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ADPR 3850: Final
mass media is concerned with?
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being centralized/top-down
being costly to publish
being controlled by professional gatekeepers
being mostly one-way communication with limited feedback
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how long did internet take to become popular?
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only four years
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attractive characteristics of the web
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easily update material
interactive
depth of information
infinite space
cost effective
not filtered by gatekeepers
niche markets
available 24/7
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four main reasons why visitors return to a website
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high quality content
easy to use
quick download
frequently updated
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pull concept
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consumers are constantly interacting with a site and finding information most relevant to them
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push concept
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information is delivered to the consumer without audience participation
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webcast
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any event live or archived which involves the transmission of information from a person or organization to a larger audience over the internet
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web 1.0
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information transmitted from supplier to receiver
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web 2.0
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more interactive, users can talk to each other
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social media
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the online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other
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corporate/organizational blogs
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written by an executive and represents the official voice of the organization
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employee blogs
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some organizations are concerned with this because of liability issues; usually establish guidelines
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third party blogs
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need to establish relationships with bloggers about your company
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blog advantages
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anyone can create
no start-up costs
informal
links
post comments
changed instantly
can immediately assess
organizations to participate
unfettered
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why we blog
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achieve real-time communication with key stakeholders
to enable people to talk about the organization
to foster conversation among audiences with a connection to the organization
to facilitate more interactive communication
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words to blog by
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transparent
timely
original
relevant
views
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making friends on myspace and facebook
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vital for gaining consumer insights, building brand awareness, and creating customer loyalty
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youtube
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premier social networking site for posting and viewing videos
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who makes up the majority of youtube's audience?
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35-64 year olds and college students
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news that "happens"
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out of control
ex: natural disasters
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news that is "created"
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creating news to get attention for a cause, controlled
ex: sports events
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20 ways to create news
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tie in with news events of the day
conduct a poll
issue a report
arrange interview with celebrity
hold election
arrange speech
celebrate anniversary
make analysis
issue summary of facts
tie in with a holiday
make a trip
make an award
hold a contest
form/announce names for a committee
stage a special event
adapt national reports and surverys for local use
organize a tour
inspect a project
stage a debate
issue a protest
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media relations facts
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media are busy
editors are proud of independence
trust is earned and easily destroyed
informing media and public is important work
assume stories judged on merits
continue serving after story idea is accepted
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10 commandments of media relations
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know deadlines
know publishing schedules
what kind of resources do they have?
remember correct written format
know technology preference
always be accessible
anticipate their needs
maintain your credibility
always be genuine
know the media
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mediasphere
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top-down
expensive
controlled by gatekeepers
one-way communication
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blogosphere
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widespread broadband
inexpensive
new channels
mobile
new advertising programs
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texting
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75% of mobile phone users text daily
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broadcast text
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companies use to send a brief message to all employees mobiley
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subscription text
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users sign up to receive text
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"one-ff" text
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cell phone user sends text to a source to get an answer to a question
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twitter
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web based
posts are indexed by google and readily available to anyone with internet access
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wikis
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a collection of web pages that enable anyone who accesses them to provide input and modify the content
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advantages of wikis
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they invite all users to edit any page within the website
they promote meaningful topic associations
involve visitors in creation and collaboration
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podcast
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digital media file distributed over the internet for playback on portable media players and personal computers
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web 3.0
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smart phones and mobile-enabled content (apps)
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is it time for a news release?
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what is the key message?
who is the primary audience?
what does the target audeince gain from product?
what objective does the release serve?
make sure to include the 5 W's and H
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content of news release
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first paragraph summarizes the most important part of the story and succeeding ones fill in the details
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publicity photos
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more people "read" photographs than articles
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making a message work
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clarity
simplicity
avoid jargon
use symbols, slogans, acronyms
avoid cliches and hype
avoid euphemisms
use non-discriminatory language
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when attempting to communicate remember...
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gain attention
put together understandable message
be credible
practice creative repetition
suggest action
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what makes a good news story?
