COMM350 Final Study Guide Chapter Nine The Importance of good media relations Economic and effective means of communication through the mass media Reaching large and diverse audiences through the mass media Media acts as gatekeepers and opinion leaders for the general public o Gatekeepers decide what gets published and what does not They filter their news for the public The media agenda forms Unlike advertising which is pre paid media coverage of the company s events or activities grants legitimacy and approval called the third party endorsement Controlled vs Uncontrolled media Controlled Media Owned by the organization paid for time or space putting together the ad choosing the content phrasing visuals Uncontrolled Media Mass media the company has little control over The relationship between journalists and PR people Every party needs the other party Mutuality and interdependence Ethical concerns some groups could be left out or underrepresented Could be conflicts of interests Good PR starts with good personal relations Direct and indirect relations with journalists Building trust and credibility through accuracy openness and professionalism Spontaneous vs Planned Publicity Spontaneous publicity in case of emergency associated with negative publicity but could be positive Planned publicity no disasters or emergencies ongoing process o Ex advertising marketing campaign Media Relations program elements Most common type of publicity is a news release Many types business features consumer service financial product pictorial and PSA Packaged in the form of media kits or press kits which are sent online Need to be attractive and visually appealing factual up to date Another important type of media program is a press news conference only held when there is a very newsworthy event which requires direct interaction very important breaking news Required steps for press conference o 1 Plan event carefully o 2 Prepare officials to talk to the media o 3 Coordinate meeting Crisis communication Acts of God things you don t have control over natural disasters Mechanical problems Human errors Management decisions indecisions Crisis plan has to be adopted to encourage company to o Put peoples interest first o Take responsibility for correcting situations o Have a designated spokesperson o Establish a central media center Rumors unauthenticated information lack of complete and accurate information usually not true because its not the complete facts everyone tries to fill in the blanks Rumors have negative impacts Best way to fight rumors o Increase trust and credibility o Keep audiences always informed o Tailor each message to a target public o Having a rumor hotline 2 way communication Chapter Ten Employee communication Type of PR concerned with how PR professionals in any organization can help promote effective communication among employees and between employees and top management Two Levels o Same level peers and employees o Top down managers and employees Other names for employee communication are internal communication and employee relations Reaching an internal public through media through media such as the intranet newsletters meetings etc Authoritarian Culture o Centralized top down decision making o Departments have different or even conflicting goals o Employees just follow orders but are not innovative o Employees count as workers not people o Closed and resistant to change Participative Culture o Values teamwork o Employees are innovative and are empowered in decision making o Departments have common goals o 2 way communication and feedback o Flexible and open to change Organizational Culture Character of the organization Includes the history approach to decision making ways of treating employees and ways of dealing with the outside world Includes the shared values beliefs meanings and expectations which integrate workers Establishing Communication Policy o Has to be goal oriented not event oriented o Focus on strategies rather than tactics o Should keep employees informed of goals and objectives o Should keep employees informed of activities problems or achievements o Encourage employees input and feedback o Level with employees about sensitive negative issues o Encourage honest 2 way communication o Let employees know about new events and decisions before they learn from the media o Encourage innovation and creativity Objectives of internal media Selecting news for internal media Types of internal media Chapter Eleven Community relations o Institution s 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 Factors determining community relations Size of the organization Nature of the organization and its activities Geographic scope local regional or global Nature of the community demographics External factors new laws regulations that might have effects on this community political factors epidemics economy environment racial diversity Factors to consider at the global level Wider global perspective Cultural differences Linguistic barriers Sensitive to issues of race ethnicity and religion Political economic and social factors The nature of community relations Builds an interdependent relationship with the community Promotes a mutual interest a win win situation Based on social responsibility Flexible not rigid Dynamic not static Two way not one way The community relations process Determining objectives o Specific and clear not too vague broad o Address needs of the community and the employees o Communicated to the community o Establishing accountability Knowing the community o How is the community structured population type leadership o Strengths and weaknesses problems political situation economic structure value structure situation unique resources o What does the community know and feel about the organization understandings misunderstandings and expectations We can evaluate this after through surveys focus groups Guidelines for effective community relations programs o Establish the objectives of top management in a realistic way o Come up with alternative strategies and plans o Anticipate the impacts of these programs on the community o Estimate total costs resources o Acquire special expertise and skills Communicating with communities o Employee communication o Opinion leaders effect o Local organizations Channels of communication fraternity sorority Might have