Week 18 - Public relations/Press Release Flashcards
What does public relations do?
Building successful relationships with customers and consumers.
Looks after reputation, aims to earn, understand, support and influence opinion and behaviour.
Planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics
Who do public relations communicate with?
The target audience that are confronted with this specific issue
What are tools of public relations? (6)
Public presentations Interpersonal communication Publications Internet sites Corporate identity programs Press release - most frequent method
What makes a press release more credible?
If it is published through important influencers e.g. Media
Why should we use PR and media relations?
Improving company/brand image Better media profile Changing attitudes of target audiences Improving relationships with the community Create campaigns to change behaviour
Why must journalists be considered when writing a press release
Journalists actively seek out information and then passively rewrite or create reactions to the information.
Press releases have to be designed to attract a certain type of journalist and ensure they are engaging enough for the journalist to consider the press release
What is matching the media?
Tailoring the public relations to match the audience
What to consider when making a press release? (7)
Function of organisation/institution Audiences Message Media Contact structure Working with the media Tools
What is the message intended to convey in a press release?
The beliefs of the institution
Simple and is the core of the whole campaign
What is an objective evaluation method of media relations?
Evaluating Media Relations (Macnamara, 2002)
What is the Evaluating Media Relations model (Macnamara, 2002)?
It is a pyramid model that evaluates the successfulness of media relations.
The pyramid includes three components: inputs, outputs and outcomes
What do each component in the Macnamara model involve?
Inputs - quality of message, consistency with strategy fit with the media, appropriate language tailored to media and audiences - what the piece of communication is measured against
Outputs - measures how many people encountered and understood the message - this is accepted as the most important measure
Outcomes - measures changes in behaviour and attitude
What is impression in PR?
A traditional measure of PR
Defined as any interaction of reading/looking at etc. With a specific content is how many people are affected.
Multiplier used to work out how much impression is generated from the readers
What is the multiplier of Impression?
2.4
E.g. One million copies bought therefore it generated 2.4 million impression (no. Of consumers that it contacted and estimated amount that they they contacted about this)
What is a clipping book?
A book filled with journal articles used, when it was published, how it was published, and how many contacted it
