Midterm - PR Strategy

How public relations is different than advertising and marketing (Kelleher pp. 74-76):

(both use the same skills/tools and both promote an organization, its products, etc BUT DIFFERS: - In its organization - Publics - Relationships - PR promotes the organization as a whole PUBLICS = PR AUDIENCES = ADVERTISING/MARKETING - In advertising/marketing, relationships are a means to an end, which is usually sales. - In PR, maintaining an organization's relationships is an end itself to the degree that org success/failure depends on the healthy working relationship w/ all publics.

Definition of research: Six characteristics of research:

- A form of listening; a way of generating knowledge - Essential to any PR activity, campaign, or program - Research is an attempt to understand, what is happening in the real world, who is involved in a specific situation, how things can be resolved 1. Based on asking questions 2. Replicable 3. Systematic process 4. Self-critical 5. Cumulative 6. Cyclical

Why we conduct research in PR:

- Achieve credibility with management - Define segment/publics - Formulate strategy - Test messages - Prevent crisis - Monitor/gain on competition - Generate publicity - Measure success

Definition of integrated communication:

- An integrated communication strategy is the connective tissue that ensures brand consistency across all channels and aligns communication with business objectives - Considers who the target audiences are and how and where to communicate to engage them

Definition of conversational voice:

- Authentic engaging style of communication that publics perceive to be personable - Accessible language -> tone of voice, specific words used - The way that a company carries itself when it is exchanging information with media outlets, its customer base, or other businesses (natural)

Definition of transparency:

- Being open and fluid with the sharing of information on behalf of a client and helping businesses maintain honesty and trustworthiness - Deliberate attempt to make available all legally reasonable information for the purpose of enhancing the reasoning ability of publics -Corporations overwhelmingly struggle with this

Characteristics of PR (slides 7+8):

- Communicating with, developing relationships with, managing relationships with stakeholders and publics - Includes donor relations, media relations, investor relations, employee relations, inter-public relations, inter-organizational relations, intra-public relations, etc. - Identifying, managing, and easing issues and crises - The practice of ethical communication - Working with advertising + marketing departments/teams - Helping the organization and/or issue - Helping stakeholders - Practiced by employees in a professional setting, by volunteers, and by stakeholders/activists/individuals - The art and function of advocating - Deliberate: Public relations activity is intentional. It is designed to influence, gain understanding, provide information and obtain feedback. - Planned: Public relations activity is systematic, requires research and analysis, and take place over time. - Reflective: Effective public relations is based on actual policies and performances. No amount of public relations will generate goodwill and support if an organization or individual is unresponsive to stakeholders. - Prioritizes public interest: Reputable public relations activity is mutually beneficial to the organization and the public; it provides for the alignment of the organization's self-interest with public's concerns/interests. - Two-way: Public relations is more than one-way dissemination of information - Management of competition and conflict: Public relations is most effective when it is an integral part of decision making by top management

Definition of spin:

- Disneigneous strategic communication involving skewed interpretation or presentation of public/private information -Form of propaganda. To spin something is to communicate it in a way that changes the way people are likely to perceive it. - What PR people are accused of doing and still are accused of doing - A corporation would do something bad/hurt people, and PR would spin and lie and use it to try and persuade stakeholders that what happened isn't that bad - Highly unethical - Harms PR and people you're trying to help

Definition of activist group:

- Focused view of communication activity by politicized third-sector groups - Social collectives, community action groups, & NGOs to foster their public legitimacy as voices for social change

Four categories of publics and their definitions:

- Internal and external Internal public relations deals with whatever is happening inside of the organization. External public relations deals with communications outside of the organization - Latent, aware, active Latent --> Aware of a topic or issue but do not recognize it as a problem Aware--> publics sees a situation but do not participate in finding a solution Active--> publics are the least passive - Primary, secondary, tertiary Primary --> those ultimately most affected, either positively or negatively by an organization's actions Secondary --> the "intermediaries," that is, persons or organizations who are indirectly affected by an organization's actions Tertiary --> those who will be impacted the least - Proponents, opponents, and uncommitted

What is public relations (slides 7+8)?

- Management of mutually beneficial relationships with publics - Strategic communication process that builds mutually beneficial relationships between organizations and their publics - management function that entails planning, research, publicity, promotion, and collaborative decision-making - Helps the organization's ability to listen to, appreciate, and respond appropriately to those persons and groups whose mutually beneficial relationships the organization needs to foster as it strives to achieve its mission and vision.

Definition of organizational goal: Example:

- Official goals are those that an organization aims, or hopes, to achieve - May describe an organization's attempt at achieving its mission and are often publicly announced Efficiency. ... Information security. ... Extraordinary customer support.

Definition of status conferral:

- Or media recognition - One is prominent enough to be singled out from the crowd, and that one's actions and ideas are noteworthy enough to warrant media attention

Hierarchy of effects model (slide 6):

- Outlines different outcome you try to achieve through PR, advertising, efforts (Lowest desired outcome to highest): - Tuning in - Attending - Liking - Comprehending - Learning - Agreeing - Remembering - Acting - Proselytizing

Four Models of Public Relations and where they fall on the ethical spectrum (+ Who is associated with each model)

- Press agentry/publicity One-way communication Little concern for accuracy or completeness Attention grabbing Propaganda Example: iHOb - Public information One-way communication Informing publics with truthful accurate info Initiated by an organization Example: CDC Instagram account - Two-way asymmetrical Communication is two-way UNbalanced Org uses feedback and research in an effort to persuade publics to change attitudes or behaviors But (this is what makes it Asymmetrical) organization won't change Example: McDonald's ice cream machine - Two-way symmetrical Communication is two-way Balanced Both org and publics are likely and willing to change behaviors and attitudes Example: Zoom

Definition of distributed public relations:

- Process of delivering a press or media release to the right audience

Definition of management function:

- Public relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends

Example of a strategy:

- Social Media Management and Posting - Customer Survey and Forums

Arthur W. Page's seven principles (Kelleher pp. 8-13):

- Tell the truth - Prove it with action - Listen to the customer - Manage for tomorrow - Conduct PR as if the whole company depends on it - Remain calm, patient, good-humored - Realize a company's true character is expressed by its people

Definition of social sphere:

- an area of activity where the actors are able to unite in sharing understandings, rules, and principles, regarding the activity

Definition of authenticity:

- being honest and transparent in messaging, and avoiding false or misleading claims - acknowledging mistakes and taking responsibility for them, rather than trying to cover them up or shift blame

Definition of iterative planning:

- process to adapt as the project unfolds by changing the plans - Plans are changed based on feedback from the monitoring process - changes in the project assumptions, risks, and changes in scope, budget or schedule. Its a Team Effort - It is important to involve the team in the planning process

definition of developmental research:

- systematic study of designing, developing, and evaluating instructional programs, processes, and products that must meet criteria of internal consistency and effectiveness - studying how a person changes as they develop over time

Definition of greenwashing:

-Form of advertising or marketing spin in which green PR and green marketing are deceptively used to persuade the public that an organization's products, aims, and policies are environmentally friendly. - Make broad sustainability claims without evidence - Overstate their positive environmental effects in marketing materials - Advertise products as eco-friendly, but source raw materials from unsustainable suppliers

7 steps for proactive issues management and what those steps entail:

1. Monitoring Monitor your internal and external operating enviornments 2. Identification Once you notice an issue, you'll need to be able to describe it and determine if it's significant or a blimp on the radar. 3. Prioritization Weighing the potential scope and impact of each resources within an issue. 4. Analysis Once issues have been identified and prioritized, they need to be analyzed to determine how they might affect the org and its publics. 5. Strategic planning Begin developing communication and relationship management strategies for each issue and its publics. 6. Implementation Includes both action & and communication Here, policies and programs are put into action & you activate PESO media 7. Evaluations

agency planning model & differences and steps for each:

An approach that is used by agencies to focus solely on the elements relevant to the client's overall objectives. Facts: category facts, product/service issues, competitive facts, customer factors Goals: business objectives, role of public relations, sources of new business Publics: target publics, current mindset, desired mindset Key message: main point

Definition of issues management:

Area of PR that focuses on proactive monitoring and management to prevent a crisis from happening.

Four recommendations to help practitioners create more inclusive campaigns (pp. 140-141):

Attempt to be aware of and remove your personal biases. Bring publics into the planning process early Consider identities together rather than separately Broaden your conception of diversity

Definition of responsible supply chain management:

Careful monitoring of product production and distribution to ensure that generally high ethical standards of social and environmental responsibility are maintained.

Controlled vs. uncontrolled media: In between media:

Controlled: Primarily paid and owned media channels where the organization has full control of the design, content, timing, and reach of the messages Uncontrolled: Refers to outreach methods (such as media relations) that are not under direct control of the company, organization, or sender of messages (newspapers and magazines, radio and television, external websites)

Critiques and responses to common critiques in PR (slide 12+13):

Critiques: - Public relations has kept the public ignorant about what "really" goes on in public relations. - Public relations cannot escape its wicked roots - Public relations is to blame for the inordinate amount of power that corporations (and others) can exercise. - Public relations services are available to or work for those with "deep pockets" and this undermines the democratic process. - Public relations power can be curtailed, and democracy restored, if the public is educated on how to resist public relations. - Public relations is only publicity. Responses: - This critique ignores the practice of public relations among activist groups fighting against wars, corporate policies, and more. - - Activist groups and individuals practice public relations too. - Public relations depends on which roots critics focus on. - Government policies and laws are to blame for the unequal balance of power that corporations have, not public relations. - The practice of public relations is attributed to bringing down multiple corporations - A tenet of our democratic society is the free exchange of ideas. - The practice of public relations helps ensure ideas are heard. - Yes, the public needs to be educated on the purpose and function of public relations so they can spot bad actors and unethical communication quickly and efficiently. - Public relations is far more than publicity. - Public relations is the practice of cultivating is mutual relationships, balancing power and control, advocating, ethically communicating, spreading awareness, helping people

Four phase issue life cycle- definitions and components of each phase:

Early/potential: when a few people begin to become aware of possible problems Emerging: when more people begin to notice and express concern Current/crisis: when the negative impact on an org becomes public and pressure on the org builds Dormant: when the org has no choice but to accept the long-term consequences

Four types of research and their definitions/descriptions (slides 9 - 13):

Formative (beginning) - Occurs before a campaign starts - Can be casual, putting feelers out there - Can be more structured, with data and analytics - Can be used to create objectives or goals for a campaign Summative (end) - Conducted after a campaign ends to evaluate success or failure of campaign - Successful when goals + objectives are clear before campaign starts - Used to guide formative research in the next campaign Qualitative - Relies on experiences from participants as data - Interviews, focus groups, participant observation, non-participant observation Quantitative - Relies on numerical, statistical data - Surveys, experiments, network analysis, content analysis - A helpful way to remember the difference: QuaLIT requires reading about participant's experiences (like reading literature). Primary - Designing research and collecting your own data Secondary - Re-use of research and data that have already been collected Formal - Clear rules and procedures Informal Casual- no clear rules or procedures Applied - End result is something practitioners can adopt or use Theoretical - End result furthers public relations theory

Definition of framing:

Framing theory: focusing attention on certain events, issues, or themes, a communicator places them within a field of meaning for their audience and points them toward what information is most critical. - What is presented to the audience, often called the frame, can influence the choices that people make how to process the information they are receiving (ex: when journalists and editors make decisions about whom to interview, what questions are appropriate to ask, and the article content, they are framing the story)

Definition of intersectionality:

Helps practitioners see that every individual's experiences are different, and we all share a multitude of interdependent identities that become more or less relevant or salient depending on the situation

Three most important points to establish when developing a campaign's goals (Luttrell & Capizzo p. 96):

Identify all costs to the organization and resources allocated to the campaign. Define the cost necessary to achieve specific results. A budget is an estimate—manage and track it at each step in the process.

Definition of refinement research:

Methods that minimize the pain, suffering, distress, or lasting harm that may be experienced by research animals, and which improve their welfare

Definition of NGO:

Non-Governmental Organization - Typically non-profits - Businesses that have been granted taxes of status by the IRS - A voluntary group or institution with a social mission, which operates independently from the government - NGOs or similar organizations exist in all parts of the world

Definition of non-profit organization & for-profit:

Non-profit: A group organized for purposes other than generating profit and in which no part of the organization's income is distributed to its members, directors, or officers Tax-exempt status by the IRS because its mission and purpose are to further a social cause and provide a public benefit For-profit: Used to describe an organization or service that exists to make a profit: The law here allows hospitals to be operated on a for-profit basis.

