1. Public Relations Execution

2. What is Public Relations?
Public Relations Involves Building Good Relations With the Company’s Various Publics by Obtaining Favorable Publicity, Building Up a Good Corporate Image, and Handling or Heading Off Unfavorable Rumors, Stories, and Events.

3. Major Public Relations Functions
Press Relations or Agentry
Product Publicity
Public Affairs
Lobbying
Investor Relations
Development
Public Relations Departments May Perform Any of All of the Following Functions:

4. Major Public Relations Tools
News
Web Site
Speeches
Public Service Activities
Special Events
Corporate Identity Materials
Written Materials
Audiovisual Materials

5. Public Relations Plan Review public opinion and press coverage
Statement of public relations strategy
What issues are important to your publics?
How will you manage opinion on these issues?
Media relations and placement strategy
Target vehicle selection - Who?, What?, How?
Product placement - Where? When? Why?
Discussion of public relations tactics
Publicity Programs, Staged Events, PR Ads
Discussion of promotional activities
Contests and Incentives

6. Traditional PR Tools House Ads In-House Publications
Public Service Announcements (PSAs)
Corporate Advertising
Speakers, Photographs, Films
Displays, Exhibits, Staged Events

7. The Press Release
Primary tool used to deliver messages to editors, producers, and reporters
Produced by company, used by press
Must be tailored to medium, written well, and, generally, tight and simple
Print news release, Video news release

8. Print Press Release News Values CINDER - The spark but not the fire
Conflict
Impact
Novelty
Distance
Eminence
Recency
CINDER - The spark but not the fire

9. Role of the Reporter Reporter writes the story
Have to think about how they will see you press release - what is the peg and hook
The Peg, this is what makes it news
The Hook, this is what makes it interesting

10. Press Release Format Double Spaced on 8.5” by 11”
Provide name, address, & phone number
Release date, typically no embargoes
Margins should be 1.5”
Length – short paragraphs
Slug lines – “more” / “###” at the bottom
Include a headline and cutlines
Timing – be sensitive to editorial deadlines

11. Press Release Style Be fair and try to be objective Use quotes
AP Style
Inverted pyramid
Do not misspell
Proofread

13. Media/Press Kits Structures a successful press conference
Normally in folder form - easy access
Provides important background info
Given before or at press conference
News release
Backgrounder
Biography
Photographs
Fact Sheets
Q & A sheets

14. Media Kits
Make sure information is accurate and answers most fundamental questions
Sufficient background information to allow editor to select a story angle
Not too commercial. Balance and fair
Confine opinions to credible sources
Have visually arresting graphics

15. Backgrounder
Provide additional information to complement the shorter news release
Longer and more general
A 4-5 page backgrounder provides editors with more depth and details
Unlimited latitude for the writer
Subject matter dictates the form
News Release Style
Descriptive, narrative style

16. Biography Biographical summary of key person/s Can take many forms
Straight Biography
Narrative Biography

17. Fact Sheet or Q&A
Fact Sheet is a document that compactly profiles an organization
Company, product lines, top managers, location, sales, leading product, history
Q & A either substitutes for or complements a fact sheet
Lists the FAQs
May substitute for a personal interview

18. Supporting Materials Photographs
In real environments, but eye-catching
Focus on product/issue
Have an underlying message

19. Press Conference
Convene media representatives to make a statement/answer questions
Risky PR activity - must be taken seriously
Will the press show up?
Will they ask the right questions?
Do you want to answer them?
Do you know how to answer?
How will you react if you are cornered or unable to field the question?

20. Press Conference Thursday, November 19 – 5:00 or 5:45
All Honda teams and all Hummer teams work together on a single event
Each position has responsibilities
Press release due next Wednesday
Due at noon - Send to 335 Reporters
Full press kit due on Thursday at event

21. Online Communications
Allows direct, instantaneous connection between organization and audience
Press Kits becoming digital
On-line interviews
On-line product launches
Investor relations
No media gatekeepers
Development of corporate web sites
Extranets
Hate Sites, Chat room terrorists
and Intranets - can be dangerous

22. Broadcasting and PR Television Interviews Organizational Video
Employees, Customers, Shareholders
Other publics
Video News Releases (VNRs)
PSAs
Satellite Media Tours
Video Conferencing

23. Assessing Effectiveness
Hard to track the effects of PR
Particularly for unpaid placements
Takes effort to find output of campaign
Process Evaluation - number of placements, number of articles, number of appearances
Outcome Evaluation - measure change in audience knowledge, attitudes, and behaviors
Try to tie change to PR efforts

