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9 Cards in this Set
- Front
- Back
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Traditional Role of public relations |
Our Company -> (Goodwill) -> Customers, employees, suppliers, shareholders, government agencies, general public |
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How is the traditional role of Public Relations changing? |
Consumers talk to each other more about brands (Talk most about the ads) Consumers (Partially) control the image of the brand The power of "connectors" |
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Tool of PR: Press Releases |
Convert your message into a news story: new or updated products, new people, involvement in community
PROS: -More trusted than direct promotion -Easy for journalists to turn into stories. CONS: -What kind of story will you end up with? - Requires time and Effort Feature Stories: The extended version of press releases |
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Tool of PR: Company Newsletters |
Share key info with employees, the community, important customers, and suppliers Print or digital? Not an easy choice |
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Tool of PR: Press Event |
PROS: Gives context and depth You own the floor Big Buzz Potential CONS: Expensive Will the press show up/care? |
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Tool of PR: Free Publicity |
Can be hugely productive for your brand But can be difficult to plan Is there such a thing as negative publicity? |
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How to react when PR ends in disaster |
Be prepared beforehand (i.e. PR Response team and spokesperson, channels for distributing information) Give a timetable for your response and stick to it Be 100% honest People are the focus Once the crisis is over, create a plan for brand recovery |
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Magic Middle |
Group of people that have both reach and influence, not necessarily the most in either area (i.e. Bloggers, publishers, vendors) |
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3 Characteristics of Successful Brand Messages |
Should be: Clear Memorable Easy to describe |
