Jour 201 1st EditionFinal Exam Study GuideThe Basics:- What is PR?o Developing effective relationships between organizations and their publics.o 2 Functions Leadership Management- The Goal of PRo Wanting to build trust between organizations and their publicso Communicate effectively in order to be persuasive and purposeful- Steps to Accomplish this goalo 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 togethero 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- 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 top2. Key audience is management3. View employees as a public not a captive audience4. Actions speak louder than words5. Employees seek meaning in their work lives6. 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: evaluationo Community relations: an institutions planned, active, and continuing participation with and within a community to maintain and enhance its environment to the benefit of boththe 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 anorganizations 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- 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 needo 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 nameo 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 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: