PR Final
The White Paper aka Position Paper
Concern dilemmas or issues faced by an org or industry Rigorously documents the facts and assumptions that lead to a particular position that the org takes An informational (non-sales) way to promote an organization Can post online as free/use as call to action; distribute to opinion leaders (press and analysts), customers, prospects
Community Relations Objectives
Create awareness for the firm's products, goals, jobs, support of community projects Correct misunderstandings, reply to criticism Gain favorable opinion Inform local govt to obtain support for legislation that will favorably effect the business climate Establish personal relationships bet mgmt and community leaders Cooperate with other local businesses in advancing economic development and social welfare through joint community relations programs Sponsoring local teams and sports events
Monitoring Internet is frontline PR duty: imperative to monitor
Discussion groups/chat rooms: "threads" or continuous commentary can hire outside firm to monitor Google Alerts Rogue Websites: unofficial sites with negative info; disgruntled shareholders, employees e.g, www.WalmartSucks.org
News Releases
Who? Chief Justice John Roberts What? A major address on capital punishment Where? Kohl Field House When? Tomorrow at 8 p.m. Why? American Bar Assoc is holding a convention
Other Internet/On-line Tools
Email - 90% of adults use email; teenagers use texting; allows inclusion of images, audio, video; needs to be mobile friendly; pervasive internal comm vehicle Email Newsletters - replaced traditional employee print newsletter; timely; easily updated and delivered; inexpensive; immediate feedback; need to be short (1 page); link content to other materials (inverted pyramid style for online); disseminate regularly so recipients expect them Instant Messaging (IM) - an online, real-time form of communications that allows two or more users to exchange quickly via text and to send small pictures anywhere; like conversation - can talk back and forth; popular with your peers: Generation Next (18 to 25) Texting - sending short messages - 160 characters or less - from cell phones using Short Message Service (SMS); most widely used cell phone service Blogs: 115 million and counting; Internet reporters and bloggers from every political bias and ulterior motive turning out stories - some true, some not - about everything Offer 2-way communication Let you communicate with target publics in real time Active blogging can help put your org at the top of the search engines CEO Blogs: where CEOS share their thoughts on a variety of subjects A good PR tactic to make your CEO an industry expert, provide relevant content to targets to strengthen the brand
PR Advertising
Traditional advtg sells products PR Advtg = the marketing of an image non-product advtg AKA institutional, image, public service, or issues advtg
Use of the Internet will grow mainly because consumers
want to be educated rather than sold: promotion should be education-based vs. blatant self promo; people want info and if you don't provide it, they will find it elsewhere on quest for conversation: anyone can be a publisher; net result is a two-way dialogue between the supplier and the consumer; the more conversational and communications-savvy the org, the more likely it will be able to persuade need real-time performance: instantly and real time; PR Pros can use this to their advantage to structure info to respond instantly to emerging issues and market changes want customization: consumers today expect more focused, targeted, one-on-one communications; segmented markets that are ever narrower; personalization; Internet offers "narrowcasting" to reporters, shareholders, analysts, opinion leaders, consumers, and other publics
Internet News Releases
Vast majority (if not all) of NRs today are emailed Brevity and succinctness are paramount Must conform to the following: One reporter per "To" line delivers personalization reporters prefer Limit subject line headers -- reporters are swamped/on deadline entice with subject line; headers 4-6 words Boldface "FOR IMMEDIATE RELEASE"— right above date and dateline, reporters know news can be used right away (blogger told us not to use for bloggers) Hammer home the headline: very important; BF uc and lc, and limited in length Limit length: email versions shorter than print versions Observe 5W format: get to the point immediately in the first paragraph No attachments: won't have time to download or risk virus Link to the url: photos, bios, backgrounders, should be linked in the email to org's url (same as blogger) Remember readability: balance info with readability = short paragraphs, varied paragraph length, bullets, numbers, lists
Flesch's 7 suggestions for more readable writing:
1) Use contractions such as it's and doesn't 2) Leave out the word that whenever possible 3) Use pronouns such as I, we, they, and you 4) When referring back to a noun, repeat the noun or use a pronoun. Don't create eloquent substitutions 5) Use brief, clear sentences 6) Cover only one item per paragraph 7) Use language the reader understands
