Public Relations Final Exam

Framing (Supplemental reading - The Power of Communication)

"...People make judgments based on the FRAMES in which the facts are embedded. But they justify those judgments based on the FACTS. It isn't that facts don't matter. But the facts are invoked afterward. They're not a determinative point of view."

What did Sree Sreenivasan say about PR and product purchasing? (lecture slides - Week #8)

"Just because someone's writing about you doesn't mean they'll buy your product." (Sree Sreenivasan, Columbia U.)

Understanding the 10 Types of Innovation (lecture slides - Week #10)

(see the chart on the slide deck)

How do you decide what you'll pitch? (lecture slides - Week #9)

1. "Activation pillars" e.g. big brand moments - planned out, campaigns (ex: Walmart Brings Virtual Try-On Experience To Online Shopping For Women's Apparel AND ex: Natural Light Da Vinci of Debt) 2. "Always-on" media pitching e.g. trend-jacking, news-jacking, tapping into news, cultural moments, etc. (ex: see upcoming "always on" slides AND ex: see "cultural moment encyclopedia" doc.)

A more crowded field means... (lecture slides - Week #8)

1. ...more opportunities but also greater competition 2. "PR outreach to media needs to be more relevant and targeted to stand out in the crowded social field and our fragmented, ever-shifting media environment." (textbook)

Align the brand's personality to... (lecture slides - Week #10)

1. ...to the PR activations 2. ...to other brand partners

Associative Network of memories (lecture slides - Week #10)

1. A brand exists in the mind of a consumer: Consumer psychologists conceptualize a brand as a cognitive web of associations that exists in the memory of a consumer. 2. Associative network: our memories are part of a network of memories—with each memory the center of its own associative network. 3. Let's take Starbucks as an example. a We might associate Starbucks with ideas about coffee in general b. Another set of memories we might associate with the brand has to do with the sensory experience of being in the store—for example, the aroma (And that sensory memory, in turn, may be linked to the idea that the stores are nice places) c. And one more topic we may associate with Starbucks is the high price of some of the famous items on the menu (And the memory of the price of lattes may in turn be associated in our minds with a stereotype of the typical Starbucks customer—we may think of a young urban professional willing to spend $5 on a coffee)

CSR: Positive Impact on Reputation (lecture slides - Week #11)

1. According to Cone Communications, the majority of U.S. consumers prioritize companies that are responsible, caring, advocate for issues, protect the environment, and give back to important causes 2. According to a Nielson study, half of U.S. consumers say they would definitely or probably change their consumption habits to reduce their impact on the environment.

CEOS Take Stances on Social Issues (lecture slides - Week #11)

1. According to a 2018 survey by PR firm Weber Shandwick, 77% of American adults agree that CEOs need to speak out when their company's values are violated or threatened a. Almost half of Americans (48%) believe CEOs can influence decisions and actions of government. b. Half of consumers (46%) would more likely buy products or services from a company whose CEO speaks out on a social issue they care about-only 10% would be less likely to buy 2. However, opinions are divided when it comes to the CEO's responsibility to speak up. 3. According to a survey on CEO Activism by Stanford University (Rock Center for Corporate Governance, 2018), individuals who react positively to CEO positions on social, environmental, or political issues are largely counterbalanced by others with a strong negative reaction. 4. Both sides, however, agree in approval when issues are directly related to the company's business or employees

CEO Activism (lecture slides - Week #11)

1. Activism and public positions: CEOs and company leaders are increasingly taking part in activism and public positions on political and social issues. 2. Building trust: a. The Edelman Trust Barometer has revealed that the world's population increasingly looks to businesses to lead as other institutions have seen steady declines in their trust levels and efficiency. b. Trust is built through specific attributes, such as integrity, engagement, products and services, purpose, and operations.

CSR vs. corporate philanthropy (lecture slides - Week #11)

1. Allocating a share of proceeds from product sales to a charity differs from integrating sustainable business practices (way of doing business and treating suppliers and employees) into the company's operations. 2. Example of companies making charitable donation: Lord & Taylor donating to St. Jude's Hospital during a "special sale".

