PUBLIC RELATIONS FINAL
mcdonald's "kids play safe" facebook silence media public information advocacy
CASE STUDY: beyond disgusting (bacteria fighting mom at __) - mom issued complaints, got bacteria swabs, and launched a ___ __ page - mcdonald's issued a written statement but mostly responded to the crisis with strategic __ agenda setting theory: mom shared her bacteria evidence __ other restaurants used the __ model by issuing statements about their own cleaning protocols mcdonald's used an __ approach by banning jordan from entering any mcdonald's restaurants
texas nonprofit domestic awareness RACE primary focus groups telephone behavioral behavioral informational tagline public informational
CASE STUDY: break the silence, make the call main organizations: __ Council on Family Violence (TCFV) which is __ organization to educate citizens about __ abuse - did two public __ campaigns __ model: 1. __ research ex) ___, interviews to educate victims of abuse and__ interviews 2. action/planning __ objective: 20% increase calls to the national family hotline 3. communication: TCFV relied on uncontrolled and controlled media and were discreet with communication tactics 4. evaluation: __ objective: increase in hotline calls in both languages; __ objective: many people recalled the __ situational theory of publics: moved non-publics/latent publics to aware/active publics TCFV released a __ model by providing info on how victims can get help
BP issue risk assessment transocean responsibility damage yacht CEO video honest oil spill cleanup media blame
CASE STUDY: deepwater horizon blowout main organization: __ (finds, produces, transports, and refines/sells oil and gas products) - deepwater horizon oil explosion bc malfunction of a blowout preventer conflict management cycle: 1. proactive phase - BP had a failed __ management because they did not conduct a ____ 2. strategic positioning - BP had no crisis communication plan 3. reactive phase - BP blamed __ the rig owner and operator and stakeholders got angry because they weren't taking __; BP tried to minimize the __ by commenting on how big the ocean is; the CEO avoided commenting and attended a __ race 2 days later - eventually __ apologized with a __ statement - need to be __ (BP was giving out sketchy information about how much oil leaked) 4. image repair: BP sponsored scientific gulf coast and __ research, restored shorelines/reefs, and gave $20 billion to victims; they got a social media team and made videos of __ media dependency theory: individuals are dependent on __ and BP wasn't reliable but media was situational theory: public moved from aware to active contingency theory: BP shifted __ at the beginning but eventually took responsibility
Cleveland RACE preparation ethical medical surgery mock exclusive post media website introduction social media media one-way public information
CASE STUDY: face value transplant main organizations: __ clinic CC (medical center) and connie culp (shot in the face) __ MODEL: 1. research: first transplant in the U.S. so had media attention 2. action/planning: clinic had careful __, ethical support of surgery, focus on medical aspect and not french media transplant; hospital/surgical team only knew the identity of connie 3. communication: 1st phase is __ approval announcement (CC sent an email to employees and held a __ news conference to train personnel; only gave an __ to one source) 2nd phase is __ surgery announcement (news conference; __ kits, and a dedicated __ for journalists) 3rd phase is connie's __ to the world they did NOT use ___ for communication 4. evaluation: CC received __ inquiries and got positive news coverage agenda building theory: CC publicized this medical breakthrough and built its reputation for being a quality medical institution CC used the ____ model during the face transplant vs. press agentry, two-way asymmetrical, or two-way symmetrical
united dave carroll reputation conflict management risk assessment strategic silence apologized advocacy compensate accommodative youtube blog interviews
CASE STUDY: guitar hero strikes a chord main organizations: __ airlines and __ musician who made a music video about how united airlines broke his guitar; their __ suffered ___ cycle: 1. proactive phase: united failed to use issue management and perform __ before the crisis escalated 2. reactive: they used ____... they took corrective action/ employee training too late and never __ contingency theory: united airlines took an __ approach by refusing to __ carroll but later took an __ approach by later offering compensation carroll used __, facebook, his __ and __to show his frustration; agenda building by carroll's united breaks guitars song that caught huge media attention that forced united to change its customer policies and speak at congress
beef meat agriculture conflict management environmental scanning crisis relabeled denial CEO was absent advocacy ABC
