CHAPTER 1 DEFINING PUBLIC RELATIONS.

CHAPTER 1 DEFINING PUBLIC RELATIONS

What is… ? PUBLIC RELATIONS Doing the RIGHT THING!

is performing and communicating the substance of that performance.
PUBLIC RELATIONS is performing and communicating the substance of that performance.

? Who uses… PUBLIC RELATIONS The Media Hospitals Politicians
Labor Unions Internet Companies Federal, State, County Agencies Sports Teams The President Corporations Universities Small Business Non-Profit Agencies The Government Industries Big Business Entertainment Industry

21st Century Pressures on Public Relations:
Job insecurity Lack of credibility Encroachment by people with nonpublic relations backgrounds Lack of leadership Few minority practitioners Mastering new technologies Lack of understanding by uppermanagement

SPIN  Public Relations
Let’s Discuss The Danger of Spin SPIN is distorting, obfuscating, or outright lying to create the appearance of performance. SPIN  Public Relations

Marketing, Sales, Advertising
Compare / Contrast Marketing, Sales, Advertising Sell an organization’s products versus Public Relations Sells the organization itself

Edward Bernay’s definition of…
PUBLIC RELATIONS “information given to the public, persuasion directed at the public to modify actions, and efforts to integrate actions of an institution with its publics and of publics with those of that institution.”

The Foundation for Public Relations Research and Education definition:
“Public relations is a distinctive management function which helps establish and maintain mutual lines of communications, understanding, acceptance, and cooperation between an organization and its publics; involves the management of problems or issues; helps management keep informed on and responsive to public opinion; defines and emphasizes the responsibility of management to serve the public interest; helps management keep abreast of and effectively utilize change, serves as an early warning system to help anticipate trends; and uses research and sound and ethical communication techniques as its principle tools.

1980 Task Force on the Stature and Role of Public Relations offers two definitions:
Public relations helps an organization and its publics mutually adapt to each other. Public relations is an organization’s efforts to win cooperation from groups of people.

Research Action Communication Evaluation R A C E John Marston’s
Let’s Discuss Defining by Function John Marston’s Research Action Communication Evaluation R A C E

Research Objectives Strategies Implementation Evaluation R O S I E
Let’s Discuss Defining by Function Sheila Clough Crifasi’s Research Objectives Strategies Implementation Evaluation R O S I E

Denny Griswold’s definition:
“Public relations is the management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organization with the public interest, and plans and executes a program of action to earn public understanding and acceptance.”

What are the five principles of Melvin Sharpe’s “Harmony” Process?
QUICK QUIZ What are the five principles of Melvin Sharpe’s “Harmony” Process? Honest communication for credibility Openness and consistent actions to build public confidence Fairness of actions for reciprocity and goodwill Continuous two-way communication to prevent alienation and to build relationships Environmental research and evaluation to determine the actions or adjustments needed to create social harmony

Management to the Public
Public Relations Practitioners must: INTERPRET Management to the Public and The Public to Management

? What constitutes a… PUBLIC QUICK QUIZ A group of people who:
Face a similar problem Organize to do something about the problem Have a stake in an issue, idea, or organization

Publics can be: INTERNAL or EXTERNAL Give examples:

Publics can be: PRIMARY SECONDARY or MARGINAL Give examples:

Publics can be: TRADITIONAL or FUTURE Give examples:

Publics can be: PROPONENTS OPPONENTS or UNCOMMITTED Give examples:

Based on values and lifestyles, consumers can be:
ACTUALIZERS FULFILLEDS BELIEVERS ACHIEVERS STRIVERS EXPERIENCERS MAKERS STRUGGLERS

The Organization’s Conscience
Public Relations Practitioners must be: Ethical Truthful Credible The Organization’s Conscience

CHAPTER 2 PUBLIC RELATIONS

ANCIENT GREEK SOPHISTS
History of Public Relations Let’s Discuss How did the ANCIENT GREEK SOPHISTS help shape Public Relations?

help shape Public Relations?
History of Public Relations Let’s Discuss How did the ANCIENT ROMANS help shape Public Relations?

American Revolutionaries & Federalists
History of Public Relations Let’s Discuss How did the American Revolutionaries & Federalists help shape Public Relations?

History of Public Relations Let’s Discuss How did P. T. BARNUM help shape Public Relations?

History of Public Relations Let’s Discuss How did the INDUSTRIALISTS such as William Vanderbilt and MUCKRAKERS such as Upton Sinclair help shape Public Relations?

IVY LEE Father of Modern Public Relations
QUICK QUIZ IVY LEE Father of Modern Public Relations His philosophy? His declaration of principles? His involvement with John D. Rockefeller & German Dye Trust?

Growth of Modern Public Relations
Government: WWI - The Creel Committee WWII - Patriotism & Morale

Counseling: Publicity Bureau Subsequent Agencies

Corporations: Needed Good PR Image Shift

Education: Edward L. Bernays Doris E. Fleishman

ARTHUR W. PAGE 5 Principles of Public Relations QUICK QUIZ
Name Arthur W. Page’s 5 Principles of Public Relations

Let’s Discuss WATERGATE a BLACKEYE for Public Relations

Growth of Large Institutions
Public Relations Now Growth of Large Institutions

Changes, Confrontation, Conflict
Public Relations Now Changes, Confrontation, Conflict PROTEST

Global Democracy in 21st Century
Public Relations Now Global Democracy in 21st Century

Growth of the Internet and the World Wide Web
Public Relations Now Growth of the Internet and the World Wide Web

Public Relations Education
Let’s Discuss BUSINESS JOURNALISM

Society Departments Minorities Women Let’s Discuss
Public Relations Growth Let’s Discuss Society Departments Minorities Women

FUTURE TRENDS ? Licensing Scope Greater Public Scrutiny

What Public Relations lessons were learned in the Johnson & Johnson
QUICK QUIZ What Public Relations lessons were learned in the Johnson & Johnson TYLENOL CRISIS?

CHAPTER 3 PUBLIC OPINION

Public Opinion Let’s Discuss PUBLIC OPINION ~ Elusive ~ Fragile

and the winner is…. MICHAEL JORDAN DENNIS RODMAN Let’s Discuss
Public Opinion Let’s Discuss MICHAEL JORDAN VERSUS DENNIS RODMAN and the winner is….

OPINION PUBLIC PUBLIC OPINION Let’s Discuss Public Opinion
a group of people who share a common interest the expression of attitude on a particular subject

Public Opinion Let’s Discuss SUS SUS CON CON CONSENSUS! SEN SEN

What are ATTITUDES based on?
Religious Cultural Race Personal Familial Educational Social Class

ATTITUDES ARE POSITIVE NEGATIVE NONEXISTENT

What is... Maslow's Hierarchy of Needs? QUICK QUIZ

Maslow’s Hierarchy of Needs QUICK QUIZ
Satisfied Needs Unsatisfied Needs Self-Actualizaton Self-Actualizaton Self-Esteem Self-Esteem Social Social Safety Safety Physiological Physiological

Change Someone’s Attitude How To:
Go to the public instead of asking the public come to you Don’t assume that attitude change is necessary for behavior change Use moral arguments wisely Embrace the mainstream Don’t offend the people you seek to change

QUICK QUIZ What persuades people? FACTS EMOTIONS

QUICK QUIZ What persuades people? PERSONALIZING “YU” Appealing to

QUICK QUIZ: How many of the 15 Laws of Public Opinion can you name?

Traps of Public Opinion
5 Cast in Stone go on...

5 Gut Reaction go on...

5 General Public go on...

5 Words Move Mountains go on...

5 Brother’s Keeper

CHAPTER 4 ETHICS

What are... Standards followed in relationships with others. ETHICS?
QUICK QUIZ What are... ETHICS? Standards followed in relationships with others.

INTEGRITY HONESTY ETHICS VIRTUE FAIRNESS

ETHICS: “…the golden mean of moral virtue.” ~ Aristotle
FOOD FOR THOUGHT… ETHICS: “…the golden mean of moral virtue.” ~ Aristotle “…the maxim which you will to become universal law.” ~ Kant “…the greatest happiness for the greatest number.” ~ Mill

Professional Standards
ublic elations ociety of merica Code of Professional Standards PRSA Practitioners must be scrupulously honest and trustworthy, acting at all times in the public interest.

The Public Relations Society of America Code of Standards
& The International Association of Business Communicators Code of Standards AGREE that HONESTY and FAIRNESS lie at the heart of public relations practice.