Who's telling your story: External spokespeople (lecture slides - Week #9)

1. Are they a fit for your product or campaign? 2. Relevant to your target audience? 3. Relevant to mainstream media or your target media? 4. Have interesting current projects? 5. Affiliated with a specific charity? 6. Do I know what shows they've done recently? 7. Any current or past controversy surrounding this person? 8. Have I reviewed past TV interviews to see what corporate sponsorships they've done?

Building strong brand equity (lecture slides - Week #10)

1. At the lowest level: brand managers must ensure that customers can identify the brand and associate it with a specific product class or need. 2. Next, the product must meet the customer's functional needs through performance, while also meeting his or her social and psychological needs by linking the product to a host of tangible and intangible brand associations. 3. Moving up, successful products must elicit positive customer responses (subjective opinions and evaluations, and also emotional responses and reactions) with respect to the brand. 4. Finally, achieving "resonance" establishes a product or brand's relationship with consumers such that they feel a personal connection to the brand.

Make sure the pitch matches your brand (lecture slides - Week #9)

1. Be authentic. 2. Match what you say, with what you do!

Brand Equity (lecture slides - Week #10)

1. Brand equity is often described as the set of assets linked to a brand's name that adds to or subtracts from the value of that product or service. Brand equity can be negative or positive. Negative brand equity causes customers to react less favorably to promotion of a product or service when the brand of that product or service is identified; positive brand equity causes customers to react more favorably to a product or service when the brand is identified. 2. Brand awareness (familiarity) 3. Perceived quality (differentiation, reason to buy) 4. Brand associations (subjective, emotional - brand personality) 5. Brand loyalty (repeat buying, WOM) 6. Other brand assets (trademarks, competitive advantage)

What is "always-on" pitching? (lecture slides - Week #9)

1. Breaks apart the traditional and slow pitch process with a fast, proactive, and opportunistic model that enhances both coverage quantity and quality. 2. Based on the principles of supply and demand: a. Supply side: What do we have to offer by way of spokesperson POV, commentary, case-studies, etc. b. Demand side: What are current media trends, what is the current media dialogue. 3. Quickly inserts our clients' POV into media dialogue.

What are Pitch Letters? (lecture slides - Week #9)

1. Brevity is the key to success (and get to the point, fast) 2. Put current news/trends in the lead 3. Don't oversell 4. Don't drown your pitch with fruitless client mentions 5. NEVER mass-email, unless it's breaking news 6. PERSONALIZE each pitch letter 7. Think about your desired headline and work backwards 8. Think about offering an 'exclusive' or at least a 'first' opportunity in their media category 9. No attachments, but OK to use visuals in the email when needed 10 Hopefully you'll begin a back-and-forth exchange that results in media coverage.

CSR Flows From Business Culture and Builds Reputation (lecture slides - Week #11)

1. Communicating CSR: CSR message with a "corporate fit" are more effective and have greater credibility 2. The case of Starbucks: The company's CSR includes the following: a. Ethical and sustainable sourcing of coffee, tea, cocoa, and merchandise. b. Environmental practices in its stores. c. Employee benefits, such as college tuition support. 3. Starbucks Corporate Social Responsibility: Ethical Sourcing

Brand Culture (lecture slides - Week #10)

1. Consider a newly introduced product. It has a name, a trademarked logo, and perhaps other unique design features, but the "brand" itself does not yet exist. Its name, logo, and design are all markers of the brand, but because the product does not yet have a history, these markers are empty. 2. Conversely, famous markers like the bitten Apple, the Starbucks mermaid, the Nike swoosh, and the unique sound of a Harley-Davidson engine are rife with customer experiences, advertisements and corporate sponsorships, product placements, media reviews, social media posts, and word of mouth. 3. Over time, ideas about the product accumulate and fill the brand markers with meaning. This meaning creates a BRAND CULTURE

Storytelling and Global PR: Crisis Considerations (lecture slides - Week #11)

1. Consideration for communication styles: Communication styles of foreign companies must be adapted to U.S. market expectations for accountability and transparency. 2. Example: The crash of Asiana Airline's Flight 214: a. The flight crashed while attempting to land at the San Francisco International Airport, resulting in 3 fatalities and over 180 injured. b. Asiana's crisis communication efforts were thought to be insufficient by most U.S. observers. c. This incident demonstrates the importance of cross-cultural competence among corporate communication professionals.

