PR Final
Deliver Services
Coordinate Activities Link Organization To/With Stakeholders Almost Always Involves Fundraising
Lindsay Lohan
Drunk Driving Convictions Probation Violations Drug Charges Felony Theft Charges Rehab
Sometimes Lies Cause Crises...
Duke University Lacrosse Team 2006 University of Virginia 2014
Transformers 2007
Spinning the Production: Story Line: Comics/Toys Executive Producer- Stephen Spielberg Producer: Michael Bay (Armageddon, Pearl Harbor) Product Placement GM Chevrolet- Camaro Pontiac- Solstice Hummer Rumor: Did Not Pay, but featured movie in Vehicle Ad's
Star Wars (Episodes I-III)
Star Wars (Lucas Films) Is A Brand! 25 Years Of Merchandising & Marketing Clothing, Games, Books, Toys World Of Star Wars Secrecy Used To Generate Publicity Extensive Use Of Talk Shows & Publicity Charity Release (Episode III) World Wide Media Interviews Global Coordinated Release Shaping Expectations
A.I.- Artificial Intelligence (2001)
Steven Spielberg Film Stanley Kubrick Pre-Movie Publicity Producers & Directors Actors A.I.Topic On-Line Game (AI) Extensive Web Sites Spanned 35-50 Websites Phone Calls, Emails, Chat Rooms Game Used Rallies in Large Cities To End Game Getting Clues From Cell Phones
Functions in Travel PR
Stimulating Interest & Awareness Building Programs To Get Travelers There Assuring Comfort & Great Treatment Guest Relations
Long Term Brand Goals & Objectives: Marketing & Management Complexity
Strategies- Planning, Release, DVD/Video Release Sequels: Movies Can Be Long Lasting Brands! Merchandising, Copyrights, Trademarks, Licensing Products/Services (Toys, Clothing, Games, Collectables) Extended Marketing- Example Fast Food Industry Release To Pay Per View, On Demand Video, DVD Release, CD Audio Commemorative, Collectors, Special Editions Computer Games, Web Sites Games Can Generate As Much Money As Movies!
Non-Profits: Membership Organizations
Trade Associations National Association of Broadcasters (NAB) American Bar Association (ABA) Labor Unions United Auto Workers California State Faculty Association Professional/Membership Associations Public Relations Society of America
Advocacy Groups: Fundraising
Basic Tools Direct mail Email Internet Events Publicity campaigns Internet Email Ad's Protests
the issues management process
w. howard chase and barrie l jones step 1. issue id step 2. issue analysis step 3. strategy options step 4. action plan step 5. evaluation 262
PR job in colleges and universities
- colleges and universities hire communication professionals in multiple offices, including: -presidents office - the president (or chancellor) is actually the chief public relations
Hospital Public Relations
2 Roles of Public Relations Staffs To strengthen and maintain the public perceptions in the community Visibility Communicate Value To help market the hospitals proliferating array of services Competition
Celebrity: Michael Richards 2006
2006- Racial Slurs and Hatred Towards Hecklers At LA's Laugh Factory Apology: LOS ANGELES (AP) - Michael Richards said Monday he spewed racial epithets during a stand-up comedy routine because he lost his cool while being heckled and not because he's a bigot. "For me to be at a comedy club and flip out and say this crap, I'm deeply, deeply sorry," the former "Seinfeld" co-star said during a satellite appearance for David Letterman's "Late Show." "I'm not a racist. That's what's so insane about this," Richards said, his tone becoming angry and frustrated as he defended himself. A clip from the show played on CBS before "Late Show" aired Monday night.