Social Networks/Social Media Tools
Allows communities of participants, who share common interests, opinions, and activities, to interact with others to manage messaging, email, video, file sharing, blogging, discussion groups, etc.; began with young people reaching out to one another; now, all age groups Dynamic information sharing technology NetScape (1990s) MySpace (2004), Facebook (2004), LinkedIn (professional networking), YouTube, Instagram, Pinterest, Yelp, Bebo (UK based; expanding throughout Europe) AKA Social Software, Social Computing, Web 2.0 Expanding opps for PR practitioners; a number of PR areas, including marketing and issues management lend themselves to SM Must decipher is appropriate vehicle for designated audiences
Websites
Almost all orgs from largest to smallest have website provide ability to offer info to public in organized, consolidated manner First face to the public; viewers can browse for info, conduct business, create profiles, manage accounts, etc. Allow org to get messages out without editing by intermediaries Website content development part of job for PR Pros Communications tool; navigable and user-friendly, dynamic delivery of content vs. static Also need to be media friendly -- news releases, video clips, reports, brochures, e-newsletters
Photo/Video Sharing
As Internet has evolved, importance of graphics and video increased -- esp. sharing through social networks Leading photo sites include Instagram, Tumblr, Zoomr, Picasa, Flickr; all free; allow users to org, edit, and share photos; create PR materials Video sharing is dominant comm. form on the Internet; Google Video, Vimeo, Revver, YouTube(now owned by Google), Vines (owned by Twitter) become important for corp and political messages
Case History aka Case Study
Another way to obtain coverage Tells a customer's favorable use of a company's product or service; a before and after story Follows five-part formula: Present a problem experienced by one company but applicable to other firms (relevance) Indicates how the dimensions of the problem were defined by the company using the product Indicate the solution adopted Explain the advantages of the adopted solution Detail the user company's experience after adopting the solution (quantifiable benefits) Very powerful third-party endorsement!
The Byliner aka Bylined Article
Byline says story authored by an officer of a particular org However, usually ghostwritten by PR pro Benefits: carries prestige in certain pubs; allows spokesperson to express views without being subject to reinterpretation by pub Major advantage: establishes exec as expert on the issues; more expert than competitors Can also be used as reprints, online, direct mail piece Again, more third-party endorsement due to publication masthead on piece
Integrated Marketing Communications (Marcom)
Branding: Creating a differentiable identity or position for a company or product Used to take years to build a brand Today, with the Internet, companies can become household words in a nanosecond (go viral) To establish a unique brand, adhere to following principles: Be early: we remember the first in a category/market Be memorable: cut through the clutter; distinguish in some way through uniqueness or adtvg slogan or social responsibility, etc. Be aggressive: a consistent, constant publicity campaign to keep name before the public Use heritage: cite the traditions and history of a product or org as part of building the brand Create a personality: should be reflected in all communications materials org produces
Best PR practices
Business, govt, or nonprofit should substantiate the official view and demonstrate merit Build relationships with the media Never lie Be a credible source Provide the facts and resources (customer, industry analyst or spokesperson) for a balanced story Make it easy for them on deadline Fairness - deal with them fairly and they will reciprocate in kind
Corporate Social Responsibility
CSR examples: Companies donate a percentage of profits to nonprofit orgs i.e, schools, hospitals, charities, social welfare orgs, foundations, etc. Protecting the environment Maintain clean air/water Recycle Provide jobs for minorities Donate food/water to the poor Voluntarism
Non-Profit PR Campaigns
Cause-related quotient -- what do we stand for? -- around which your marketing campaign is based PR Pro must: Plan Define issues Build strategies Frame issues Develop talking points Choose appropriate spokesperson(s) Develop communications materials Target messages
Media Interviews