CASE STUDY: lean finely textured beef (LFTB) or pink slime main organizations: __ product inc. BPI american __ institution U.S. department of __ _____ cycle: 1. proactive phase: failed to conduct __ bc they didn't care ab public opinion bc they had passed inspections 2. strategic positioning: BPI took no action 3. reactive phase: ___ response; __ website, __ and attacked accuser 4. recovery/image repair: were accessible to the media but ___ situational theory of publics: ABC news moved publics from latent to active by posting info/ links and signing petitions contingency theory: BPI had an __ stance and got a lawsuit against __
health and mental NYC beverage restaurant coca-cola sugary RACE scientific disease informational logical, fear humor freedom conflict interviews coca-cola surveys agenda building
CASE STUDY: super-sized soda fight main organizations: NYC department of __ and __ hygiene, mayor of __, american __ association, national __ association, and __ - mayor of NYC launched an initiative to limit sugary drinks because obesity __ MODEL: research: 1. supporters and non-supporters relied on __ support for their arguments proponents - medical and centers for __ control vs. opponents beverage association 2. action/planning: __ objective (raise awareness about the link b/w sugary drinks, weight gain, and other health problems) - supporters had __ and __ appeals and anti-initiative used __ like a nanny mayor bloomberg and logic that hurt consumers' __ 3. communication: __ news criteria attract media coverage but showcased both sides proponents (ads, news releases, posters, videos) and mayor gave __ and participated in events in NYC opponents (websites, petitions, social media, news statements) - __ opposed the propositions 4. evaluation: __ found that people remembered the ads _______ theory: proponents and opponents of the health initiative employed a series of tactics to promote their causes and get media attention
susan planned parenthood catholic church phone call news conflict management smoldering environmental scanning memo anti-abortion silence apologized resigned image campaign advocacy to accomodative
CASE STUDY: the politics of pink main organizations: __ g. komen foundation and ___ (PP) - SGK gave PP $$ funding but got pressure from pro-life __ to stop, so instead, SGK announced new rules on grant money through a __ - PP issued a __ statement about it but SGK announced that it was NOT withdrawing $$ ___ cycle: 1. proactive phase: __ crisis and SGK didn't conduct __ 2. strategic planning: SGK produced a __ with new grant rules and got support from ___ groups 3. reactive phase: SGK had strategic __ and defensive strategy... but SGK eventually __ and reversed the policy taking corrective action after justifying and denial 4. recovery/image repair: SGK president/CEO __ and launched an ___ agenda setting theory: PP CEO used attention and gave several interviews contingency theory: SGK moved from __ to __ when it announced the reverse policy change
domino's domino's YouTube twitter consumerist.com crisis communication social single firing/legal two-way symmetrical/communication accommodative
CASE STUDY: two employees with a video camera (1st social media crisis) main organizations: __ pizza and __ employees - domino's VP received an email of unsanitary video 4 days later and CEO posted a video on __ apologizing and created a __ account and __ to respond - were NOT traditional - they lacked a _____ plan bc failed to monitor __ media but they did take corrective actions: take responsibility, __ spokesperson, __ employees/__ action and reviewing their hiring process - domino's used a ___ model with its consumers contingency theory - domino's had an __ stance by apologizing and taking action
hallmark greeting two-way awareness locations fleishman-hillard website impressions survey writers two-way symmetrical
CASE: __ writers on tour; connecting employees with their hometown audience - hallmark launched a PR campaign to promote __ cards; it employed __ communication to get feedback SWOT analysis: strength: hallmark name weakness: declining sales opportunity: many households use greeting cards threat: other card publishers RACE model: - research - women buy cards but have to be reminded - action: informational: increase consumer __; attitudinal: make hallmark cards more appealing; behavioral: increase sales ("cards make a difference in people's lives") !!select market __!! have a key message!! - communication - hallmark partnered with ___ PR company to tour and get feedback and meaningful events; focused on consumers and had a dedicated __; hallmark focused on employees by sharing their stories on internet - evaluation - made media __ (interactions between audiences and content to talk to people about how cards make a difference in their lives. and had a post-campaign __ and got positive feedback - agenda setting theory - the __ on tour program created positive media buzz about cards - __ model: talk between writers of the cards and consumers led to a stronger understanding in the creative process and meaningful
trade recreational vehicle SWOT family affordable carbon travel campgrounds key informational attitudinal behavioral sales traditional new interest aware sales diffusion
