PRAD Final
facebook as part of PR strategy
(1) gaining consumer insights, (2) building brand awareness, and (3) creating customer loyalty. Many companies have expanded their traditional advertising and product publicity to embrace social networking sites.
characteristics of the Web that make it possible for public relations people to do a better job of distributing info
-Information can be updated quickly without having to reprint brochures and other materials. This is an important element when it comes to major news events and dealing with a crisis. -It allows interactivity; viewers can ask questions about products or services, download information of value to them, and let the organization know what they think. -Online readers can dig deeper into subjects that interest them by linking to information provided on other sites, in other articles, and in other sources. -A great amount of material can be posted. There is no space or time limitation. -It is a cost-effective way to disseminate information on a global basis to the public and journalists. -You can reach niche markets and audiences directly without messages being filtered through traditional mass media gatekeepers (editors). -You can reach niche markets and audiences directly without messages being filtered through traditional mass media gatekeepers (editors). -The media and other users can access details about your organization 24 hours a day from anywhere in the world.
some statistics that show how pervasive the Internet has become in today's global society
-There are about 3 billion Internet users worldwide, more than 40 percent of the world's population. -Almost 70 percent of the U.S. population use smartphones by 2017. Currently, users spend an average of more than two -hours daily on their devices. -How many Facebook users?
characteristics of millennials (E-generation)
-They will spend equal time interacting with friends online and in person. -Initial interaction online will precede most dating and marriages. -They will spend more time online than in interaction with parents by tenfold. -They will be more reserved in social skills. -They will be savvy and skeptical about online identities such as chat participants. -They will not tolerate print forms, slow application processes, or archaic systems. -Millennials value relationships and trust. -Parents still rule when it comes to advice about careers and drugs, and even for product decisions. -Trust in information is derived from relationships. -The top five sources of advice are parents, doctors, clergy, friends, and teachers. -As avid and skilled Internet users, millennials remain savvy about unfiltered and unpoliced content. -Teens also recognize the credibility of editorial content compared to ads and even public service announcements, with television being the most trusted medium for them.
5 basic concepts for developing a communications campagin for multicultural audiences
1) organizing a team with an understanding of the customs and values of the specific culture 2) understand that consumers are diverse and they respond to messages that are culturally relevant 3) Remember that culturally diverse consumers are loyal once your products and services become part of their lives 4) use the primary language of the audience; and 5) Use spokespersons who represent the audience.
four ways publicity activity is evaluated
1. media impressions 2. basic web analytics 3. advertising value equivalency (AVE) 4. systematic tracking 5. return on investment (ROI)
what is the role of stated objectives in evaluating pr programs? (2)
1. PR personnel and management should agree on the criteria used to evaluate success in attaining objectives 2. dont wait until the end of hte PR program to determine how it will be evaluated
3 foundations of repuation? +how each one contributes to building and maintaining a positive reputation
1. economic performance 2. social responsiveness, and 3. the ability to deliver valuable outcomes to stakeholders. PR plays a role in all three, but professionals who manage conflict effectively will especially enhance the 2 and 3
3 factors involved in sources credibility
1. expertise 2. sincerity 3. charisma (attractive, self-assured, articulate)
five steps in teh issues management process
1. issue identification 2. issue analysis 3. strategy opinions 4. action plan 5. evaluation issues management is often overlooked, but is a critical proactive plan for organizational success--both short term and long term
what can limit the effectiveness of persuasion
1. lack of message penetration 2. competing messages 3. self-selection 4. self-perception
coombs 7 crisis response strategies + examples of each from current news (these strategies exist on a continuum from defensive to accommodative)
1. attack the accuser-- 2. denial-- 3. excuse-- 4. justification-- 5. ingratiation (individual attempts to influence, manipulate or control another by becoming more attractive or likeable to their target.)-- 6. corrective action-- 7. full apology--weinstein
3 objectives of persuasion in PR work (which is most difficult to accomplish)
1. change or neutralize hostile opinions * 2. crystalize latent opinions and positive attitudes 3. conserve favorable opinoins
how do you think the various changes in the racial and ethnic makeup of the US will impact the future practice of PR? future president elections?