MERLIN SAYS… A KICKBACK maybe: Cash Gifts Donations to your favorite charity

What is the purpose of Corporate Codes of Conduct?
QUICK QUIZ What is the purpose of Corporate Codes of Conduct? To increase public confidence To reduce regulation To improve internal operations To respond to transgressions

Product Lines: Let’s Discuss Corporate Social Responsibility
Quick processed foods Gun issues, especially assault weapons

Marketing Practices: Let’s Discuss Corporate Social Responsibility
Product dumping Planned obsolescence

Corporate Philanthropy:
Corporate Social Responsibility Let’s Discuss Corporate Philanthropy: Political donations

Environmental Activities:
Corporate Social Responsibility Let’s Discuss Environmental Activities: Pollution permits Green belts Tax breaks

External Relations: Let’s Discuss Corporate Social Responsibility
Suppliers Competitors

Employee Safety & Health:
Corporate Social Responsibility Let’s Discuss Employee Safety & Health: Hearing loss issues Workers Compensation claims

How did Dick Morris violate governmental ethics?

The Society of Professional Journalists says:
Ethics in Journalism Let’s Discuss The Society of Professional Journalists says: Journalists should always respect people’s dignity, privacy, and rights. Media should give the accused a chance to reply. News media must guard a person’s right to privacy. News media should not pander to the public.

Frequent VIOLATIONS of the Public Relations Society of America’s Code of Professional Standards…
1st most cited violation: Dealing fairly with clients, employers, and fellow practitioners

2nd most cited violation: Adhering to truth, accuracy, and good taste

3rd most cited violation: Conducting professional life in accord with the public interest

4th most cited violation: Intentionally communicating false or misleading information

5th most cited violation: Corrupting the channels of communication or the processes of government

What are special ethical issues in Cyberspace
QUICK QUIZ What are special ethical issues in Cyberspace Privacy Information Accuracy Access to Information Intellectual Property Rights Can you think of more?

CHAPTER 5 RESEARCH

ONE STEP RESEARCH!

QUICK QUIZ What is... RESEARCH? The systematic collection and interpretation of information to increase understanding

Principles for Public Relations Research 7
Establish clear program objectives Differentiate between outputs & outcomes Rely on several research techniques Public relations effectiveness  advertising effectiveness Measure media content as a first step in evaluation Identify key messages, target audiences, & communication channels Link evaluation to overall business goals, strategies, & tactics

Research can: Describe a process, situation, or phenomenon
Explain why something is happening Predict what will probably happen if we DO or DO NOT take action

Types of Public Relations Research
Applied Research Strategic Research + Evaluative Research

Types of Public Relations Research
Theoretical Research Abstract Conceptual

What are... Surveys Communication Audits Unobtrusive Measures
Research Methods? Surveys Communication Audits Unobtrusive Measures

Descriptive Surveys or Explanatory Surveys Reveal Attitudes
Reveal Opinions Descriptive Surveys or Explanatory Surveys

4 Survey Elements Sample Questionnaire Interview Analysis of Results

 Research Sampling Simple Systematic Random Sampling Stratified
Cluster

 Research Sampling Convenience Non-Random Sampling Quota Volunteer

Questionnaire DOs ? Keep it short Measure intensity of feelings
Use everyday language Pretest with colleagues Attach an explanatory letter Enclose a stamped envelope Follow-up on first mailing Distribute plenty of questionnaires Provide a small reward

Questionnaire DON’Ts ? Don’t ask open-ended questions
Don’t ask loaded questions Don’t ask dual-answer questions

The Interview What is a focus group?
QUICK QUIZ The Interview What is a focus group? Moderator leads a group discussion about specific opinions of interested people who are paid for their efforts

QUICK QUIZ The Interview What is a difference between drop-off interviews and Delphi panels? Drop-off interviews use face-to-face interview techniques. Delphi panels use accepted opinion leaders.

QUICK QUIZ Analyzing Results In a typical analysis of results what is the average margin of error? 3%

Other Research Methods
Communication Audit Unobtrusive Methods to solve: Bottleneck info flow Uneven communication workloads Employees working at cross-purposes Hidden info that needs to be shared Conflicting info or notions Content analysis Readability indexes Fact-finding

Selecting Appropriate
EVALUATING Setting up Measurable Program Objectives Selecting Appropriate Outcomes Determining best way to Gather Data Securing Management Commitment Reporting back to Management

Monitor On-going Programs Post-test
EVALUATING Pre-test Monitor On-going Programs Post-test

Research and the... WEB

Establish objectives Determine criteria Determine benchmarks Select the right measurement tool compare results to objectives Draw actionable conclusions

INTERNET EARCH ENGINES www.yahoo.com www.hotbot.com www.infoseek.com

CHAPTER 6 PUBLIC RELATIONS & THE LAW

How are the law and public relations interrelated?
Public Relations & The Law Let’s Discuss How are the law and public relations interrelated? LAW PR

How can legal advice and public relations differ?
Public Relations & The Law Let’s Discuss How can legal advice and public relations differ? LAW PR

Public Relations & The Law
Let’s Discuss Give examples of how the FIRST AMENDMENT has been challenged in recent years. PR LAW

Public Relations & The Law
Let’s Discuss Give examples of how attorneys have used public relations to influence public opinion. PR LAW

"TRIAL" BALLOON What is a ?

Dream Team Discusses Reality
What advice did Robert Shapiro, one of O.J.’s lawyers give about: The lawyer as PR person? The power of the media? Fighting “chaos”? “No comment”?

What does the say about: Disclosure? Antifraud? Insider Trading?
SEC Securities Exchange Commission say about: Disclosure? Antifraud? Insider Trading?

Wall Street Journalists
Let’s Discuss Insider Trading & Wall Street Journalists James J. McDermott, Jr.

What is the purpose of the...
QUICK QUIZ What is the purpose of the... Federal Ethics in Government Act?

How do some foreign government officials use...
QUICK QUIZ How do some foreign government officials use... American Lobbyists?

Adoption of Integrated
QUICK QUIZ What is the purpose of the SEC’s Adoption of Integrated Disclosure Sytem?

BEWARE: VOICE (less) MAIL Why?

Let’s Discuss How did White House press secretary Mike McCurry sail through the Clinton-Lewinsky storm?

versus Privacy Laws & Private Citizens Public Figures
Compare & Contrast Privacy Laws & Private Citizens versus Public Figures

QUICK QUIZ What is... Actual Malice?

Compare & Contrast LIBEL versus SLANDER

TRUE or FALSE QUICK QUIZ There is a growing trend in society to challenge the media over their invasion of personal privacy. TRUE

What do copyright laws provide?
QUICK QUIZ What do copyright laws provide? Basic, automatic protection the moment the work is in fixed form.

What do copyright laws protect?
QUICK QUIZ What do copyright laws protect? Literary & musical works; drama, pantomimes, choreography, pictoral, graphic, sculptural works; motion pictures & other audiovisuals; sound recordings. Whether or not the work is registered with the copyright office or published.

What don’t copyright laws protect?
QUICK QUIZ What don’t copyright laws protect? FAIR USE material Work in the PUBLIC DOMAIN Titles, short slogans, information from common sources Ideas

What do you know about… INTERNET LAW? Communications Decency Act
Cybersquatting Americans with Disabilities Act

CHAPTER 7 COMMUNICATION

What is... Communication? Ears are important!

TWO-STEP THEORY FLOW Early Communications Theory Let’s Discuss
Organization Media Audience

Concentric-Circle Theory POLITICALLY INERT POLITICALLY ACTIVE GREAT
Early Communications Theory Let’s Discuss Concentric-Circle Theory POLITICALLY INERT POLITICALLY ACTIVE GREAT DESSIMINATORS GREAT THINKERS IDEA

S M R Early Communications Theory Let’s Discuss Source Message
Receiver

How communication is used for direction and control
DEFINE: Cybernetics How communication is used for direction and control Feedback Receiver Action

ource ncoder essage ecoder eceiver SEMDR Let’s Discuss
Modern Communications Theory Let’s Discuss ource ncoder essage ecoder eceiver SEMDR

Encoding Decoding DEFINE: The source’s message is translated
The receiver interprets the encoded message

What is the ... Central person or organization doing the communicating
SOURCE? Central person or organization doing the communicating

ENCODER Translates Ideas Uses Semantics

Theories of What Constitutes the Message 3 CONTENT Most Popular Theory

Marshall McLuhan’s Theory of “Cool & Hot” Media
Theories of What Constitutes the Message 3 MEDIUM Marshall McLuhan’s Theory of “Cool & Hot” Media

Charisma is Important! Theories of What Constitutes the Message 3
PERSON Charisma is Important!

DECODER Stereotypes Media Symbols Peer Groups Semantics

Things Can Happen After Receiver Decodes Message 4
Attitudes may change rarely happens Attitudes may crystallize happens often Doubt can be created Nothing may happen feedback is still necessary

Communication Can Be… V E R T I C A L Hear ye

Communication Can Be… V E R T I C A L Hello Hello HORIZONTAL

What is... Connotative Meaning Denotative Meaning QUICK QUIZ
Emotional associations Denotative Meaning Dictionary definition

Communication Process
RECAP: SOURCE FEEDBACK ENCODER RECEIVER MESSAGE DECODER

CHAPTER 8 PUBLIC RELATIONS MANAGEMENT

Public Relations must report to Top Management

CEO Warren Buffet: “We can afford to lose money—even a lot of money. But we cannot afford to lose reputation —even a shred of reputation.”