Do's and Don't's for Media Interviews: 1) Prepare (strategy brief; know the reporters point-of-view, interests, articles) 2) Know your lines (know 3-4 key messages and hammer away at them) 3) Relax (try to build rapport) 4) Speak in personal terms (use "I" as much as possible; personalize; speak as individual vs. mouthpiece for impersonal bureaucracy) 5) Welcome the naïve question 6) Answer questions briefly and directly; especially for TV (top down/sound bite) 7) Don't bluff (if don't know answer, admit it; say will get info and get back to reporter) 8) State facts and back up generalities (have specific data that supports general statements) 9) There is no such thing as "off the record"-- expect to see whatever you say in print 10) Don't say, "No comment." - suggests you're hiding something or guilty; if can't answer questions for proprietary reasons, say why 11) Tell the truth -- if decline specific answers, tell why; once credibility lost, you've lost everything
Employee Communications
Goals: value employees improve morale and trust increase productivity increased revenues Tactics: Research: Internal Comm Audit -- will tell mgmt and communicators: how do int comm support the mission of the org? do internal comm have mgmt support? do int comm justify the expense? how responsive to emp needs and concerns are the int comm? Research will also tell what types of tactics make most sense On-line communications: instant messaging, email, voicemail, Intranets (one stop shop for emp comm), employee and CEO blogs, e-newsletters, podcasts (audio or video), wikis (dynamic website to which any user can add pages, modify content, and comment on existing content), social media Bulletin boards: in cafeterias, meeting areas, keep current; also electronic bulletin boards Suggestion boxes: if implemented employees rewarded Town Hall meetings: 2-way comm bet mgmt and staff follow-up critical to showing sincerity Internal videos web video by exec streaming video to all employees Face-to-face communications with supervisors Emp comm plans must be consistent and measurable like external PR plans All must be empowered by sr mgmt to be effective
Downsides to On-line Communications
Google Walmart and you'll see the official site but also message boards, blogs, wikis, and on-line communities attacking Internet sabotage; no org is immune from on-line attack Unhappy customers, disgruntled investors, rogue websites all posting their views Free, global, anonymous forum that can ruin an org's reputation
Community Relations
In the 21st Century, giving back to the community is an obligation for most orgs -- companies, hospitals, schools, sports teams, etc.; including supporting nonprofits Org must be a citizen of the community and accept its role as an agent for social change Serving one's community also makes good business sense Diverse, multi-cultural communities -- PR pros need to be sensitive to society's new multicultural realities Both profit and non-profit orgs learning to communicate with those who differ in work bkgd, education, age/senior citizens, gender, race, ethnic origin, religious beliefs, sexual orientation (as well as lucrative market opportunities; increase in media outlets to reach) Orgs acknowledge responsibilities to the community = Corporate Social Responsibility = CSR = how companies manage the business processes to produce an overall positive impact on society
PR and the Internet
In the 21st century, PR is changing -- largely due to the Internet and SM SM is a powerful communications medium! As companies work on cost savings -- especially well timed with the (not so) Great Recession, inexpensive SM provides the next marketing and PR media frontier Internet so broad and global that people were seeking "communities" To be in touch or bond with those with commonalities; advent of SM/Social Networking New Internet explosion has taken new forms due to enabling tech plus above trend: blogs, social networks, podcasts, wikis, RSS feeds, etc. Internet transformed the way people communicate and contact each other For PR practitioners: familiarity and mastery of Internet and its effective use have become frontline requisites
Inverted Pyramid
Inverted Pyramid: critical facts in a story appear at the start Standard news release writing style The first tier or lead of a story is the first 1-2 paragraphs (5W's= who, what, why, when, where; how) then written in descending order of importance
On-line Publicity
Links: immediately and automatically deliver audience to a Web site being promoted Newsletters: e-newsletters used to keep audiences updated on news products, services, issues, or events. Easy and cheap; continuing point of contact to key publics; shorter; one paragraph items are standard Events: staging events to draw reporters; movie sneak previews, candidate debates, etc. Must be really "big" to attract publicity Libraries: online news releases or announcements backed up with unlimited supporting data at a website. (brochures, backgrounders, press kits, FAQs, newsletters, videos, audio sound bites, press clips, news releases, etc)
Non-Profit Tactics
Media Relations - use free media resources; talk radio, cable tv, op eds, community cable channels, Internet Special Events with local/national celebrities Fundraising -- depend on donors for support -- often becomes the job for PR pros Media Advocacy (protests/marches) for causes, influence legislation
What is the difference between PR, Mktg, and Advtg?