Relationship maintenance strategies + definitions

Openness Assurances Social networking Sharing tasks Access

Why do organizations practice PR? (5 motivations, 9 organization benefits)

PR can help to generate media attention, build brand awareness, and create a positive reputation. These results can lead to increased sales, higher levels of customer satisfaction, and improved employee morale

Reasons to write well in PR:

PR professionals are responsible for putting together communication materials which are intended to influence the attitudes and/or behaviours of key members or groups in the public

Management by objective approach & and differences and steps for each:

Provides focus and direction for formulating strategy to achieve specific organizational objectives. - Client/employer objectives - Publics - Public objectives - Media channels - Media channel objectives - Sources and questions - Communication strategies - Key message - Nonverbal support

Steps in conducting research (slides 8 + 19):

Questions to ask before conducting a research project: - What is the problem? - What kind of information is needed? - How will the results of the research be used? - What specific public (or publics) should be researched? - Should the organization do the research in-house or hire an outside consultant? - How will the research data be analyzed, reported, or applied? - How soon will results be needed? - How much will the research cost? Actual steps: Step 1. Define public relations issue and opportunities Step 2. Determine goal for research Step 3. Determine budget for research Step 4. Use this information to determine the research method and type of research that will be conducted Step 5. Create timeline for research project, assign tasks and roles to individuals within organization or hire consultants outside of organization Step 6. Conduct research Step 7. Analyze research Step 8. Report research Step 9. Use research to determine public relations campaign objective

Definition of scope:

Realistic goals must be set with an awareness of the available resources, preferred timeline, necessary expertise, and desired impact of the campaign. Combined = scope

Definition of relationship management:

Relationships at center of public relations practice and theory

Example of an objective:

Researching SWOT analysis (strength, weakness, opportunities, threats)

Three areas of research and their definitions (slide 15):

Situation analysis research - researching a situation or future objective - AKA SWOT analysis (strength, weakness, opportunities, threats) Organization research - Researching the organization - Can be researching organizational history, culture, products, services, communication, etc. Publics Research is key in determining which stakeholder falls into which categorization of publics

9 elements of a campaign plan and definitions for each:

Situation: Identification of the specific event that lead to the desire for a public relations campaign or program Tactics: Specific, tangible materials produced to achieve an objective. (video clips, news releases, websites, press conferences, newsletters) Objectives: Statements that indicate specific outputs or outcomes desired in a public relations program. specific steps to achieve broader goals Goals: Desired outcomes that directly help an organization pursue its mission Mission: overall reason the organization exists Strategy: The underlying logic that holds a plan together and offers a compelling rationale for why we expect a plan to work - Strategy is the approach to achieving objectives through tactics What you'll need to succeed: Calendar: Dates of a campaign, sequence of events, list of steps Budget: Staff time and out of pocket (OPP) expenses (e.g. production) Measurement: State how the objectives will be measured. Tactics and strategy are different from tactical decision making and strategic decision making.

Shared media + examples:

Social media channels characterized by the opportunities for all participants to engage with content, including commenting and sharing - SOCIAL MEDIA (X, Facebook, LinkedIn, Pinterest, Instagram, and TikTok)

Elements of a SMART objective

Specific, Measurable, Attainable, Relevant, and Timely concentrate on the "how" and "when" of achieving a goal, breaking it into achievable steps.

Definition of geography:

Study of the earth

Paid media + examples:

The channels for which money is paid to place the message and control its distribution (Google Ads, social media ads, television commercials, print ads, billboards)

Owned media + examples:

The editorial and messages produced by an organization and distributed across its numerous owned, controlled communication channels. (company websites, blogs, and organic social media posts)

Earned media + examples:

When practitioners use media relations to provide information subsidiesbto and build relationships with journalists, bloggers, and others, increasing the probability that they include an organization's ideas and perspective as part of media coverage (blog, info-graphic, video, press release, webinar or e-book)

Definition of publics:

a subset of the set of stakeholders for an organization, that comprises those people concerned with a specific issue.