Don Imus MSNBC Radio
2007- Racial Slur about Rutgers Women's Basketball Team. .."Nappy headed ho's"Calls for his firing by Al Sharpton Jesse Jackson NAACP . Apology: "It was completely inappropriate and we can understand why people were offended. Our characterization was thoughtless and stupid and we are sorry"
LA USD (Miramonte) Sex Scandal 2012
2011-2012 Several Teachers Accused of Abuse Lewd Acts on Young Children Bondage Photos Blindfolded "Tasting Game". 20+ Children Claims of Cover-up Other Teachers Knew All Teachers & Admin's Re-Assigned To Different Schools "Despite our efforts to improve instruction and survive massive budget cuts our first responsibility is to protect the children in our care," he said, adding, "It is important that our communities continue to feel safe in our schools. As you know, better than any, often our schools serve as a refuge for families." LAUSD Supt. John Deasy
University Crises: VTU Massacre 2007
23 Yr Old Cho Seung- Hui Goes On Shooting Spree Pre-meditated 2 Weapons (100's of rounds) Kills 2 In Dorm 31 In Classroom Building Reports: Depressed Mentally Ill Writings & Behavior The Result: 33 Students Killed Several Professors Hero 30 + Wounded Many Severely 3 Shots Per Victim Questions Why No Warning? Containment of Threat? Thought he left campus
social media plays crucial role after tornado
266/267
changing corporate culture helps toyota turn the corner
272/273 recall 9 million cars, including 2.3 milling in the US due to safety defects
wal-mart scandal highlights role of investor activists
447/448 bribery scandal in mexico bribed local government to speed up zoning permissions
study finds trust in leaders is low
451 fewer than 1/5 people beleive that business or government leaders will tell the truth when faced with a difficult issue
Duke energy uses social media to tell its story
455 duke sent thousands of employees to help with power resoration during superstorm sandy
boycotts come from all direction
458 between china and japan
nudist group makes pitch for corporate sponsors
469
A royal birth generates record coverage
475
wanted: press coordinator for a network
478
how to promote play
480
the super bowl: an economic engine of steroids
482
chinese tourists flood the world
484
Fifty shades of travel promotion
486 edgewater hotel, seatlle tourism austrialia velas resorts, mexico visit britain
How many "freebies" to accept
487
Poop on the deck: carnival cruise line had a crisis
489
Election campaign team turns policy campaign team after Obama's re-election
495
Centers for disease control and prevention get help from zombies
502 japan zombie preparedness
google flexes its muscles in washington
508 8th largest spender susan moinari
Student loan industry engages in "aggressive" lobbying
510 sarita gupta
Global stratgeic communication helps african females avoid brutality
547/548 bogaletch gebre
chamber of commerce tempers its position on global climate change
551
need info about sex?: text a question
558
universities tap alumni through social media
561
Charitable donations top $361 billion
563
A new fund-raisning technique: crowdfunding
567
Gunman Walks Into Lecture Hall 19 Shot
6 Students Killed The Gunman Stephen Kazmierczak Stopped Taking Anti-Depression Meds Response 90 Seconds for Police To Respond Luck was an element Campus Lockdown (within Minutes) Told Students To Call Parents To Let Them Know They Were Ok NIU Was Prepared They Had A Plan NIU Had Practiced It
Non-Profits: Social Organizations
7 Categories Social Service agencies Health agencies Hospitals Religious organizations Welfare agencies Cultural organizations Foundations
Earthquake Strikes Japan 2011
9.0 Earthquake Strikes off of Northern Japan Quake Causes 186 mile 50 ft rip in sea floor. Moves island 13 ft. Generates Tsunami's) that hit Japan, North America. Tokyo Other Cities Receive Some Warning Quake Damages multiple Nuclear Facilities 10,000+ Killed
Tsunami December 2004
9.1 Magnitude Earthquake in Indian Ocean Creates Large Tsunami Giant Wave of up to 100ft Hits Thailand (Phu Ket) Indonesia Sri Lanka India Kills 230000 people Tourist Areas Fishing Villages 2006 New Buoy Mounted Warning System Deployed
other educational initiatives
A wide range of other nonprofit organizations involved in education have public relations concerns as well. Foundations or Charities: provide funds to existing schools, colleges and universities and support scholarship through grants to students or programs. Consortiums (Like Charter School Companies) or companies such as DeVry operate schools or training programs directly.