Mktg = selling of a service or product through pricing, distribution, and promo; 4 Ps: product, price, place, and promo Advtg = a subset of mktg that involves paying to place your message in more traditional media format, from newspapers and magazines to radio and TV to the Internet and outdoor billboards PR = the mktg of an org and the use of unbiased, objective, third-party endorsement to relay info about that org's products and practices The potential of PR as part of the mktg mix has become an imperative PR has been added as the 5th"P" in Marketing
Online Publicity vehicles
News releases: delivered by email; shorter; often an editorial advisory to interest journalist; key words for SEO Headlines: use in subject line of email; Internet readers in hurry; Google recommends between 2 and 22 words; Google results display only the first 63 characters of each hl; keep it short Announcements: posted on online discussion groups, newsgroups, Internet mailing lists, forums on commercial online services, and discussion threads built into Web sites; short (a few paragraphs); designed to encourage web visits or request for further info; used to promote online events, chats, or sites
Writing for the Ear
Obviously different from reading Whether watching video, listening to audio, or at a presentation, audience needs to be persuaded, motivated, stimulated Write like you speak Primary examples: speeches presentations/webinars videos podcasts
Non-Profit PR
Non-profit Public Relations: Non-profit orgs serve the social, educational, religious, and cultural needs of the community Primary source of employment for PR grads; fundraising, development Comprised of hospitals, schools, trade orgs, labor unions, chambers of commerce, social welfare agencies, religious institutions, cultural orgs, charities, etc. Seek public support of their mission and programs, donations, volunteers, legislation Raise public awareness through media advocacy Media advocacy = PR without resources; protests, marches, demos, media photo opps, Internet campaigns
The Op-Ed
On a page opposite editorial pages in pub for opinions, thus "op ed" Similar to byliner; an editorial written by org exec and submitted for publication in leading newspaper or magazine Prestigious to be included (due to so much competition)
The Standby Statement
Org must be prepared to respond if there is media inquiry or public disclosure Price increases; Extraordinary losses; Employee layoffs; Age, sex, or other discrimination Should be brief and unambiguous so doesn't raise more questions PR person drives this as part of Issues Management; to be prepared for Crisis Communications
PR/Publicity vs. Advertising
PR gained through direct dealing with media 3rd party endorsement: primary reason PR valued; the support given a product by an "objective" 3rd party -- a blog, newspaper, magazine, or broadcaster -- who mentions the product as news When an org's publicity is reported by a news source, it instantly becomes more credible, believable, and valuable news Advertising is expensive - perceived as self-serving
Media Relations
Print: #1 Medium - hit hard by Recession; many out of business; circulation has dropped; still nation's largest papers remain powerful News value: key challenge for PR writers is to ensure that their news releases reflect news and must be of interest to an editor and readers What's newsworthy impact: a major announcement that affects an org, its community, or even society oddity: an unusual occurrence or milestone conflict: significant dispute or controversy known principal: the greater the title = pres vs. vp proximity: how localized or timely is the release, relative to the news of the day human interest: touch an emotional experience
On-line Publicity cont.
Public appearances: online chat sessions = offline press conferences or public forums. Real-time chats to answer questions; cyber-media tour, links the spokesperson with TV, radio, website, and print journalists via satellite, the Web, and telephone simultaneously (uses streaming video and audio) Promotions: giveaways, sweepstakes, coupons, quizzes, surveys; often tied into launch of new website or a major Web event News wires: most important releases are those carried on free wires Associated Press (AP), Dow Jones, Reuters, Bloomberg, and others outside the U.S. Choose news on the basis of merit Paid wires e.g., PR Newswire, Business Wire, Internet Wire. Send full text releases to media, investors, and online databases. News rooms check paid wires for news; Enhance web use, including SEO and social "tags" to encourage online sharing and a longer life on the Internet
News Release Essentials to Maximize Pick Up
Rationale: well defined reasons for sending release; What's New? What's the "so what?" must be relevant to the readers; find an angle Focus: speak about one central subject Facts: most important to the journalist; the 5 W's = the who, what, where, when, why and sometimes how No puffery: Bill O'Reilly says should be "puffery-free zones" ; no hyperbole Nourishing quotes: make them count/add value "We think this is the best product of its type" vs. "This product will help prevent heart attacks in women by 30%" Headlines: summarize quickly to busy reporters what release is about Limit jargon: every industry has own jargon; don't use much Company description: position firm in boilerplate Spelling, grammar, punctuation: 100% correct!, your credibility, importance of announcement on the line Brevity: short and concise; for tweets, emails, articles; one-sentence paragraphs, words/sentences short; avg runs about 500 words -- no more than 2.5 pages double-spaced Clarity, concise, commitment: best releases straightforward, understated, confident reveal a lot about org and person releasing it
