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44 Cards in this Set
- Front
- Back
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Internet Uses in PR
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-Email distribution -Information Exchange at web sites -Brochureware -Usenet Discussion Groups -Listserves
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Pros/Cons of Internet in PR
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Pros-- Extended Reach, Uncontrolled Content, Issue Tracking; Cons-- Sometimes Difficult to Use, Security Problems, Time Consuming, Malicious hackers
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News Release
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-Most common tactic -Answer basic questions -Follow a format (Dateline, Body, Contacts, etc.) -Content standards and rules
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Advisories and Fact Sheets
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Media advisories or "alerts" are memos to let the press know about someting they may want to cover, Fact sheets provide more detail and background, FAQs are a version of a fact sheet
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Media Kits and Pitch Letters
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Media kits contain-- News release, news feature, fact sheet, background info, graphics, executive bios, and brochures; Electronic press kits; Pitch letters are short notes or letters sent to journalists to draw their attention to a story
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Newsletters, Magazines, and Brochures
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Organizational versus subscription newsletters, Print newsletter format (4-8 pp, 8.5 by 11 in), Electronic newsletters and e-zines
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Radio
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Audio News Releases (can have product), Public Service Announcement (for NPO's), Radio Media Tours
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Television
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Video News Release, Satelite Media Tours
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Guidelines for TV News Releases
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Allow max flexibility for use, Keep soundbites short, Never use a "reporter," Never superimpose your written info, Provide a true news angle
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Guidelines for Radio News Releases
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Be concise, time by reading aloud, Use simple language
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Personal Appearances
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Talk shows on radio and TV, Topics should be newsworthy or trendy, coach guests, placing a client requires knowing the show format and audience, shows book guests weeks in advance
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Product Placement
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Paid or trade using products on film or TV (iPod in Modern Family)
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Issue Placement
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Policy or Health issues (As Good as it Gets)
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The Internet
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Podcasts (Allows us to reach highly targeted audiences), Blogs
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Making a Message Work
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Clarity, Simplicity, Avoid Jargon, Use symbols/slogans/acronyms, Avoid cliches and hype, Avoid euphemisms, Use non-discriminatory language
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What makes a good news story?
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Proximity, Consequences/impact, Conflict, Timeliness, Prominence, Novelty/irony, Current events
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News Conferences
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Two-way communication, Do not call a conference for routine news, Different types of news conferences, when scheduling be aware of deadlines, location must accommodate technical needs
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Press Party
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A social gathering that ends with a pitch
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Types of Media Tours
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FAM Tour-- linked to a tourist destination, Members of Org. make tour from one place to next
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High Context
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Non Western--- Symbolism, setting, etc all play important role in communication
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Low Context
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Western--- Legalistic (words communicate), Direct
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US firms might be hired by other countries to....
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Hold off protectionist moves, defeat legislation, support expansion, provide ongoing info
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Distictive features of business, sports, tourism, and entertainment
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all have... employee public, community public, owners/investors/shareholders/stockholders, customers/clients/prospects
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The function must support the...
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profit motive
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Community relations
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Analyze the environment, important public opinion issues in the community, what kind of "citizen" is your org (good or bad)?, role of corporate philanthropy (sponsoring events, donate $ to local place, etc)
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Diversity and Activism
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Minority markets are growing and increasing in affluence, PR pros must be familiar with ethnic media/language differences, Consumer activists may grow out of customer dissatisfaction, Tips-- Don't get emotional, Don't respond to threats, Be patient
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Emplyee Relations
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Employees are ambassadors, PR often works with human resources on employee communications, Employee morale may be improved by--- employee recognition ($, props, etc), Skill development, Career development
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Investor Relations
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High-pay specialty, Requires knowledge of finance and government regulations (SEC), SEC rules about IPO communication, SEC rules about mergers
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How do corporations continually provide information?
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Annual report, Quarterly report, Stockholders/shareholders meetings, CEO/CFO speeches, Regular release of info to financial media
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Marketing Communications
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Marketing PR (IMC), Product publicity, Product Placement, Cause-related Marketing (Give-a-day Get-a-day at Disney), Sponsorships
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Corporate Expressions of Social Responsibility
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Statement of mission, Speeches, philanthropy, advertising, public affairs
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Entertainment
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Primarily serves as publicist, damage control key, ethical issues
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Personality Campaign
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Preparation--- get newsworthy facts through interview, develop a short bio, determine what about the personality is to be "sold" ; Conducting the Campaign--- News release and photo ops, public appearances
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Promoting the Event
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Publicity drives ticket sales, Repetition and steady output of info (drip, drip, drip), Planters and bookers, Product tie-ins
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Sports Publicity
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Spots publicists embrace the normal PR toolbox but they also try to stir fan emtion, Promoting "heroes," Managing crises, Developing sponsorship ties
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What is the largest special travel audience?
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Senior Citizens
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Membership Organizations
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Professional Associations, Trade Associations, Labor Unions, Chambers or Commerce
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PR Strategies and Tactics for Advocacy Groups
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Lobbying, Litigation, Mass demonstrations, Boycotts, Reconcilition, Fund-raising
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Social Service Organizations
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Philanthropic foundations, Cultural Organizations, Religious Organizations
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PR Strategies and Tactics for Social Service Organizations
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Publicity, Creation of events, use of services, creation of educational materials, newletters
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Motivations for Giving
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Intrinsic desire to share, ego satisfaction, spiritual calling or social conscience, tax considerations
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Types of fundraising
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Donations, Structures campaigns, Direct mail, Sponsorship events, solicitation over tv, telephone solicitation, 800 and 900 numbers, commercial enterprises
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Role of Public Affairs/Public Info Officer
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Inform public about public's business, improve effectiveness of communications, provide feedback to government for improving programs, assist management in strategic communication, monitor public opinion, serve as voice for constituents, assist government with media relations
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Influence Peddling
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Occurs when former elected officials use their connections and experience to affect governmental policy on the behalf of a private interest and in exchange for money.
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