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proximity
consequences/impact
conflict
timeliness
prominence
novelty/irony
current events
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news release
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the dissemination of information to mass media such as newspapers, broadcast stations, and magazines
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women, men, news, seniors, etc.
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women, men, news, seniors, etc.
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specific interest
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dog, guns, needlepoint, etc.
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strengths of print
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information seeking elite
permanent lasting record
mobile
considered most credible
problems: slow
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media advisories
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memos to let the press know about something they may want to cover
usually one page and contain: headline, brief paragraph outlining story, answers to questions, and short paragraph about who to contact
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fact sheet
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give additional background information
also FAQ
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media kit elements
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news release
news feature
fact sheet
background info
graphics
executive bios
and basic contact info
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pitch
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short letters or emails to grab the attention of editors, they let the editors know about the contents of the media kit
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interviews
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typically result in a published short story
subject has no control over what is published
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news conferences
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communication is two-way
should be held only when there is news that requires elaboration and clarification
can be either offensive or defensive tactic
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two types of news conferences
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spontaneously arising out of a news event or regularly scheduled
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mortification strategy
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admitting a situation is bad and that the organization is doing everything in its power to correct it
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press party
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a social gathering that ends with a pitch
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junket
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trip in which editors and reporters are invited to inspect a company's manufacturing facilities in several cities
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familiarization trip
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offered to travel writers and editors by the tourism industry
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radio release
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written in uppercase and double-spaced
take about 30-60 seconds to read
more conversational style
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ANR
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recording of a news announcement sent to a radio station
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actuality
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someone with a good radio voice reads the entire announcment, are not identified
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sound bite
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an announcer reads the release with a quote included from a satiesfied customer or company spokesperson
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PSA
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an unpaid announcement that promotes the programs of government or voluntar agencies or that serves the public interest
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radio media tour
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spokesperson being interviewed from a central location by journalists across the country
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four approaches for getting an organizations's news on tv
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send the same news release taht the local print media receive
media alert
phone or email editor
VNR
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VNR
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produced in a format that tv stations can easily use or edit
expensive
reach large audiences
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SMT
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a series of pre-booked, one-on-one interviews from a fixed location via satellite with a series of television journalists or talk show hosts
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strengths of radio
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best medium for urgent messages
flexible
mobile
low cost
am (general interest)
fm (specific interest)
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strengths of tv
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1,500 stations
average family watches 7 hours/day
56 million homes wired for cable
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personal appearances
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PR staff must be familiar with show's format
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booking a guest
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bookers responsible for booking a constant supply of timely guests
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magazine show
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a tv program format that consists of a variety of videos in much the same way that print magazines offer a variety of articles
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product placement
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aka plugs
retailers are active in seeking out product placements because studies show that today's youth get many of their ideas about what products to buy from tv
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a world filled with meetings and events
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vital pr tools
provide audience with face-to-face interaction (five senses)
detailed planning
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group meetings planning factors
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meeting location
meeting invitations
getting the meeting started
speakers
meals
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meeting locations
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meeting identification
lighting
charts
screen or monitors
projectors and video equipment
seating and tables
speaker's podium
audience and speaker aids
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meeting invitations
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announcements in a newsletter or email for members
invitations for nonmembers
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getting meeting started
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registration table
personal welcome
name tags
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banquets
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elaborate affairs that require extensive advance planning
helps to have personality speaker
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receptions and cocktail parties
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the focus should be interaction, not speeches
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open houses
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require thorough planning and routing careful handling of visitors and training of all personnel who will come in contact with the visitors
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convention planning
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timing
location
facilities
exhibits
program
recreation
attendance
administration
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conventions
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series of meetings to exchange information, most likely out of town
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convention programs
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include large meetings, cocktail parties, receptions, tours, and banquets
have to juggle planning multiple events
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trade shows
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ultimate marketing event
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exhibit booths
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designed for maximum visibility
provide face-to-face social contact
attract journalists
allow organizations to demonstrate products
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promotional events
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events to promote sales, increase visibility, make friends, or raise money for a charitable cause
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corporate sponsors
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can establish brand identity
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global public relations
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the planned and organized effort of a company, insttiution, or government to establish and build relationships with the publics of other nations
aka international public relations
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pr in other nations
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new global enterprise
china in particular
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factors of nations that have PR
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multiparty political systems
considerable private ownership of business and industry
large scale ubanization
high per capita income levels
