Public Relations Execution

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.

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:

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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?

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

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 Email and Intranets - can be dangerous

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

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

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

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

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

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

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.

EMOTIONAL CONNECT

HUMOUROUS APPEAL

Communication: The Tactics of Public Relations Chapter 9 Public Relations: A Values-Driven Approach This multimedia product and its contents are protected under copyright law. The following are prohibited by law: • any public performance or display, including transmission of any image over a network; • preparation of any derivative work, including the extraction, in whole or in part, of any images; • any rental, lease, or lending of the program. Copyright © Allyn & Bacon 2003 1

The Public Relations Process Research Planning Communication Evaluation 2

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

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

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

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

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

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

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

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

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

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

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

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

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

Accomplishing the Tactics Delegation Deadlines Quality control 16

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