Chapter 10 05 01 2014 Internet dates back to 1969 Cold War role of Department of Defense Implications for PR 1 Customers demand to be educated not sold 2 Customers want conversation 3 Customers want everything in real time 4 Customers want everything customized in their preference What makes a website successful Be current Try to be interactive Make sure links work Easy to navigate Email Newsletters Different from print how More immediate more interactive shorter allows instant feedback from readers requires less production lead time than print newsletters What are comment elements features of a website Welcome About us History Mission Products Services Workforce Hiring information Contact Us Customer testimonials Instant Messaging Quick exchange of info more conversational and more popular than email Texting SMS Short messaging system 160 characters 35 of all cellphones users not text Blogs Who Blogs Which blogs are popular Online diary Collection of thoughts In 2011 156 million blogs 60 blog for fun 8 are corporate blogs Mommy Bloggers 14 of American moms with one child blogs Average age 37 Top local market Salt Lake City Subjects range from pregnancy to working at home fashion cooking etc Social Media Web 2 0 and mobile technologies made social networks possible User generated content that is interactive Real time real conversation really viral Facebook Founded in 2004 by Harvard sophomores Started as a name and photo directory grew to be the largest social networking site PR purposes Attract attention two way communication monitor conversation be interactive create community Twitter Multi person text messaging service with 140 characters or less PR purposes What s trending Who is mentioning and influencing your brand Break news LinkedIn Professional social network networking tool 200 million users Source for jobs groups business advice network building Youtube Started by three people in 2004 sold to Google for 1 64 billion in 2006 Video sharing site Now used for short simple marketing messages Correlation Anyone with a cellphone can break news Citizen Journalists Chapter 13 05 01 2014 Community Social Responsibility CSR Organizations recognize they have the obligation to give back to their communities They care for the environment invest profits back into the community and engage in community country specific issues What do communities expect of corporations Tangibles wages employment and taxes Intangibles appearance participation in the community business stability and pride Nonprofit PR resources They serve social educational religious and cultural needs Nonprofit sectors include hospitals schools trade associations labor unions social welfare agencies religious institutions Masters of media advocacy raising public awareness without Positioning the Organization standing out from other nonprofit organizations differentiating Developing the marketing promotional plan raising the profile respect and public support for the nonprofit Frame the clear and coherent messages define issues build strategies Consumer Relations subscribers volunteers Every organization has a consumer Customers fans ticket holders Consumer Generated Media CGM Consumers bypass traditional media and speak their minds via social media Gives every consumer a major voice It s easy influential and seen as unbiased Blogs message boards facebook online review sites Customer complaints teaches companies how to improve and reveals when customers are unhappy There is prewritten letters used to answer customer complaints or a company representative that helps customers with problems call center When handling customer complaints respond quickly reassure recommit and thank them Never argue or accuse Better fast complaint handling Best companies have response procedures Reducing costs Returned products cost companies time and money but educated customers make better purchases and fewer returns Federal Consumer Agencies Protection bureau Protects consumers of financial products like mortgages student loans credit cards Consumer Relations Challenges Keeping old customers while attracting new most sales are made to existing consumers but markets must constantly expand Marketing new products Thousand of new products launch every year need to build early adopters and long term loyalty Consumer Bill of Rights Right to safety Protection against hazardous products Right to be informed protection against false advertising Right to choose product variety Right to be heard Government will consider consumer needs Chapter 17 05 01 2014 What is a crisis Any unplanned and unwanted visibility Triggered by Scandal Natural Humanitarian disaster Illegal unethical acts Individual failures Bad policies High impact low probability events HILPs Why more crises now 24 7 media social media no place to hide Larger organizations less control Higher standards of accountability Changing societal norms Crisis is a long term situation Understand what could go wrong think the unthinkable Rehearse for the worst Disaster Drill theory Have a crisis communication plan at all times Risk Management communications When under stress People read hear understand and retain less Emotions perception empathy outweigh logic and details Critical messaging elements Transparency We are sharing what we know Expertise We are competent enough to fix this Leadership commitment very top leaders Empathy We are and we are sorry Managing Crises Speed of communication matters Gather facts weed out speculation Convene a crisis management team with clear roles and responsibilities Communicate with internal and external stakeholders know their concerns Show humility new lie They cover up is always worse than the crisis or crime