Public Relations

Front 1

Definition of Public Relations

Back 1

Practice of developing and/or protecting an organization's identity and projecting that image to target audiences. Being proactive with communication

Front 2

Importance of Being Proactive

Back 2

1.Build awareness
2. Educate target audience
3. To develop a positive image
4. Deposits in the trust bank(building up positive reputation)
5.to persuade

Front 3

RACE Method

Back 3

RESEARCH
ACTION
COMMUNICATION
EVALUATION

Front 4

Spin

Back 4

outright lying to hide what really happened->antiethical to the proper practice of public relations

Front 5

Functions of PR

Back 5

writing press releases, media relations (dealing w/ press), planning, counseling, researching, publicity, marketing,communications, investor relations

Front 6

Communication

Back 6

Awareness->consideration->choice

Front 7

RESEARCH

Back 7

1.Research/Info Gathering
2.Planning(goals, objectives, strategies, tactics)
3.Implementation
4. Follow-up
5.Evaluation

Front 8

Research

Back 8

1. Info gathering
2. Situation Analysis
-What do they know about our existing product?
-What do we want them to know?

Front 9

When do we do research?

Back 9

-In the BEGINNING to figure out strategy and unique positioning.
-In the MIDDLE to see how campaign effort is doing
-END for formal evaluation

Front 10

Public opinion

Back 10

Until we understand position we can't create mesage. GROUP CONSENSUS

Front 11

Attitudes

Back 11

Evaluations individuals make on an issue. Based upon: personal, cultural, educational, familial religious, social class, race

Front 12

Attitude

Back 12

It is hard to change the mind of a person who is staunchly opposed to a particular issue or individual

Front 13

Attitudes and Opinions

Back 13

important to PR and PR Campaigns

Front 14

"Evidence that Persuades People"

Back 14

-facts
-emotions
-personalizing
-appealing to you

Front 15

Surveys

Back 15

method of Research (telephone, mail interviews, questionairres)

Front 16

Focus Group

Back 16

-define your objectives and audience
-recruit your groups
-choose the right moderator
-conduct enough focus groups
-use a discussion guide
-choose proper facilities

Front 17

Communication Audit

Back 17

complete analysis of organizations internal and external communication
-puts out communication needs, policies, practices and capabilities

Front 18

Two Main Research Methods

Back 18

1. Big Public Opinion
2. Methods (focus groups and surveys)

Front 19

3 Types of Media

Back 19

Print, electronic, internet

Front 20

Print Media

Back 20

newspapers,magazines, newsletters

Front 21

Types of newspapers

Back 21

Daily, weekly, random, national, regional,local

Front 22

Types of Magazines

Back 22

weeklies, monthly

Front 23

To be successful in PR

Back 23

Accessibility, credability and quotability
-need to understand how media works

Front 24

Give stories to media through...

Back 24

Press releases, pitch stories, follow up

Front 25

Role of reporter

Back 25

Reprt news in an objective and unbiased way. Job to report facts. Columnists can share opinions

Front 26

Top 5 Circulated Papers

Back 26

1. USA Today
2. Wall Street journal
3. New York Times
4. Los Angeles Times
5. Washington Post

Front 27

Reporters

Back 27

never "off duty"

Front 28

When do you use exclusives?

Back 28

To get larger stories

Front 29

Long lead magazine

Back 29

3-4 months in advance
examples: Cosmo, Glamour

Front 30

newswire

Back 30

news outlet, news service for other news organizations

Front 31

Press Monitoring bureau

Back 31

Press clippings

Front 32

Dealing with the Media

Back 32

1. A reporter is a reporter
2.You are the organization
3. Treat journalists professionally
4.Don't sweat the skepticism
5. Don't cop a 'tude
6. Read the paper

Front 33

Pitching Publicity

Back 33

1. Know deadlines
2 Generally write, don't call
3. Direct the release to a specific person or editior
4. Dont badger
5. Use exclusives
6. Develop a relationship
NEVER LIE

Front 34

Electronic Media

Back 34

TV and Radio

Front 35

Television

Back 35

different from print looks for a good visual. Looks at today and tomorrow

Front 36

Radio

Back 36

News/Talk
1. All news
2.news talk
3.music
4.syndicated

Front 37

Video news Relese

Back 37

Press Release in Video format specifically for television news
-most likely won't use release verbatim
-distributed via satellite
goal:get television nes stories

Front 38

Satellite Media Tour

Back 38

Media tour using satellites

Front 39

PSA(Public Service Announcement)

Back 39

-Commercial (tv, radio, print)
-free
-for non-print/cause related

Front 40

4 Aspects for Pitching Radio

Back 40

1. short focused message
2. localization
3. positive spokesperson
4. timeliness

Front 41

Inverted Pyramid

Back 41

Most important info first, writing to reporters

Front 42

Press Kit

Back 42

-gives reporter all background information
-essentially folder w/ all relevent info to write a story

Front 43

Contents of a press kit

Back 43

-news release (announce news)
-backgrounder(event SRDC)
-bio(CEO, spokesperson ,interesting stories\
-pictures
-fact sheet: directions, location, date, parking info, cost
Q&A sheet

Front 44

Goal of press kit

Back 44

to get STORY (to make writing as easy as possible

Front 45

Byline Article

Back 45

writeen by a 3rd party expert, writing article as if reporter

Front 46

media Advisor

Back 46

invitation to cover an event (press conference, ribbon cutting etc)
-signals to the press something is happening
-important for tv

Front 47

Standby Statement

Back 47

prepared statement, get facts, for emergency (prepared in advance)
-usually looked over by legal team
-to avoid being caught offguard
-concise, clear, and to the point

Front 48

TYLENOL CASE STUDY

Back 48

After 6 ppl who took tylenol died (3 had taken extra strength)
Johnson & Johnson recalled product, offered trade ins for new product, held news conference, put its own spin on story, consulted FBI, They survived and gained 95% of market share