Global Public Relations (lecture slides - Week #11)

1. Cross-cultural communication= Interactions that reflect a sensitivity to and understanding of differences in customs, histories, and social norms. 2. Applied to pr, it comes ... cultural intelligence= Ability to comprehend different beliefs, practices, attitudes, and behaviors in one country or market and apply that knowledge to attain your goals 3. The growth of major companies and the shrinkage of the world owing to the profound impact of digital and social media 4. Global PR is one of the fastest growing segments 5. North America was still the largest region in the PR market in 2018, and continues to grow 6. Shift to a global marketplace raises key questions for PR practitioners: a. Effective global communication. b. Guidelines for success and pitfalls to be avoided. c. Gaining experience in the field. 7. "Strategic communications and actions carried out by private, government or nonprofit organizations to build and maintain relationships in socioeconomic and political environments outside their home location." -IPR

Global PR: Cultural Intelligence (lecture slides - Week #11)

1. Cultural Intelligence= The ability to recognize and comprehend different beliefs, practices, attitudes, and behaviors of a group and then apply that knowledge to attain your goals, whether those goals are political, business, or otherwise. 2. The case of Asiana: The case demonstrated the need for companies to adapt to the cultural norms and expectations of the countries where they operate. 3. Understand the market: a. PR professionals must understand the market in a new country, and the factors driving it. b. Example: In India, MNCs must overcome a history of resistance to entry by foreign businesses into the country through an understanding of the country's expectations for CSR.

Faces on Labels (supplemental reading - Article by Jim Barlow-Oregon, "Faces on Product Labels Appeal to Lonely People")

1. Customers that lack social connection have increased brand likability for companies that put faces on brand materials. 2. People fill social voids through what they buy. This information is especially important for charities and nonprofits that work to help socially isolated communities.

Storytelling and global PR (lecture slides - Week #11)

1. Developing your corporate "story," along with an understanding of the local culture and market environments, are key to success. 2. Cultural adaptation in China: There must be awareness of the fact that the media is controlled by the government and social media is monitored and censored. 3. Elsewhere in Asia, different challenges - less government control and freer media

What are the types of media? (lecture slides - Week #9)

1. Earned (free): Public Relations a. Reviews b. Media coverage c. Guest posts d. Mentions 2. Owned: Marketing a. Your website b. Your Blog c. Your profile d. Your social pages 3. Paid: Advertising a. Pay Per Click b. Display Ads c. Paid social d. Native Ads e. Paid influencers The optimal mix leverages them ALL!

Why amplify influencer content? (paid ad- target the influencer post) (Guest speaker lecture - Week #8)

1. Extend the life of influencer content past initial organic performance 2. Reach audiences you normally wouldn't from an influencer' organic following 3. Drive and optimize campaign for specific KPIs like engagement, link clicks, etc. 4. Amplify top performing content/creative by allowing the platform to optimize to the most efficient performers 5. Utilize influencers with local, regional, or niche following without sacrificing reach

Facebook and Advertising (Supplemental reading - Facebook Freeloads Off of Newspapers)

1. Facebook and Google don't create content, yet they get the majority of advertising dollars for simply being a platform for these content creating news companies to distribute their news. 2. The drop in news company revenue has led to a drop in the number of journalists, especially for local news stations. 3. One solution to this problem, which Australia has done, is to have companies like Google and Facebook pay news companies for their news content.

