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103 Cards in this Set
- Front
- Back
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First five parts of a PR Plan |
GAMCT -Goals -Audience -Messages -Communication Vehicles -Timing Issues |
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Last 4 parts of PR Plan |
PBEF -Problems -Budget -Evaluation -Follow up |
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The 7Habits of Highly Effective PR People |
1. Think Strategically 2. Merchandise Your Results 3. Manage Effectively 4. Excel at Crisis Communications 5. Embrace Client Service 6. Strive for Continuous Learning |
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What is the Communication Theory? |
Relationship between words and meaning |
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What are 3 things to consider in PR Management? |
1. Ethical Issues 2. How does the company operate/how well? 3. Managing the PR office |
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What are the goals of Communication? |
1. To inform 2. Build mutual understanding 3. Persuade 4. Motivate to action |
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In short, what is the basic idea of Traditional Communications theories? |
Basically sending a messagethrough a mediumto elicit a positive response. |
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What are the some traditional communication theories called? |
1. Two-step flow 2. Concentric Circle Theory 3. The Tipping Point 4. Pat Jackson's 5-step theory |
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What is the two-step flow? |
Send a message through the media which transmits it to the audience Sender>Media>Audience |
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What is the Concentric Circle Theory? |
Opinions flow from great thinkers to great disseminators to lesser disseminators to the active to the inert |
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What is the TheTipping Point? |
Role of the Few --connectors --mavens/an expert or connoisseur --sales people |
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What is Pat Jackson’s five-step theory? |
Build awareness Latent readiness Triggering event Intermediate behavior Behavioral change |
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What is Blink Theory? |
Subconscious logical perception and opinion formation |
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What is the Righteous Mind |
Non-logical |
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What is the Elephant and The Rider Theory? |
According to the model, the rider is rational and can plan ahead, while the elephant is irrational and driven by emotion and instinct. We have to find the balance between the two. |
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What are some ethical issues and how do you confront them? |
-Disagreement with the company: Doesn't matter. -Violation of professional ethics: Can refuse to act upon the issue that violates but must consider that you will be fired. -Choice of Employer: Know your employer: Do your beliefs align? -Political PR most often will involve disagreeable issues. |
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What are four qualities of PR Management? |
Not done in isolation. Understand thecompany. Understand management Understand how theleadership is managing the company. |
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What is the management function in PR? |
Varies but basically consists of: planning budgeting goals how management thinks and operates |
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What is PR like today? |
more goal-oriented planned activity with: -individualstrategies -tactics -budget -resource allocation -timetable |
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How is PR's success measured? |
Results with specific projects built relationships on which the organization depends |
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What does the PRdepartment’s value depend on? |
its contribution to the management process of the organization |
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What is PR's relationship with the media like? |
An integral part of a PR job andsometimes the most risky |
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Summarize the PR story of Blackberry/Crackberry? |
Blackberry popular in 2000, began to lose it's appeal and in 2012 decided t work on PR. Hired new CEO who reaffirmed failing strategy. 2 former co-CEO's stayed aboard showing that the company had no plans to change to regain appeal. Stock fell. |
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What recently happened in the Wells Fargo case? |
1.5 million accounts faked. 6000employees fired. Fined$185 million |
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What happened in the Domino's case? |
pizza Bad pizzaFocus groups Focus groups improved product. |
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What are some risks you should not take when talking to the media? |
-Speaking casually or from apersonal P.O.V -Goingoff the record if you don’t trust 100%. -Givingout privileged info. -Answeringwith assumptions and guesses |
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What are some things you should consider before speaking to the media or client to? |
-Know the media outlet -Know the reporter -Learn about nature of story -Know the audience of the media outlet |
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What are some things you should NEVER do when speaking to the media? |
-Answer questions quickly unless routine or innocuous topic -Get drawn into conversation -Get cute or humorous -Pass on interview request w/o researching |
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What should you know about your message? |
