Chapter 19

3 techniques to assist a spokesperson to stay on point when challenged by a reporter with tough questions:

Hooking, bridging, flagging

Global Public relations

Influence Public opinion with PSAs, image advertisements, issue advertisements

An effective crisis management plan must include steps:

Prepare before the crisis hits, communicate quickly but accurately, use the internet, do the right thing, follow up and make amends as needed. (Take steps to restore the firms reputation.)

media Training

The education of executives and employees, who are likely to have contact with the media in how to effectively communicate with the press.

Dark site

a web site that is fully developed and uploaded with critical information, contacts for the media and other useful details, ready to be activated at the moment it is needed.

Image Advertisements

are used by business organizations to enhance their public image, create goodwill, or announce a major change such as a merger, acquisition, or new product line. These ads promote the image, or general perception, of a product or service rather than promoting its functional attributes.

Hooking

grab the reporters attention by making a statement that influences the next question.

Elements of Media

industry consists of broadcast technology, broadcasting content, and service delivery.

Corporate Crisis

is a significant business disruption that stimulates extensive news media or social networking coverage.

Public Relations

A program that sends a constant stream of information from the company to the public and opens the door to dialogue with stakeholders whose lives are affected by company operations. To promote a positive image for the firm. Proactive, not reactive.

Sound Bite

A short (30 seconds or less) clip of information that can be broadcast to the public. News media is looking for this.

Public Relations department

Is to manage the firms public image and more generally, its relationship with the public. May also be called media relations, since much of its work involved interacting with the media.

Public service announcements

PSAs address critical social issues for generations of Americans and global citizens. Non-profit organizations. ex. "this is your brain on drugs"

Media

Refers to the means of communication that widely reaches or influences people.

Issue advertisements

also called advocacy advertisements. A technique used by businesses to influence the public's opinion of a political or legislative issue of concern to the company. Ex. anti-smoking campaign.

Bridging

answer the challenging question but quickly move on to the key message.

General Public

defined as an organizational stakeholder composed of individuals and groups found in society.

Flagging

emphasize key points and guide the reporter to them.

New technology-enhanced channels

in addition to traditional outlets, information is obtained through blogs, vlogs, emails, social networking, podcasts, etc.

Crisis Management

is the process used to respond to short-term and immediate corporate crises.

The institute for Crisis management breaks down corporate crises into four groups:

(1) Acts of God- Earthquakes, tornadoes, violent storms, volcanic eruptions. (2) Mechanical problems- Breakdowns of or faulty equipment, metal fatigue. (3) Human Errors-- through miscommunication, improper employee behavior. (4) Management decision or indecision- often involving a cover-up or lack of urgency.

Federal Communications Commission

(FCC) was created in 1934. Charged with regulating interstate and international communications by radio, television, wire, satellite or cable. Regulates business advertisements to make sure there is no obscene programming at any time and no profane language except after 10PM.

Federal Trade Commission

(FTC) is entrusted with ensuring that honesty and fairness are found in company advertising. Applies to any advertising medium, including online. FTC attempts to ensure that the public is protected and guards against the following unethical business practices: the use of deception to distort the truth, the lack of fairness in information, and the use of fraud to manipulate.

Media Training of Employees

Be open and honest, Be current, Be accessible, Be helpful, Be understanding, Be cool, courteous and professional.