SCOM260 Flashcards
Taking action
Relationships with employees, investors, media, and other organizations and publics are all predicated on organizations bringing something beyond talk to the relationship
Case study: Pulled pork chipotle’s challenge to act on its principles
Chipotle Mexican Grill endured one of the toughest restaurant food-safety crises in U.S. history in 2016 when multiple locations across several states were investigated as sources of E. Coli outbreaks.
One of the main factors in Chipotle’s ability to withstand the initial shock of that massive crisis was its organizational history of building and maintaining strong relationships with its publics based on both action and communication.
Choosing Channel
Two-way communication and relationships are the heart of public relations
Make wise and informed decisions about which channels of communication to use, when and for what purpose.
Controlled media
-Internal newsletters are examples because the communicators may write and edit, or create and produce, messages exactly how they want them.
-We like it because we can produce it
Uncontrolled media
-Newspapers, TV, and radio news, and external websites, as well as blogs and social media that are not produced internally.
-We like it because it creates third-party credibility
Third-party credibility
-Social media in particular have changed how we share information
-Today’s public relations professionals seek to earn followers, fans, likes, search engine rankings and positive reviews, in addition to earning news coverage
Owned media
Newsletters, Corporate video, Direct mail, Voicemail messaging systems, Intranets, Websites and brochureware, Podcasts, Webinars, Text messaging systems, Blogs, Apps, Online video
Paid media
Product and brand advertising are designed primarily to help sell products and services
Corporate advertising or institutional advertising is designed more to promote the organization as a whole
Pay per click
Native advertising
Advertorial
Shared Media
Organizations invest a lot of resources in developing content that they hope will be shared. When broad sharing is a goal, the biggest successes are the posts that go viral
This is increasingly popular
This is risky
Explain the five reasons to write well in PR
Relationships
communication in a way where individuals or group see there is mutual understanding
Influence and persuasion
Public relations ALWAYS wants to persuade and inform
Goals and objectives
SMART goals
Reputation management
Reactive
Impression management
Proactive
What is a listicle?
a portmanteau word, combining “list” and “article”
Case Study: A Virtuous (Bi)Cycle: how the world bicycle relief organization tells stories with purpose
Trying to get people to donate money to donate bicycles to donate to aspects of people’s lives
Feature stories
have long been a primary tactic in public relations writing.
A feature story digs deeper into some angle of:
An event
A person’s life
An organization
A place
feature types that public relations writers may produce:
How-to features
Personal profiles
First-person accounts
Opinion and editorial
Humor or satire
Historical writing
round -up stories with perspectives from multiple sources
Photo essays
Stories about products or services
Trend articles
