JOURN 4256: FINAL EXAM
185 Cards in this Set
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What describes Public Relations?
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Someone who manages the flow of information between and individual or and organization and the public
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Value of PR
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The world doesn't need more info, but sensitive communicators to interpret its relevancy for people
PR people explain the goals and objectives of clients to the public and provide them with guidance
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PR vs Journalist
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Journalist: 2 components (j writing and media relations), objective observers, focus on mass audience, use only one channel
PR: many components, advocates, focus on defined publics, use variety of channels
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PR is...
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A form of communication
Planned and strategic
Audience focused
A management functions within an org.
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Key Skills
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Writing
Research
Planning
Problem-solving
Business/economic competence
Social/digital media
CREATIVITY
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The economic reality
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Limited budgets
ROI
Emphasis in accountability
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Social Media
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Likes are nice, but interactivity is key.
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Ethical decisions to consider:
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The public interest
The employer's self-interest
The standard of the PR profession
Their personal values
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PR Organizations
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PR Society of America (PRSA)
PR Student Society of America (PRSSA)
The International Association of Business Communicators (IABC)
The International PR Association (IPRA)
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Codes of Conduct
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Generally includes:
Financial info
Video news releases
Internet transparency
Corporate practice
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Video News Releases
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Must ID the client
Make sure info is accurate, reliable and not intentionally false or misleading
Ppl interviewed are ID by name, title, and affiliation
ID as a VRN
By National Association of Broadcast Communicators
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Concerns of ethically dealing with the media
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Gifts with journalists
Linking ads with news coverage
Transparency and full disclosure issues
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Ethical Red Flags
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Anon internet posting and viral marketing
Front groups
Truth in wartime comm
Overstating charges or compensation for work performed
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Research is...
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The first step in any good PR effort
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Research provides...
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Info to understand the audience and develop a successful message
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Ask yourself these types of questions...
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What is the problem?
What info do I need?
Who is the target audience?
How will this info be used?
How will I get this info?
What's the deadline?
What's the cost?
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Can use the research to...
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Formulate a strategy
Test messages
Keep up the target audience
Measure success
Check on your competitors
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Research options
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Academic rigor vs causal/informal
Primary vs secondary
Qualitative vs Quantitative
Most of the time it is CASUAL and INFORMAL
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Secondary Research
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When you analyze data/info collected or created by someone else
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Industry databases
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Mintel, Nielsen, MRI
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Government databases
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Census
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Trade databases
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Pew, Poynter
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SWOT Analysis
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Guides you to identify the positives and negatives within an organization
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Strengths and Weaknesses ("SW")
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Internal factors
Resources, experiences, activities, processes
Characteristics
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Opportunities and Threats ("OT")
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External factors
You don't control
Trends, economy, funding, demographics, physical environment
The competition
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Situational Analysis
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Four big C's
Company
Category
Consumer
Competition
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Company
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Internal
Mission statement
Vision
Core values
Current and past ads
Revenue and profit
What they are known for
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Category
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Internal
Economic trends
Type of category
Health of category
How product is typically marketed
Other external factors
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Consumer
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External
Current customers
Potential customers
Societal and lifestyle
Purchase cycle
Low or high involvement
Key motivations
Unmet needs
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Competition
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External
Direct and indirect
What's the competition selling/doing?
Brand positioning
Brand comparisons
Budget comparisons
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Situation Analysis gives you...
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A competitive advantage, ability to learn your niche, and review your company/brand
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Primary Research
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When you create instruments to collect data from a given audience. It is divided up into qualitative and quantitative.
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Qualitative Research
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Primary
Seeks in-depth understand of human behavior
Words not numbers
Focus groups, interviews, content analysis
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What does "N" stand for?
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Number
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Types of samples
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Random
Convenience
Snowball (CutCo)
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Focus Groups
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1-2 hours
6-10 people
Think about the details:
Name tags
Recorders
Incentives
Assistance
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After the focus group you should...
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Summarize (your notes), Analyze (your findings), and Write (your report)
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Surveys
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Too long = survey fatigue
10-20 minutes
Closed-ended questions
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Likert Scale
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5- or 7-point scale
Way to determine degree
Strongly dislike to strong like
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A/B Testing
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Split message testing where two or more different messages are sent to different audiences and tested for effectiveness.
