PUR3000 Dr Gilmer Unit 3 FINAL EXAM Chapter 16 Quiz Questions SPEAK Smile Disney Always accept interview opportunities No Preparation Key to Performing PR Practitioners are expected to 1 2 3 Answer questions of journalists Give major speeches Write for and prepare their bosses to give major speeches Also to prepare others for interviews Prepare them To say something to entertain or inform the audience To give media something to create a theme For the interviewer s purpose assemble facts For the interviewer s style Print vs Broadcast IN PRINT Info is interpreted by the reporter for the reader Ex reporter thinks company is guilty IN TV Speaker is seen and heard Personality can sell itself Do you always accept interview opportunities Now when circumstances call for delaying information and it may come out Accept interview but only on certain topics The Print Interview For advocating a particular policy or cause Print interview is long up to an hour Interviewee has no control over content Answer questions but DO NOT get off topic Radio TV Interview Three Requirements 1 Preparations Guests should know what key message is to emphasize 2 Conciseness Guest should respond precisely and briefly 20 sec sound bite 3 Relaxed Guests should concentrate on interview and interviewer Characteristics of News Conferences Two Way Quick wide spread dissemination Projects host s point of view May lead to unanticipated controversial Yet must create cooperative atmosphere Types of news conferences 1 Briefing regularly scheduled by public official often nothing to report 2 Spontaneous arising from news event When to hold news conferences Failure when media go away disgusted Ask whether information could just as effectively be distributed through news release or media kit Time of Day 9 30 10 am Ideal when have afternoon newspaper Invite all interested Advice to news conference talkers 1 Never attempt to go off record 2 Never lie Preparation for News Conference Send invitation 6 8 weeks ahead Anticipate questions that will be asked Check out place ahead of time Prepare for print and electronic media On line News Conferences Streaming via Internet Major advantage keeps media at their desks PR Practitioners chore Writing Speeches Seldom get credit Often get the balance Requires extensive preliminary research Can make up to 10 000 a speech Speech Writing Need Interpersonal communication skills Speaking ability Ability to write speeches Speech writers often receive 100 000 a year or more PR Person s Research Audience Meet with speaker before during Check out places Topic person Characteristics Speeches Appeal to the Ear one brief exposure Different from other kinds of writing Relate to audience s needs problems Demographics Non verbal Communications Understand importance of non verbal S Smile Distribute a release about a speech and multiply your audience Summaries in one or two sentences Answer questions Don t say speaker spoke about topic say what speaker said about topic P Posture E Eye Contact A Animation energy K Kinetics motion energy Speech as a Release Research Target Situation Audience Time of Day Purpose Time Other Speakers Research Speaker Speech Pattern Favorite Devices humor etc Old speeches Objectives and Approaches Objectives What is speech supposed to accomplish Proper Tone Personal Pronouns he she they Comparisons Direct quotes short precise Active voice Writing the Speech A speech is built in blocks Mostly one way communication 1 Opening 2 Body evidence that leads to conclusion 3 Develop theme Statistics stories 4 Conclusion tell them what you already told them Giving Speeches Clarity most important thing Appeal to ear Build to major point climax Concise definite Avoid monotone Keep audience in mind People do not buy products they buy benefits Play to audience With eyes Gestures Visual aids Posture Hardest audience to address a HOSTILE one less is best 20 minutes Civic Club 30 minutes last 10 for questions Length Power Point 90 of visuals in U S use it Supplement with hard copies Use charts and graphics Can use electronic Being interviewed for camera Use the F A C E model F Feeling let audience know how you feel A Analysis Give them your assessment of the sit in 1 sentence or phrase E Energy project more energy for TV than in person Most news interviews revolve aro9und Compelling C s Catastrophe were facing a disaster Crisis problem approaching fast Conflict Crime Corruption Color 11 9 11 Chapter 17 Quiz Questions boycott offshoring Video McDonalds Corporate Social Responsibility Todays Modern Corporations Largeness brings remoteness makes people suspicious Makes public distrustful 27 feel corporations are untrustworthy Media fans suspicions Why study corporations 1 Since they are seen negatively they need to gain trust and credibility 2 To realize importance of Corporate Social Responsibility good neighbor PR Helps Both Corporations are Unique They deal with a number of governments Their operations affect the environment Their large size brings remoteness Public Distrusts Corporations Only 27 TRUSTS CSR Needed CSR Strategy Adopt ethical principles Pursue transparency and disclosure Make trust a foundation precept of corporate governance PR s Importance in Corporations Practitioners are eyes and ears of the corporation aimed at all stakeholders Link between the CEO and marketplace organization To Assist CSR PR MUST Counsel the CEO Help create and maintain company morale Urge becoming good public citizen Understand Influences when making good decisions Governmental regulation Engineering knowledge Responsibility to society Whether making a profit is possible Media Pressure The Dilemma On one hand The media make CEO s defensive about business coverage Yet media is most effective way to get corporation s message across One problem too many unqualified reporters Media also view big business as Uncooperative executives who erect barriers Keep them from access to key personnel CEO s who don t understand objectivity thing anything unfavorable is calculated Corporations and Let the Buyer Beware Caveat Emptor Let the buyer beware Buyers do have rights Customer service relations is part of PR responsibility yet those relations are separate from PR function Challenge Corporations must reach diverse Markets Companies must focus on more than one market Customer Relations Principles A single incident can damage a company reputation The key to customer satisfaction is word of mouth Internet and blogs reach
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