A basic point to remember is that minority populations form many target audiences, not a massive monolithic group whose members have identical interests. The notions of targeting (through thorough research) will be critical for these burgeoning publics. More specifically, public relations practitioners will have to understand and embrace different customs, values and languages, recognize the differing characteristics that define each ethnicity, and utilize appropriate ethnic media in reaching diverse audiences. Republicans, in particular, are working to attract more Hispanic voters in the next presidential election.
organization website vs blog written by CEO or employee
A corporate blog is usually written by an executive and represents the official voice of the organization. In many cases, someone in the public relations department actually writes the blog for the executive. Many organizations also encourage their employees to blog on behalf of the organization.
mat release? how is it different from regular news release
A mat release is a variation of the traditional news release, however, it is sent in mat form reading for the printing press. Today these releases are sent in many different forms including word documents, jpegs, and pdfs. The difference between a mat release and a news release is the mat release uses a feature angle instead of a lead that provides key messages. Mat releases also typically use a standard column headline rather than a varying headline because the concept is to provide helpful information and tips to the media consumer on a consistent basis.
media advisory vs fact sheet
A media advisory is a "memo" to reporters and editors about a news conference or upcoming event that they may wish to cover. A fact sheet, or backgrounder, serves as a 'crib sheet" for a journalist when he or she writes a story.
media kit
A media kit is usually prepared for major events and new product launches. Its purpose is to give editors and reporters a variety of information/resources that make it easier to write about the topic. Kits often include a news release, fact sheets, photos and other art, biographical material on leaders, and brochures.
privilege (from a legal perspective) When, if ever, might it apply to public relations counsel?
A number of considerations determine whether or not conversations between public relations practitioners and their clients are protected by attorney-client privilege. Who hired the practitioner, how involved the practitioner is in legal strategy, when the practitioner is involved and where the public relations practitioner is based are all important to understand how privilege works in public relations.
ethical responsibilities of using persuasion techniques
A practitioner should be more than a technician or a "hired gun." ..."their responsibility is to demand that the most accurate information be provided and the evaluation be the best available"
podcast v webcast
A website is enhanced and supplemented by using webcasts. Indeed, webcasting has become more common as bandwidth has increased and technology has evolved. Webcasts save time and money because they eliminate the cost of travel for participants. A podcast is somewhat like a webcast but designed to be distributed over the Internet using syndication feeds (RSS) for playback. Many podcasts are audio only, but video podcasts are also on smartphones, websites, YouTube and other social networking sites.
online newsroom
An online pressroom is the media's front door to the company. Most major organizations have a pressroom or a newsroom as part of their website. With a few clicks, a journalist can access everything from the organization's executive profiles to the most recent news releases. They also can download high-resolution photos and graphics, videos, and background materials such as position papers and annual reports. An organization often informs journalists via e-mail that a particular item is available on the company's site. Because there are virtually millions of webpages, extra effort must be made to ensure that reporters are aware of the website and what's on it.
Public relations practitioners are cautioned not to think of audiences as monolithic, but very diverse. Why?
Audiences for public relations efforts consist of complex groups that are culturally, ethnically, religiously, and economically diverse. Public relations practitioners are cautioned not to view audiences as monolithic because audience interests coincide at times but also conflict at other times and understanding these similarities and differences is critical for reaching audiences effectively. Public relations practitioners need to research their target audience and match the audience to the purpose and the media to reach them.
how can technology be used to segment audiences
Computer and other technologies can be used to conduct primary and secondary research to better identify the target audiences. Geographic data, social statistics, automobile registrations, voter registrations, sales figures, mailing lists, and membership lists can all be merged into organized databases. Technology has enabled more efficient and effective public relations efforts in regard to reaching audiences beyond geographical boundaries.
difference between copyright and trademark? How do public relations people help protect each?
Copyright is the protection of creative work from unauthorized use. The internet has raised new issues regarding copyright. Practitioners should know what material can be used without permission and what material requires permission from the creator. A trademark is a word, symbol, or slogan identifying a product's origin that can be registered with U.S. Patent and Trademark office. Practitioners should always capitalize trademarks and use consistently in all organizational literature, distribute trademark brochures, educate employees on trademark use, monitor the mass media for correct usage, check publications to make sure other organizations are not infringing on your trademark, make sure trademark is actually being used, and avoid the use of trademarked symbols or cartoon figures in promotional materials without the permission of the owner.
how has the Internet completely revolutionized a media system that goes back to Gutenberg in the 1400s?