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Media Exposure
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Measured quantitatively
Looking for the reach, ROI and Advertising Value Equivalency (AVE)
Want to go "beyond the likes"
Interactivity is key
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Media/Communication Audits
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When the communication of the company is assessed. Should happen at least once a year. Can include informal interviews internally and externally.
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Evaluation
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It's the systematic assessment of a program and its results. It allows you and your client to know if things are working as planned.
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Reasons to evaluate
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Tells you what is working and what isn't
Keeps client up-to-date
Shows value of work
Helps improve things as you go along
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The 20-80 Rule
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20% of effort, yields 80% of all needed results.
So it's better to do an average evaluation than none at all
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Audience is critical to any PR effort...
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Want it to be narrow
There is no ONE audience
Must understand diversity to know how to reach the audience
Targeting is critical
Segmentation and tailoring
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Cultural Sensitivity
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Do your homework
Understand the culture
Know the differences within ethnicities
Focus groups are critical
Qualitative research
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Hispanics/Latinos
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Fastest growing group
Increasingly targeted
20+ nations
Prefer ads and materials in Spanish
Listen to a lot of radio
Digital/social media target expanding
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Gen Y/Millennials
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Born after 1980
Kids, teens and college students influence their parent's buying decisions
Major consumers of digital media
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Baby Boomers
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1946-1964
Spend on consumer goods freely
Economic recession impacted their spending habits
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Seniors
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65+ years
Demand high value
Ignore fads
Voters
Volunteers
Health conscious
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Women
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Make 80% of household purchase decisions
"Super consumers" use social networking and corporate websites
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LGBTQ
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Consumers make up 8% of US population
High brand loyalty
More likely to buy products with ads aimed at LGBTQ community
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What is tailoring?
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Take a general message and make it relevant on personal level to an audience or individual, typically to change behavior.
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Segmenting the population
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Race/ethnicity
Age
Gender
Sexual orientation
Religion
Psychographisc
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Tailored delivery
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Print
Internet
Social media
Cell phone
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Content Marketing
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A strategic approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience.
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To use content marketing, you need to...
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Research your audience
Research your message topic
Find common ground
Tailor the story to fit audience and delivery mechanism
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Goal of Storytelling
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To inform, persuade, motivate and/or achieve mutual understanding
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Keys to communicate effectively
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Know what communication channels your audience uses and know how to use those for the biggest impact.
Know how your audience processes info
Know what would change your audience's perception of the problem/goal
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Four things to aim for when crafting a message:
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Make them aware of the message
Gain acceptance of the message
Change their attitudes
Change their behavior
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Make sure the message is...
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Appropriate
Meaningful
Understandable
Believable
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Use Plain Language because it...
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Improves comm
Takes less time to read/understand
Avoids confusion
Saves time and money
Improves reader response
Avoids creating barriers with the audience
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Flesch-Kinkaid Readability test
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Indicates comprehension difficulty
Developed through US Navy in 1975 to assess difficulty of technical manuals
Part of Microsoft Word
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Things to avoid when writing messages...
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Jargon
Cliches
Euphemisms
Discriminatory language
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Six principles of sticky ideas
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Simplicity
Unexpectedness
Concreteness
Credibility
Emotions
Stories
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The Story Arc
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Start
Inciting incident
Obstacle to overcome
Midpoint
Obstacle to overcome
Climax
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The Tamale Lesson
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254 Mexican-American women
A/B testing
Both contained the same 10 facts about cervical cancer
Results: The video done as a story resulted in a higher % of women getting appt for cervical cancer screenings
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Why storytelling?
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We tend to not remember facts and data as much as stories
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PR goals with storytelling
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Want to build empathy between audience and product.
Weave storytelling techniques into all comm efforts
Inspire the audience to ACT and ENGAGE
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What makes a good website on the consumer side?