The Management Theory QUICK QUIZ
Give examples of each factor a public relations manager must consider: Relationship of organization to its environment The confines of the organization Strategic thinking Measuring results Practitioner’s comfort level with the organization itself

Management by Objectives MBO
Let’s Discuss Business School Technologies Management by Objectives MBO Management by Objectives & Results MOR Program Evaluation & Research Technique PERT

Planning for Public Relations
Let’s Discuss Planning for Public Relations Environment Business objectives Public relations objectives/strategies Public relations programs

Public Relations Management Process
Let’s Discuss Public Relations Management Process 4 Evaluation 3 Action 2 Programming 1 Define the problem or opportunity

SAMPLE PLAN FOR PUBLIC RELATIONS Environment – to increase sales
Business objectives – to increase market share Public relations objectives Solid commitment to customer Competition to market leaders

SAMPLE PLAN FOR PUBLIC RELATIONS Public relations strategies
Public relations tactics Media coverage Press action with executives Conduct surveys of local companies Sponsor seminars Have company specialists address groups

Good Objectives stand up to the following questions:
Do objectives clearly describe the expected end result? Are goals understandable to everyone in the organization? Do plans issue a firm completion date? Are goals realistic, attainable, and measurable? Are objectives consistent with management’s objectives?

Public Relations Program
MBO & Public Relations Program Specify organizational goals and measure the organizational performance Encourage conferences between superiors and subordinates Strive for agreement between supervisors and subordinates on objectives Conduct periodic reviews by superiors and subordinates

Public Relations Budgeting
Let’s Discuss Public Relations Budgeting Estimate the resources needed to accomplish each activity Estimate costs and availability of resources

Preparing a Campaign Plan
1 Backgrounding the problem Specify major campaign aims State in general terms

1 Backgrounding the problem 2 Preparing a proposal Outline strategies Include elements of situational analysis, etc. Target audiences Key messages Establish timing and fees

1 Backgrounding the problem 2 Preparing a proposal 3 Activating the plan Operating tactics, time charts, specifics The guts of the campaign

1 Backgrounding the problem 2 Preparing a proposal 3 Activating the plan 4 Evaluating the campaign Pre- and post-testing essential All elements should be written out Results analyzed

Implementing Public Relations Campaign Plan
Advice Public issues research and analysis Communications service Public relations action programs

Public Relations Tasks & Duties
Researching employees Coordinating relationships with online, print, and electronic media Coordinating activities with legislators Orchestrating public interaction with community

Managing investor relations Supporting activities with current and potential customers Reprinting speeches, annual reports, etc. for the public Coordinating relationships with outside specialty groups

Managing institutional and nonprofit organization image Coordinating graphic and photographic services Coordinating the organizational online “face” Conducting opinion research

Public Relations Tasks & Duties Managing gift-giving Coordinating
special events Advising management

Name 12 PR Competencies: QUICK QUIZ
Communication, persuasion concepts, & strategies Communication & public relations theory Relationship building Social trends Ethical issues Legal requirements & issues Marketing & finance Public relations history Using research & forecasting Multicultural & global issues Organizational change & development Management concepts & theories

Name 7 Technical Skills of PR People:
QUICK QUIZ Name 7 Technical Skills of PR People: Knowledge of the Field Communications Knowledge Technical Knowledge Knowledge of Current Events & Societal Influences Business Knowledge Knowledge of Bureaucracy Management Knowledge

Communications Orientation Counseling Orientation
QUICK QUIZ Name 4 Attitudes and Characteristics of Effective Public Relations Managers: Communications Orientation Believing that the public has the right to know Advocacy Standing up for what employers represent Counseling Orientation Advising senior managers; understanding intangibles Personal Confidence Strong ethics, honesty; ability to take risks; courage of convictions; sense of humor

CHAPTER 9 ISSUES MANAGEMENT

QUICK QUIZ What’s the number one topic that PR people request in mid-career seminars? Crisis Communication a.k.a. Crisis Management Issues Management Risk Communication

Define: Issues Management Public relations counselor W. Howard Chase defined it as: “…the capacity to understand, mobilize, coordinate, and direct all strategic and policy planning functions, and all public affairs/public relations skills toward achievement of one objective: meaningful participation in public policy that affects personal and institutional destiny.”

Issues Management 5-Step Process
Evaluate its program in terms of reaching organizational goals Implement action program to communicate the organizations views and influence perception on the issue 4 3 Display the various strategic options available to the organization 2 Analyze and delineate each issue’s impact on constituent publics 1 Identify issues with which the organization must be concerned

Issues Management Anticipate emerging issues
Maintain a profit-line orientation Plan from the outside in Identify issues selectively Deal with opportunities Deal from the top Develop an action timetable

Job Tasks of Issues Management
OVERVIEW Job Tasks of Issues Management 4 Identifying issues and trends Evaluating issue impact setting priorities Establishing a company position Designing company action and response to achieve results

What’s involved in… QUICK QUIZ Identifying issues and trends?
Traditional research methods Focus on organization’s own geographical area Stay informed about what is being said about the organization

What’s involved in… QUICK QUIZ
Evaluating issue impact setting priorities? Set up issues committees within the organization Set up priorities within the organization

What’s involved in… QUICK QUIZ Establishing a company position?
Formal or informal processes Position papers or policy statements by top managers

What’s involved in… QUICK QUIZ
Designing company action and response to achieve results Aim for integrated responses Coordinate various branch offices Contact lobbyists Speeches, advertising, and employee updates may be necessary

Let’s Discuss: Risk Communication
“Perception is Reality” “Frequent & Forceful Communication is Necessary Health & Environmental Hazards High Level of Emotions

Steps to Planning a Risk Communication Program
7 Recognize that risk communication is part of a larger risk management program—based on power, politics, and controversial issues. 1 2 Train management to deal effectively with the news media. 3 Develop credible outside experts. Become an in-house expert to enhance your credibility with journalists. 4

Steps to Planning a Risk Communication Program
7 5 Give the news media solid facts and figures BEFORE they approach you. Verify and double-check your data. 6 Research the media’s and other publics’ perceptions of your organization to gauge credibility. 7 Understand your target audiences and how the news can help you communicate effectively.

Close Outside Scrutiny Insufficient Information
MANAGING IN A CRISIS Warning signs that appear with crisis: Escalating Events Close Outside Scrutiny SURPRISE! Loss of Control PANIC Insufficient Information Siege Mentality

Managing in a Crisis 1 2 3 4 Define and understand the risk.
Describe the actions that might mitigate risk. 3 Identify the cause of risk. 4 Demonstrate responsible crisis management

WATCHWORDS Be Prepared Be Available Be Credible

NEVER say… “No Comment” Public hears that as… “Guilty!”

Tell it All Tell it Fast! for communicating in a crisis and
CARDINAL RULE for communicating in a crisis Tell it All and Tell it Fast!

Communicating in a Crisis
Speak first and often. Don’t speculate. Go off record at your own risk. Stay with the facts. Be opened and concerned, not defensive. Make your point and repeat it. Don’t fight with the media. Establish yourself as an authority. Stay calm. Be truthful and cooperative. Never lie.

Things Exxon Should Have Done
HINDSIGHT: Things Exxon Should Have Done 10 Develop a clear, straightforward position Involve top management Activate third-party support Establish on-site presence Centralize communications

Things Exxon Should Have Done
HINDSIGHT: Things Exxon Should Have Done 10 Cooperate with the media Don’t ignore employees Keep the crisis in perspective Position for the time when the crisis is over Continuously monitor and evaluate the process

CHAPTER 10 INTEGRATED MARKETING COMMUNICATIONS

ntegrated arketing ommunications COMMUNICATIONS CROSS-TRAINING
What is… I ntegrated M arketing ? C ommunications COMMUNICATIONS CROSS-TRAINING

Integrated Marketing Communications
Let’s Discuss Integrated Marketing Communications Combines perspectives of marketing, advertising, sales promotion, and public relations Approaches communications from the customer’s perspective

Map of the Cross-Training Process
START: Map of the Cross-Training Process 100-Acre Wood Build good relationships with your publics Collaborate on strategy and execution Understand the customer

Map of the Cross-Training Process
FINISH! Map of the Cross-Training Process Clear Lake Public Relations can lead other disciplines in using two-way communication Develop interdisciplinary skills-building Clarify role that each discipline plays

Marketing Public Relations versus Compare / Contrast
Sells service or product through pricing, promoting, & distributing Creates & maintains a market for products & services versus Public Relations Sells the organization Creates & maintains a hospitable environment for the organization

Let’s Discuss Why have traditional marketing notions given way to Integrated Marketing Communication? Consumer protests and government scrutiny began to shake historical views of marketing Product recalls generated recurring headlines Indirect sales began occurring regularly

Let’s Discuss Why have traditional marketing notions given way to Integrated Marketing Communication? Advertisers were asked how their products answered social needs and civil responsibilities Rumors about particular companies spread like wildfire General image problems were fanned by a continuous blaze of media criticism

Integrated Marketing Communication
Name:_____________ Math Assignment Add one “P” to the traditional 4 “Ps” of Marketing. Check your work. Product + Price + Place + Promotion + PUBLIC RELATIONS A+ Integrated Marketing Communication

When Product Publicity in the Marketing Mix is Useful
Introducing a revolutionary new product Eliminating distribution problems with retail outlets Operating with small budgets and strong competition Explaining a fine but complex product Generating new consumer excitement for an old product Tying the product to a unique representative such as Morris the Cat Creating an identity for a new Internet company

What is Third-Party Endorsement?
QUICK QUIZ What is Third-Party Endorsement? Tacit support given to products by a newspaper, magazine, or broadcaster.