Media Advisory aka Media Alert
Related to the pitch letter Straightforward listing of the facts to interest an editor or news director, usually into attending an event Short, bulleted items highlighting the 5Ws
The Roundup Article
Reporters get rewarded for two things: scoops and trends Scoop = breaking a story first Trends = breaking a story that speaks to an emerging trend that is relevant to an industry Roundup = Article that summarizes or "rounds up" the experiences of several companies within an industry Teradata example (story on relational database industry) Excellent way for a small org to take advantage of national publicity;benefits by inclusion with larger players with name recognition; how can make the front page of WSJ or NYT These trend articles may be initiated by the publications themselves or at the suggestions of PR pros
PR Writing
Rudolf Flesch Readability Formula -- (Flesch was Austrian-born naturalized American author (noted for his book Why Johnny Can't Read), and also a readability expert and writing consultant who was a vigorous proponent of plain English) Suggested people who write the way they talk write better In writing for the Internet, straightforward and concise writing is the only approach Example: -- "We are endeavoring to construct a more inclusive society" -- "We're going to make a country in which no one is left out" (FDR)
Media Kits
The Media Kit: several communications vehicles used to introduce the org to the media; can be hard copy for meetings; mostly online today Consists of: News Release(s): what's being announced Biography(ies): a straightforward chronology of subjects' work history and accomplishments Narrative bio -- more informal style; tells story; can be used as an intro when individual serves as a featured speaker The Backgrounder: provides additional info to complement the news release; embellishes the announcement, discusses the org making the ann; Purpose: to assist the journalist in writing the story and provide accurate facts Fact Sheets, Q&As, Photos: all to help busy journalists on deadline write their stories Fact Sheets compile the most relevant facts concerning the product, issue, org, or candidate Q&As -- the most probable q's with a's to help the reporter Photos -- illustrate the NR subject; online color media kits are a necessity for editors to download Other possible materials: CDs, DVDs, speeches, list of links
The Pitch Letter
Used to interest an editor, reporter, blogger in a possible story, interview, announcement or event; Mostly sent via email
Extranets
allow org to comm to targeted external groups i.e., media, investors, vendors, resellers, customers, etc; password-protected
Podcasting
came from iPod in 2001; audio programs for download to any MP3 player; PR Pros can use to promote products and more
Wikis
collaborative websites that combine work of many authors; similar to blog in structure, differs from a blog in that it allows anyone to edit, delete, or modify content on the website inc. the work of previous authors; e.g., Wikipedia (anyone can contribute; don't always believe it)
RSS Feeds
really simple syndication: easy way to distribute content on the Internet; used by blog community to share headlines or full text; major news orgs inc Reuters, CNN, PR Newswire, BBC, use RSS feeds to allow other sites to incorporate their syndicated news services; companies use for delivery of news instead of email;
Intranets
internal comm vehicle that integrates comm with workflow, process mgmt, infrastructure, HR forms, blogs, social networking internal Internet
microblogging service that allows short messages (140 characters each) to alert friends and followers a multi-person text message service Can be used by PR Pros to follow journalists who tweet what they'll be covering (like an editorial calendar to get inside track) or as a direct integrated marketing vehicle to direct fellow Twitterers to websites and even products Popular with celebrities, sports stars, politicians (show link)
Second Life
online universe launched in 2003 by Linden Lab, which is a 3-D world created entirely by its members or"residents"; gives members a place to congregate, chat, explore, and even fly around; used by IBM, Reebok to spread their messages; www.secondlife.com -- "a 3D world where everyone you see is a real person and every place you visit is built by people just like you"
Pitching the media
pitching is the activity of trying to place positive publicity in a periodical, on a news site, or in the electronic media 1) Know deadlines (dailies, weeklies, monthlies) 2) Generally email first, then call (headline in subject line) 3) Direct release to a specific person or editor (know who covers beats) 4) Determine how the reporter wants to be contacted (email, fax) 5) Don't badger (journalists fiercely independent about copy they use or don't use) 6) Use exclusives, but be careful and use sparingly 7) When you call, do your own calling 8) Don't send clips of other stories about your client 9) Develop a relationship - the name of the game 10) Never lie: this is the cardinal rule
Online Publicity
still a relationship business; knowledge of web hosting, web casting, blogs, chat rooms, discussion groups, investor threads and SEO critical for modern PR pros