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international corporate PR
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in the global age, pr firms represent foreign interests in the US as well as the interests of American corporations around the world
challenges: different in language, laws, and culture
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high context cultures
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dependent on context
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low content cultures
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more verbal, legal based, comm is more precise
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five cultural dimensions
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power distance
individualism
masculinity/femininty
uncertainty avoidance
long term vs. short term
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power distance
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the degree to which a culture accepts unequal distribution of power
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individualism
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a cultural orientation in which people belong to loose social frameworks, and their primary concern is for themselves and their families
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masculinity/femininity
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a cultural orientation in which assertiveness and materialism are valued
a cultural orientation in which relationships and concern for others is valued
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time orientation
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whether a culture's values are oriented toward the future or toward the past and present
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uncertainty avoidance
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the extent to which member of a culture accept or avoid ambiguous situations and uncertainty
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language and cultural differences
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PR practitioners must deal with issues related to language and cultural differences
aka relationship management
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foreign corporations in the US
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corporations in other countries use PR and lobbying firms to advance their products, services, and political interests in the US
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representing US corporations in other nations
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three key audiences that PR professionals need to communicate about the benefits of globalization:
1. companies themselves
2. nongovernmental organizations
3. international institutions
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US firms might be hired by other countries to...
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hold off protectionist moves
defeat legislation
support expansion
provide ongoing information
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public diplomacy
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the process of information dissemination internationally
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voice of America
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created in 1942 part of USIA for several decades
broadcast news around the world
VOA not directed at citizens
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public diplomacy goals of foreign countries
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advance political objectives
ascertain probably US reaction to a projected action
advance the country's commercial interests
assists with communication to English
convince key publics to support a policy
lobby for changes in legislation in the nation's self interests
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the rise of NGOs
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depend on international support for their causes
ex: Greenpeace
perceived by the public as more credible
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opportunities in international work
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new golden age of global marketing and pr
foreign language skills vital
openness to language and culture
graduate study is an asset
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face
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product, logo, and brand
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large size of corporation
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can distance them from stakeholders
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public and corporations
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often distrustful of the power, influence, and credibility of such giant corporations and business in general
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pr and corporations
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importance of corporate social responsibility
eyes and ears of an organization
reputation management
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media relations
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ceos see journalists as the enemy
pr must educate both organization and press
coverage: inaccuracy, incomplete coverage, inadequate research and preparation for interviews, antibusiness bias
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ROPME
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research
objectives
programming
materials
evaluation
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research
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consumer reactions to design
created task force
european front loading washers
concerned about consumer skepticism
media list
DOE/governmental cooperation
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objectives
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PR:
-educate opinion leaders on benefits of Neptune
-enhance Maytag's credibility
-link dependability with new technology
Business:
- convince consumers that they want it now
-meet production and sales goals
-increase stock value
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materials
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news release outlines 4 C's
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evaluation
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educated opinion leaders
innovation
build customer demand
stock value
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customer relations
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customer service is the frontline of PR
must actively listen to consumers and convey concerns back
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customer satisfaction is important for:
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loyalty
positive word of mouth
reputation of company
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FTC
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regulate truth in advertising
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consumers
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people we take care of, rather than capture
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marketing vs. pr
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marketing focuses on selling
pr focuses on the whole exchange; supports sales while maintaining concern with other aspects of the consumer relationship
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pr contributions
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forming consumer groups and customer service departments
adopting customer satisfaction programs for an entire organization
concentrating efforts on moving consumers from another product or service to yours
protecting the reputation and brand, especially from consumer activism, such as boycotts
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boycott
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refusal to buy the products/services of an offending company
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do's of working with consumer groups
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work with those interested in solutions
offer transparency
turn suggestions into action
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don't of working with consumer groups
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get emotional
work with those who make threats
expect immediate results
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community relations
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analyze the environment
important public opinion issues in the community
what kind of "citizen" is your organization
role of corporate philanthropy
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research
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client
opportunity/problem
audience
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objectives
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impact
output
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programming
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themes
special events
uncontrolled media
controlled media
target opinion leaders
target organizations
promote audience participation
community outreach
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evaluation
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objective-based
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employee relations
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employees are called "ambassadors" because they represent the company within a large circle of family, relatives, and friends
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challenges of employee relations
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morale
layoffs and outsourcing
minorities
sexual harassment
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investor relations
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combines disciplines of communications and finance to accurately portray a company's prospects from an investment standpoint
communicate with institutional investors, individual investors, shareholders, prospective shareholders, and the financial media
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how do corporations continually provide information?