QUICK QUIZ What is Branding? Creating a differentiable identity for a company or product.

1 2 3 4 5 6 Principles to Establish a Unique Brand 6 Be Early
Be Memorable 3 Be Aggressive 4 Choose a Proper Partner 5 Create a Personality 6 Promote the IPO

Public Relations Marketing Activities
OVERVIEW: Public Relations Marketing Activities Article Reprints Cause-Related Marketing Trade Shows Use of Spokesperson

Let’s Discuss Article Reprints Plan ahead Select target publics and address recipients by name and title. Pinpoint the reprint’s significance Integrate the reprint with similar articles or information Include in press kits and displays

Trade Show Participation
Let’s Discuss Trade Show Participation Consider the trade books Select a common theme Emphasize what’s new Consider local promotional efforts Display the right products Analyze the show carefully Evaluate the worth

Articulate Quick-Thinking Knowledgeable Let’s Discuss
Use of Spokespersons Articulate Quick-Thinking Knowledgeable

Cause-Related Marketing
Let’s Discuss Cause-Related Marketing Arts Education Music Festivals Anniversaries Sports Charitable Causes Races/Runs/Walks

Occasions for Public Relations Advertising
Mergers & Diversifications Personnel Changes Trademark Protection Organizational Name Change Company Customers

Occasions for Public Relations Advertising
Organizational Resources Manufacturing & Service Capabilities Corporate Emergencies Growth History Financial Strength & Stability

Integrated Marketing for the
21st Century INFOMERCIALS They Work!

21st Century 900 Numbers Used by: Fortune 500 Companies Publishers TV & Movie Companies Counseling Services and many more! Revenues total upwards of $900 million/year

21st Century TV/Movie Product Placement

CHAPTER 11 PUBLIC RELATIONS WRITING

EYE OR EAR ? Let’s Discuss Public Relations Writing
What are the differences between writing for the… EYE OR EAR ? A READER can: scan dart ahead check facts A LISTENER must: get the message the first time!

1 2 3 4 Fundamentals of Good Writing 4
The idea must precede the expression. 2 Write a rough draft. 3 Simplify, aim, and clarify. 4 Write for a particular audience.

Flesch’s Good Writing Tips
Let’s Discuss Use contractions like it’s or doesn’t. Leave out the word that whenever possible. Use pronouns like I, we, they, and you. When referring back to a noun, repeat the noun or use a pronoun. Don’t create eloquent situations. Use brief, clear sentences. Cover only one item per paragraph. Use language the reader understands. (Avoid jargon.)

Avoid big words Avoid extra words Avoid clichés Avoid Latin
The A’s of Good Writing: Avoid big words Avoid extra words Avoid clichés Avoid Latin A+

Be specific Be active Be simple Be short Be organized Be convincing
The B’s of Good Writing: Be specific Be active Be simple Be short Be organized Be convincing Be understandable

? What is the… LEAD-IN INVERTED PYRAMID QUICK QUIZ: Who What
When Where Why How Important Facts Less Important Facts

Writing a… News Release the bread and butter of public relations.

To state an organization’s official opinion
Writing a… News Release the bread and butter of public relations. To state an organization’s official opinion

the bread and butter of public relations.
Writing a… News Release the bread and butter of public relations. To influence a publication to write favorably about the material discussed

To stimulate favorable stories about their organizations
Writing a… News Release the bread and butter of public relations. To stimulate favorable stories about their organizations

To provide editors a point of departure
Writing a… News Release the bread and butter of public relations. To provide editors a point of departure

Why do editors reject news releases?
QUICK QUIZ: Why do editors reject news releases? Releases are poorly written. Releases are often disorganized. Releases are not newsworthy.

Requisites Make Writing Newsworthy 5 IMPACT ODDITY PROXIMITY CONFLICT
KNOWN PRINCIPLE

Internet News Releases
Let’s Discuss Be brief and succinct. Appeal to the eye. Use short paragraphs. Stay under 500 words. (1 or 2 screens) Link keywords to a glossary.

News "Value" What constitutes…
Have a specific reason for sending the release. Focus on one central subject per release. Be sure the subject is newsworthy in the context of the organization, industry, and community. Include facts about the product or service being discussed. Avoid “puff’, bluff, or hyperbole.

News "Value" What constitutes… Avoid jargon.
Include appropriate quotations from principals. Include product specifications, shipping dates, availability, and price. Include a brief description of the company (a.k.a. “boilerplate”) at the end of the release. Write clearly, concisely, and forcefully.

a print or online News Release
FORMATTING a print or online News Release Spacing: Double-space One side of paper Identification: Name Address Phone number of release writer

FORMATTING Margins: Usually 1 - 1½ inches Paper: Inexpensive stock 8½ x 11 inches

FORMATTING Date: Release date Embargoed date (“pull” date–if applicable) Length: Usually 500 words or less Two online screens

FORMATTING Paragraphs: Short (6 lines max) DO NOT break words at end of lines Headlines: Informative Fold release so that headline shows

FORMATTING Timing: Publication deadlines Slug Lines: Journalistic shorthand Page numbers and one-word identifiers on every page

FORMATTING Proofreading: Eliminate errors Internet Prudence: Know reporter’s or editor’s preferred way to receive news releases

STYLE Capitalization: Use sparingly. Numbers:
Spell out numbers through nine. Use figures for 10 and up. Using figures is usually acceptable.

STYLE Abbreviations: DO NOT abbreviate days of week.
Spell out first mention of organizations and agencies; then use abbreviations.

STYLE Spelling: Consult dictionary and use first spelling given.
Spell-checks DO NOT know homonyms, so you should!

STYLE Punctuation: Colons – introduce lists, tabulations, and quotations Exclamation points – use sparingly Commas – before connecting words that connect two complete thoughts; before and after constrictive clauses Hyphen – use care and a dictionary Quotation marks – enclose quoted material

CONTENT of a News Release Relevant Factual Objective Accurate

1 Name 3 Types of News Releases: The Announcement QUICK QUIZ:
New products or developments Catchy lead-in Spokesperson’s quotations

2 Name 3 Types of News Releases: Management Change QUICK QUIZ:
Must have local angle Play-up any unique angles

3 Name 3 Types of News Releases: Management Speech QUICK QUIZ:
Good lead-in Clear thesis Condensed remarks Mention speaker’s name (lead with name if speaker is well-known.

EDITING "The Final Touch" Eliminate passive voice
Use unabridged dictionary and thesaurus Other tools: Bartlett’s Familiar Quotations World Almanac Encyclopedia

Deobfuscating Obfuscatory Proverbs
FOR FUN! Deobfuscating Obfuscatory Proverbs TRANSLATE: Pulchritude possesses profundity of a merely cutaneous nature. Beauty is only skin deep.

FOR FUN! Deobfuscating Obfuscatory Proverbs TRANSLATE: Lack of propinquity causes an effulgence of partiality in the cardiac area. Absence makes the heart grow fonder.

FOR FUN! Deobfuscating Obfuscatory Proverbs TRANSLATE: It is fruitless to become lachrymose over precipitately departed lacteal fluid. There’s no use crying over spilt milk.

