Flashcards
Intro to PR
Cards in this deck (82)
- 1Marketing vs PRMarketing
- Purpose to sell goods
- audience is always costumers/consumers
-rely on competitive solutions
-adverstising is paid - 2Journalist vs. prmain objective is to provide news
mass audience - 3What makes news-drama/emotion
-unusual
-local angle
-timely
-conflict
-controversy
- universal appeal - 4Media relations isworking with the media - both traditional and online- in seeking publicity or responding to their interests in the organization
- 5Ways to communicate with the media-phone
-email
-news release
- media advisory
- twitter/fb
-news conference - 6when would you work with the mediawhen seeking publicity
when responding to interest in organization - 7Media relations isproactive
reactive
*you cannot manage the media but media is critical in conveying your message* - 8Ongoing - proactive and reactive-build relationships
-be respectful honest and fair
- understand deadlines, obligations and legal constrictions - 9How can you support news media- B-roll - info providers
- story ideas
-access to CEOS - 10Print media- best for complex stories
-deadlines are strict
- - 11TV- strong focus on visuals
- good for emotional content
- not good for complex stoires
-deadlines are more flexible - 12radio- most cost effective
- single message
- deadlines are most flexible
- similar rules to tv
-psa - 2lines/25words/10sec
-8lines/65 words/30sec
-16lines/125words/60sec - 13Media pitch-intention is to get the attention of media gatekeepers
-unpaid coverage
-one on one contact
-convince them you have a newsworthy story
- - 14Media interviews-understand what reporter is looking for
- PLAN, PREPARE, PRACTICE
- be message driven
-expect unexpected questions
- bridging phrases = good
- dont speculate - 15News Release- Ivy Lee (1906)
- purpose --> disseminate information to mass audience - get facts out
-sent for possible use in columns
-includes accurate, detailed information - 16Media Release- send to reporter/editor
- be specific & brief
- bullets to convey key messages
- inverted pyramid style
-get facts out - 17News Conference-pick a suitable time - midmorning
- convinent location
- distribute media adivsory
- prepare basic media kits
- held when there is major news or intense media interest - 18What are the 3 P'splan, prepare, practice
- 19Principles of media relations-credible sources
- understand legal obligations
- message driven
- 3 P's
- 5 w's - 20What is a crisis- it is not planned for
-not prepared - 21what is an issue- ongoing
- have time to plan - 22Business? issue? or crisis?- do you have the ability to control timing, communication, and protect reputation = ongoing business
- if you have some control = issue
-if outside your control = crisis - 23what are the tools?ongoing business - use skills to develop PR plan, use plans and tactics
Issue - spend time and understand situation
Crisis- express empathy & safety - 24Why is there conflict?2 primary sources:
1) competition - striving for the same object, position or prize as others
2) disagreement - opposition resulting in a direct, overt threat from another entity - 25strategic conflict managemnetstrategic - for the purpose of achieving particular objectives
management - planned, deliberate action - 26Assess situation & threat1) what is the severity of the threat (situational assessment)
- what are the facts
- what is the effort required (long/short term?)
-Long term &external - most severed consequences
2) what resources are available to deal with the threat (organizational assessment)
- do you have the knowledge, time, money & management commitment to combat threat - 27PR & ConflictsPR professionals use communication strategies and processes to influence the course of conflicts to the benefit of the organizations and when possible to the benefit of the public
- 282 approaches to managing conflict1) Contingency - advocacy to accomodation
- determine stance
2) Life cycle- proactive to reactive
- the problem is tracked &management of the conflict can be divided into 4 genral phases ( proactive, strategic, reactive, recovery) - 29Contingency approach- stance determines strategy
- stance with each public stakeholders
-stances change in response to changing circumstances - 30advocacy stance- hard noses stance of completely disagreeing or refuting arguments, claims, or threats of competitors
- 31Accomodation stance- agree with critics, change policies, make restitution and make apology
- 32Continuum (arrow diagram)-used to identify the stance of an organization toward a public at any given time
- advocay or accommodation - 33stance can be influenced by- external threats
- social and political environments
- internal facotrs
- relationship characteristics - 34Life cycle approach1. Proactive - issue management
2. strategic - risk communication
3. reactive - crisis communication
4. recovery - reputation management - 35Proactive issues managemnetworks to identify issues and influence decisions regarding them before they have a detrimental effect on the organization
- 36Why should you manage issues- reduce impact on operations before legislation or enforcement
- 37Objectives in issue management- protect reputation
- build public trust
- identify public interest - 38Identifying or defining issues- an issue could be a specific policy, plan, operation, relationship that
-impacts public and company
- generates significant public interest
- issues can be identified as a problem- affects people communities and environment
-possibility of political, legislative, regulatory intervention - 39Identifying or defining issues-for business - address issues before they affect company operations in order to maintain reputation and support
- 40Identification of an issue- will there be public interest
- will there be public impact
- will the company be affected - 41Issue analysis - Audience relevance- universal/inherent issue--> it matters to everyone - company forced to adjust
- 42Issue analysis - advocay issue- it matters to a lot of people
- solutions developed outside company but company can adjust to avoid gov. intervention - 43Selective issue- inside organization but could get bigger
- 44tech/internal issue- low chance of public knowledge
- 45An issue maagement system- a proactive and systematical approach to predict problems, anticipates threats, minimize surprises, resolve issues and prevent crisis
- 46Process of issue managemnet1. identify issue
2. issue analysis
3. strategy options
4. action plan
5. evaluation of results
6. recovery - 47Strategy options-High risk = immediate strategy
- determine business objective
-strategy to achieve outcome
- action plan
- evaluation - 48Risk communication- replace anger with 2 way communication