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Not to busy
Easy to navigate
Responsive design/layout
Quick load time
Good content
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Things to include on the website
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Info about org
List of products/services
Technical support
Contact info
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Tips for a good website on the PR/Company side
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Fits with mission/goal
Interactive/has movement
Branded like other materials
3 clicks to get to any page
Clear search, clear content
Keep it fresh with new info
Evaluate and change as needed
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Content Management System (CMS)
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Standard
Don't mess with any other website form
Wix
WordPress
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Google Analytics
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Is a must
How your site is being used
Where audience is coming from to get onto site
What social media is driving people to site
What social media content people are responding to
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Meta Description
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Important
Gets the visitor on the search engine to click your link
135-150 characters
Its the description under the URL
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Why use social media?
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Big reach for low price
Best to target audience
Fosters interaction, participation, and collaboration
Impacts brand prestige and rep
Shape public opinion
Personal interaction
Turns users into "Brand Ambassadors"
Drives people to the rest of your content
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Common Fears with Social Media
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Negative comments about company
Not able to control what people say
Unsure what platform to use
Costing too much money/bad ROI
Being a waste of time
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Trust with Social Media
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Audience must be able to believe what is posted
Lies/False claims always come out
Missteps can ruin a brand
Taking down messages w/out explanation
Fighting w/ customers
Going silent/not answering questions or responding to audience
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Strategies to social media content success
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Understand psychology
Being a good copywriter
Be analytical
Use strategic communication
Think monthly and quarterly
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Understand Psychology
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Learn what motivates your customer (surveys, polls, analytics)
Find demographic info on your audience
Figure out what value your posts provide
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Being a good copywriter
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Communicate effectively and succinctly
Grab attention and hold it
Play on their triggers and emotions
Be surprising/interesting
Cut out jargon and complex language
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Be Analytical
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Do the initial research to understand the audience
Review analytics
Experiment with content and see what sticks
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Use Strategic Communication
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Bring PR, advertising and social media under one roof
Avoid the silo approach
Consistent content across all platforms
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Think monthly and quarterly
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Impossible to plan too far ahead
Create sm calendar only for a few months
Need to be flexible
Ready to go with trends
Breaking news, holidays/occasions, trending content
Adopt new platforms/be open to them
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70/20/10
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70% original content
20% from other people (rt, shares, reports)
10% bragging about yourself
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Third-Party Clients
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Allows you to pre-program, view analytics, see whats trending and more.
EX: HootSuite, SproutSocial, Buffer
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Likes are nice but....
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Care more about how many people see, like it, share it and how often they do it.
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Analytics that matter
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How many people do it (number)
How often people do it (frequency)
How long they do it (duration)
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Metrics that matter
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Interactivity is the goal
You want people who will see, talk and tell people about your message/group.
Basically want ppl to become your brand ambassadors
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Facebook Basics
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Posts remain effective for about 90 minutes
Post reaches 75% of potential engagement in 5 hours
Under 250 characters
Critical to hit window with audience
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Twitter basics
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Tweets remain effective for about 24 minutes
Repost tweets after 24 hours, if necessary
140 character but aim for 120
Critical to hit window
Use hashtags
Participate in chats and comment on related pages
Share photos and videos
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Single Platform Campaign
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Short duration
Small in nature
One-time project
Very specific goal
Very specific action step for audience
EX: Evian "bottle service"
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Integrated Campaign
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Long duration
Part of larger campaign
Goal is drive ppl back to digital hub
Multiple platforms
Integrated w/ out digital efforts
Multiple goals
Multiple action steps
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Crisis Management
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"A lie get halfway around the world before the truth has a chance to put its pants on" -Wintson Churchill
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Fighting Misinformation
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Misinformation is "sticky"
Rejecting info requires a lot of effort
It's harder for your brain to weigh the truth of into rather than just accepting it
If the topic isn't important to you, misinfo is more likely to stick
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What do we pay attention to?
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Does in the info fit with other things I believe?
Does it make a coherent story with that I already know?
Does it come from a credible source?
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When does misinformation stick?
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When if conforms to our existing world views: political, religious, or social
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Strategies to fight misinformation
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Provide ppl with a narrative that replaces that gap left by false info
Focus on the facts
Make sure info is simple and brief
Consider your audience and their beliefs
Strengthen the message through repetition
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"The Hazards of Correcting Myths about Health Care Reform"
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Study done by Brendan Nyhan
Result: that even successfully refuting a lie can actually increase belief in the lie
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Four Tenets of Dealing with Crisis
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Contact CEO and head of PR
CEO is the ultimate decision maker and primary spokesperson
Full disclosure - tell the truth, including what you DON"T know
Every action should seek to protect the brand, the integrity, reputation, and market value of the company
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Crisis team should include:
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CEO/COO
PR/Comm director
Senior Attorney
Safety officer/Chief of Security
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Spokesperson should be someone who...