For 500 years, mass media dominated the world's landscape. They had the characteristics of being (1) centralized/top-down, (2) costly in terms of being published (3) staffed by professional gatekeepers known as editors and publishers, and (4) mostly one-way communication with limited feedback channels. Thanks to the Internet, there are now two spheres of influence, which are constantly interacting with each other.
how should you prepare for a media interview
In all interviews, the person being questioned should be ready to say something that will inform or entertain the audience. The public relations practitioner should prepare the interviewee to meet this need. An interviewee can help the interviewer—and his or her own cause as well—by being ready to volunteer specific information, personal data, or opinions about the cause under discussion as soon as the conversational opportunity arises. In setting up an interview, the public relations person should obtain from the interviewer an understanding of the interview's purpose. Armed with this information, the practitioner can assemble facts and data for the client to use in the discussion. The practitioner also can aid the client by providing tips about the interviewer's style. It is especially important to be well acquainted with the interviewer's style, whether the interviewer is someone from a local newspaper, a TV reporter, or a Wall Street Journal columnist.
christian conservatives impact on company's policies and product sales
In general, Christian conservatives have strong opinions about preserving traditional family values, supporting prayer in the public schools, and voting for conservative politicians. Recent movies have drawn protests from these groups, along with Disney theme parks and cruise ships because they provide same- sex partner benefits and gay marriage packages.
Before pitching a story to a journalist or editor, why is it a good idea to first do some basic research on the individual or the publication?
It's important to know the kind of stories that a publication usually publishes or what kind of guests appear on a particular talk show. The media cover trends because consumers have an increased sense of creativity and style.
the social network for finding a job and making professional contacts.
LGBTQ+ community influences
Major characteristics: a strong per capita buying power, highly educated, highly loyal to a brand, and tend to purchase products that target advertisements to gay consumers and support gay issues.
is it essential to formally copyright all PR materials?
Major public relations materials (brochures, annual reports, videotapes, motion pictures, position papers, and the like) should be copyrighted, if only to prevent unauthorized use by competitors. Practitioners should understand copyright and its relation to fair use (educational use), photographs (photographers own rights), freelance writers, and internet/downloading issues. They should work closely with their company's legal counselors.
when the media call about an employee, what kinds of information should the public relations person provide? What other approaches can be used?
Media inquiries about employees should be handled with the practitioner only offering details such as beginning and ending time of employment job title and brief description of the job title. If an employee wishes to offer further information, which also can be arranged, especially if the story will likely be "positive" in nature.
misappropriation of personality
Misappropriation of personality is a form of trademark infringement that can result from the unauthorized use of well-known entertainers, professional athletes, and other public figures in an organization's publicity and advertising materials. Permission and/or licensing fees are involved. Personality includes the subject's "likeness" as well. This includes the use of "silhouettes" and other projections of a celebrity that may not actually be the image of the person, but his or her likeness is inferred.
characteristics of multimedia news release
Multimedia news releases now make it possible to embed a news release with high-resolution photos/graphics, video, and audio components. Service providers have teamed up with search engines such as Google, Yahoo!, and MSN to promote maximum exposure of the news release through search engine optimization (SEO).
basic purpose of news release
News releases are used to publicize organizations, people, products, accomplishments, and anything else that is newsworthy to the media The media rely on the news releases to help process information. No media enterprise has enough staff to cover every community event. News releases are judged solely on newsworthiness, timeliness, reader interest, and news values.
media tour and press party
On media tours, the public relations professional normally invites journalists and editors on a trip or tour to showcase a new destination, product or concept. Other times, an organization's executives may travel to key cities to talk with selected editors. Press parties may involve a luncheon a dinner, or a cocktail party. Whatever form the party takes, standard practice is for the host to rise at the end of the socializing period and make the "pitch."
why should PR practitioners be concerned about employee speech
Organizations are increasingly setting guidelines and monitoring what employees say online. Almost 50 percent of large companies audit outbound e-mail by their employees. With employee blogs, it is important for businesses to have a clear policy that provides guidelines for what rank-and-file employees, as well as executives, can say or not say on their blogs or in a posting on another blog. The public relations staff often prepares general guidelines and trains employees about such matters.
why is it important for an org to have a website
Organizations use their websites to market products and services and post media materials. The public, as well as media personnel, can access the information, download selected materials into their computers, and even print out hard copies. Websites have also become more interactive, giving public relations professionals valuable feedback from consumers and the general public. Marketing communications is also a common objective of organizational websites.
how can a pr person take precautions to avoid libel suits?