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annual report
quarterly report
stockholders/shareholders meetings
CEOs/CFO speeches
regular release of information to financial media
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marketing communications
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using the tools of PR to support marketing sales objectives
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integrated marketing communication
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managing all sources of information about a product/service so as to ensure maximum message penetration
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ways to accomplish marketing communications objectives
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product publicity
cause related marketing
viral marketing
corporate sponsorship
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product placement
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the appearance of a product as part of a movie or tv program
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cause related marketing
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a profit making company collaborates with a nonprofit organization to advance its cause and increase sales
|
corporate sponsored events serve 4 purposes:
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enhance reputation and image
give product brands high visibility
provide a focal point for marketing efforts and sales campaigns
generate publicity and media coverage
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viral marketing
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buzz about a product or service
enhances reputation management and message dissemination
|
environmental relations
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corporate concern for the environment and sustainable resources
|
corporate philanthropy
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donations of funds, products, and services to various causes
strengthens reputation
increases favorable publicity
gains and retains customers
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what percent of charitable giving comes from individuals?
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75%
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pr in entertainment
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growing interest in careers in sports, entertainment, and hospitality among public relations students
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entertainment industry
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involves serving as publicist
damage control
ethical issues
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personality campaign
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campaigns generated public awareness of an individual who is intentionally seeking publicity
|
preparation
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get newsworthy facts through interview
prepare a short biography
determine what about the personality is to be sold
|
"drip-drip-drip"
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repitition and steady output of information
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bookers
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those whose job is to place clients on talk shows and set up other public appearances
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planters
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those who deliver to media offices publicity stories about individual clients and projects
|
moviegoers 2010
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73% first heard a movie through tv ads
52% turned on internet when they wanted to know about a movie
62% moviegoers get review info from the internet
51% rely on reviews from friends and family
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product tie-ins
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promoting an event through a product
ex: toys in happy meals
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sports publicity
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embrace normal PR toolbox and they also try to stir fan emotion
promotes "heroes"
managing crises
developing sponsorship ties
|
travel promotion
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job is to attract visitors to a destination and then keep them happy
|
travel pr involves:
|
stimulating public's desire to visit a place
arranging for travelers to reach it
making certain that visitors are comfortable
|
packaging
|
a travel package that usually consists of prepaid arrangements for transportation, housing, most meals, and entertainment, with a professional escort to handle the details
|
government organizations
|
federal, state, and local governments and agencies all engage in the same types of pr tasks
|
basic purposes of government pr personnel
|
public service
circulation of information
promote services
orchestrate fundraising events
spread news of successes or crises
assist with smooth daily operations or crisis management
implement campaigns that address local issues