CHAPTER 12 THE MEDIA/ PRESS KIT

Hallmark of Public Relations Work
Writing for Speaking versus Reading

The Media / Press Kit

The Media / Press Kit Background Q&A CD-Rom News Release BIO Photos

Guidelines to Prepare a Press Kit
Use Accurate & Thorough Information Have Enough Background Material Use Balanced, Objective Information Use Quotes from Credible Sources Never Lie! Use Excellent Graphics & Photos

The Biography Pertinent facts about a pertinent person
Maintain organizational files for each top officer Send to Newspapers and wire services for their “standby” files

The Biography Straight Bios: Narrative Bios:
Facts in a straightforward manner Info in descending order of importance Company-oriented facts before personal details Chronology of person’s work history and accomplishments Narrative Bios: Lively, informal style Spark and vitality make the person come alive Can double as a speech when the person serves as featured speaker

BACKGROUNDERS General information complements news release
Longer than news releases Editors usually excerpt backgrounders Can be snappy and factual, or descriptive and narrative (news release style or descriptive style)

Other Press Kit Materials:
Fact Sheets Q&As Bulleted items Quick & easy Most relevant facts about products, issues, organization, service or candidate List most probable questions & answers Anticipate what reporters need to know Frequently asked questions (FAQs)

Other Press Kit Materials:
PHOTOS worth 1,000 words Attributes of good photos: Use COLOR & creative angles Remember LIVE is better than studio Focus on ISSUE & avoid distracting clutter Express a VIEWPOINT Create VISUAL IMPACT

The Case History Let’s Discuss Case History articles:
Present a problem experienced by one company but applicable to other firms Indicate the adopted solution Indicate how a company defined a problem Explain advantages of adopted solution Detail the company’s experience after adopting the solution

QUICK QUIZ What is a … BYLINER ? A story signed and ostensibly authored by an officer of a particular organization

Why are BYLINERS useful?
QUICK QUIZ Why are BYLINERS useful? They position executives as experts They suggest the executive is more informed and credible than competitors They can be reprinted and included in press kits to reach a wider audience than the original publication

5 Features of a Good Op-Ed
The Op-Ed An editorial written by an organizational executive Published in a leading newspaper or magazine opposite the editorial page 5 Features of a Good Op-Ed Grabber Point Chain of evidence Summation Good-bye “zinger”

What is a ROUND-UP article?
QUICK QUIZ What is a ROUND-UP article? “Round-up” experiences of several companies within an industry Thoroughly researched and synthesized articles Regularly used in prestigious publications “Trend” articles

The Pitch Letter A sale letter Direct & catchy Open with a grabber
Explain why the editor should be interested Allude to the scope and importance of the story or product Address specific people

The Media Alert Short, bulleted items
Highlight the 5Ws of journalists: Who What When Where Why / How

Elements of Good Writing
Let’s Discuss Internal Writing: The Memorandum 6 Elements of Good Writing State the issue immediately Back yourself with data Present alternatives Offer your solution or recommendation Support your solution with details End with a question that demands action

a.k.a. The “White Paper” Internal Writing: The Position Paper
Let’s Discuss Internal Writing: The Position Paper a.k.a. The “White Paper” Written primarily for internal background purpose Rigorously documents facts that lead to an organizational position May form the basis of review and discussion May serve as a nucleus for a corporate position. White Paper

Internal Writing: The Standby Statement Let’s Discuss
Precise statements to clarify position Generally defensive Not offered voluntarily Unambiguous, so as to raise more questions than those answered Have several standby statements ready

Internal Writing: The Speech Let’s Discuss
Design it to be HEARD, not read Tailor it to a specific audience Have clear-cut objectives Seek to evoke a positive response Use concrete language

Functions of Lobbyists
Improve Communications Monitor Agencies And Congress Encourage Voter Participation Influence Legislature Tell Congress of Constituents’ Activities 2 2

What is the SPEECHWRITING process?
QUICK QUIZ What is the SPEECHWRITING process? ? Prepare Interview the Speaker Research Organize & Write

QUICK QUIZ What is the SPEECHWRITING process? Who’s the audience? What’s the occasion? Where will the speech take place? When? What’s the topic? Prepare Interview the Speaker Research Organize & Write

QUICK QUIZ What is the SPEECHWRITING process? Determine the main points, the object of the talk, and the speaker’s unique characteristics. Prepare Interview the Speaker Research Organize & Write

QUICK QUIZ What is the SPEECHWRITING process? Read, think about the topic, seek other’s opinions. Prepare Interview the Speaker Research Organize & Write

QUICK QUIZ What is the SPEECHWRITING process? Draft, re-write, practice reading the draft out loud, re-write. Prepare Interview the Speaker Research Organize & Write

1 2 3 4 What are a speeches 4 Essential Parts? Introduction Thesis
QUICK QUIZ What are a speeches 4 Essential Parts? 1 Introduction 2 Thesis 3 Body 4 Conclusion

QUICK QUIZ What are a speeches 4 Essential Parts? Grabs the audience Gets control 1 Introduction 2 Thesis 3 Body 4 Conclusion

QUICK QUIZ What are a speeches 4 Essential Parts? Purpose/main idea The point of the speech 1 Introduction 2 Thesis 3 Body 4 Conclusion

QUICK QUIZ What are a speeches 4 Essential Parts? Evidence: Facts Statistics Comparisons Quotations Anecdotes Examples Illustrations 1 Introduction 2 Thesis 3 Body 4 Conclusion

QUICK QUIZ What are a speeches 4 Essential Parts? Short & emphatic A brief summary of points 1 Introduction 2 Thesis 3 Body 4 Conclusion

Useful Figures of Speech
Alliteration Repeated consonant sounds: “ruby-red-rose” Repeated consonant sounds: “ruby-red-rose” Antithesis Sharply opposed or contrasted ideas: “deafening silence” Sharply opposed or contrasted ideas: “deafening silence” Assonance Repeated vowel sounds: “great creating nature” Repeated vowel sounds: “great creating nature”

Metonymy Substituting one term for another closely associate term: “The Crown feels…” “The Queen feels…” Substituting one term for another closely associate term: “The Crown feels…” “The Queen feels…” Metaphor & Simile Comparison of two unlike things: “My love is a red, red, rose” “My love is like a red, red, rose” Comparison of two unlike things: “My love is a red, red, rose” “My love is like a red, red, rose”

Personification Gives life to animals, objects, or ideas: “Thunder shook the windows” Gives life to animals, objects, or ideas: “Thunder shook the windows” Repetition Repeated words or phrases: “to strive, to seek, to find, and not to yield…” Repeated words or phrases: “to strive, to seek, to find, and not to yield…”

Making an Effective Presentation
Let’s Discuss Making an Effective Presentation Be understandable Write it out Be logical Anticipate negatives Stay organized Get to the point Use graphics wisely Be convincing Speak, don’t read

CHAPTER 13 PUBLIC RELATIONS AND THE NET

Consider these NET facts:
In 1999: The Internet economy grew 68 percent. One-half TRILLION $$$ spent on the Net. Americans spent $20 BILLION retail. By 2001: U.S. trade will top $251 BILLION. Eleven MILLION households will make their first online purchase. Retail shopping will top $100 BILLION.

Public Relation’s Net Use will increase because…
…consumers want to be educated not just “sold”

Public Relation’s Net Use will increase because…
…communicators can respond instantly to emerging issues and market changes.

Customizing messages to targeted audiences
Public Relation’s Net Use will increase because… …the Internet allows “narrowcasting.” Customizing messages to targeted audiences

Public Relations’ Prominence in Cyberspace includes:
Web Sites Online Media Relations Online Monitoring Product Promotion Investor Relations

Public Relations’ Prominence
For external use, be sure to: Restrict your message to one screen Link content to other material Disseminate messages regularly Encourage feedback

What is my specific goal?
Public Relations’ Prominence Web Sites a. Designing a Web Page Ask yourself: What is my specific goal?

Will I be ultimately responsible?
Public Relations’ Prominence Web Sites a. Designing a Web Page Ask yourself: Will I be ultimately responsible?

What content should I include?
Public Relations’ Prominence Web Sites a. Designing a Web Page Ask yourself: What content should I include?

How often will I edit content?
Public Relations’ Prominence Web Sites a. Designing a Web Page Ask yourself: How often will I edit content?

How interactive will it be?
Public Relations’ Prominence Web Sites a. Designing a Web Page Ask yourself: How interactive will it be?

How will I enhance its design?
Public Relations’ Prominence Web Sites a. Designing a Web Page Ask yourself: How will I enhance its design?

Web Sites b. Managing the Web Site All links should work. Make contact information available.

Web Sites b. Managing the Web Site Place most important information on the left. Use standard color schemes.

Web Sites b. Managing the Web Site Make the site easy to use. Make sure the site fits your purpose(s).

Web Sites c. Does Your Web Site Follow: The Presence Model The Informational Model The E-Commerce Model

Web Sites c. Does Your Web Site Follow: The Presence Model Designed to establish a presence on the Web A promotional tool

Web Sites c. Does Your Web Site Follow: The Informational Model Designed to provide comprehensive organizational material

Web Sites c. Does Your Web Site Follow: The E-Commerce Model $ $ Designed to establish sales $ $

Online Media Relations What are the advantages of a digital press kit? What products do you think couldn’t be launched over the Net? What possible disadvantages arise from interviewing over the Net?