Practitioners can avoid libel suits by using accurate information with a delicate choice of words. A news release should be written to indicate clearly statements of opinion and statements of fact.
QR code
Quick response codes, known as QR codes, are two-dimensional matrix bar codes that serve as URLs to connect mobile users with an organization's website and any number of apps. The idea is that the consumer or journalist can easily access additional information in the form of articles, videos and photos about an organization, a product, or even an event.
how can effective issues management prevent organizational crises?
Resolving a problem before it becomes a public rift or conflict can save an organization from embarrassment, financial losses, and ultimately, reputation. A critical factor in issues management is practitioner experience, and understanding warning signs.
SEO
SEO is the process of carefully selecting keywords for the news release that make the content easily retrievable. If you're publishing online, Google style (i.e. SEO), always trumps AP style. Organizations should strive to format their news releases for SEO, because they know consumers are searching online. If public relations writers can produce an effective news release, they can bypass the media gatekeepers who always had the opportunity of interpreting the release how they wanted. In other words, the multimedia news release has expanded the audience beyond just the traditional media outlets
5 steps of the adoption process
awareness interest evaluation trial adoption
how does the self-disclosure of an issue or stealing thunder potentially beenfit an organization?
Studies show that stealing thunder enhances credibility of the organization and decreases the perceived severity of the problem. When an organization self-discloses a problem or issue it has two major advantages - stronger credibility is created with stakeholders and the organization has the opportunity to frame the issue rather than reacting to someone else's framing.
PR and the regulations of the Federal Trade Commission
The Federal Trade Commission (FTC) has guidelines for publicity, including: (1) information is accurate and can be substantiated; (2) stick to facts, and don't hype the product by being non-specific and ambiguous; (3) make sure celebrities actually use the product; (4) watch the language; (5) provide proper context for statements and statistics attributed to government agencies; (6) describe tests and surveys in sufficient detail; (7) remember that a product is not "new" if only the packaging has changed; (8) when comparing your product with a competitor's, make sure you can substantiate your claim and (9) avoid misleading and deceptive product demonstrations.
One example of Web interactivity is the "pull" and "push" concepts. What's the difference between the two terms?
The Web represents the "pull" concept because the user actively searches for sites that can answer specific questions. At the website itself, the user also actively "pulls" information from the various links that are provided. The user thus has total control. In contrast, the concept of "push" is that of information delivered to the user without active participation. Traditional mass media—radio, TV, newspapers, and magazines—are illustrative of the "push" concept, as are news releases that are automatically sent to the media.
fair comment
The fair comment defense is often used by food, theater or music critics that lambaste a restaurant, play or record. Organizations, in general, are somewhat limited in their ability to use legal measures to defend themselves against criticism.
instagram v pinterest
The primary selling point of Instagram is that it enables users to take pictures on their smartphones, apply digital filters to them, and share them on a variety of social networks such as Facebook and Twitter. A close cousin of Instagram is Pinterest. It is a photo sharing website for both companies and individuals, but also includes a wider variety of content such as infographics and recipes that can be easily "pinned" by individuals to their websites, blogs, and social media profiles.
why is senior audience so important in the US?
