Intro to Public Relations 3000 Exam 2 Ch 9 14 Ch 9 Media Intro Before the 21t century most public relations Practioners came from the world of Journalism Today public Relation Practioners must deal with media that are aggressive opinionated and throw themselves into coverage Do s and Don ts of media interview The interviewee should know the interviewer point of view interests and likely questions before an interview Know what to say before going into an interview Relax and build rapport Speak as an individual as a member of the public rather as a mouthpiece for an impersonal bureaucracy Answer simple questions Answer questions in a brief manner Don t bluff Tell the truth Cardinal Rule Saying no comment is an indicator you may be hiding something o The first question before engaging in a media interview is what purpose will serve the organization o A primary task of public relations Practioners is coordinating media interviews o In the interviews the interviewers seeks someone with whom they can hold an intellectual conversation Advertising vs Publicity Advertising Content What is said and how it is portrayed Size How large a space devoted to the Ad Location Where the Ad will appear Reach The number of papers in which the ad appears Frequency How many times the Ad runs Publicity Offers no guarantees or controls Has a third party endorsement Value of publicity Announcing a new product or service Reenergizing an old product Explaining a complicated product Little or no budget Objectivity in the media A goal journalists presumably strive for and public relations practitioners should help media professionals achieve is ideally an attempt to be fair and remain neutral Dealing with the media Good media relations require a formal media relations policy and following sound principles of dealing fairly honestly and intelligently with their representatives Ch 10 Social Media Public relations and the Internet Journalists use the Internet as their primary source for research and reporting The internet by PR Practioners will continue to grow for four reasons o The demand to be educated rather than sold o The quest for conversation o The need for real time performance o The need for customization Websites provide organizations individuals and governmental agencies the ability to offer information to the public in an organized consolidated manner Serves as an organizations first face to the public Website developers are most concerned with the search engine optimization the tweaking of keywords so that a site can be found by search results Websites Blogs a blog gains respect through what are called sneezers or early adopters within a social group Social networks Facebook is biggest social networking service Facebook serves community building services by o Attracting attention o Two way communication o Conversation monitor o Interactive activities o Internal communication o Halo effect o Network with the media o Crisis management o link link link Twitter serves as a o News source o Providing valuable content o Building community o Crisis management Pinterest is a social network that allows its users to share what is important to them as long as it includes a photo somewhere on the webpage Web based communication vehicles Intranet internal vehicle that integrates communication with workflow process management infrastructure and other aspects of completing a job Extranets allows you to communicate information to segmented external groups Ch 11 employee relations Ch 11 is very similar to ch 10 Credibility the key Trust in organizations would increase if management o Communicated earlier and more frequently o Demonstrated trust in employees by sharing bad good news o Involved employees in the process by asking for their ideas and opinions SHOC the troops Management should consider a four step communications approach Strategic honest open and consistent Ch 12 Government Relations Intro Don t call it Public Relations The Internet had a dramatic impact on candidate Barack Obama political campaign Despite early 20th century efforts by Congress to limit the persuasive powers of the President of the United States the nation s chief executive today wields unbridled public relations clout and controls the bully pulpit Public Relations in Government Numbers of new regulatory agencies that have sprung up since the 1970 s number of government agencies or programs that regulate business increased opportunities in the department of defense are indicators of growth in public relations jobs Gillette Amendment barred the practice of public relations in government The state department is responsible for press briefings maintaining content for the department homepage operating foreign press centers around the nation AFIS is responsible for maintaining the stars and stripes Their mission is to integrate the vast communications resources of the various military branches under one communication umbrella The president s press secretary The second most difficult position in any presidents administration is the press secretary Among frontline responsibilities for a public relations practitioner at the local government level are to inform constituents about legislative and regulatory changes as well as about various government procedures Robert Gibbs is president Barack Obama press secretary Ari Fleischer said I may be crazy but I like working with reporters A lobbyist is anyone who is paid by a third party to make more than one lobbying The task of a lobbyist is ultimately rooted in the first amendment which provides citizens the right to petition the government Lobbying the government contact Political action committee The rise of the political action committees PACS has been among the most controversial political developments in recent years A political action committee is the name commonly given to a private group regardless of size organized to elect political candidates Ch 13 Community Relations Multicultural diversity The largest number of immigrants flock to California new york and Texas Florida Minority populations buying power has been increasing Hispanic buying power is Illinois and New jersey relatively high The Asian population is the fastest growing racial or ethnic group in the US As arbiters of communications in their organizations public relations people must be sensitive to society s multicultural realities Ethnic minority own 20 percent of small business firms Corporate social responsibility Idea that
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