Principles of Public Relations Study Guide Chapter 9 Media Relations RACE research action evaluation and communication Know the goals mission and expectations of your client we need to learn to respect the craft of journalism media has a pretty good BS radar The goal with the media should be POSITIVE relations not just a story It isn t the norm anymore for journalism to come before PR PR should have a strong understanding and respect for the media Who are the media today traditional media 1 2 Non traditional meda 3 Media is aggressive and competitive because of the 24 7 news cycle 4 Less objective because of political biases and cult followings First amendment guarantees a free press not a fair one Media plays the role of devil s advocate do they only cover bad news Why does PR need the media positive publicity earned media not paid it helps put your organization on the map promote your organization promote your position honestly When do you seek publicity Know what has news value When you don t have an ad budget To get ahead of bad news that is leaking Print Media You can read them online Newspapers are declaring bankruptcy but print media is important Reading them provides more info than a tv broadcasts ever could More print outlets than tv or radio Magazines are thriving Electronic Media 24 7 news coverage creates an insatiable appetite for content Popularity of specialty networks increasing Fake news is huge colbert Huge growth in cable tv even though viewership is falling Internet Weakening standards for accuracy Lots of blogs 1 3 are moms are 18 34 Immediate and persuasive Chapter 5 Things worth knowing PR s boundary role they are a liaison between an organization and it s publics PR Planning Smart Objectives Specific Measureable Attainable Realistic and Time Bound Strategies are ways to obtain objectives the mood of the campaign i e compelling and interactive way Tactics are PR activities shouldn t dictate objectives or strategies There are many kinds written visual electronic spoken events signs color coded in the lodge Everything you do that is a communication vehicle Chapter 6 Lawful and ethical behavior What is lawful and what is ethical are not always the same thing Lawyers want to stay out of court PR people want to maintain an image The goal of lawyers is short term PR people is long term PR people should be the corporate conscious tell them what may be lawful may not be ethical they should be the one to challenge opinion and say what is right PRSA Code of conduct 1 Responsible advocacy your job is to be an advocate for your client 2 Honesty DO NOT LIE 3 Expertise guide your client 4 5 Loyalty stay with who hired you not who pays the most 6 Be Fair Independence don t disguise things because the CEO thinks it s a good idea Ethical frameworks that matter A Attorney Adversary model Barney and Black I think Advocated should assume that counterbalances will be made by adversaries no obligation to consider the public interest or outside view B Two way communication Grunig collaboration being a conscience for the C Enlightened self interest behave ethically because it is the right thing to do public give and take businesses do well by doing good D Responsible advocacy fitzgerald professional responsibility first loyalty is to the clients then to the stakeholders reconcile between the two Chapter 7 LAW PR Long Term Reputation Lawyers Short Term Settlement Both lawyers and PR people have a code of ethics they re just different Defamation includes libel and slander 1 Harm or injurt 2 Easily identifiable 3 Published 4 Actual malice for public figures reckless disregard for the truth Libel is printed Slander spoken JUST BECAUSE IT IS TRUE IT WONT SAVE YOU Copyright they last for lifespan 50 years for an individual corporations is 75 years unless someone renews it Fair use limit the number of words credit the originator scholarship or teaching keep it in context don t profit Internet and Law assume everything on the internet is copyrighted Just include a link to the source napster was a huge case Trademarks know the difference R in the circle registered trademark Tm trademark pending Federal agencies that will regulate you SEC Securities exchange commission Supreme and Federal courts Companies associated press for example Federal trade commission Chapter 9 Media Relations Traditional media Non Traditional media Earned media No control No frequency control Free Paid media Guarantees content size Frequency is guaranteed Expensive Why do news releases fail Usually because they are poorly written irrelevant in the improper format or timing is off What is newsworthy Unique human interest crisis impacts community new product product improvement new management things stockholders need to know Why is publicity important and when should you seek it Publicity is more credible that advertising because of the implied 3rd party endorsement it shows a good working relationship with the media great for little to no budget How to prepare for an interview You are the organization know what you are going to say Talking about things you haven t prepped for is not a good way to go Prepare for anything you say or do to be printed If you are sweating in an off camera interview it will probably be reported Stay positive Reporters want the story Give them good quotable information Hammer home the same few points so they have to print it Answer the na ve question answer briefly but directly don t lie state facts don t bluff relazx and be personal Use contractions not formal Research the reporter Anything you say is fair game What s the difference between organizations and the media You are the organization so you now what to say Prepare for it to be printed You want to be positive rep wants the story Chapter 11 Employee relations What makes for effective employee communication 1 Tell the damn truth 2 Tell employees before the media does good and bad 3 Compel face to face dialogue its better 4 Create a sense of purpose and belonging 5 Be clear credible and reliable 6 Set a direction for the future 7 Be respectful 8 Use humor carefully Employee communication vehichles Internal comm audits can help management find out what the people want A i e communicate earlier and more frequently demonstrate trust and ask for employee ideas and opinions B Intranet a Consider the culture needs to be collaborative b Set clear objectives and let it evolve c Treat it as a journalistic enterprise d Market it e Link it to