Why IMC Works
Advertising no longer works as effectively " The Fall Of Advertising and the Rise of PR". Audiences are busy...and distracted!!!!! Third Party Credibility/Objectivity "Consumers are likely to be 5 times more influenced by a positive PR article than by an advertisement." - Phil Kotler Marketing Management Increased Reach More Opportunities & Messages To Reach Targets Lowered Costs Publicity is Free More Effective Targeting
Public relations programs does/must affect marketing programs
Alignment With Values
Problem/Issue vs. Crisis
Almost Any Issue Can Be Called A Crisis Crises Are Sudden Bring Outside Scrutiny Media Government Require Immediate Attention Time Compression
September 11 2001
America Responds Grounded Planes Increased Security Communicated with each other Communications were limited The first job was to assess the human toll Immediate Victims Those that emerged Transit & Port Authority . Letting key stakeholders know what was happening was another priority. To communicate what had happened To reduce fear Even in the face of crises life goes on. Communicate Hope
Celebrity Mel Gibson
Anti-Semitic Comments Comments to police officer after DUI arrest: Blames "Jews" for world problems Asks officer.."Are you a Jew" The APOLOGY: "There is no excuse nor should there be any tolerance for anyone who thinks or expresses any kind of anti-Semitic remark" Gibson said in a statement issued by his publicist. "I want to apologize specifically to everyone in the Jewish community for the vitriolic and harmful words that I said to a law enforcement officer the night I was arrested on a DUI charge." In the statement Gibson said "Please know from my heart that I am not an anti-Semite. I am not a bigot."
What is a Crisis?
Any Event That Threatens The Normal..Operations Productivity Procedures of an Organization And Threatens Negative Consequences such as: The loss injury or death of stakeholders Loss of Financial Standing Marketing Standing Damage to Image/Reputation
A New "Day of Infamy"
Approximately 3000 died in the attacks of September 11 2001. That day should be remembered what went wrong and for what went right. Crisis plans played a critical role.
Media proliferation
Audience fragmentation (So many channels & media!) New uncontrolled media replacing older mass media Internet On-Demand Television/ TIVO/DVR's Especially media that target individuals with personalized messages
Strategies: Apology
Bolstering Took 4 Days to Apologize...much too long Result: Fired BY MSNBC
California Fires- 2007
Burned 28400 Acres Destroyed Homes- Led To Evacuation of Over 4100 Created Crises For Many Organizations Businesses Schools Governments Non-Profits Hard Questions Where Were The Planes & Helicopters? Why Was There Such Poor Coordination? Why Were We Not Better Prepared? FEMA caught "Fire" for Fake Press Conference Journalists could only listen on call-in line.
PR Jobs in Colleges and Universities
Colleges and Universities Hire Communication Professionals in Multiple Offices, Including: Presidents Office- The president (or chancellor) is actually the chief public relations officer of a college or university. Media Relations Public Affairs Sports Information Alumni Relations Development (Fundraising) Student Affairs Employee Relations
PR in Non-Profit Settings
Communicate Mission & Value Communicate Identity Communicate Need
Non-Profit Basic PR Needs
Communications Communicating Mission & Identity Communicating Value Communicating Need Campaigns Fundraising Special Events To raise awareness To raise funds Development Staff Recruiting Volunteers Trade Associations National Association of Broadcasters (NAB) American Bar Association (ABA) Labor Unions United Auto Workers California State Faculty Association Professional/Membership Associations Public Relations Society of America
Difficulties In Making IMC Work
Competition for Control Who is on Top? AD? PR? Marketing Increasing complexity and cost of technology Growing concerns for consumer privacy Excessive focus on consumer values At expense of company values?