-Identifywho, what, where, when, how AND -“who cares?” -Outlineyour messages in steps or top points -Givestatements, not answers -Useconventional language; avoid jargon or acronyms -Test message will colleagues |
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What are some cautions to look out for when interviewing? |
•Hypothetical situations •Rumors or comments they have or allege to have heard •Quoting someone else and asking for a comment •Making a statement and asking for a comment rather than asking a question. •Repeatingthe same questions in different ways •Arguing:Insisting on an answer they want •Asking you to talk off the record |
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What did the Penn Anti-Graffiti Network Press conference teach us? |
To Consider if: -Weaktopic -Littlelead time -Calledfor a Saturday morning |
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What are the four Major PR Tips? |
Major Tip 1: The press event alternative. MajorTip 2: Don’t rely on the event for coverage. Cover it yourself. Major Tip 3: Keep individual misconduct from becoming organizational misconduct. Major Tip 4: Never hold a press conference on a bad issue. |
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What is a News Release? |
A news story written by a PR person |
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Why are news releases important |
•Used close to as is. •Organize our thoughts before doing a pitch. •Provide background for the reporter. •Show the reporter how the story could be framed. •They have secondary(internal) uses. •But sometimes face-to-face or telephone pitches are better. |
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What do news releases involve the implementation of in a PR person? |
-news sense -marketing knowledge -strategic thinking -creativity |
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What PR People do? |
-Use news to market an institution, company or person - Create news |
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News releases should be: |
-Have news value -Be factual -Be complete -Written in news style, format, &length -Be marketed to the appropriate media |
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What is news? |
New information that is of importance or interest to a group of people. |
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What determines the news? |
–Impact –Media formats –Interest |
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How will the release be used by the media? |
•A paragraph or two •A sentence •Close to as-is •As part as a larger story with more sources than in the release |
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What should be considered when picking the appropriate media? |
-Industry/profession -Geography -Demographics |
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What is the structure of a media release? |
-Inverted pyramid -5 w's at top -Hook and nut graph at top -headline is active voice -Lead graph can stand alone -short & objective -sources -dateline |
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What is unique about Feature releases? |
-They must inform and entertain -The headline may tease instead of inform -First graph should hook the story rather than include all the important facts -Show don’t tell -The last paragraph is important and brings the story to closure |
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What are some qualities that a news release should have? |
-factual -accurate -complete -concise -well organized -interesting -quotes |
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What is a pitch? |
Is a message intended to persuade a reporter to do a story. Can be more effective than releases, generally not mass distributed. |
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What are some pros of a pitch? |
-feedback - can change/refine the pitch -better time factor than a release -timing flexibility |
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How are pitches done? |
By email or phone. Phone is most preferable but must know reporter and have good story. |
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How are pitches differ/similar from a release in general format? |
-shorter -Written similar: need hook, 5 W's, |
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What are the pro's of a pitch? |
-Journalist may have a stronger sense of ownership -Often an offer of exclusivity but that varies - Used the pitch to give a head start to a reporter who would consider the story important. |
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What is an exclusive? |
Give story to one organization or oneeach in different category. |
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What would be the reason to give an exclusive? |
-Best or only way to get it covered. -Importance of a media outlet -Particular reporter or outletthat will do a better job with the story -Cultivate a particular reporter or outlet |
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What are some precautions about agreeing to do an exclusive story? |
-Clearlystate the terms of the exclusive offer. -Violating an exclusive is a big mistake. |
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What is a Head Start? |
Give preferential head start to certain journalist or outlet. Similar to exclusives and has many of the same advantages. |
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What is the format of an exclusive via e-mail? |
Subject line: clear and concise with "exclusive" or reporters name Salutation First graph: main points, explain available resources Be specific Ask for yes no Mention follow-up phone call |
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What do pitches require |
lead time |