The senior audience is a fast-growing audience of men and women age 65 and older. characteristics:(1) not easily convinced by fads, (2) vote in greater numbers and are heavy consumers of mass media, (3) form an excellent source of volunteers and (4) are extremely health- conscious, out of self-interest.
to what xtent are hte internet and social media used by various ethnic and racial groups
There is virtually no difference between Hispanic youth and the general youth population in regards to heavy use of social media like Facebook. Companies are turning more and more to the Internet to reach multicultural audiences.
ways to formulate persuasive messages
Using yes-yes techniques, offering structured choices, seeking partial commitment and asking for more, settling for less are ways to formulate persuasive messages. Speakers can also present one side of an argument or present all sides.
what rights do photographers and freelance writers have regarding ownership of their work
While photographers have held legal "ownership" of their work for a long time, it has been only recently that courts have given free-lance writers some authority over their work. Previously, it was assumed that the purchase of written work entitled the receiver to use at their discretion, but recent developments have clouded the issue.
do you believe that conflict management is one fo the most important functions of PR? why or why not?
While public relations professionals should always strive for mutually beneficial relationships, sometimes conflict is a necessary element of public relations practice. The influence of public relations on the course of a conflict can involve reducing conflict, as is often the case in crisis management.
capabilities of electronic news service
With an electronic news service, no paper is involved; the release is automatically entered into the appropriate databases and search engines, which can be accessed not only by editors and reporters throughout the world but also by the general public. Editors select releases that are newsworthy to them, write a headline, and then push another key to have it automatically set for publishing or broadcast. Wire services are making the news release more sophisticated. Business Wire, for example, now has "smart" news releases that can be embedded with visuals and audio, as has already been mentioned. A reporter also can click various hyperlinks to get more information and photographs or charts. Tags can also be embedded in news releases that give key words that can be picked up by more than 300 social networks, such as YouTube.com, Yahoo!, and Google.
pilot tests--determining the suitability of a message
a variation of pretesting an audience. it allows an org to switch channels of dissemination if original channels are not exposing the message to the proper audiences.
why is it important to build repetition into a message?
all members of a target audience dont see or hear the message at the same time it reminds the audience if it has high credibility, it prevents erosion of opinion change lead to improved learning and increase the chance of penetrating audience indifference or resistance
cultural values of such groups as Hispanics, African-Americans, and Asian Americans
all three: include a deep family network, the mother or father as the family figure, focus on music, food, religion, and a strong bond between family and friends. these cultural groups tend to be more loyal to brands that try to reach them through cultural relevance, including language.
risk communication
any verbal or written exchance that attempts to communicate information regarding risk to public health adn safety and the environment. the risk can "naturally occur" or be associated with a produc or issue. once the issue reaches crisis on the organization, the PR professional must react to events in teh external communications environment as they unfold
why are women considered an important audience for PR and marketing personnel?
because of their consumer purchasing power. Women make over 80 percent of household purchase decisions and as a result, are being considered the "influentials" for many campaigns. In addition, research has suggested that women are much faster to embrace new media and are highly connected through friends where word of mouth influence is paramount.
baby boomer generation
born between 1946 and 1964 make up 24% of US population and as a result of their influence in the marketplace, have been the focus of many marketing and pr efforts Characteristics of this audience include being concerned about health care, insurance, retirement planning, and personal investing; being active and socially conscious; having disposable income; and being likely to get involved in a cause.
split messages--determining the suitability of a message
common in direct mail campaigns; different messages are prepared for separate audiences, and then monitored for effect
what methods can be used to evaluate a company newsletter or magazine?
content analysis, readership interest surveys, readership recall of articles actually read, application of readability formulas, use of advisory boards
how does measurement of message exposure (first-level communication) differ from measurement of audience comprehension of the message
differences are involved in primary research and the use of informational objectives in addition to bottom-line motivational objectives
formal opinion leaders
elected officials, president of company, head of membership groups
e-WOM
electronic word of mouth; use of WOM where influence is spread through peers nad colleagues in the adoption process today, organizations use eWOM as a major strategy to reach target audiences though their friends and colleagues because it is the second most influential strategy next to direct experience it is not without ethical pitfalls, as the breakout box(?) indicates
five basic elements of communications model
encoder, message, channel, receiver, feedback
why is 2-way communication (feedback) an im portant aspect of effective communication?
feedback, persuasion, dialogue
fastest growing ethnic group in teh US
hispanics (the U.S. Census Bureau predicts that Hispanics will number more than 130 million by 2050.)