Crisis Planning
Crisis planning is critical for 21st century organizations. It Is Now Expected (Especially after 911 and the Earthquakes in Thailand, Chile, Haiti & Japan.
Step Two: Developing The Plan
Define what constitutes a crisis. What is the Threshold? The point where you call it a crisis. Build a Crisis Management Team (CMT). Identify the Stakeholders. Identify the Emergency Operations Center (EOC). Identify the Media Information Center (MIC). Train Team & Employees.
Today's Complex Environment
Difficult Global Environment. Competing Agendas!!! Aggressive Media Environment The Age of "The Citizen Reporter" with a cell phone camera Complex Legal & Regulatory Environment Expectations- Social Responsibility Aggressive Activist Environment
Batman- "The Dark Knight" 2008
Early web sites & Tactics to create "Buzz" "I Believe in Harvey Dent" Posters & Website "See you in December Website" Joker Cards with "I believe in Harvey Dent" in Book Stores Heath Ledger Casting Death Posters Placed Around Los Angeles- 6 Months Before Release "Defaced" Posters 48-72hrs later Remove Pixels 1 at a Time To Reveal The Joker I Believe in Harvey Dent Too.. website error & mouse over
Non-Profits Advocacy Groups
Environmental Groups Green Peace Activist Groups PETA
The Cult of "Celebrity"
Fascination with Celebrities by: Fans Media Requires Management Through PR Management Monitoring Aggressive Media
Communication With Stakeholders
Feedback & Response
Entertainment PR
Functions Promote Awareness Build Desire & Intention Build/Manage/Maintain Reputations Manage Media Relations & Publicity Plan Events or Attendance at Events Issue/Crisis Management
Issue Management Versus Crisis Management
Good Crisis Management Begins With: Issue Detection Issue Analysis Preparation Example Y2k- The "Millennium Bug" Was Predicted To Cause Global Chaos....It Did Not. Why? Because Organizations: Changed Standards Up-graded Code Up-graded equipment Communicated The Threat. In others words...they identified and managed the issue before it became a crisis.
Public Official: Rod Blagojevich
Governor of Illinois Accused of soliciting favors to name replacement of Barack Obama's Senate Seat. Claims of political extortion of contracts & for support of non-profits. FBI wiretaps capture discussions on tape. Paralyzed State Government. Impeached January 2009 2010: Federal Trial & Conviction Strategy: Accuse Others Stating That They Wanted To Get Rid Of Him So That They Could Raise Taxes......This was very unsuccessful!
Crises Can Bring Opportunity
Heroes are born- People Are Changed Change is accelerated. Latent problems are fixed. New strategies evolve. Early warning systems develop. New competitive edges appear.
Pearl Harbor (2001)
Historical "Docudrama" 60th Anniversary Of The Attack Publicity Cast Talking Points: "Commitment To Historical Accuracy" Special Effects Documentaries Screening/Release Deck of Aircraft Carrier Pearl Harbor Survivors of Pearl Harbor Attack Media
Charlie Sheen
Hotel Incident 911 Call Drunk/Drugs Drug Issues Alcohol Abuse Rehab 2 ½ Men on Hiatus
What is IMC?
IMC is a mix of: Traditional Advertising Pay For Placement, Control of Content, & Timing Marketing Works on Distribution Networks & Promotions (often Point of Sale) Public Relations Publicity, Media Relations, Events Uses Mainly Uncontrolled Media How is it different? Includes More Publicity Based Tactics More Customer Focused Heavy Use of Research & Databases
PR and Crisis In Education
In A Crisis Your Job Will Be To: Communicate What Has Happened Tell Your Side of The Story Calm Fears, Anxieties Express Sympathy or Concern To Take Action or Corrective Action Help Rebuild Perceptions of Safety or Trust in the Aftermath of a Crisis.
Technology To Make A Movie and Promote It: Avatar's Interactive Website & Trailer
Interactive Website Interactive Trailer with Links To Social Media (Allows You To Send It To Your Friends Instantly!)
