Cases Doritos publics 16 24 age tech savvy master in new media embrace media as a form of self expression theories research techniques secondary analyzed recent media coverage surveys on consumer generated content analyzed media consumption habits of target audience identified top trends in news cycles to determine best PR positioning of the program primary evaluated consumer feedback via Doritios websites blogs commissioned internal and external researchers to obtain insight on core consumer group Jell O 100th anniversary could bring renewed attention publics target moms 25 44 w families current consumers lapsed consumers intervening act as channel to carry messages media and celebrity messengers theories research consumer surveys on dessert popularity and top of mind awareness of different desserts historical archives on uses of jell o Butterfinger revive relavance public young men 20 27 sweetspot 24 Stax Final Exam Review Final Exam 150 points Content media relations social media employee communications community relations corporate social responsibility consumer public relations not for profit and health PR corporate and investor relations crisis relations governmental public relations public affairs Theories Complexity and SCCT RPIE and key PR principles Format Part I Short answer questions and a case review on May 10 Part II Multiple choice on Final Exam Day I Special Events Lecture and handouts Value of and advantages of using o Bring attention to cause product o Increase brand support o Bring people together to exchange ideas o Build group identity o Raise funds o Celebrate milestones and achievements Types of events o Civic to bring community together o Sporting o Contests and competitions o Holiday and seasonal o Milestone o Artists o Social and Society o Awards and recognition o Meetings conferences conventions o Press Keys to success o Memorable o Purposeful o Strong messaging and messengers o Symbolism o Visuals o Take aways Logistics and things to plan for Case Earth Hour II New and Social Media Lecture text New media is changing communications and PR to o make information more instantly available o more accessible and democratic o fewer filters gatekeepers o more opinion more open to mis information and dis information o viral marketing spread of ideas that spur social movements trends o Focus on engaging publics Social Media is defined as online interactive digital Also known as Web 2 0 digital or new media Changing patterns in how people access news o more online than from either print edition of newspapers or TV evening news in 2011 Pew reported that 40 get news from Internet 35 from print edition of news paper 27 from nightly news Digital Native Immigrants and Omnivores Natives Millenials and X gens who grew up with Internet and instant information Immigrants who grew up with gatekeepers newspapers and broadcast and how to adapt to the Internet TV generations o Omnivore Consume content across several channels and touch points throughout the day Push Pull Dynamics are changing Top Ranked Technorati Blogs fall 2011 Some top Social Media o Facebook 800 million users o YouTube 3 billion users o Twitter 230 million daily tweets 200 million accounts o 4Square 10 million users 3500 growth in 2010 o Flickr 5 billion photos o LinkedIn 120 million users o Google Growing 50 million in lst 2 weeks o Pintrest Newer o Smart phones III Employee Communications Lecture Lattimore Chapter 10 Employee Communications is the PR function that helps promote effective communication to employees and between management and workers It often seeks to Engage workers to inform workers about company policies decisions to motivate employees There is an established link between informed employees and satisfied employees Link between informed and productive employees Positive employees who act as ambassadors to other publics Employee Communication programs goals and objectives are often related to Company s goals To improve understanding of company decisions policies Encourage employee input and 2 way communications Encourage innovation and productivity Organizational change information Lead people through dialogue discussion and dissent Help them adapt and adjust Communication expertise Help management explain complex change Anticipate tools that managers need Define information as an exchange Organization culture must be considered when designed employee communications programs Consider the organization s history decision making view of employees and consumers way it deals with outside publics Authoritarian cultures feature centralized decision making at senior levels C suite Employee Communications in times of change such a mergers layoffs economic downturn is responsible for doesn t reward employee innovation does reward following orders employees viewed as workers not as people closed resistant to change Participative cultures value teamwork empower employee decision making encourage new ideas innovation workers feel more valued open to change and ideas Lead the dialogue between workers and management Be conversant with organizational goals priorities Help accept that change brings uncertainty discomfort Turn complexities into easier to understand concepts Understand employees desire for relevant information Internal channels Traditionally printed newsletters newspapers magazines E versions e newsletter Homepage Intranet e newsletter emails blogs but those have much less control Speeches Events Bulletin boards Brochures and other materials Videos and other materials that close geographic gaps Most effective channels according to employees 1 Immediate supervisor 2 Small group meetings 3 Top executives Timeliness Scope how many employees people affected by topic Prominence noteworthiness Human interest Principles for Employee Communications Employees must be told first Must tell the bad news with the good Must be timely with info Must inform employees on subjects they think are important Consider newsworthiness when writing for employee communications news valuation will be based on Use channels employees trust Top topics identified by employees in surveys include Organization s future plans Job advancement information How to information Us vs competition IV Not for profits and Health Communications For profit vs Not for Profit o For Profits Success measured by quality of goods and services how much money the company brings in Pay Taxes Profit income over operating expenses some to