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JOUR 3410: Midterm
Public Relations |
a strategic communication process that builds mutually beneficial relationships between organizations and their publics |
4 Roles in PR |
consultants to top management, facilitators, problem solving, communication technician |
PR Role: Consultants to top management |
strategic planning, listening, observing, anticipating |
PR Role: Facilitators |
liasion between organization and its publics |
PR Role: Problem Solving |
work with management to identify potential problems and how to avoid/solve them |
PR Role: Communication Technician |
planning, writing, media relations, event planning, graphic design, publications management |
Basic Skills for PR |
strategic thinking, writing, knowledge of public relations planning, knowledge of current events, business literacy |
Strategic Planning |
targeting audiences effectively, know audience thoroughly through research, maximize research through efficient use of PR tools |
Types of media PR people write for |
print, broadcast, internet, social media, direct mail, newsletters, collaterals, employee communications, speeches, customer communications |
Media Relations |
thing most people think of when they think of PR, PR people are the primary liaison between an organization and media, can't live with them can't live without them |
Media Relations entails |
press releases, news conferences, media tours and previews, press kits and online news rooms, cold call pitches, reactive media relations |
Wall Street Journal |
50% of news comes from news releases |
Study of 1,200 New York Times and WP front pages |
58.2% from channels, 25.2% from investigative journalism |
PR Week Study |
40% of reporters admitting to relying on public relations people for at least half their story ideas |
Arketi Group Study |
90% of journalists relied on industry contacts
89% relied on public relations contacts |
How online and social media are changing media relations |
pitching on twitter, email pitching, online newsrooms, blogs, social media news releases |
Marketing Communications |
2nd thing people think of when they think of PR, entails: Sales promotions
Media relations
Events (educational events, volunteer work days, fundraisers)
Trade Shows
Customer Service messaging
Website/Social Media/Online
Customer collaterals
And all the materials that go into all of the above. |
Community Relations |
Often referred to as Corporate Social Responsibility—Nonprofit PR people work closely with community relations managers and staff
Corporate volunteer programs
Corporate giving programs
Corporate Foundations
Issues management support
Also fulfills an advocacy role
Educating the community about an issue (plant siting, environmental issues, tax reinvestment zones, legislation)
Works to protect the company's interests in the public arena |
Issues Management |
In Corporate PR, often a subset of Community Relations and/or Governmental Relations
Large nonprofits usually have an issues management team or consultants.
Monitoring & anticipating issues
Managing issues messaging with various constituents
Team-based approach
Media Relations
Internal Communications |
Governmental Relations includes |
Legislative Education, Grassroots Activities, Public Education on behalf of an issue |
Legislative Education |
Legislative briefing papers
Executive summaries of legislative activities
PAC management and communications |
Grassroots Activities |
Educating, training and mobilizing employees, retirees and stakeholders |
Public Education on behalf of an issue |
Best when proactive
Even better if it's face-to-face |
Investor Relations |
Highly specialized area of public relations
Nonprofits may be involved if they receive stocks and securities as gifts, or when investing endowment funds for growth. Relationship building, specialized area of media relations, supports the CEO/CFO during earnings calls |
Internal Communications |
Member Communications
Volunteer Communications
Board of Trustees Communications
HR/Benefits Communications
Community Relations support
Governmental Relations/Grassroots Activities support
Employee Education and Training |
Very large non-profits may engage in executive communications by: |
Speechwriting
Blogging
Social media
Leadership materials
Monitoring and reporting
Ensuring executive visibility on key issues
Op-Ed writing
Positioning the executive as a thought leader
Promoting the executive's presence among thought leaders |
The future of PR is: |
directly aligned with the future of traditional media channels |
The old PR model was: |
"push" model: we sent out info to the media who channeled it to the public, relied on 24 hour news cycle, operated in silos |
PR today is less reliant on traditional media because of: |
Online content
Social media
Customer communications
Community engagement
HR communications
Investor relations |
What is essential to the transparent dissemination of info in our society? |
a symbiotic relationship between traditional media people and PR people |
The information consumer is less likely to go to traditional media for info because: |
They either don't trust media gatekeepers or
They prefer to go straight to the source or
They're creating their own information and disseminating it themselves |
Case Study |
A case study involves focusing on a set of issues in some contemporary setting, an organization, a department or sector of an organization, an entire industry or issue. It may use just one case or a number of cases linked together by a theme. |
How is a Case Study used? |
To describe a particularly interesting set of circumstances from which lessons can be drawn for other organizations.
