Jour 201 1st Edition Final Exam Study Guide The Basics What is PR o Developing effective relationships between organizations and their publics o 2 Functions Leadership Management The Goal of PR o Wanting to build trust between organizations and their publics o Communicate effectively in order to be persuasive and purposeful Steps to Accomplish this goal o Media Relations Working with the media for the purpose of informing the public of an organizations mission 3rd party endorsements acts as an endorsement may be viewed more favorably Convince them to spread your message to their audiences Concerns of a Journalist Timeleness Newsworthy Relevance Sense of responsibility to their publics Daily word count making it easier for the journalists Concerns of a PR Practicioner Message delivered Right context To the target audience Journalists are the medium of publication Media Catching platforms developed when journalist and PR practitioners can come together and work together o Employee Relations When lines of communication are open between employees organizational goals are more likely to be achieved Employees interact with customers the community investors media Organizational culture refers to the character of an organization its history its approach to decision making its way of treating employees and its way of dealing with the world outside People are loyal to culture not strategy Centralized decision making by CEO and a few high level managers Participative culture employees are empowered to make decisions Management creates culture How PR Create the Culture Establish organizational communication policy based on a goal oriented approach o Design and implement organizational change programs Provide expertise as employee communicators Policies should reflect managements desire to Keep employees informed of organizational goals objectives and plans inform employees of organizational activities problems and accomplishments Encourage employees to provide input info and feedback to management based on experience insights feelings creativity and reason Level with employees about negative sensitive or controversial issues Encourage frequent honest job related two way communication among managers and their subordinates Communicate issues before employees learn from media Establish a culture where innovation and creativity are encourage 6 steps to effective change management 1 Change starts at the top 2 Key audience is management 3 View employees as a public not a captive audience 4 Actions speak louder than words 5 Employees seek meaning in their work lives 6 Keep the marketplace competition customer trends first and foremost in aligning internal messaging Role as an expert Forecast and monitor relationships with key audiences Plan flexible communication structures so that employees will understand and support new situations and organizational environments Communicate employee benefits 1 selection of benefit or program goal 2 direct vs indirect strategy 3 communication objectives 4 tactics media selection and implementation inserts enclosures booklets and manuals displays and posters 5 evaluation Community relations an institutions planned active and continuing participation with and within a community to maintain and enhance its environment to the benefit of both the institution and the community Brands organizations non profits gov t and state agencies Protect organizations increase sales and stock improve general operating climate reduce cost of dealing with gov t agencies Community relations programs must be built into the structure and culture of an organizations Community relations is an organization s state of mind How is the community structured Homogeneous or heterogeneous Formal vs informal leadership structures Values Communication channels o What are the community s strengths and weaknesses What are the particular problems of the community Economic political situation Unique resources of the community What does the community know and feel about the org Does the community understand org s products services practices and policies Feelings about the organization Any misunderstandings about the organization Expectations regarding the organizations activities Criteria for community relations activities Create something new that did not exist before Eliminating a community problem Developing a means of self determinism Broadening use of something that currently exists to include have nots Sharing equipment facilities and professional expertise Reconstituting a need o Tutoring counseling or training Activating others Corporate social responsibility and philanthropy 1 Cash 2 In kind donations 3 Employee volunteering Trends in corporate giving rather than reacting to public issues larger corporations are channeling money into areas that they want to have the most impact venture philanthropy a method that adapts for profit business models to the nonprofit world Cause related marketing ties a company and its products to a cause Increases sales show that you care by demonstrating the difference your org is making consider an authentic investment in a relevant cause that engages and excites millennial Enhances image Benefits properties and sponsors can cause confusion with consumers consider size and speed of both corporation and charity should not be employed to mend a tarnished name Consumer Relations bridge between consumer and manufacturer or service provider Ex Info desired warranty requests product related questions unclear shipping charges etc Challenges Multiple modes of communication Alignment with consumer expectation Demand of quality performance and safety in products Good consumer relations begins with knowledge of key publics Used to advise management A function of marketing Old way One sided New way relationship based Brand equity Old way most important is brand recall New way building brand value o Targeting Old way based on demographics New way based on behavior Segmentation Old way based on demographics New way based on attitudes and behaviors Content Old way professionally created and distributed New way consumer professionally created content Communications Old way push messaging New way engagement Decisions made regarding relations Product Design helps promotion and generate buzz around the product or its new upgrade Distribution makes decision on how where ppl are offered Communication enhances through news coverage creating a strong tiein Product Placement raises