CASE: getting away from it all ** __ association sells affordability and convenience** - this case explores a trade association's PR strategy to increase ___ sales - major organizations: 1. recreation vehicle industry association RVIA -__ analysis: strength: RV's provide flexibility, convenience, __ togetherness -weaknesses: RV's not __, __ footprint -opportunities: RV's save money in other __ expenses, new technology reduces carbon footprint - threats: __ are cheaper RACE MODEL: - research: __ publics are buyers and retirees - action: __ objective: inform consumers of RV benefits; __ objective: change consumers' concerns on gas price, cost, and carbon footprint; __ objective: increase __ - communication: used __ and __ media (used promotional partners with TV networks) - evaluation: informational objective increase in consumer __, attitudinal objectives (make consumers __), behavioral objectives (__ increase) **__ theory** = magazine ads, RVIA's website had interactive and evaluation components
radioactive online kryptonite pen exchange google keywords boolean internet environmental scanning sudden internet influencers PR team first 48 public information
CASE: kryptonite; __ publicity ** crisis response in an instant internet world ** (one of the first PR crisis that took place __) - __ is one of the most known bike lock companies - a biker posted online a video of how to open a bike lock with a bic __ - kryptonite acknowledged their problem and launched an __ program internet monitoring tools: 1. __ alerts 2. selecting __ 3. __ search techniques 4. __ monitoring services (crimson hexagon's, dialogix, lexisnexis) conflict cycle: - proactive phase: they did not conduct __ prior on the internet. this was a __ crisis.. they should have done __ monitoring and tracked __ - strategic planning: they did not have a crisis plan and had a ONE person __; they did not seek outside help - reactive phase: they should have communicated online where the __ post was, NOT on their own websites.. and they did not take action within __ hours like they said (strategic inaction) - recovery/image repair: kryptonite replaced 400,000 locks aka restitution ___ model: let mass media spread its message two-step flow theory: influencer bicycle forums
Linda potato trade potato board atkin's ethnic buyer profile linda psychographic demographic informational peel back the truth uncontrolled controlled two-step flow opinion asymmetrical persuasive
CASE: making the potato top of mind ** consumer research connects __ to potatoes ** - this case explores how the U.S. ____ association tried to increase potato sales - main organization: united states _____ USPB (mission is to increase potato sales) - potato sales have been declining because (__ diet, busy households, preference for __ foods, diabetes) RACE MODEL: - research: educate consumers about potato benefits (use a _____) and make a fictional person to humanize the target consumer aka __ who buys healthy/easy to prepare food __ is values, online browsing preferences, and buying patterns __ is age, gender, and income - action: __ objective (kill rumors about potatoes), attitudinal (change consumer perceptions), behavioral objectives (reverse potato decline) - launched a "____" campaign to kill bad potato rumors - communication: __ media (news) on Linda and __ media (websites, emails, social media), events, influencers/bloggers had events and influencers!! - evaluation: all 3 objectives **_____ theory **: information from the media reaches audiences through __ leaders who interpret information based on their values and tell audiences ** two way __ **: research to create __ messages and reverse negative attitudes to get consumers to buy potatoes
playstation information sony entertainment Qriocity music outage senator conflict environmental scanning risk assessment smoldering crisis security spokespeople website compensation relations public information
CASE: sony playstation. it only does everything! ** except protect private data and communicate effectively ** - personal __ from playstation users was leaked during a data breach - major organizations: 1. __ network __ america SNEA who operates the playstation network and __ which allows the downloading of __ - sony was hacked, shutdown its system, and publicly called it an "__"; they were criticized for their slow notifications to consumers by U.S. __ blumenthal - CEO of SNEA defended sony's blog updates in a congressional testimony __ cycle: - proactive phase: sony did NOT conduct ___ (to see other company hacks) or ___ (lack of security), so... this was a __ crisis - strategic positioning: they did not have a __ plan - reactive phase: they did not initially take responsibility for the __ breach and used excuses; called it an outage and blamed hackers but they apologized a few days later; sony used several __ - recovery/image repair: sony dedicated a __ to the crisis and gave __ (a consumer free game download) and introduced firewalls consumer __ were strained because there was a lack of transparency used a ____ model of a blog and NO two way feedback
