Tuesday, April 15Specific employee issuesSexual harassment policies must be communicatedLayoffs must be communicated to employees before released to the mediaOutsourcing rationale should be communicated carefullyMoving jobs overseasEthnic and religious minority groups should be communicated carefullyCommunity RelationsAnalyze the environmentImportant public opinion issues in the communityWhat kind of “citizen” is your organization?Role of corporate philanthropyInvestor relationsRequires knowledge of finance and government regulationsTypically among highest paid PR practitionersInvestor relations staff primarily communicate with institutional investors, individual investors, shareholders, prospective shareholders, and the financial mediaCommunicating with investorsAnnual reportQuarterly reportThese are the two big onesStockholders/shareholders meetingsBeing present at these and making sure on the same page, communicating to stockholdersCEO/CFO speechesYou will write theseRegular release of information to financial mediaMarketing communicationsMarketing communications is the process of using the tactics of PR to support sales objectivesIntegrated marketing communications means managing all the sources of information about a product or serviceCombining PR with advertising, PR with marketing, putting them together for best useProduct publicity (a key goal)Product placement often used to increase publicity and public awarenessCause-related marketingInvolves partnerships with nonprofits to promote a particular causeCorporate sponsorshipDo this to enhance reputationGive product brands high visibilityProvide a focal point for marketing efforts and sales campaignsGenerate publicityViral marketingCreating “buzz” about a product or service in a way that it will be passed onEnhances reputation management and message dissemination“Dumb ways to die” video, went viralJennifer Aniston viral video, smart waterEnvironmental relationsCorporate concern for the environment and sustainable resourcesShowing your corporation cares about environmentExamplesShell, American Apparel, Proctor and Gamble, Starbucks, Coca Cola, MerckCorporate philanthropy: charitable donations by corporations75% from individuals (donated to charities)13% from foundations8% from bequests4% from corporations$209.89 billion TOTAL donated to charitiesCh.16 Entertainment, Sports, & TourismPR in entertainment, sports, & tourismGrowing interest in careers in spots, entertainment, and hospitality among PR studentsPR is required in these areas given the overwhelming size of this marketplace and the competition taking place for access to disposable income dollars:2012 members:1.4 billion movie tickets sold generating $11 billion in revenue30 million people attended concerts17 million attended NFL games and league reported revenues of nearly $10 billionTourism expected to represent 1/10 jobs by 2022The Entertainment IndustryCelebrity-obsessed culture:In the 24 hours following the death of Michael Jackson in 2009, 60% of total news coverage was about his death, legacy, and life storyEclipsed all other major news stories, including health care reform, the greenhouse gas bill, political violence across the globe, etc.Working in this industry involves serving as publicist and engaging in damage controlEthical issues (that arise when working for celeb)Do you do whatever your boss asks? Do you take or give directions?How do you deal with particularly strong personalities?Easy to become star struck and client starts leading youPromoting a personalityConducting the promotional campaignProduce news releases and arrange for photo opportunitiesGet client invited to news worthy events, such as award ceremoniesPublic appearancesE.g., conferences, trade shows, store openingsPromoting an entertainment eventThe “drip-drip-drip” techniqueRepetition and steady output of information (drip, drip, drip)The movie industryPlanters—member of PR team that delivers publicity stories and information to media officesBookers—who arrange for talk show appearances and other appearancesProduct tie-ins—e.g., Happy Meals related to a moviePromoting an entertainment eventHave you seen the latest blockbuster? (poll)73% moviegoers say they first heard of movie through TV ad52% turned to internet when they wanted to know more about a movie62% of moviegoers get review information from internet51% of movie goers said they rely on reviews from friends and familySports publicitysports publicists embrace the normal PR toolbox but they also try to stir fan emotionPromoting “heroes”—both on and off the fieldManaging crises (e.g., Penn State)Developing sponsorship tiesTravel promotionStimulating desire to visitOnline and in travel publications and programsArranging for traveler to reach the destinationCooperating with tour bookingAssuring a good tiem while tourists are thereStrong focus on constumer serticeAppeals to target audiencesPackaging around specific types of travel (e.g., historic sites, eco tours, etc.)E.g., Colorado marijuana toursTourism in times of crisisTravel PR professionals should be prepared to deal with all sorts of crisesADPR 3850 1nd Edition Lecture 17 Outline of Current Lecture II. Entertainment, Sports, & Tourism Current Lecture Tuesday, April 15 Specific employee issues- Sexual harassment policies must be communicated- Layoffs must be communicated to employees before released to the media - Outsourcing rationale should be communicated carefully o Moving jobs overseas - Ethnic and religious minority groups should be communicated carefully  Community Relations- Analyze the environment - Important public opinion issues in the community - What kind of “citizen” is your organization?- Role of corporate philanthropy  Investor relations- Requires knowledge of finance and government regulations - Typically among highest paid PR practitioners - Investor relations staff primarily communicate with institutional investors, individual investors, shareholders, prospective shareholders, and the financial media  Communicating with investors- Annual report- Quarterly report o These are the two big ones- Stockholders/shareholders meetings o Being present at these and making sure on the same page, communicating to stockholders- CEO/CFO speeches o You will write these- Regular release of information to financial media These notes represent a detailed interpretation of the professor’s lecture.