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Why do a PR Plan? |
-Need Goals -Gives day-to-day guidance -Shows professionalism &effort -Provides performance measurement tool |
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What should a PR plan consist of? |
G A M C T P B E F Goals Audiences Messages Comm. Vehicles Timing Problems Budget Evaluation Follow-up |
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When communicating with senior management what should you produce? |
An executive summary |
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What is an executive summary? |
Gives gist of a PR plan. Details and justifies summary/outline. Saves time for busy top exec. Can win over senior mgt. |
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What are some communication vehicles? |
•Newsrelease •Pitch •Media advisory •Editorial board meeting •Press conference •Email release •Internal email •Podcast •Web posting •Open house •Demonstration/presentation •Tour •Panel or forum •Phone call •Face to face meeting |
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What are some possible issues you may face? |
•Will messages be understood?•Will the new product or service accepted and favorably review?•Will there be media interest?•If there is an event, will it be well attended?•Will there be active opposition?•Will there be leaks?•Does the new service or product contradict a past one or is the new one compromised by an old one? |
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Why Do a PR Plan? |
-You can’t get to where you want or should be without goals and a roadmap. -Gives you day-to-day and long-term work guidance -Shows that you are a professional and are putting in the effort. -Provides a performance measurement tool |
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When do a new PR Plan |
•Annual •New client •Major project •Crisis |
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What is an example of PR Goals? |
•Introduce product or service to end user •Increase sales (votes, giving, applications) •Improve bottom line and stock valuation •Create or improve image •Deal with past issues (consumer, government agency or industry analysts) |
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Who are the priority audiences to consider when informing starting from highest? |
•Internal •Affiliatesor stake holders •Consumers/end-users •Themedia |
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Alternatives to a press conference |
-Open house -Demonstration/presentation -Tour -Panel or forum -Face to face meeting |
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Why are news releases important? |
•They maybe used close to as is. •They help us organize our thoughts before doing a pitch. •They provide background for the reporter.•They show the reporter how the story could be framed. •They have secondary(internal) uses. •But sometimes face-to-face or telephone pitches are better. |
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What is marketing? |
Any activity intend to sell fromfree samples to sales calls. |
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What is Advertising? |
A subset of marketing, paying to havemessages in the media – traditional and social media |
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What is PR or earned media? |
Marketing through news stories. Itcosts little or nothing and is usually more convincing. |
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What are some examples of marketing? |
Includes discounts, rebates, two-for-onesales, contractual affiliations from health insurance arrangements tosponsorships of pro teams and little league teams. |
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How is branding different from marketing? |
Brandingas opposed to marketing is intended to influence opinion rather than stimulatesales. Branding most often has toprecede marketing. |
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What is the PR parallel to branding? |
Imagebuilding as opposed to getting piecemealnews coverage. |
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What is a tagline? |
words used in marketing: -builtwith love -lower prices, better living. Youcan do it, we can help |
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What is a brandpromise? |
What the company says it will deliver –but may not |
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What is the brand? |
What the company promises todeliver and delivers. |
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How do you influence loyalty? |
Start with the why. Why do you do something? Inspiration, loyalty and philosophy ofthe business. |
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What are the 5 Steps of Crisis Communication? |
1. Quicklygather available information. 2. Convenean appropriate group of people for a detailed assessment of situation and todevise a response plan or plan of remedial action. 3. Preparea public statement that includes how the crisis is being handled or how theissue will be resolved. 4. Designateand prepare a spokesperson. 5. Avoidsecondary issues |
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What are some crisis considerations? |
-Proactive v. Giving an issue legs -Individ. v. Corp/Institutional Misconduct -Public/media reaction to "still open" v. "case closed" -If another occurrence you may have to announce another remedy. -Avoid becoming "poster child" for a problem |
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Today's employees tend to be: |
Younger Increasinglyfemale Morediverse Ambitiousand career-oriented Lesscompliant Lessloyal |
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Three questions to ask for PR employee relations? |