Step One: Risk Assessment
Involves identification of threats. Identify Key Vulnerabilities Example: Universities in Southern CA 1. Natural Disaster: Earthquake 2. Acts of Violence: Shooter on campus 3. Crisis Related To Student Actions. Sports Teams: USC & Reggie Bush Seeks to eliminate or minimize those threats. Can be done by a consultant or a Crisis Planning Team.
Issue Management
Issues Are: Potential Factors, Problems, and Events That Can Impact Your Organization Issue Management Is Like Radar Detect The Issue Before It Hits Minimize the Impact Good Issue Management is Irreplaceable Your Actions Often Determine If An Issue Becomes A Crisis
Today's Marketing Needs To Build Relationships
It Cost 7X as Much To Get A New Customer Than Retain One
managing conflict; Benetton balances humanities and business ideals
Italian clothing company known for it's support of humanitarian creates press coverage but also holds the retailer to a higher standard raise awareness for racism, world hunger, and unemployment 253
Lord of The Rings Trilogy (2001-2003)
J.R.R. Tolkien Trilogy New Line Cinema Website Launch Includes: Maps, folklore, forums 1.7 million hits first day, 6.6 million 1st week 400 other websites dedicated to movie trilogy Movie producers "adopted 40" providing clips, images, sounds. Partnership with American Film Institute Get Tolkien discussed in schools Web materials and support 2nd, 7th, 14th highest grossing movies
Eathquake Strikes Haiti 2010
Jan 12th 2010- 7.0 Earthquake Strikes Haiti Massive Destruction 1000's of buildings collapse 200,000 estimated killed Infrastructure Destroyed Roads, Bridges, Cell Towers, Govt Buildings Delays & Prevents Response Aid Group Efforts Also Impacted UN Headquarters Collapses Killing Key Leaders Red Cross Headquarters Collapses
methods
Lobbying Litigation Mass demonstrations Boycotts Reconciliation
Caterpillar Responds on 911
Loss of Communications Communicator Conference in Peoria Planes Were Grounded Caterpillar Response to Tragedy CAT People Experts in Equipment & Excavation CAT Power Powered Lower Manhattan CAT Machines Dealers from the Northeast sent equipment
Surveys:
Many organizations are not prepared. Fewer After 911 Is Key To The Survival Of An Organization When Crisis Hits: Loss Of Decision Making Ability Loss of Resources
Examples of PR In Entertainment?
Media Relations Press Releases Bookings & Talk Shows Special Events Industry Relations Trade Shows (NAB) Film Festivals (Cannes) Event Planning Releases & Release Support Philanthropy Brand Management Integrated Marketing Communications
Communication To Stakeholders
Mission Values Services Value For Membership Organizational Structure
The Matrix Trilogy (1999-2005)
Movies The Matrix The Matrix Reloaded Matrix Revolutions Games Enter The Matrix Path of Neo Xbox, PS2, Gamecube Comics Art
Marketing Movies In 2015
Movies In 2015 Younger Demographics Spend More On Entertainment Enjoy Movies Have Greater Expectations Movie Release Complexity "Hype From Media" Expectations e.g. Extensive Web Sites Fears of Piracy & Release on the Web
Example: Carnival Cruise Lines
Multiple Engine Fires from 2009-2013 Stranding Passengers Long Delays At Sea No Power Little Food Overflowing Toilets "Red Baggies"
University Crises: NIU MASSACRE 2008
NIU Massacre- Feb 14th 2008
The Role of Public Relations
Nonprofits face an unending task: Communicating their identity & value Raising money for expenses and projects Delivering value to their stakeholders
Penn State Pedophilia Scandals 2011
Penn State Defensive Coach Jerry Sandusky. Alleged Sex with Young Boys On Campus Allowed Him To Use Campus Even After Reported Actions Grad Student Claimed He Saw Sex Acts & Reported Them To The Coach Joe Paterno & University AD & Paterno Fired Charges Filed Sandusky Convicted
Crises Can Happen To Anyone
On 911... 2775 Tenants, employees, visitors died at the WTC Cantor-Fitzgerald Lost 658 employees 343 NYC Firefighters died at the WTC Including Senior Staff 60 NYC Police Officers were killed Including Senior Staff United and American Airlines Lost 193 Employees & Passengers NYC Lost $4 billion dollars in tourism dollars in the aftermath of 911 Hotel Occupancy rates dropped by 60% Hundreds of Cities Across The US Mobilized to meet landing aircraft Activated Police, Security, & Emergency Personnel
Tiger Woods
One of America's Most Successful Athletes Married To Swedish Model. Est. $1Billion in Endorsements Police Called To His Home Tiger Drove SUV into Fire Hydrant Affairs with 10+ Women Come To Light Sexting & VoiceMails Are Released . Impact Leaves PGA Tour Loses Major Endorsements Golf Digest Column Strategies Apology (but came late at a press conference that he did not take questions. Apology where he did take questions.