To illustrate a particular theory or conceptual framework
To test how a particular set of circumstances may give rise to certain outcomes by reference to a particular case.
To describe a rare phenomenon or very unusual organization. |
What does a case study support? |
the Advertising and PR professions' desire to disseminate implications for practice. |
What is a case study good at? |
addressing "how" and "why" questions |
Examination of case studies is useful for: |
determining best practices and particularly helpful when designing a program plan |
Elements of a Case Study |
typically describe a program or intervention put in place to address a particular problem.
Operational changes
Communications changes
Legislative changes
Crisis situations
Campaigns |
What a case study always includes: |
description of issue, organization involved a listing and analysis of steps taken by organization, conclusions about success or failure of program, recommendations for the future |
Types of advertising in case studies: |
public service announcements, media relations, door to door, direct mail, signs, billboards, flyers, word of mouth, newsletters, meetings, events, stunts, celebrity endorsements, social media, online media, fundraisers |
Communications Audit |
method of research to help determine how core audiences perceive your organization, helps define relationship between your objectives and the methods used to promote these objectives |
Why do a communications audit? |
to identify overall strengths and weaknesses, justify change needed to meet current/future challenges, define ideal communications focus for organization and ensure all efforts are effective and needed |
Vision Development |
start with the end result you want |
Mission Development |
What business are we in? What business do we want to be in? |
Situational Assessment |
understanding your current situation is critical, examine the internal workings of your organization and external forces that affect it |
Audience Selection |
w/o clearly understanding who you're trying to reach, you can't tailor effectiveness of messages. You need to know who you're developing relationships with to succeed. |
Message Assessment |
Are you communications clear, persuasive? Are you getting attention of audience? What channels are they listening to? Are you on them? Is your organization speaking with one voice? |
Product or Service Positioning Assessment |
how you position assets aligned with organization's overall vision |
Media Assessment |
harnessing power of media, helping shape organization's image |
Communications Program Assessment |
setting communications goals, identify opportunities, structures and resources needed to reach goal, bulk of audit |
How to measure communications |
how did we do, how did we go, how do we get our head around awareness, perceptions and other objectives |
Successful communications audit asks |
What are current goals and objectives? How well is current plan working? Are messages clear/consistent? Are we reaching key audiences? What communications have been most effective? Do communications support overall plan? What would be more effective in the future? What opportunities are missed? |
Steps of Communications Audit |
1. Determine key areas to be audited 2. Choose research methods
3. Collect and evaluate past communications
4. Look outward: question customers
5. Query community
6. Query staff/volunteers
7. Analyze media coverage
8. Conduct SWOT
9. Think like a communications consultant
10. Put together future plan |
RACE |
research, action, communication, evaluation |
Research in Planning |
"google it", doesn't have to be quantitative, know enough of the basics to hire the right consultant |
Research methods |
what will you decide based on research, what info do you need to support, what are available resources |
How to find data in research |
how will you collect the data, how fast do you need info, how scientific does it need to be, what questions will you ask, how will you tabulate answers, how will findings be used |
4 Step Process: Planning |
consistent planning |
4 Step Process: Goals |
longer-term, broad, global statement of "being" |
SWOT Analysis |
strengths, weaknesses, opportunities, threats |
Vision, Mission and Goals |
goals are set for the organization based on vision and mission |
Objectives |
shorter termed than goals, WHAT behavior or attitudinal change you're trying to accomplish, how much you want to achieve, time frame |
Effective Objectives are: |
specific, measureable, attainable, audience specific, relevant, outcome oriented, time specific |
Objectives must: |
create basis for evaluating program, include a time-frame, include a level of desired behavioral/opinion change |
3 types of objectives: |
outcome, process, output |
Outcome Objective |
Increase volunteer participation in 2014 "Marsh Mania" event by 50% over 2013 event levels |
Output Objective |
Pitch 5 news stories per week to the 25 largest news organizations within 50 miles of the Gulf Coast |
Process Objective |
Increase awareness by 25% of the need for coastal protection by June 1, 2014 |
Strategies |
road map to reach objectives, tells how you'll reach objectives, overall action and communication plan for achieving the program goal. Under objectives |
Tactics/Tools |
meetings, publications, tie-ins, partnerships, event, news releases, social media apps, contests, brochures, mail, door hangers, giveaways, posters, tv appearances, speakers bureau, etc |
4 Step Process: Communication |
actual messages sent out through channels |
4 Step Process: Evaluation |
meaure effectiveness of campaing against objectives, identify ways to improve in future, make adjustments as needed, can be research for next phase of the program |