help develop long range plans
|
interpersonal tools in local campaigns
|
direct mail
campaign signs
brochures
cards
newsletters
speaking engagements
door-to-door
|
PIOs
|
pr experts in the government who work very hard to keep the public informed with announcements
|
good public info programs involve:
|
identifying critical issues early
creating an educated group of active citizens
ensuring issues are framed accurately
providing opportunities for stakeholders to be a part of the solution
creating legally-defensible solutions
|
federal government
|
largest disseminator of information in the world
advertising
|
white house
|
presidents have long used media attention to implement pr strategies (reagan, bush, clinton, bush, obama)
|
congress
|
extensive information focused efforts to reach their constitutients
|
federal agencies
|
employ public affairs officers and public information specialists
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state governments
|
pr work often subcontracted to private pr firms
health safety and tourism often targeted in state pr campaigns
employ public information officers
|
local governments
|
seek to inform citizens about city services and promote economic development
|
public information and public affairs
|
public information affects citizens' decision-making processes about policies
|
objectives of government information efforts
|
inform public about the public's business
improve effectiveness of agency operations
provide feedback to gov't administrators
advise management on how to communicate a decision or a program
serve as ombudsman
educate administrators about role of media
|
government relations by corporations
|
monitor gov't and legislative activity
gather information
disseminate management's views
cooperate with government on projects
motivate employees to participate in the political process
|
lobbying
|
efforts to defeat, pass, or amend legislation and regulatory policies
|
influence peddling
|
pitfall of lobbying, done by former legislators and officials who cash in on their connections
|
grassroots lobbying
|
using advocacy advertising, toll free phone lines, bulk faxing, and direct mail to generate phone calls and letters from the public to the government
|
coalition building
|
getting individuals and groups with no financial interest in an issue to speak on the sponsors behalf
|
election campaigns
|
fundraising
range of communication
new communication tools
|
means for financing campaigns
|
political action committees
soft money
|
soft money
|
money contributed to the political party as a whole
|
pr and politics: practitioner's role
|
fundraising
budgeting
determining objectives/strategies
managing communications
|
nonprofit
|
noncommercial entities whose main purpose is to serve the public interests
tax exempt
foster good will
recruit volunteers
fundraising
staff development
compete for donations and different causes
form partnerships on common interests
create communication campaigns
|
fund-raising
|
major pr task
motivations for giving
|
motivations for giving
|
inherent generosity
ego satisfaction
peer pressure
|
fundraising methods
|
corporate and foundation donations
structured capital campaigns
direct mail
event sponsorship
telethons
telephone solicitations
online and social media
|
capital campaign
|
efforts to raise money for new wings, buildings, or make renovations
|
membership organizations
|
groups of people who share common business or social interests
|
professional associations
|
members of a profession or skilled craft organize for mutual benefit
|
trade associations
|
manufacturers, wholesalers, retailers, or distributors in the same field
|
labor unions
|
groups that represent the interest of an entire industry
|
chamber of commerce
|
an association of business professionals who work to improve their city's commercial climate and publicize its attractions
|
advocacy groups
|
activist groups
social issue organizations
|
advocacy groups: strategies and tactics
|
lobbying
litigation
mass demonstrations
boycotts
reconciliation
fundraising
|
social service organization
|
philanthropic, cultural, and religious groups that serve the public in various ways
|
social service organizations: strategies and tactics
|
publicity
creation of events
use of services
creations of educational materials
newsltters
|
social organizations design their pr to achieve objectives:
|
develop public awareness of missions
encourage individuals to use their services
recruit and train volunteer workers
obtain operating funds
|
types of health organizations
|
hospital
health agencies
|
health campaigns
|
prevent and respond to diseases
promote health and quality of life
growth of online health information
|
hospitals focus on four major publics
|
patients/their families
physicians/medical staff
news media
community as a whole
|
colleges and universities
|
pr duties involves development/fundraising and enhancing prestige of institution
|
elements and secondary schools
|
need for pr has increased
done by principals, teachers, counselors, PTAs
newsletters and website to tout achievements
|
school districts
|
building support, crisis communication, and marketing public schools
|