24. Content analysis Frequency of coverage Placement within paper
People reached
Messages conveyed
Editing of releases
Attitude conveyed

25. The Programs Media Relations Strategic Communication
Media & Public Relations
Programs
Media Relations B
. Press Tour on Plant Site
. Scholarship for Papua
Journalist family Student
. Creating & Exposing
Public Service Advertorial
. Media Lobbying
. Arrangement Press Conference
. Papua Journalist Workshop
. Creating News Release
. Delivery & Exposing News Release
. Media Monitoring
. Media Analysis
. Media Report/Clipping
. Media Intelligent
. ETC
. Creating News
. Media Exposing/Coverage
@ CD & CSR Activities
. Setting Up Freeport Journalist Club
. Creating Article
. Creating Feature on Benefits of FI
for Papua and Indonesia
. Creating 3rd Party Opinion
. Exposing 3rd Party Opinion
. Regularly National & Local
Editor Briefing
. Regularly Local & National
Journalist Gathering
. Journalist Writing Contest
. Visiting & discussing @ Press Secre

26. MARKET LEADERSHIP STRATEGIES
Segmentation
Long Term Outlook
Heavy Advertising
Effective Sales Promotion
Customer Care
Competitive Toughness

27. PROMOTION Large scale print and video advertising.
Big celebrities like SRK, Sachin and Saif
are roped in to
endorse the product.

28. In 2002 Airtel got its Signature tune from A. R
In 2002 Airtel got its Signature tune from A.R. Rehman, this signature tune is perhaps the most downloaded tune in India.
Public relations- Events such as the Delhi Half Marathon, TV Shows, Award Functions, Champions League, etc.

29. EMOTIONAL CONNECT

30. HUMOUROUS APPEAL

31. Communication: The Tactics of Public Relations
Chapter 9
Public Relations:
A Values-Driven Approach
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Copyright © Allyn & Bacon 2003 1

32. The Public Relations Process
Research
Planning
Communication
Evaluation 2

33. Public Relations Plans Consist of ...
Goals
Objectives
Tactics
public relations actions designed to affect an organization’s relationships with particular publics 3

34. Tactics as Messages and Channels
The Communication Model
Noise
Source
Message
Channel
Receiver
Feedback 4

35. Channels of Communication
Special events
action versus words
Controlled media
words and images
timing
frequency
Uncontrolled media
regulated by gatekeepers
third-party endorsements 5

36. Successful Tactics ...
are part of a written, approved plan that is tied to an organization’s goals.
target publics one at a time.
are based on research.
send a clear message that
targets a public’s values and interests; and
strives to achieve the specified objective.
are evaluated. 6

37. Employee Relations Tactics
Face-to-face meetings
Newsletters
Magazines
Videos
Bulletin boards
Speeches
Intranets
Instant messaging
Special events 7

38. Media Relations Tactics
News releases
Media kits
fact sheets, backgrounders, photo opportunity sheets, and more
Media advisories
Pitch letters
Video news releases
Actualities
News conferences 8

39. Media Relations Tactics
Public service announcements
Guest editorials/commentaries
Letters to the editor
Interviews
satellite media tours
Stories for trade or association magazines 9

40. Investor Relations Tactics
Newsletters and magazines
Letters
Annual meetings
Annual reports
Web sites
News releases
Media advisories
Teleconferences and videoconferences 10

41. Community Relations Tactics
Volunteering
Donations and sponsorships
Cause marketing
Speeches
Open houses/tours
Face-to-face meetings 11

42. Government Relations Tactics
Lobbies and lobbyists
Grassroots lobbying
Political action committees
Soft money
Disclosure documents 12

43. Customer Relations Tactics
Product-oriented news releases and media kits
Special events
Open houses and tours
Responses to customer contacts
Bill inserts 13

44. Constituent Relations Tactics
Letters
Newsletters
News releases and media advisories
News conferences
Speeches
Face-to-face meetings
Interactive web sites 14

45. Business (B2B) Relations Tactics
Many B2B tactics are marketing tactics.
Personal selling, price discounts, etc.
Some B2B tactics are pure public relations:
Stories in trade magazines
Extranets 15

46. Accomplishing the Tactics
Delegation
Deadlines
Quality control 16

47. Accomplishing the Tactics
Communication within the team
Communication with clients and/or supervisors
Constant evaluation 17