- ensure feedback & involvement
- broaden communication sources - let people hear about it
- do not assume subject is too complex - 49principles of risk communication-Perception is reality
- risk communicating closes the gap b/w reality & perception
- minimize adverse affects on publics but also reduce risk of law suits, damaged morale, & diminished reputation
- real risk = facts history, stats
- percieved risks = values, speculations, concerns
RISK = HAZARD (the risk) + OUTRAGE (how public feels) - 50use communication to manage risk- stake out the middle - not extreme
- acknowledge prior mistakes -repeatedly
-acknowledge current problems - dramatically
- discuss achievement with humility - 51Strategies to reduce outrage-get your audience listening - make participation voluntairy
-make situation less exotic
-do not reassure people - explain situation and make risks clear
-help people remember what you say - craft message to audience
- understand and legitimize dread - take concerns seriously - 52A crisis is- moving beyond your control
- a sudden incident
- scrutiny
- sever interruption or operations
- a test of management, efficiency, communication and ethics
- always a threat - sometimes an opportunity - 53crisis communication characteristics- decreased reaction time
- focus on informing and assuring the public/ media/ stakeholders
- satisfying expectations of accountability
key elements = - fear, avoidance, denial, anger, frustration - 54planningwho does what: plan responsibilities of key individuals so they know what is expected of them
-how will it be done: signing authority for press release
- who speaks: who will be in the spotlight - 55rules- apologize early and often
- listen to concerns
-have a plan - 56during a crisis1. designate a spokesperson
2. put public first
3. be accessible
4. be responsible
5. communicate with public
6. have a central info centre
7. never say no comment
8. be honest
9. provide information
10. monitor news
11. be familiar - 57reputation repair- Make CEO available
- demonstrate progress
- analyze what went wrong
-review policies
-hire outside auditors
issue an apology - 58key concepts in business PR- Adopt ethical pinciples -trust and credibility
- pursue transperency and disclosure
- support stakeholder dialogue and engagement
- address integration and diversity
- globalization - 59why businesses need PR- To survive & meet company goals
- Hiring & retaining best employees
- doing the right thing
-support bottom line
- build social captial - 60PR contributions to business*customer relations/ servie
- barometer of reputation - what policies and communication strategies need to be revised based on monitoring customer feedback
* issue management
- identify, track, analyze and manage - 61PR contributions to business- Employee relations - provide credible and trustworthy communications, deal with layoffs and outsourcing communication
- Marketing communications- tools and tactics of PR to support marketing and sales - build awareness for product, product placement - 62PR contributions to business- Corporate philanthrophy and sponsorship
- environmental relations - work with advocacy groups to understand issues
- Corporate social responsibility- improve the reputation and citizenship of employers - 63Media relations is- a major source of public information and perceptions
- media is effective in getting messages across
- executives should communicate frequently factually and consistently
-critical to investor relations - 64Publicly traded company- a company which has issued securities through an offering, which are now traded on the open market
- shares are publicly traded and usually held by a large number of shareholders - 65public corporation- a government owned performs government functions or operates under government control
- 66what is investor relations- publicly traded compainies maintain a good relations with their investors in order to maintain their capital investment
- the strategic management function that integrates finance, marketing and securities to achieve an effective 2- way flow of information b/w a public company and th investment community to enable fair and efficient capital markets - 67Investor relation Activities- annual reports
- finanicial reviews
- quarterly reviews
- executive speeches
- conference calls - 68principle of disclosure- keep investors informed and invested
-disclosure of material information - 69legal insider trading- buying and selling of stocks by a company's corporate insider
- trade stock of their own company and report trades to the SEC - 70illegal insider trading- a person bases their trade of stocks in a public compnay based on info the public doesnt know
- 71Media Advisory- send to reporters a few days in advance with information on an upcoming event - wanting them to cover story
- 72Media Kitincludes all information, background, facts, and stats on specific event. Make it easy for everyone to have all information in one place
- 73Facts sheetprovides basic information/ facts
5 w's - 74media scrumunprepared interview with media
- 75Media tourpromoting a new event, product or policy by doing many media interviews on many channels
OR
-giving a plant tour, open house tour - 76Traditional media-centralized - top down
-costly to publish
-staffed by professionals
-mostly one way comm
- media shapes the disscussion and agenda - 77New media- internet = democratization of information around the world
- shift from vertical to horizontal communications
-widespread broadband
-cheap/free/easy to use
- news distribution channels
- mobile devices
- new advertising paradigms - 78world wide weballows interactivity
- dig for info
- 24/7 global availability
- audience willing to engage - 79relevance to PR-Professionals able to distribute a variety of message quickly
-easy to update information- important for major news events or crisis
-no space/time limitation
-cost effective
- reach niche markets - 80Challenge: evolution and the websocial media is digital media- simply another channel and natural evolution of the internet
- 81what is social media-being social
-connect with people, engage in conversations
- participate in communities and build relationships
-organizations need to be transparent authentic and honest
- allows you to hear what people say about you and things that interst you
-enables a response
-can be a broadcast channel/marketing tool - 82rules of social media-companies increasingly adopting policies to instruct employees on the appropriate use of social media
-honour copyright and promote fair use
-protect confidential and property info
dont trash competition
- take accountability for actions
-self restraint
value brand