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Is a senior official
Trained in dealing with media
Capable of making company statements
Able to answer questions
Have experts on hand to provide support/answers
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Dealing with the media
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They...
Aren't out to get you
Don't mean to get things wrong
Want to get things right
Want to hear your story
Are just doing their job
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Making Contact with the media
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Who is the right person to contact?
Face to face vs phone call vs email
Personal touch
Friendly but not BFFs
Symbiotic relationship (give and take)
Be patient
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What to do as a PR person dealing with the media
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Know what they want and how they want it
Just the facts
Timing is everything
Clean and concise
Keep it local
Art helps
Follow up is key
Understand deadlines
Know the reporters and the medium
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Getting attention from the media
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Take national story and make it local
Provide scoops and exclusives
Make personal invitations to events
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Preparing for an interview
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Help interviewee say something that will inform or entertain
Know the interview's purpose to assemble facts/data for the client to use
Be acquainted with the interviewer's style
Ask to approve a story before publication (print)
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About news conferences
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Allows for a quick, widespread dissemination of info to many medias at once
Should first see if info can be distributed via news release or media kit
Digital news conferences can save money, have better attendance and a greater impact
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Press Parties
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Can be a luncheon, dinner, or cocktail party
Host makes a "pitch"
Parties open channels of communication
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Media tours
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3 types
Trip or "junket:
Familiarization trip
Executives from an org travel to key cities and talk to selected editors
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The key points
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Start with elevator pitch
If they bite, go to the full version
Have a hook
Make it clear what's in it for them
Give it a human touch
Keep it simple (K.I.S.S.)
Don't forget to PITCH
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Unique qualities of PR work in polictics and government
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No product, aside from possibly a person or entity
Earned media is a huge part
Money is scarce in a lot of cases in this field
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Basics of working in politics/government
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Your mission is public service
It's about informing the public about what is going on
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The "Players"
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Federal, state, and Local
What they do:
Provide info about programs and policies
Encourage tourism
Attract new residents
Advance the interest of the country/state/city
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Successful Public Affairs
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Awareness
Attitude
Action
Assessment
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Awareness
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Knowing your audience
Cutting through the noise
Getting people to know you and your case
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Attitude
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Having your message resonate
Personalizing the message
Message that's clear, concise and convincing
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Action
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Persuade audience to do what you want
Influence without being too partisan
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Assessment
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Regularly evaluate your plan
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Government relations by corporation
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Also called public affairs
Specialized component of corp comm
Really important for highly regulated industries (oil, chemical, etc.)
Governmental bodies on ALL levels have a major impact on how business operate
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Government relations vs lobbying
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Gov't Relations: disseminating info about everything related to gov't policy on an industry/company/sector
Lobby: does that AND focuses on trying to defeat, pass or amend proposed legislation and regulatory agency policies
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What is lobbying?
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Found on all levels of gov't
Done by big business and special interest groups
Est. that D.C. has 250,000+ lobbyists
Spend BILLIONS of dollars on lobbying
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1995 Lobby Reform Bill made it required for lobbyists to...