Facts don't speak for themselves (lecture slides - Week #10)

1. Facts don't speak for themselves - they are open to interpretation based on context (framing): a. 13% of patients experienced this side effect b. Only 13% of patients experiences this side effect c. Fully 13% of patients experiences this side effect d. As many as 13% of patients suffered from this side effect e. Even though 13% of patients experiences this side effect, the medicine was so effective in treating their disease that they still took their medicine 2. The fact, the "13%" is just a data point. It carries no meaning beyond the statistical. We need to make sense of it. If we don't, our audience will have to. 3. FRAME FIRST, FACTS SECOND

Facts, framing, and metaphors (Supplemental reading - The Power of Communication)

1. Facts, without framing, metaphors, narratives... are open to interpretation 2. When a frame is triggered, a worldview is triggered determines the meaning that follows 3. Metaphors in particular trigger world views, and are powerful framing mechanisms 4. If facts are inconsistent with the frames in our brains, we ignore the facts 5. Speaking merely the facts causes audiences to provide their own frames or gives an opening for critics and others to provide the missing frames (usually to our disadvantage) 6. To be persuasive, frames must precede facts

Frames, metaphors, and narratives (lecture slides - Week #10)

1. Facts: Texting or talking on cell phone while driving causes 12 percent of crashes among teenage drivers Frames: a. Texting while driving is like smoking while driving (e.g. addiction) OR b. Texting while driving is like drunk driving (e.g. illegal, danger to others) 2.

Frames as mental structures (lecture slides - Week #10)

1. Framing theory: A theory that suggests that how something is presented to the audience (called "the frame") INFLUENCES the choices people make about how to process that information (from "week 3") 2. Frames add context to our thinking and understanding 3. "Every word, like elephant, evokes a frame, which can be an image or other kind of knowledge: Elephants are large, have floppy ears and a trunk, are associated with circuses, and so on. The word is defined relative to the frame. When we negate [deny] a frame, we evoke a frame." -George Lakoff, The Power of Communication

Why Is Branding So Crucial to an Organization's Success? (lecture slides - Week #10)

1. From the organization's perspective, brands create value by: a. Identifying and differentiating a company's products or services from its competitors' so that they are easily recognizable to prospective customers; b. Fostering increased customer awareness and emotional engagement; c. Commanding premium prices in the marketplace; d. Reducing marketing costs e. Creating competitive advantage and barriers to entry 2. From the consumer's perspective, brands create value by: a. Serving an informational role by assuring customers of the quality and workmanship of the product based on the reputation of the manufacturer b. Allowing for cleaner interpretation and easier processing of information during purchase c. Reducing the time and effort needed to make purchasing decisions d. Reducing the risk in the purchasing choice e. Providing confidence to consumers in their purchasing decisions f. Infusing a purchase or consumption situation with meaning g. Acting as symbols that express consumers' values and identities

To get the most from your PR efforts, branding must be a part of your PR strategy (lecture slides - Week #10)

1. How people perceive your company is perhaps the most significant factor in whether they do business with you. 2. The first step to creating a brand identity is to find the story behind your business. 3. If a reporter can't figure out your brand right away, they may question whether it fits their audience. 4. It's tough to get good publicity if your business doesn't seem trustworthy, but the inverse is also true — a trustworthy business will have an easier time getting good publicity. People are naturally skeptical of businesses, which means gaining their trust isn't a small feat. Your brand's story and values can be key factors in why people decide to trust it. 5. Branding and PR may require separate teams and strategies, but to get the most out of them, they need to work together to build your business's image. When they're in sync, both will be far more effective.

Influencer Networks vs Individuals (Guest speaker lecture - Week #8)

1. Influencer networks (TikTok for Business, YouTube Brand Content, etc.) gives you more influencers (higher scale) but it is less authentic 2. Partnering with Individual influencers is more authentic but it has less scale

What goes into a Press Release? (lecture slides - Week #9)

1. Inverted pyramid: Most important, relevant information to publics first 2. You do not necessarily need to lead with all "five Ws" 3. But including at least some of this information at the outset makes a release clear—and can pique interest 4. Reporters, editors have little time to sort through releases 5. NOT necessarily information most relevant to PR professionals or their employers 6 Should read more like a news story (though it's coming from brand, so will be highly messaged/branded, etc.)

Who's telling your story: Internal spokespeople (lecture slides - Week #9)

1. Is there someone in the organization who has an interesting story to tell? 2. A research and development expert? 3. A quality assurance expert who knows the product best 4. An internal RD? 5. Can you create a "celebrity" around these people? 6. Internal experts can work especially well in social media where consumers want to hear from and see the face behind the company. 7. Internal spokespeople can also work well for desk-side briefings. 8. And goes without saying, but always have a corporate communications representative lined up for interview support.