Pen State Child Abuse 2011
Pen State Defensive Coach Charged With Sexual Assault of up to perhaps 15 young boys Sex act was witnessed in 2002 in shower by grad assistant Coach Joe Paterno was told and reported it to athletic director..but did not contact police. Pattern of cover-up has emerged. School President & 38 year Football Coach Paterno have been fired and many face charges.
Travel Public Relations
Positions in Travel PR: Chamber of Commerce/ Visitor's/ Tourism Bureau Large Travel/Entertainment Based Organizations Hotels, Theme Parks, Cruise Lines, Casino's.
The First Step: "Spinning Expectations"
Pre-Production Publicity Story Lines- "Saving Private Ryan" Casting- "Titanic" Leonardo DiCaprio Directors & Producers Steven Spielberg, Kubric, Cameron Settings: "Behind The Scenes" Special Effects-(ILM) Industrial Lights & Magic Cost: Avatar $300 Million+ Within Industry Release Film Festivals, Private Screenings Advertising Generating Awareness & Interest: "Coming Soon" Avatar, Star Wars, Matrix Trailers
Titanic (1997)
Pre-Release Publicity Directors, Actors, Special Effects History of The Titanic Focus On The Tragedy Blockbuster Video Rental Release 12:00 AM Sale Release Commemorative Tickets Special Parties At 5, 6, 10, &11pm (Top Rated News Slots) Employees Dressed In Costumes
The Matrix of Marketing
Product Placement & Tie-In's: Trailer with Quicktime Coca-Cola-Powerade Cadillac CTS & Escalade The Vehicles Were Not Ready But Were Specially Produced For The Movie!