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Register w/ congress
Disclose their clients
Disclose the issue areas in which lobbying is being done
Disclose roughly what they are getting paid
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History of lobbying
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Possibly coined by President Ulysses S. Grant. While relaxing in the lobby of Hotel Willard, people sought favors from him
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Pitfalls of lobbying
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Deep suspicion of trade
Lobbying efforts often cancel eachother out
"Influence peddling" of former legislators/officials
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Influence Peddling
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Gov't officials or former legislators capitalize on their connections to lobby
Ethics in Gov. Act forbids gov officials of active lobbying former agencies for one year after leaving
Member of Congress can become lobbyists IMMEDIATELY after leaving
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Grassroots Lobbying
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$800 million industry
Virtually no rules or regulations because it was exempt from 1995 Lobbying Reform Bill
Coalition building is main trade
Get individuals/groups to speak on the sponsor's behalf
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PR for the Feds
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Promote service
Orchestrate fundraising
Spread news of success/crises
Assist with smooth daily operations/crisis management
Implement campaigns that address social issues
Develop long-range plans and vision
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Advocacy
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Active support of an idea or cause, especially the act of pleading or arguing for something
Key components: knowing your objective, understanding your audience, crafting your message, perfecting your delivery
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Tactics for Advocacy
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Writing letters or emails
Focus on one topic, short, to the point, how it affects you personally, that you're constituent
Making phone calls
State you're a constituent, be brief, clear, and courteous
Public Eduacation
Presentations, reports, fact sheets, articles
Meeting with poli…
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Meeting with Public Officials
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Gains helpful info on where the legislator sits on issue
Provides factual and persuasive info to legislator
Is a starting off point for a friendly and beneficial relationship
Is brief and cordial
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Hook, Line and Sinker
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Hook: Intro, say you're a constituent
Line: Personal story, apply to emotion
Sinker: Ask or request of the legislator to support the issue
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The nonprofit sector
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Almost 2 million groups in US
More than 6.5 million people working in the field
Main objective: to serve public interest
Tax exempt status
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Competition, conflict and cooperation
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Often fierce competition for donations/resources
Conflict between activist groups and org. with differing opinions
Partnerships can be mutually beneficial
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Membership Organizations
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Professional orgs (PRSA, AMA)
Trade groups (American Beverage Ass.)
Often lots of lobbying
Labor of unions (UPS)
Chamber of commerce
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Social Service Organizations
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Often service + advocacy
Foundation
Cultural groups
Religious groups
EX: GoodWill, Red Cross
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Educational Organizations
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Includes programs that provide:
Child care
Instruction at any level
Often licenses or regulated by state and federal agencies or private accreditation bodies
Also deals with fundraising/development
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Key Publics For Education Organizations
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Faculty
Students
Alumni and donors
Government
The community
Prospective students
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What is health care communication?
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Using strategic communication to: inform, influence and motivate publics about health issues
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What good health care CAN do
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Demostarte healthy skills
Advocate a position on a health issue/policy
Increase demand/support for health services
Expose issue that public should be aware of
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What health care comm CAN'T do
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Compensate for inadequate health care or access to it
Produce sustained change in complex health behavior
Be equally effective in addressing all issues/messages
Fighting preconceived notions
Issues with people sending messages
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Three reasons why good health care comm matters
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The public has a right to understand
Change policies to create a healthier people
To improve public health
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Health Disparities
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Examine barriers to good health faced by socially disadvantaged populations
Social
Political
Economic
Environmental
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Social Determinants of Health
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"The circumstances in which people are born, grow up, live, work, and age, as well as the systems put in place to deal with illness. These circumstances are in turn shaped by a wider set of forces: economics, social policies, and politics" World Health Organization
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What is social marketing?
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A fully integrated marketing campaign
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Four big P's of marketing
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Product
Price
Placement
Promotion
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Four little P's of marketing
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Publics (ppl involved)
Partnership (working together)
Policy (changing it?)
Purse string (money)
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Purpose of doing events
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Delivers face time between consumers and brands
Introduce customers to new products
Earned media
Gets name out there
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Types of events
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Corporate events
Eduations/Career events
Social events
Experiential events
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Steps of Event Planning
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What's your goal?
Research
Timeline/Planning/Budget
Promotion
Evaluation
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1. The Goal
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What's the event about?
What's the purpose?
What do you want your end result to be?
How are you going to achieve it?
Is it realistic?
BE SPECIFIC
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2. Research
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Who is your audience?
What will the market bear?
What's trending?