objectives action messages campaign
PR and marketing share concepts: research, setting __, taking __, communicating __, and __ evaluation
competition: strength weaknesses opportunities threats
SWOT analysis: can set businesses apart from __ S W O T
awareness and knowledge time bound/measurable attitudinal attitude organization/product
__ part of RACE: 1. informational objectives: increase __ and __ and are ___/__ 2. __ objectives: influence __ by creating new ones, reinforcing old ones, or reversing them 3. behavioral objectives: change one's behavior towards an __/__
consumer satisfaction and loyalty
__ relations: refers to the process through which companies promote customer __ and __; influence of word-of-mouth is important; satisfied customers are more loyal
activism
a power to reckon with; an influence the publics' attitudes and behaviors; focus on employee safety, environment, and defective products; aim to trigger organizational action or reverse policies
media relations
a practitioner's or organization's interactions with editors, reporters, and journalists with the goal to communicate a client's message and/or information
objectives specific measurable attainable realistic time-bound
acronym to measure __ S M A R T
research action/planning communication evaluation
acronym: R A C E
media impression
an interaction between audiences and content in hallmark!!
uncontrolled media news releases, feature stories, and PSAs controlled media organizational
communication in RACE: 1. __ is mass media that is considered credible news and reaches wide audiences ex) __, __, and __ 2. __ is media like __ websites, social media, brochures, seminars, conferences, advertising, social events, etc.
reactive phase crisis response communicating public responsibility single
conflict management cycle: ____ strategies and __ during a crisis ex) put __ first, be honest, take __, never say no comment, __ spokesperson, monitor media
recovery/image repair phase reactive crisis website
conflict management cycle: adopt __ strategies post-crisis, inform publics about the actions you are taking, and launch a dedicated ____
proactive phase issue risk assessment environmental scanning
conflict management cycle: perform __ management through - 1. ___ (identify problems within an organization) 2. ___ (learn from other's problems)
strategic positioning
conflict management cycle: preparing key messages in advance for any possible scenarios
smoldering crisis
crisis that begins as an issue and can develop into a major crisis
sudden crisis
crisis where there is no warning and it is not under your control
setting objectives, communicating activities, and measuring; these are the purposes/goals of the campaign objectives
define action part of RACE includes 3 types of __
the tactics employed to accomplish the objectives
define communication part of RACE
takes place throughout the entire campaign; asking questions informational message attitudinal post behavioral action - surveys and website hits
define evaluation part of RACE; evaluate the objectives reached: 1. __ - message exposure, comprehension, retention 2. __ - attitudes __ campaign 3. behavioral - did people take __? __ and __
identifying opportunities, problems, audiences, messages, and measurements to influence public opinion
define research part of RACE
buyer profile
describes a customer by providing demographic (age, gender, income) and psychographic (values, online browsing patterns) information
crisis communication
how a company communicates with audiences when an unexpected event occurs and which can damage its reputation
selling potential paid persuade short sales
marketing: __ a product target __ consumers uses __ media (ads) goal is to __ consumers __ term (increase __)
demographic
media choices are made based on __ characteristics ex) gender, age, race
relationship publics earned image long reputation
public relations: __ building targets any willing __ uses __ media (newspaper/TV) goal is a favorable __ __ term (good __)
primary secondary focus groups interviews surveys government newspapers
research in RACE: two types of research: 1. __ is new information: ex) __, __, and __ 2. __ is existing information: ex) __, and __
carbon footprint
the environmental impact that the activities performed by an organization have
reporter news news format inverted personal social deadlines exclusives
tips for media relations: - research the __ - research the __ organization - package your material in an accepted __ - follow the __ pyramid and 5W's - connect on a __ level - amplify news through __ media - honor __ - offer __
community standard representatives organizations opinion volunteer
two types of __ relations: 2 types: 1. __ community relations activities - designate __ to community groups, make facilities available, open houses 2. __ becoming an integral part of the community - __ leader briefing, employee __ programs, community research