What makes writing for PR different than Marketing? (lecture slides - Week #9)

1. Marketing is focused on promoting and selling a specific product (you are writing directly to your customer) 2. PR is seeking visibility, but you rely on gatekeepers to get your message out (you must identify the gatekeepers and appeal to them specifically and convincingly to get a positive response)

Words as metaphors (lecture slides - Week #10)

1. Metaphor is "understanding and experiencing one kind of thing in terms of another" (Lakoff) 2. When we hear "The White House announced today..." we don't think a building is speaking - metaphor: White House stands for the "Administration of the President of the US" 3. Same for "Hollywood" (meaning entertainment industry) or "Wall Street" (meaning financial markets) 4. Metaphors for anger: a. He lost his cool b. When I told him, he blew up c. When I told him, he had a cow 4. Metaphors in marketing a. "Redbull gives you wings" b. "King of Beers" c. "No one grows ketchup like Heinz"

How to pitch Print/Digital media (lecture slides - Week #9)

1. Most print/digital reporters are organized by beat (subject of interest) 2. Reporters are observers and researchers and are by natural skeptics 3. They're details people - they need specifics, facts and figures 4. Articles may be long-form or briefs 5. QUESTION: do you know where in the paper, or on the site your story could fit?

What should you watch out for when creating a media list? (lecture slides - Week #9)

1. Once you make a database list like this, be sure to review EACH media contact to be sure they are the right fit for your story 2. Blasting media pitches is a thing of the past - if you do this, you are likely to end up on a 'block list' for a news outlet

What is the optimal approach to PR campaigns? (lecture slides - Week #8)

1. Optimal approach to campaigns is blended - paid, earned, owned 2. PR practitioners are evolving to meet this need 3. News is now on a 24/7 cycle - consumer engagement can happen anytime a. This makes the lifecycle of a story shorter, there is always new content to share b. Brands now have conversations happening anytime of day too c. This is especially true in a crisis situation 4. Negative news travels wider, faster and PR professionals need to be monitoring 5. Social media can also amplify positive stories - brands can share earned coverage on all platforms

PR's Role in CSR (lecture slides - Week #11)

1. PR practitioners are the ideal executive for CSR management because CSR activity combines issues management, stakeholder relations, media relations, and event planning. 2. Well-communicated CSR helps build corporate reputation, attract investors, support recruitment and retention, increase profits. 3. If done poorly... talking about a company's CSR may be perceived as self-promotional or greenwashing that misleads consumers regarding the firm's environmental practices or the environmental benefits of a certain product 4. PR professionals, characterized by ethical awareness and performance, play a role in the effective communication of CSR

Corporate Social Responsibility (CSR) (lecture slides - Week #11)

1. Triple bottom line a. CSR deliberately includes public interest into corporate decision-making, honoring the people (social), planet (environment), and profit (economic). b. CSR is widely defined as "the sum of the voluntary actions taken by a company to address the economic, social and environmental impacts of its business operations and the concerns of its principal stakeholders." 2. Company discretion: a. CSR activities are done at a company's discretion. b. They are not enforced by governments or regulatory bodies. c. This contrasts with legal obligations, such as paying taxes, and so on

What is Role Reversal in PR? (lecture slides - Week #9)

1. Try swapping roles with the journalist. You're now responsible for a segment/article. 2. Questions you should ask yourself: a. Is this of interest to my readers, viewers, etc.? (does it matter to them, or does this just feel like a commercial for a brand?) b. What are the visuals needed to bring the story to life? c. Do I have enough material/examples to support a trend story or garner a feature piece? d. Does this spokesperson have TV experience, interview experience? 3. Picture the end-result FIRST (story you are aiming for) and work backwards.