what racial/ethnic group has the highest median income and percentage of college degrees
income and education-- Asian Americans avg family income ($66,000 - 28 percent higher than the total median U.S. income) 50% Asian Americans over the age of 25 have undergraduate degrees (compared to 28% of the U.S. population)
what kinds of messages and communication channels would you use for an active (info-seeking, already interested) audience
more sophisticated, supplemental approach-- brochures, in-depth articles, slide presentations, speeches
general types of evaluation questions a person should ask about a program
objectives are prerequisite for evaluation, all key publics should be considered within those objectives 1. was the activity or program adequately planned? 2. did recipients of the message understand it? 3. how could the program strategy have been more effective? 4. were all primary adn secondary audiences reached? 5. was the desired organizational objective achieved? 6. what unforeseen circumstances affected the success of the program or activity 7. did the program or activity fall within budget set for it 8. what steps can be taken to improve teh success of similar future activities
Public opinion is highly influenced by self-interest and events. What are these concepts? (summarized by what generalizations)
opinion is highly sensitive to events that have an impact on the public at large; public opinion doesn't anticipate events, but reacts to them; events trigger formation of public opinion; and events of unusual magnitude are likely to swing public opinion temporarily from one extreme to the other.
disadvantages of reaching the audiene through mass media
psychological and physical distance between sender and receiver is considerable lengthened
factors that affect teh adoption of an idea or produt
relative advantage, compatibility, complexity, trialability, observability
advantages of reaching the audience through mass media
relay information to thousands and even millions
what is the relative importance of ROI to a PR client
roi is becoming a measurement tool used in PR in terms of (1) what sales are generated and (2) how much tehy saved the company in terms of avoiding a crisis or litigation
what kinds of messages and communication channels would you use for a passive audience?
style and creativity-- photos, slogans, illustrations, use of celebrities
why is it necessary to use a variety of messages and communication channels in a pr program
tapping the senses of sight and sound requires multi-channel strategies (news releases, youtube, publicity photos, slide presentations, videotapes, billboards, newsletters, radio announcements, etc.)
"audience participation"
user-generated content can have a beneficial effect on the creator, if not the audience. ex. healh campaigns for teens, rallies, demonstrations
do you think news stories about a product or service should be evaluated in terms of comparable advertising costs? why or why not?
the use of adveryising value equivalency (AVE) is somewhat suspect, and theres rapid decline in the practice. the technique reinforces the opinion of many media gatekeepers that all news releases are just attempts to get free advertising
what are the advantages of systematic tracking adn content analysis of news clippings
the value of systematic tracking includes continuing, regular feedback to determine if an organization's publicity efforts are paying off in terms of plcaements and mention of key messages; tracking over a period of time is called benchmarking. content analysis allows for a categorization, so that practitioners and/or editors can shift a focus depending on respective media coverage of said categories
informal opinion leaders
those who have clout with peers because of soome special characteristic
the mechanics of organizing a news conference
• Select a convenient location, one that is fairly easy for news representatives to reach with minimal travel time. • Set the date and time. A time between midmorning and midafternoon is good. • Friday afternoons are deadly, as are days before holidays. • Distribute a media advisory about the upcoming news conference when appropriate. This depends on the importance of the event. • Write a statement for the spokesperson to give at the conference and make sure that he or she understands and rehearses it. In addition, rehearse the entire conference. • Try to anticipate questions so that the spokesperson can readily answer difficult queries. Problem/solution rehearsals prepare the spokesperson. • Prepare a media kit. This should include a brief fact sheet with names and titles of participants, a basic news release, and basic support materials. • Prepare visual materials as necessary. These may include slides, photos, posters, or even a short video. • Arrive 30 to 60 minutes early to double-check arrangements. Test the microphones, arrange nametags for invited guests, and distribute literature. • A practitioner should take particular care to arrange the room in such a way that photographers and TV crews do not obstruct reporters.
basic components of an online news release
• Use a specific subject line that identifies exactly what the news release is about. • Make your entire release a maximum of 200 words or less, in five short paragraphs. • The idea is brevity so that reporters see the news release on one screen and don't have to scroll. • Write only two or three short sentences in each of the five paragraphs. • Use bulleted points to convey key points. • Above the headline or at the bottom of the release, be sure to provide a contact • Name, phone number, e-mail address, and URL for additional information. • Never send a release as an attachment. Journalists, because of possible virus infections, rarely open attachments.