The Web Site Newsroom includes:
Public Relations’ Prominence Online Media Relations The Web Site Newsroom includes: News Releases Executive Speeches Annual/Quarterly Reports Annual Meetings Interviews Photographs, Profiles, Ad Copy Digital Press Kits

? What are three types of … NEWSWIRES QUICK QUIZ General Wires
Financial Wires Paid Wires Associated Press Dow Jones, Reuters, Bloomberg, Bridge News PR Newswire, Business Wire

Permits immediate communications, without a journalistic intermediary
Let’s Discuss Online Publicity Permits immediate communications, without a journalistic intermediary Allows for targeting audiences (narrowcasters) Has proliferated because of online magazines (ezines)

Online Monitoring Discussion Groups Chat Rooms Rogue Web Sites Who? Urban Legends Rumors “The Thread” “Whisper Campaigns” Why?

Product Promotion Messages Must Be Eye Catching! ADLINKS ARE HANDY!

Investor Relations The Net provides: Controlled medium “Real-time” information Equal opportunities for all investors

Investor Relations E-reports are more easily integrated with other communications. E-reports are durable. E-reports are less static than print reports.

What are INTRANETS? What do INTRANETS do? QUICK QUIZ
Intellectual vehicles that integrate communication with workflow, process management, and infrastructure Internets for specific organizations What do INTRANETS do? Allow communicators, management, and employees to exchange information quickly and effectively

What are EXTRANETS? QUICK QUIZ
Vehicles a company uses to communicate information to targeted external groups

Compact Disk - Read Only Memory C D - R O M What are CD-ROMS?
QUICK QUIZ What are CD-ROMS? Compact Disk - Read Only Memory C D - R O M

What are CD-ROMS? SOUND GRAPHICS ACTION QUICK QUIZ
Information can be read only, not changed Great storage capacity Interactive SOUND GRAPHICS ACTION

“Value Proposition” “Dirt World” “Internet Space” GEEKSPEAK :)
The Point “Dirt World” Bricks & Mortar Business “Internet Space” Business

Peculiarities of Writing for the Net
Readers must be able to read text quickly and easily. Text must engage the reader and not be cold or impersonal. News items must be brief and concise.

CHAPTER 14 PUBLICITY

QUICK QUIZ What’s the number one communications medium among Public Relations professionals? PRINT MEDIA

Securing Positive Publicity through the media is at the heart of public relations practice.

Public versus Advertising
Let’s Discuss Public versus Advertising Which is regarded as more credible? Why? People regard publicity as more credible because attracting positive publicity requires good media relationships and any sales message is more subtle.

What Drives the Media? A quest for: Information Scoops & Trends
Objectivity & Fairness PRESS CORPS

The Relationships Between Media and Public Relations
Let’s Discuss The Relationships Between Media and Public Relations FRIENDLY ADVERSARIES

Sometimes the media and public relations are on…
…different philosophical wavelengths.

What can organizations do to foster good media relations?
QUICK QUIZ What can organizations do to foster good media relations? Establish a formal media relations policy Understand and follow the 12 principles of good media relations

12 Principles of Good Media Relations
Reporters are never “off duty.” You ARE the organization. Treat reporters as individuals. Treat journalists professionally. Don’t sweat the skepticism. Don’t try to “buy” a journalist. Become a trusted source. Inform journalists even when you’re not “selling.” Don’t expect news viewpoint agreement. Don’t “cop an attitude” with reporters. Read the paper. Never lie.

? What are the benefits of … ADVERTISING Advertising lets you control:
QUICK QUIZ What are the benefits of … ? ADVERTISING Advertising lets you control: Content Size Location Reach Frequency

Name two benefits of publicity over advertising:
QUICK QUIZ Name two benefits of publicity over advertising: Publicity costs about 10% less than advertising. Publicity carries an implied third party endorsement.

How does publicity affect the following:
Let’s Discuss Value of Publicity How does publicity affect the following: Introducing a new product Revitalizing an old product Explaining a complicated product Working with little or no budget Enhancing your reputation Responding to crisis's

Learn how journalists want to be contacted
PITCHING PUBLICITY Know deadlines Write don’t call Address editor by name Learn how journalists want to be contacted Don’t badger

PITCHING PUBLICITY Use exclusives carefully Do your own calling
Develop a relationship Never lie Don’t send clips of other stories about your client

When Addressing reporters, should you use their first names?
QUICK QUIZ Media Relations YES NO or When Addressing reporters, should you use their first names?

Are reporters correct in thinking they can ask embarrassing questions?
QUICK QUIZ Media Relations YES NO or Are reporters correct in thinking they can ask embarrassing questions?

Should you ever say “no comment”?
QUICK QUIZ Media Relations YES NO or Should you ever say “no comment”?

QUICK QUIZ Media Relations YES NO or When reporters call on the phone, should you assume the conversation is being taped?

QUICK QUIZ Media Relations YES NO or Should you ever admit you had professional training to handle the media?

How to prepare copy for paid wires:
Let’s Discuss How to prepare copy for paid wires: Always include headlines Create “strong” lead Identify stock symbols Specify timing—avoid busy hours Specify targets Check for accuracy Include contact names & numbers at the end

Handy Media Directories
Gales Directory of Publications Bacon’s Publicity Checker Broadcasting Yearbook Editor & Publisher Yearbook Working Press of the Nation Specialized Directories Examples: Congressional Staff Guide Anglo-Jewish Media List

Let’s Discuss Measuring Publicity Press Monitoring (Clipping) Bureaus
Broadcast Transcription Services Media Distribution Services Content Analysis Services

Dealing with Interviews
Do your homework in advance. Relax. Speak in personal terms. Welcome the naïve question. Answer questions briefly and directly. Don’t bluff and don’t lie. State facts and back-up generalities. If the reporter is promised further information, provide it quickly. There is NO SUCH THING as “being off the record.”

Press Conferences Let’s Discuss
Follow up early and often to get an accurate expected count. Schedule conference in mid-morning. Notify the media by mail well in advance. State in advance the time allotted for the conference. Don’t play favorites.

Press Conferences Let’s Discuss Prepare for T.V. coverage.
Signal end of conference: “I’ll take one more question.” Prepare materials (press kits, etc.) to supplement conference. Cue reinforcements Schedule conferences in meeting rooms.

CHAPTER 15 ELECTRONIC MEDIA

Electronic Media’s Punch Let’s Discuss
50% of Americans get their news from T.V. 14% of Americans get their news from radio. Over 10% of Americans get their news from the Internet.

Television Interviewing
DON'Ts DOs & Be Prepared Be Yourself Be Open & Honest Be Brief Be Straight Forward Be Carefully Dressed

Don’t assume the interviewer is hostile Don’t let interviewer dominate
Television Interviewing DON'Ts DOs & Don’t assume the interviewer is hostile Don’t think all you say will be aired Don’t let interviewer dominate Don’t say: “No comment”

Don’t keep going and going and going…
Television Interviewing DON'Ts DOs & Don’t keep going and going and going…

How to MEET THE PRESS in a crisis:
1 Get the facts. 2 Put the facts on the Web. 3 Get the CEO out in front. Express shock and sadness. 4

QUICK QUIZ What is a VNR? Video News Release V N R

What is a B-roll? QUICK QUIZ
Unedited footage of a breaking news story… A B-roll includes a written preamble—story summary. T.V. stations assemble their stories from this, using appropriate VNR footage.

What is an Evergreen VNR?
QUICK QUIZ What is an Evergreen VNR? Stories without a breaking news angle Timeless content Usually, T.V. stations keep these on file VNR

Things to Consider BEFORE Starting a VNR Production
9 Things to Consider BEFORE Starting a VNR Production What do we expect of the VNR? How should we distribute it? What if the VNR doesn’t get picked up? Should we localize the VNR? Which stations will use the VNR? What makes a good VNR? What subjects should we include? When is a VNR not appropriate? How much does a typical VNR cost?

S M T Satellite Media Tour What is an SMT? QUICK QUIZ
A series of preset interviews Conducted via satellite

Successful SMTs contain these elements:
Satellite Media Tours Let’s Discuss Successful SMTs contain these elements: Pitching B-roll Satellite time Objectives Last-minute preparation efforts Credible Spokespeople Non-Commercial content Availability of dedicated phones

Public Service Announcements P S A Let’s Discuss
T.V. or radio commercials Usually seconds long Used frequently by non-profits Written in punchy style

Which PSAs do stations choose?
QUICK QUIZ Which PSAs do stations choose? The ones with credible sponsorship The ones with messages that relate to the community The well-designed and attractive ones

Why use Video Conferences?
QUICK QUIZ Why use Video Conferences? They connect people over short or long distances They’re adaptable to external or internal publics They can be informative or motivational They’re instantaneous

3 Things to Consider When Planning a Video Conference Origination Site Visuals Interactivity

Why has RADIO re-emerged in popularity?
QUICK QUIZ Why has RADIO re-emerged in popularity? More Americans are working from home More Americans are commuting

Why has RADIO re-emerged in popularity?
QUICK QUIZ Why has RADIO re-emerged in popularity? Radio offers variety: All-talk shows All-news shows All-sports shows and more!