Public Relations and Relationship Building (lecture slides - Week #10)

1. When we meet someone in real life, we ask questions to get to know them better. We listen to their anecdotes, ideas, opinions, and beliefs. We try to unearth their story, and to tell our own (or some of it, at least). The end goal is to connect - build a RELATIONSHIP. 2. In business, the rules don't really change. Telling your story is a critical part of building your brand. It helps to shape how people view you and enables consumers to begin forging a connection with you and your company. Do it right, and you'll put building blocks in place that allow you to develop a thriving brand with an equally thriving future, one that people buy from simply because they love what you do, what you stand for, and the stories you share. 3. The trick, however... is to be authentic. Consumers aren't stupid. If they think you're fabricating stories and falsifying your brand, they will find out. At some point, the truth will come out and the "brand" you built will be in need of serious damage control if it's to survive. 4. "A good story makes you feel something and is universal. They want to grasp your values and your commitment to excellence; be inspired and intrigued. Storytelling is the most powerful way to convey these ideas." -Mark Truby, Vice President of Communications, Ford Motor Company

Media Pitches (Supplemental reading - How To Write a Media Pitch)

1. When writing a media pitch, you need to think like a journalist 2. Write a pitch that addresses the news values that the journalist's audience is interested in. These values can include: timeliness (relevant right now), impact (use numbers/statistics to relay to importance of the topic), prominence (how well known is the topic?), proximity (does the topic "hit close to home"?), conflict (what is the drama?), and human interest (framing a niche topic for a broader audience) 3. Personalize your pitch to the journalist you're reaching out to since the most common reason that journalists don't respond to pitches is because the emails lack personalization. 4. Your pitch subject line should have the word "Pitch" in the beginning and needs to be short and clear. 5. Your pitch should be 2-3 paragraphs, includes helpful links, and experts they can contact for more information.

New Technologies... (lecture slides - Week #8)

1. YouTube is indicative of any technology's benefits and limitations 2. New technologies offer new experiences for the public 3. But they don't ELIMINATE older ones as much as change how they are used and DIMINISH their reach 4. Though not as diminished as we might think

Halo Effect (lecture slides - Week #11)

A term used to explain the positive bias shown by customers toward certain products because of a favorable experience with other elements associated with the brand (other products, country of origin, etc.)

How do you create an authentic story? (lecture slides - Week #10)

Brand stories are a powerful way to build trust. But how do you create an authentic story? 1. Add Personality (Brand stories should be told with the brand persona and the writer's personality at center stage) 2. Keep Your Story Simple Simple stories are better (Science says so, and experience affirms it) 3. Focus on Why Your Brand Exists (Why does your brand exist? The answer should be a story, like TOMS "one for one") 4. Connect With Your Customers (Let your story show how you relate to your customers and how you understand them) 5. Remember Customers Buy Your Story, Not Just Products (When a customer purchases your product, they must feel as if they are buying part of your brand story) 6. Get Others To Tell Your Story (Encourage customers to share your story in their own words. PR... PR... PR...!) Some brands get so caught up in their story, that they neglect the value of their present activation. Although you can honor your brand's heritage, you should still live in the present.

Know when NOT to pitch (lecture slides - Week #9)

Don't pitch on certain holidays or when the journalists is on vacation

Four dimensions concerning SR (lecture slides - Week #11)

In 2019, the reputation of 2,200 companies was measured by the U.S. RepTrak 100. Of its seven dimensions of ranking, four concerned SR, including: 1. Workplace: Benefits and culture. 2. Governance: Ethical behavior, transparency, and fairness. 3. Citizenship: Taking active stands in bettering the world. 4. Leadership: Vision, mission, and accountability.

What is Integrated Media? (Guest speaker lecture - Week #8)

Integrated media is made up of: 1. Culture 2. Media 3. Digital All of these three components also overlap with each other.

PR forms of writing (lecture slides - Week #9)

Most common forms of writing when dealing with media: 1. Press releases 2. Fact sheets 3. Media alerts 4. Pitch Letters Not limited to this, PR-professionals are often skilled writers, so are now tasked with expanded remits (blogs, social, web-copy, etc.). But our focus will be on writing for the purpose of public relations - e.g. writing that interacts with media.

Embargo, background, off the record (lecture slides - Week #9)

Must ask permission first to: 1. Share under embargo. 2. Speak off the record. 3. If you can be on background. All only happen when there is an agreement between journalist and PR person. Don't send embargoed press release as blast. It's not embargoed until both agree

Refuting negative rumors about a company doesn't work so well (lecture slides - Week #10)

Refuting negative rumors about a company doesn't work so well. It relies on logic, which often is ineffective when what we're trying to do is change people's feelings. What works better is adding new memories with positive feelings attached to them, or strengthening existing positive feelings in the consumers' associative networks.