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3. Timeline/Planning/Budget
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Big events = big timeline
Use spreadsheets and notebooks
Budget priorities: venue, food, speakers/entertainment
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4. Promotion
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Should begin early
Save the date/invitations
Regular reminders
Consistent look/feel with the brand
Drip-Drip-Drip technique
Paid/earned/owned
Program
Select speakers early and vet if they're any good, consider the costs, get bios
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5. Evaluation
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Internal
Talk to event team and see goods and bads
2. External
Talk to people at the event
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Experiential Events
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Focus is on helping audience experience a brand
Create a memorable and emotional connection
Small numbers experience it
Goal is to create large buzz or word of mouth (WOM)
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Corporate PR
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Global perspective
Large size brings remoteness
Ordinary citizens become distrustful of the large US corps (7 out of 10)
More freedom with time allocation
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Agency PR
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Similar to corp in practice but different in structure
Often have many clients
Can be very niche with work, specialty
Seen as "hired gun"
Billing is critical
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Role of PR professionals
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Interpret companies and clients to the media
Shows the CEO how open, friendly, media relations can serve their interest
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Customer Relations
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Directly w/ audience
Front line of PR
Traditionally separate from PR tho
A single incident can severely damage a company's rep
Serves as a public relations barometer: active/social listening, improve customer service
Solve problems: prompt and courteous
Customer activism
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Employee Relations
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PR and HR as "ambassadors"
Comm w/ employees
Help with: policies; implementation and comm; layoffs; benefit/salary changes; ownership changes/mergers
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Investor Relations
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Comm a company's wealth and health to shareholders and prospective investors
Goal: combine the disciplines of comm and finance to portray a company's prospects from an investment standpoint
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Investor Relations: Key Audiences
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Financial analysts
Individuals and institutional investors
Shareholders
Prospective shareholders
The financial media
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Environmental Relations
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Deals with efforts to make the world a better place through positive environmental and social efforts
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Working with a Non-governmental organization
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Many companies do this now
More trusted than government agencies because their motivations are seen as moral
Working with an NGO can raise positive profile of a company
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What's a CSR?
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Corp. Social Responsibility
Adopt ethical principles
Pursue transparency and disclosure
Make trust fundamental
Overall goal = concern for society's welfare
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Corporate philanthropy
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Good tool for:
Enhancing reputation
Building relationships with key audiences
Increasing employee and customer loyalty
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Benefits of Corporate Philanthropy
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Strengthed rep
Increased media opportunities
Improved community and gov relations
Employee recruitment/retention
Enhanced marketing
Research and development
Increase profiles
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Jobs Abroad
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Working in the "global village"
Fluency in foreign language is valued but not a prereq
Important to have background in....internaltional relations; global marketing; social and economic geography; cross cultural techniques
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Global PR
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It thrives in...
multiple political systems
Relatively free press
Private business/industry ownership
Large-scale urbanization
High per capita income levels
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New Age Global Marketing
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Exploded in the 90's
Reasons:
New comm tech
24 hr financial markets
Lowering trade barriers
Growth of soph foreign competition in US markets
Shrinking cultural differences
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Early Press Agents
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Hired by broadway producers to type news releases for shows and hand carry them to press
Also created "PR stunts"
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The Hollywood Publicist
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Represent celebrities/entertainers
Crisis communication
Generating buzz for new films
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Publicists in PR firms
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"Planters" or "Bookers"
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Personality Campaigns
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A campaign to generate public awareness of an individual should be planned just as meticulously as any other PR project
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Personality Campaign: Step by Step process
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Interview the client
Prepare a bio
Plan a marketing strategy
Conduct a campaign
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Personality Campaign: Components
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Websites and social media
Public appearances
Photographs
News releases/blog posts
Awards
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Drip-Drip-Drip technique
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Used in entertainment industry (and others now)
Steady flow of info about aspects of a project are leaked
Danger of excessive promotion
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Business of Sports PR
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More than celebrity rep
Sports crisis management
Sponsorship management
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Sports Tactics
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Prepare media kits
Write bios
Compile stats
Wine and dine sports reporters
Maintain press box
Arrange media interviews
Book player appearances
Handle player crises
Maintain electronic comm
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Community Relations
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Good relationship with community is necessary for ticket sales
Charitable work
Sports publicists as cheerleaders
Losing teams present unique challenges for sports publicists
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Tourism Industry
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PR as an essential role in the marketing of places people want to travel
Goal is not only to attract visitors to places, but keep them happy once they're there
Coping with threats/crisis
Appeals of target audience
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Phases of travel promotion
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Stimulate the public's desire to visit a place
Arrange for the travelers to reach it
Making certain that visitors are comfortable, well treated and entertained when there
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Tourism Promo
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Specialized apps (concierge, availability)
Image-based media (including youtube)
Website
Content marketing/blog
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JOURN 4256: EXAM 1