Bus 784_Chapter 19 Community Relations

Front 1

General Public

Back 1

organizational stakeholder composed of individuals and groups found in society
may not share same views as firm

Front 2

Public Relations

Back 2

sends a constant stream of information from the company to the public and opens the dorr to dialogue with stakeholders whose lives are affected by the company's operations
"window out" management can perceive external change
"window in" society can influence corporate policy and practice
must be proactive

Front 3

Public Relations Department

Back 3

manage firms public image and its relationship with the public

Front 4

Public Relations Activities

Back 4

media relations
crisis management
employee communication
online communication
community relations
reputation management
public affairs/governmental relations
issues advertising
monitoring blogs
writing blogs

Front 5

Public Relations Society of America (PRSA)

Back 5

public relations officers committed to "the fundamental values of individual dignity and free exercise of human rights"

Front 6

International Association of Business Communicators ((IABC) 1970

Back 6

professional network of almost 16,000 business communication professionals in over 70 countries

Front 7

International Public Relations Association (IPRA) 1955

Back 7

claims to be "the most relevant, resourceful, and influential professional association for senior public relations executives"

Front 8

Public Relations People

Back 8

Owners of organizational values...articulation of values and strong and persistent "voice" for behavior consistent with values

Front 9

New Technology Enhanced Channels

Back 9

blogs
moblogs
vlogs
e-mails
social networking
podcasts
cell phones
personal digital assistants
internet (powerful, inexpensive tool)

Front 10

Public Service Manager

Back 10

able to communicate with local media and other stakeholder groups in their native language and avoid embarrassing or misleading communication due to poor translation

Front 11

Public Service Announcements (PSAs) 1942

Back 11

address critical issues for generations of Americans and global citizens..."Only you can prevent forest fires"1944

Front 12

Image Advertisements

Back 12

used to enhance public image of business, create goodwill, announce a major change (merger, acquisition, new product line)
promote image or perception not functionality
target public's emotions and seek to influence the consumers' imaginations

Front 13

Issue Advertisements

Back 13

businesses use their public relations' outreach in ways to influence the public's opinion of a political or legislative issue of concern to the company
(oil and gas price issues and taxes)

Front 14

Government protection of unethical business practices

Back 14

FTC prevents: use of deception to distort the truth, lack of fairness in information, use of fraud to manipulate

Front 15

Federal Communications Commission (FCC) 1934

Back 15

regulate corporations' public relations activities
regulate interstate and international communications by radio, television, wire, satellite, cable
no obscene programming before 10pm

Front 16

Telecommunications Act 1966

Back 16

allowed any business to enter telecommunications industry

Front 17

Securities and Exchange Commission (SEC) 1934

Back 17

attempts to ensure information distributed to all potential and current investors is timely and accurate

Front 18

Crisis Management

Back 18

form of public relations
forces management and its employees to act on a difficult issue quickly and without perfect information

Front 19

Corporate Crisis

Back 19

significant business disruption that stimulates extensive news media or social networking coverage

Front 20

Four groups of corporate crisis

Back 20

Acts of God (storms)
Mechanical Problems (facility or mental breakdown)
Human errors (miscommunication, improper employee behavior)
Management decision or indecision (cover-up?)

Front 21

Crisis Management

Back 21

Process organizations use to respond to short-term and immediate corporate crisis
manufacturers, pharmaceuticals and software manufacturers are most prone

Front 22

Dark Site

Back 22

web stie that is fully developed and uploaded with critical information, contacts for media, etc...ready to be activated at the moment when needed

Front 23

Crisis Management Plan

Back 23

-Get ready before the crisis hits
-Communicate quickly, but accurately
-Use internet to convey public affairs message to minimize public fears
-Do the right thing (how reacts in time of crisis; sympathetic)
-Follow up (make amends to those affected; restore reputation)

Front 24

Crisis Management Guide

Back 24

series of critical crisis management checkpoints:

Front 25

Media Communications advice

Back 25

-be honest
-be current
-be accessible
-be helpful
-be understanding
-be cool, courteous and professional

Front 26

Sound Bite

Back 26

short (30 seconds) clip of information that can be broadcast to the public

Front 27

Tips to help spokesperson stay on point with reporter

Back 27

-hooking (grab reporter's attention with statement that influences next question)
-bridging (answer challenging question but move to next key issue)
-flagging (answer key points and guide reporter to them)