Social Organizations
Public Relations Goals Develop awareness of their Mission Communicate Value Induce individuals to use services Create education materials Recruit and train volunteers Obtain funds to operate
Blair Witch Project (1999)
Publicity Is It Real? "DocuDrama" Format "Special Released Documentary" "The History Of The Blair Witch" Created A Legend Featured Sundance Film Festival 1999
Sports PR
Publicity & Media Relations Community Relations Programs Fan Development Crisis/Issue Management
IMC & Movies: A Mix Of Advertising, Marketing & PR
Publicity (PR) Production, Pre-Release, Release, Video/DVD Release Trade Media, Trade Shows, Film Festivals, Print Media, Internet Media, Talk Shows Tie-Ins & Events Advertising Pre-Release, Release, DVD/Video Release Print, Radio, Television, Internet, Trailers (Theater & Video, Image Placement Marketing Licensing & Trade Promotions Distribution Rights & Promotional Offers Merchandising
Step Four: Recovery
Rebuild Operations/Processes Change Processes/Products/Systems To Reduce Vulnerability Reduce Impact Heal Relationships Image Restoration with Stakeholders Some Questions What aspects of the crisis did we anticipate/fail to anticipate? How well did our employees perform What are the lingering effects of the crisis? Have stakeholders' views of us changed Monitor These
Entertainment, Sports, & Travel PR
Share Common Functions Publicity Getting Attention Managing Issues 2 words....Charlie Sheen Serving Needs of the Media Promotions Advertising, Marketing, PR (IMC) Events Sponsorships Managing Relationships Developing/Maintaining Relationships E.g. Facebook, Myspace (for the under 18 crowd) Community Programs Issue/Crisis Management
Advocacy
Social Issue Organizations focus on social and behavioral goals. Mothers against drunk driving (MADD)-Focuses on eliminating drunk driving. Change Policy: Enforcement Check Points Penalties Mandatory Sentences Laws Decrease Limit To .08 Blood Alcohol Level Change Attitudes & Behavior
Disasters: Hurricane Katrina
Struck Gulf Coast in 2005 Category 4 & 5 Winds (175 MPH+) Devastated New Orleans Questions about Response Damaged Their Reputation: Why wasn't New Orleans Better Prepared? Why was FEMA not prepared Where was FEMA?
Bigger Issues In Travel PR
Targeting Specific Segments Retirees Foreigners from specific locations Identifying what they want & prefer Families Issue/Crisis Management: Acts of Crime/Terrorism (e.g. Mexico) Disaster Illness/Disease Disruption E.g. The eruption of the Icelandic Volcano
Avatar in 3D 2009
The Buzz The Cost: $300 Million The Director: James Cameron The 3D Digital Marketing August 20, 2009 4 Million Views of Teaser on Itunes August 21, 2009 100 IMAX 3D Theatres 16 Minute Avatar Trailer Social Media Facebook- 1.3 Million Fans Myspace- 800,000+ Friends Twitter 25,000+ Followers #1 Tweet Jan 2010 Video Youtube- 11 Million Video Views Flickr- Over 1 Million Photo Views The Bottom Line Box Office Results US $745 Million (Dec 2010) Intl: $2.1 Billion DVD Sales: $148 mil
A Closer Look at IMC
The Fifth "P" Phillip Kotler-Product,Price, Place, Promotion....& PR Replacement of the Four P's by the Four C's: Product has become Consumer wants and needs; Price has become Consumer's Cost; Place has become Convenience to buy; and Promotion has become Communication.
PR In Elementary and Secondary Schools
The strategic planning and skillful execution of public relations programs have created positive relationships with parents and communities for school systems in the U.S Public relations has greatly affected the outcome of issues ranging from parental support for learning initiatives to voting for property tax increases to support schools. Funding Initiatives Are Now Occurring in Most OC Cities.
Step Three: Response
This is the stage in which the crisis plan is executed. Crisis Systems Activated Crisis Team Activates Takes Action Organizational Response You enact all the steps of your crisis plan. Like any other plan, a crisis communications plan must be flexible.
IMC is on the Rise...Advertising on the Decline
Traditional PR- Builds, Maintains, & Monitors Traditionally Uses Non-Controlled Media Publicity or Direct Communications Generates Discussion & Buzz Seen as More Objective Than Advertising Traditional Advertising Uses Mass Media Controlled Media- Pay for timing, content, control. Becoming Less Effective Overall Audiences Are Too Bombarded...Distracted Are You Busy?...Do You Filter Email...Mail. Audiences Filter or Avoid Messages
Advocacy On Behalf Of Stakeholders
e.g. Nike vs. Kasky & PRSA (delivered briefs to the supreme court) AARP on behalf of seniors and healthcare.
"Partnership" stretches federal funds
national drug control policy 499
Colleges and universities have several key publics
such as:, Faculty and staff Students Alumni and other donors Government The community around the university Prospective students They also have communications professionals that need to manage relationships with all of these important publics.
The primary publics of a school system are:
teachers and staff children parents the community