Definition of methodology:

a system of methods and principles for doing something

Definition of generalizable:

able to be made more widely or generally applicable

Definition of apology:

accepting responsibility and asking for forgiveness/understanding

Definiton of bolstering:

attempt to offset reputational damage to an org during a crisis by emphasizing the good work that the org has done in past

Definition of scapegoating:

blaming an outside person or organization for a crisis (generally not received well from publics)

Definition of communication problem:

breakdown in the individual's ability to effectively convey their thoughts as a meaningful message -may occur if the individual cannot effectively understand or convey a message being sent to them

Four key areas for determining scope (Luttrell & Capizzo p. 98):

budget, timeline, the desired change, and the expertise of the team

Definition of strategic positoning:

business strategy where an organization differentiates itself from competitors by creating better value for its customers

Definition of proactive & reactive:

can describe a person who gets things done. If you are proactive, you make things happen, instead of waiting for them to happen to you In PR, be proactive. After crisis hits, it is much harder to engage in thoughtful dialogue with publics reactive: less about seeking the leads and more about responding in the appropriate manner to opportunities and situations that come your way - "sit back and wait" kind of approach

Definition of boomerang effect:

causing more damage than it repairs. unintended consequence of an apology or other attempt to create a positive response results & instead make negative response. apologies that don't play well can have this

Definiton of compensation:

classic rebuild strategy offering products, services or $ to help make amends with publics.

Situational crisis communication theory (definition, 3 types of crises, and examples of the response strategies (e.g., deny, diminish, etc.):

contingency theory that suggests how orgs should respond to crises depends on the situation. Types of crisis: Accident In these situations, organizations may not get full pass as it would in a victim crisis, b/c publics might still question the orgs operations (industrial, mechanical, IT crashes) Preventable Caused by mismanagement, something that easily could've been preventable (airline crash caused by improper maintenance checks) Victim When publics see an org as a victim, they may assign minimal responsibility for the crisis to an org (natural disasters, product tampering, terroism, sabotage) Response strategies: Deny Aim to absolve themselves of responsibility , claim there is no crisis at all or blames someone else (ex: scapegoating) Diminish Acknowledge the existence of a crisis, but they minimize the orgs responsibility for the crisis or any bad intentions (ex: receive low scores for a state wide exam, so company issues diminish strategy that questions validity of tests) Rebuild If responsible for a crisis, it's important to issue a public acceptance of that responsibility (ex: apology)

Definition of public relations goal:

influencing, engaging & building a relationship with key stakeholders across numerous platforms in order to shape and frame the public perception of an organization

Definition of data:

information such as facts and numbers used to analyze something or make decisions.

Definition of demographics:

often defined by age or generation, education, gender, health, occupation & income, race, living situation, and often used to identify target audiences

Definition of listening:

paying attention to and processing what others are communicating (heart of 2-way communication)

Definition of stakeholders

people with a direct interest in an organization (employees or investors)

Why is planning important?

planning is a necessary strategy to obtain results in any area Works to maintain the image of the company, as well as that of people on the market according to the message they want to convey

Defintion of othering:

reinforcing existing stereotypes and privilege structures by separating certain individuals from those with more power in a group or broader society

Definition of psychographics:

relates consumer lifestyles (attitudes, beliefs, loyalty, preference, public opinion) to behavior (activities, spending habits or expenditures, usage) by analyzing demographics

Definition of evaluative research:

research method used to evaluate a product or concept and collect data to help improve your solution

Definition of organizational crisis:

significant threat to organizational operations or reputations that can have negative consequences for stakeholders and/or organization

Contingency theory - definition and continuum

states that situational factors can affect the relationships between dependent and independent variables in the work environment, which in turn will affect employee behavior, motivation, and effectiveness (SCCT)

Tactical and strategic decision-making:

strategic decisions are visionary, tactical decisions are practical strategic decisions are slow and thoughtful, tactical decisions are quick and responsive

What does it mean to write in a journalistic style?

the Inverted Pyramid, which arranges the information in descending order of importance, or newsworthiness Who, What, When, Where, and How. The important details of the story should follow.

Three criteria to prioritizing issues in planning (Luttrell & Capizzo p. 96):

the impact role for communication the scope of the campaign, including initial decisions about the target audience(s) and publics program's size, budget, and duration.

Definition of risk communication:

the real-time exchange of information, advice and opinions between experts or officials and people who face a hazard or threat to their survival, health, or economic or social wellbeing.

Social Mediated Crisis Communication - definition and major components

using social channels to communicate during a crisis or emergency.

Definition of budget:

vital part of any PR and communications plan because it provides a clear overview of all the costs associated with carrying out the outlined activities

Definition of objectivity:

when covering hard news, reporters don't convey their own feelings, biases or prejudices in their stories.