RADIO MARKETPLACE Use positive spokespeople Use the local angle
Present strong, focused message Deliver in a timely manner 2 2

The World’s First Virtual Newscaster
Have you heard about … ANANOVA ? The World’s First Virtual Newscaster PA New Media has developed the world's first virtual newscaster, capable of delivering real-time on-demand news bulletins over the Internet and interactive devices. Source: [accessed June 24, 2000]

Public Relations & Electronic Media
Let’s Discuss Public Relations & Electronic Media How have public relations people benefited from the growth of cable television? CABLE T.V. Why is talk radio more important to public relations professionals today? VIDEOTAPE RADIO How has video changed the definition of news?

DO TELL Why should ALL public relations students watch 60 Minutes every Sunday night? 2 2

CHAPTER 16 Effective Employee COMMUNICATION

is employee communication so important?
PREVIEW: WHY? is employee communication so important? Lay-offs & downsizing have diminished employee loyalty Big gulfs between CEOs’ and employees’ pay have created mistrust Globalization and “intellectual capital” are becoming more valued

Principles of Effective
Employee Communication 5 R E S P E C T 1

Honest Feedback 2 Principles of Effective Employee Communication 5
Too bad… Good try. Well done! Great Job!!!

Thank you for all the hard work!
Principles of Effective Employee Communication 5 RECOGNITION 3 Thank you for all the hard work!

A Voice 4 Principles of Effective Employee Communication 5 How about…
I think… Maybe… What if…

ENCOURAGMENT 5 Principles of Effective Employee Communication 5
You can do it!

Benefits of Good Communication*
Willingness to express dissent Visibility and proximity of management Internal communication BEFORE external communication Attention to clarity Friendly tone of company Sense of humor *As expressed by Milton Moskowitz

QUICK QUIZ What is the key to good employee communication? CREDIBILITY

How can organizations increase employee trust?
QUICK QUIZ How can organizations increase employee trust? Communicate early and frequently Share bad news as well as good Involve employees in the process

Personalize Communications
Employee Communication Strategies Survey Employees Be Candid Be Consistent Be Innovative Personalize Communications

Name two tactics for learning employee attitudes.
QUICK QUIZ Name two tactics for learning employee attitudes. Research Conduct an internal communications audit

Voic Intranet

When creating an Intranet, consider:
The context Your objectives That it’s a journalistic enterprise How you’ll market it Links to outside lives Establishing active management commitment

WHO WHAT HOW Let’s Discuss Employee Newsletters
An editor must determine: WHO is this publication designed to reach? WHAT kinds of articles should be featured? is the budget? is an appropriate format? is the approval process for the newsletter? HOW frequently should we publish?

Employee Newsletters Let’s Discuss Assign Stories Format Copy
An editor must decide how to: Assign Stories Format Copy Enforce Deadlines Ensure Timeliness Edit Copy Assign Photos Critique

Desktop Publishing What's New?
Allows a user to control the typesetting process in-house Provides faster turn-around for clients Saves $$$!

Employee Annual Reports
Include: Chief Executive Letter Use-of-Funds Statement Financial Condition Description of the Company

Employee Annual Reports
Also include: Social responsibility highlights Organizational policy Emphasis on people

Make Them Catching Bulletin Boards Change Them Weekly Motivate People
Another Way of Communicating With Employees Make Them Catching Change Them Weekly Motivate People NEWS!

Internal Videos COMPANY VIDEO Must Be Broadcast Quality

DO DON'T Use supervisors to communicate with employees
Rely on the grapevine to communicate information

CHAPTER 17 COMMUNITY DIVERSITY

1990 U.S. Population 2000 U.S. Population
Compare: 1990 U.S. Population 2000 U.S. Population 76% 12% 52% 16% 9% 22% 3% 10% African-American Asian Latino Anglo

New Entrants to the Workforce
WOMEN PEOPLE OF COLOR MEN

Social Responsibility in the Community
Let’s Discuss Social Responsibility in the Community Maintain clean air and water Provide jobs for minorities Enforce employee policies Enhance everyone’s quality of life

VOLUNTARISM We’re here to help.

A corporation’s only responsibility is to make money
Milton Friedman: A corporation’s only responsibility is to make money NO!

QUICK QUIZ What are three ways an organization can coexist peacefully in its community? Determine what the community knows and thinks about the organization. Inform the community of the organization’s point of view. Mediate between the organization and the community should discrepancies arise.

What Communities Expect from Organizations
Let’s Discuss What Communities Expect from Organizations APPEARANCE PARTICIPATION STABILITY PRIDE

Community Relations Objectives
15 Tell the community about the firm’s operations. Correct misunderstandings and reply to written criticism. Gain the community’s good opinion by stating opinions on issues. Tell employees and their families about company activities. Tell local government about firm’s contributions to social welfare.

15 Find out what residents think about the organization. Invite community leaders to tour the plant and offices. Support health programs through contributions of funds and services. Provide funds for cultural events. Aid youth and adult education.

15 Sponsor sporting events and teams. Encourage employees to run for public office and volunteer on boards. Purchase supplies from community. Provide jobs with competitive wages. Cooperate with other local businesses to advance economic and social welfare.

NOTE: The NET is a community, too!

DIVERSITY includes: Women dominate public relations practice
head large organizations

DIVERSITY includes: African-Americans
are not minorities in our countries 25 largest cities have increased their disposable income five-fold over the last decade

DIVERSITY includes: Latinos
will become our country’s most prominent minority by 2050 vote in rates higher than the national average and pump $300 billion a year into our economy

DIVERSITY includes: Asians Pacific Islanders
Japanese, Chinese, Koreans, Vietnamese Pacific Islanders Whose numbers will double by 2050

DIVERSITY includes: Seniors
control over 50% of America’s discretionary income are politically organized

DIVERSITY includes: Gays comprise a major target of opportunity
have incomes six times higher than the national average

DIVERSITY includes: Disabled People require targeted communications
have well-known spokespersons

? What is… Media Advocacy QUICK QUIZ
Public relations without resources Using the media to attract attention Using the media to shake the established order

FUND-RAISERS 5 4 3 2 1 Let’s Discuss Nonprofit Public Relations
Identify campaign plans and objectives. Should: 4 Plan and implement strong communications activities. 3 Recruit leaders. 2 Organize fact-finding. 1 Identify campaign plans and objectives.

CHAPTER 18 PUBLIC RELATIONS IN GOVERNMENT

Why are Americans losing interest in our political system?
Public Relations in Government Let’s Discuss Why are Americans losing interest in our political system? Lack of candor Booming economy Boring campaigns

What did the Gillette Amendment do?
QUICK QUIZ What did the Gillette Amendment do? 1913 Gillette Amendment “Appropriated funds may not be used to pay a publicity expert unless specifically appropriated for the purpose.”

What did the GAG LAW do? QUICK QUIZ
Prohibited “using any part of an appropriation for services, messages, or publication designed to influence any member of Congress in his attitude toward legislation or appropriation.”

Government workers may hold jobs practicing public relations.
QUICK QUIZ TRUE FALSE or Government workers may hold jobs practicing public relations.

The U.S. Air Force Office of Public Affairs
Activities include: Hollywood liaison Sports marketing Children’s Web site

Government Practitioners
Let’s Discuss The U.S. Office of Personnel Management reports nearly 15,000 public relations-related jobs The National Association of Government Communicators estimates that 40,000 professionals work as government communicators

The U.S. Department of State’s public affairs staff handles:
Press briefings Maintaining the Secretary of State’s Homepage Foreign press centers in Washington, D.C. Public diplomacy operations abroad

United States Information Agency
Radio Films & Television Libraries & Books Media Education Publications Electronic Information Exhibitions Satellite Television

United States Information Agency
21st Century Challenges Build the intellectual and institutional foundations of democracy worldwide Support the “War on Drugs” in producer and consumer countries Develop worldwide information programs to address environmental problems Bring accurate reports to any society that fails to exercise free, open communication

FTC FDA HHS DOD Government Agencies Federal Trade Commission
Let’s Discuss FTC Federal Trade Commission FDA Food & Drug Administration Department of Health & Human Services HHS DOD Department of Defense

QUICK QUIZ What were the seven principles that President Reagan followed when managing his news? Plan ahead Stay on the offensive Control the flow of information Limit reporters’ access to the President Talk about the issues the President wants to talk about Speak in one voice Repeat the same message many times

QUICK QUIZ How did President Bush’s communication style differ from President Clinton’s? Bush wasn’t nearly as successful a communicator as Clinton, whose easy-going style and intelligence made him a media favorite.

