Intro to PR Final

Risk Communication

Communication that may reduce risk for affected publics for his/her employer.

Issues Placement

Convincing popular TV programs/films to write an issue or cause into their plotlessness (educate the public in an entertaining way)

Differentiation

Distinguishing the act from other similar, but more offensive, acts

EEOC

Equal Employment Opportunity Commission - Being sensitive to diversity in the workplace/understanding EEOC guidelines are requirements for anyone working in PR

Product Placement

Henry Ford would get Model T car placed in Holywood films Comes of age in ET (Hersey's Reese's Pieces)

Notoriety

Idea that people who commit major crimes/are involved in unfavorably in spectacular trials are treated as celebrities.

US Information agency

Independent foreign affairs agency supporting US foreign policy and national interests abroad

Press Party

Luncheon, dinner or cocktail party where host rises at the end of the socialization period to make a pitch

Voice of America

Major vehicle of communication created in 1942 which broadcasts news, sports, and entertainment around the world via radio and internet

Image Restoration

Needed when poorly managed issues, excessive risk imposed on other, and callous responses to a crisis damage an organization's reputation

Hypocrisy Factor

Organization has a questionable track record, an apology may be viewed insincere.

FDA

PR can be liable for misbranding of products through false/misleading info

Fair Use

Part of copyrighted article may be used based on -Purpose and character of use -Nature of the copyrighted work -Relative about of work used -Effect of use on potential market value of work

Non-governmental Organizations

Placed at the top of public trust (extremely influential as watchdogs on corporate behavior throughout the world) Important seal of approval/branding

Satellite Media Tour

Pre-booked interviews from fixed location

Sports publicists

Prepare media kits, write bios on players, compile stacks of statistics, wine and dine sports reporters, maintain the press box, arrange media interviews, book player appearances, handle player crises, maintain team website, blogs and social networking pages

News Release

Primary purpose of the news release is the dissemination of information to the mass media Types: announcement, feature, hybrid, social media, media advisory and video Media rely on news releases for 2 reasons: 1. Reporters and editors spend most of their time processing info, not gathering it 2. No media enterprise has enough staff to cover every single event in the communication

Issues Management

Proactive and systematic approach to predict problems, anticipate threats, minimize surprises, resolves issues, and prevent crises

Publicist

Public relations practitioner working in the entertainment industry

Press Agent

Publicist on broadway

Convention

Series of meetings (usually over 2 days) to gather and exchange information, meet other people with similar interests, discuss/act on common problems and enjoy recreation/social exchange.

Open House/Plant Tours

Shoes the facilities where the organization does its work -Conducted primarily to develop favorable public opinion about an organization

Drip-drip-drip

Steady output of information about a product

Viral Marketing

Stimulate impulse purchases or downloads through an attention grabbing ad (usually word-of-mouth)

Magazine Program

Television program format that is based on a variety of video segments in much the same way that print magazines have a variety of articles.

Environmental Scanning

The constant reading, listening, and watching of current affairs to the organizations interest

Uncertainty

The extent to which people in a society can tolerate uncertain ambiguous situations

Works in the Public Domain

The state of belonging or being available to the public as a whole and therefore not subject to copyright

Definition of Reputation

The track record of an organization in the public's mind -Economic performance -Social responsiveness -The ability to deliver valuable outcomes to stakeholders

Power Distance

The way in which power is distributed and the extent to which the less powerful accept that power is distributed unequally Put simply, people in some cultures accept a higher degree of unequally distributed power than do people in other cultures.

"Fam" Trips

Tour offered to media on behalf of an organization to get the media familiar with their destination and services (Familiarization trip)

Media advisory

Used as an invitation to the mediator attend an event, press conference. In some cases, they can be used to highlight a specific issue that may be tied to a day of particular significance

Press Kit

Used to combine news releases, publicity photos, and video clips about a particular event, issue or a new product -Used to give editors and reporters a variety of information that makes it easier for them to write about the topic

Corporate Sponsorships

Used to cut through the media clutter/establish brand identity.

VNR (Video News Release)

Video segment made to look like a news report, but is instead created by a PR firm, advertising agency , marketing firm, corporation or government agency. - Format: 90 second news report - Production: Give news directors flexibility, keeping news footage in mind, never superimpose written information, never use stand up reporter, provide local angle, use god visuals

Fact Sheet

a sheet of paper giving useful information about a particular issue, especially one distributed for publicity purposes -Summary sheet- characteristics of a new product that serves just as quick as a reference for journalists writing a story - Corporate profile- one page bulleted list summary that gives the basic facts about an organization or company

Crisis Management Techniques

-Attack the accuser -Denial -Excuse -Justification -Ingratiation -Corrective Action -Full Apology

Audio News Releases

-Emphasis on short, strong sentences -Concise/to the point -More conversational writing style

Exhibit Booths

-Major expense at trade shows (basic booths start at $50k) -Worthwhile because it allows 1-on-1 communication with potential customers and allows exhibitors to demonstrate how their product differs from the competition

Tradeshow Media Relations

-Plan major product announcement to coincide -Include name of trade show/both number in all news releases/announcements -Make it easy for journalists to contact spokespeople/experts -Provide supplementary material to journalists who can't attend

5 general strategies of image restoration

1. Denial 2. Evade Responsibility 3. Reduce Offensiveness 4. Corrective Action (Ensure the prevention or correction of action 5. Mortification (Offer a profuse apology) Takes about three years to recover

Strategies for Issues Communication

1. Issue Identification 2. Issues analysis 3. Strategy opinions 4. Action plan 5. Evaluation

Phases of Conflict Management

1. Proactive (environmental scanning, issues tracking, issues management, crisis planning) 2. Strategic (risk communication, conflict positioning, crisis management) 3. Reactive (crisis communication, litigation PR, conflict resolution) 4. Recovery (reputation management, image restoration)

Tourism Promotion

1. Stimulate the public's desire to visit a place 2. Arranging for the travelers to reach it 3. Making certain that visitors are comfortable, well treated and entertained when they get there

MAT Release

500-700 word feature article geared to a consumer audience. -Traditionally appeared in print newspaper giving useful information about a particular issue, especially one distributed for publicity purposes -Because more people are reading news online, todays MAT releases include online placement

Personality Campaign

A campaign to generate public awareness of an individual

Fair Comment & Criticism

A comment made which though defamatory, is not actionable as it is an opinion on a matter of public interest.

Slander

A spoken falsehood

Royalties

A sum of money paid to a patentee for the use of a patent

Libel

A written falsehood -Libel suits can be filed against organizational officials who make libelous accusations during a media interview, send out news releases that make false statements, or injure someones reputation -Libel can be avoided with the fair comment defense

Stealth Marketing

Also known as buzz marketing-- any kind of marketing strategy that advertises a product to people without them knowing they are being marketed to

Trade Shows

An exhibition for companies to showcase/demonstrate their new products and services. Generally not open to the public and can only be attended by company representatives and members of the press

Public Diplomacy

An open communication process primarily intended to present a society in all its complexity so that citizens and governments of other nations can understand the context of the societies actions and policies

Defamation

Any false statement about a person or organization that creates public hatred, contempt, or ridicule, or inflicts injury on reputation

Conflict Positioning

Any verbal/written exchange that attempts to communicate information that positions the organization favorably regarding competition or an anticipated conflict

Issues tracking

As issues emerge, issues tracking becomes more focused/systematic through processes such as daily collection of news stories