- data analytics
why do we use social media?
- users budding their personas/identities (expression)
- social connection
- infotainment
social media management steps
- figure out why people use social media
- identify what platforms you should use
- social media strategy mapping
- cost, “voice”, “rules”
identifying social media platforms to use…
consider…
1. type
2. audience
3. content
4. engagement
5. brand integration
COM Panelists
Margaret Wallace (FTV)
Greg Marinovich (JO)
Doug Gould (MAP)
3 key words for COM success
Passion, tenacity, curiosity
Inspirations
Parents, teachers, politics, history, environment, opening opportunities
AI
great tool but we can’t let it overcome the human and taint our original voice
- distorts the truth and provides false variations that harm the publics
- it can slow us down so we need to have the skills ourselves