Who is the President’s chief public relations spokesperson?
QUICK QUIZ Who is the President’s chief public relations spokesperson? Press Secretary The

The Press Secretary’s Role
Let’s Discuss Communicates the President’s policies and practices to the public Deals with the press corps: Speaks up to the President as a representative of the press Speaks out for the President to the press

Functions of Lobbyists
Improve Communications Monitor Agencies And Congress Encourage Voter Participation Influence Legislature Tell Congress of Constituents’ Activities 2 2

The 1996 Lobbying Disclosure Act
Let’s Discuss The 1996 Lobbying Disclosure Act Broadened the activities that constitute “lobbying” Mandated government registration of lobbyists Prohibited lobbyists from paying for meals for congressional members or their aids

What do lobbyists do? Find facts and research issues
Interpret government actions Interpret company actions Advocate positions Serve as publicity springboard Support company sales

What’s New? E- Lobbying Internet lobbying Web sites Fund raising

olitical ction ommittees What are… P A ? C
Groups that represent business interests, labor unions, corporations, non-profit organizations, and many other interest groups

One Lobbyist’s “Be” List
Independent Be Informed Be Bi-Partisan Be Published Be Broad-Minded Be Persistent Be Practical Be HONEST

Dealing with Local Governments
Let’s Discuss Dealing with Local Governments CITY COUNTY STATE REGIONAL Build consensus among diverse constituents Practice grass-roots public relations Deal with individuals

CHAPTER 19 CONSUMERS & INVESTORS

Consumers & Investors FOR STARTERS: Why has dealing with consumers and investors become so important for public relations? Competition Advertising “Noise” Savvy Consumers Knowledgeable Investors

Tyco Toys, Inc. SUCCESS! Toy Fair Breakfast
Media Day at Sesame Place Theme Park Elmo sent to Rosie O’Donnell 15,000 media mentions Source of Elmo character: [accessed 6/16/2000]

Consumer Movement History
Let’s Discuss 1872 – Criminal Fraud Statute 1887 – Interstate Commerce Commission 1900s – Muckrakers The Jungle Food and Drug Act Food, Drug, and Cosmetic Act

JFK’s Consumer Bill of Rights
Right to Choose Right to Be Heard Right to Safety Right to Be Informed

What does each of the following federal agencies do?
Federal Consumer Agencies QUICK QUIZ What does each of the following federal agencies do? Federal Trade Commission Regulates television and radio advertising Covers areas not included in national advertising (general litigation division) Enforces consumer credit program (fair credit reporting, truth in packaging)

Federal Consumer Agencies QUICK QUIZ What does each of the following federal agencies do? Justice Department Enforces consumer protection measures such as the Truth in Lending Act and Product Safety Act Runs anti-trust division (Microsoft suit)

Federal Consumer Agencies QUICK QUIZ What does each of the following federal agencies do? Food & Drug Administration Protects consumers from hazardous items: foods, drugs, cosmetics, therapeutic and radiological devices, food additives, serums, and vaccines

Federal Consumer Agencies QUICK QUIZ What does each of the following federal agencies do? EDUCATION Office of Consumer Affairs Consumer Product Safety Commission Publishes literature informing the public of recent developments in consumer affairs Oversees product safety (seatbelts, strollers, etc.)

Name some consumer watchdog vehicles or groups.
QUICK QUIZ Name some consumer watchdog vehicles or groups. Consumers Union (publishes Consumer Reports) The Consumer Federation of America The Internet

Business’s Consumer Relations Division Duties
Handling Complaints Developing Guidelines to Evaluate Products & Services Developing Consumer Programs Developing Field-Training Programs Evaluating Service Approaches Evaluating Company Effectiveness in Showing Concern for Customers

Chrysler Corporation’s “Customer’s Bill of Rights”
Every customer has the following rights: Long-term Protection Quality Service with a Smile Satisfaction Safe Vehicles Grievance Opportunities

Explain how each would benefit a company:
Consumerist Objectives Let’s Discuss Explain how each would benefit a company: Keeping Old Customers Attracting New Customers Marketing New Items / Services Reducing Costs Handling Complaints

Ombuds Officers Investigate complaints made against the firm
Provide a central location for customers who seek redress Monitor difficulties customers have with products Influence organizations to improve service

DEFINE: Investor Relations Timely and valuable communications that gain and maintain shareholder support

What is a company’s CURRENCY?
Q. A. Its STOCK PRICE

DEFINE: "Material" Information Any fact that would be important to an investor making an investment decision

Examples of Material Information:
Proposed mergers or acquisitions Changed dividend policy Determination of earnings Acquisition or loss of significant business contract Major management changes Significant change in capital investment plans

Examples of Material Information:
Purchase or sale of a major asset Incurring a major debt or selling a significant amount of equity annuities Pending significant legislation A major discovery or innovation Marketing a new product

Investor Relations Activities
OVERVIEW: Investor Relations Activities Annual Reports: Company description Letter to shareholders Financial review Explanation/analysis Management/marketing discussions Graphics

OVERVIEW: Investor Relations Activities Quarterly Reports: Comparison of current performance with previous year’s quarter performance Annual Meetings: In-person meetings Q&A sessions Speeches Stockholder voting

OVERVIEW: Investor Relations Activities Conference Calls: Media Contact & Monitoring: Follow-up quarterly reports to answer questions In-person meetings Q&A sessions Speeches Stockholder voting

OVERVIEW: Investor Relations Activities Internet Investor Relations: Homepage / Web site SEC documents online FAQs Links to financial data

CHAPTER 20 ISSUES FOR THE MILLENNIUM

The 21st Century Will Be the Golden Age of Public Relations
Booming Economy Corporate Competition Increased Communications Budget High-Tech Companies Instantaneous Global Communications International Mergers “Humanized” Communications

Issues for the Millennium
Let’s Discuss Economic Globalization Shifting Public Opinion Aging Population Technology

Issues for the Millennium
Let’s Discuss The “Lean & Mean” Firm “Bigness” is Back Corporate Accountability Corporate Responsibility

21st Century Public Relations Challenges
Let’s Discuss 21st Century Public Relations Challenges Need for tailored approaches Creativity Increased specialization Globalization Technology

21st Century Public Relations Challenges
Let’s Discuss 21st Century Public Relations Challenges Research/results orientation Ethics and reputation Minority recruitment Decreased sexism Education

North American Free Trade Agreement
Internationalization of Public Relations Canada NAFTA North American Free Trade Agreement

North American Free Trade Agreement
Internationalization of Public Relations Latin America Mexico NAFTA North American Free Trade Agreement Venezuela Brazil Chile Argentina

Internationalization of Public Relations
The New Europe European Community Great Britain

The New Europe More than 80% of Europeans watch television daily 20% of Hungarians have TV sets connected to satellite dishes 13% of Poland population own VCRs Two-thirds of Hungarians, Serbians, and Croatians read newspapers daily 40 newspapers in Moscow alone are translated from English

Asia Thailand Viet Nam Philippines

Asia China

Asia World’s fastest growing economy after the U.S. Korea Japan China By 2020, 70% of world will speak Mandarin

Australia Middle East Africa Australia

Australia Middle East Africa Middle East Saudi Arabia

Australia Middle East Africa Africa

Australia Middle East Africa Africa Middle East Australia Americas Atlantic Ocean Pacific

The Dangers of Monolingualism
OOPS! Estee Lauder’s “Country Mist” translated into German = country manure Chevrolet’s “Nova” in Spanish = “It doesn’t go” Coke’s translation of “ke-kou-ke-la” in Chinese = Bite the wax tadpole Japan’s leading brand of coffee creamer translated into English = creep

To counsel top management, a public relations practitioner must have:
intimate knowledge of the institution access to and respect for management access to an intelligence network familiarity with reporters on the beat solid skills

To counsel top management, a public relations practitioner must have:
a propensity toward action knowledge of the law knowledge of technology strong integrity and confidence contentment with anonymity

How can you get your foot in the door?
QUICK QUIZ How can you get your foot in the door? Campaign Headquarters Become involved with and active in public relations organizations Secure part-time work that requires PR skills

How can you get your foot in the door?
QUICK QUIZ How can you get your foot in the door? Attend professional meetings in your community to gain experience and to network Seize every opportunity to use your skills and gain experience Internships Volunteer work School Newspaper Political candidate work

Generalized Specialization
Top Qualities 5 Professionalism Generalized Specialization Guts Ethics Leadership

CHAPTER 1 DEFINING PUBLIC RELATIONS.

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CHAPTER 1 DEFINING PUBLIC RELATIONS.

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