1) Is management able tocommunicate effectively with employees? 2)Is communication trusted and does it convey appropriate information toemployees? 3)Has management communicated its commitment to employees and to provide a goodwork environment? |
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What are the keys to internal communication? |
1)Isthere opportunity for feedback, dissent2)Visibilityof top management 3)Priorityof internal over external communication to reach insiders 4)Clarity 5)Friendlytone, humor, humility 6)Credible |
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So in an era of employee distrust,how does management effectively communicate with employees? |
Adopting:Strategic, Honest, Open, Consistent qualities |
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What questions should a communications audit start with? |
Does internal communication supportthe mission of the organization? Doesit have management support? Dothe results justify the expense? Isit responsive to employee needs? |
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What are Laws to consider in PR? |
Company codes of conduct Communicationduring a law suit or trial Freespeech Libelandslander Insidertrading Confidentiality Openrecords Copyright |
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What are some common company Codes of Conduct are there to consider? |
Hiring and treatment of employees Non-discrimination Expenseand billable hour reporting Useof computers and email Takingof vacation and sick leave Productliability and refunds Secondary businesses and freelancing |
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In the event of a law suit what are the steps you should take in PR? |
1. Learn the Process-how case proceeds 2.Develop a mssg. strategy-what to say at diff. stages of trial 3. Anticipate high-profile variables-rulings, witnesses, evidence. 4. Keep positive-be uncombative, fight nice |
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What are federal issues? |
Taxes Bankingregulations Stockregulations Restraintof trade/collusion laws Environmentalregulations Employmentlaws Nondiscrimination laws Federalcontracts Foreignsales |
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What are State issues? |
Taxes Relocationincentives Infrastructure Utilityregulation Lawsthat impact development Laborsupply (education/income tax) |
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What are county issues? |
Taxes Roads Incentives |
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What are city issues? |
Taxes Zoning Easeor difficulty of permitting Incentives Infrastructure Schools Fireand police |
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What are the political parties to consider in the spectrum? |
Progressive (far left) Liberal(left) Centrist(few) Moderateconservative (right) Teaparty/libertarian (far right) Alt-right(new) *As you move from left to right, belief that government should be an actorsolving problems decreases. |
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Howhas the internet changed PR? |
-Constant deadlines -Unlimited number of communicationchannels -Audiences are message senders -Little or no gate-keeping -Lack of security/confidentiality |
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How has the PR industry changed in 20 years? |
-News releases emailed -Photos emailed -Interviews can be Skyped -100's of Cable channels..can create own -Democratization of media -PR dept now has web/social media dept. |
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How has communication changed between the public? |
-Consumers don’twant to be sold and prefer education and third party opinion (Yelp) -Thereis a lot of two-way communication. -Thingsare expected to happen in real time. -Thingsare more targeted. Rise of narrow-casted cable stations; demiseof the general news magazine. |
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What should you know about the website as a PR professional? |
-First thing anyone will check: The company's first face -Online buying leading to "show-rooming" for companies like Best Buy |
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What kinds of functions do the website have? |
-information and info search -interactive communication -purchases |
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What should the website be like in general? |
-Should be easy to navigate -Welldesigned visually -Adaptedto various platforms (Apple vs. IBM, I-Pads and smart phones) -Beupdated frequently -Be“sticky,” people stay a while -Havea media section |
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What are blogs? |
Short forweb log, ablog is an onlinepersonal essay. They resemble newspapercolumns Theyprovide personalcommentary on news, issues andpersonal tastessuchas product evaluations. |
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Why do organizations use blogs? |
•Tocommunicatewith people who don’t use traditional news •For morepersonal connection with writers •Because therea fewer traditional reporters and traditional reporters blog •To givea human face to the organization |
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What are microblogs? |
Twitter and Facebook wall can helporganizations be in frequent contact with key publics and also communicate tothe media |
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What are some Facebook Uses? |
-Organizations attractattention and explain who they are. -Two-waycommunication -Conversationmonitor: who is talking about you and what are they saying. -Interactiveactivities: polls, games, contests -Internalcommunication -CrisisManagement |
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What are some Twitter uses? |
Building a community: Remember Public Relations is supposed tobuild and maintain a good relation between an organization and its publics. +Tobreak news +Crisismanagement |