Brand personality (lecture slides - Week #10)

Standard brand personality traits in the United States: 1. Sincerity (down-to-earth, honest, wholesome, and cheerful) 2. Excitement(daring, spirited, imaginative, and up-to-date) 3. Competence (reliable, intelligent, and successful) 4. Sophistication (upper-class and charming) 5. Ruggedness (outdoorsy and tough) Consumers do not just choose brands consistent with their own actual self-concept, but also based on their IDEAL self-concept (how they would like to be seen), on others' concept of them (how they think others see them), and sometimes on multiple aspects of self that can vary in differing situations.

What are the Tiers of Influence? (Guest speaker lecture - Week #8)

Tiers (top to bottom): 1. Celebrity 2. Macro 3. Midtier 4. Micro 5. Nano 6. Fans The higher the tier, the greater REACH, but less ENGAGEMENT. Anyone can be an influencer since an influencer is anyone with influence. SO yes, fans can be influencers, they're just on the bottom of the Tier of Influence

What are Media Alerts? (lecture slides - Week #9)

To announce events

What are the most effective influencer platforms? (Guest speaker lecture - Week #8)

Video! ("video is king"- YouTube, TikTok, Instagram)

Media Training (supplemental reading - "Media Training Guide", Week #12)

1. Preparing for media interviews help with anticipating reporter's questions, communicating your message, and helps with gaining insights on the reporter's style 2. Working with a media relations representatives helps with having consistent institutional messages 3. When dealing with the media, know their deadlines for stories, which would leave a lasting impression. Know that you are the expert on the topic and that you have the right to refuse an interview. 4. When preparing for an interview, ask the journalist what the topic is about, and then develop key points to mention during the interview. You should be able to make these points in 15-20 seconds. When preparing for a controversial topic, create responses for the most challenging potential questions. 5. Provide background material, such as facts or statistics, to journalists when covering complex topics. 6. Make sure your answers are clear and concise- this helps for sound bites and quotes for print media. 7. During the interview, act like you're talking to a friend and make it conversational. This will help you be more confident and composed. Wear dark and solid jackets, and avoid distracting patterns. 8. To have control of the interview, use bridging and flagging techniques. This helps with focusing on your key points. An example of bridging is, "What I really want to talk about is..." An example of flagging is, "The bottom line is..." 9. Your answers should be prompt and honest. Don't ever respond with "No comment" since this comes across like you're hiding something. 10. Avoid using jargon in your answers, unless speaking with a journalist from a technical trade journal- know your audience and adapt. 11. Be a good listener, and use the interviewer's name. 12. Subtle hand gestures can help emphasize key points. 13. Nothing you say is ever truly "off the record." 14. You cannot ask journalists if you can approve the final product, but you can ask when the story will be published.

How to pitch TV/video media (lecture slides - Week #9)

1. Producers have very little time to research stories, help them do their jobs...show them a national print story that helps prove your point 2. A visual is worth a thousand words a. Do you have b-roll, a live interview, a great visual? b. Often the availability of visuals can influence how the story is covered or whether it is covered at all 3. Who will appear on-camera for your brand, and do they have TV experience?

PR Writing + Press releases (Textbook, Chapter 6)

1. Providing the "5Ws and H" early in PR writing gives the reader the essential information needed to continue reading (124) 2. When conducting written communication, PR professionals should always ask themselves, "Have I addressed the readers' interest or only mind?" (126) 3. However, the gold standard vehicle for getting essential information to the media is the press release. This PR asset is used to secure coverage with a wide variety of media outlets, including radio, television, and newspapers (130-131). 4. When writing an effective press release, you need to determine what information is valuable to the new outlet's audience. The gatekeepers of the news outlet, such as journalists, are seeking news that aligns with their audience's scope of interest, so delivering the press release to the relevant media outlet is crucial (132). 5. Press releases should follow an inverted pyramid model, where the most important information comes earlier in the press release and the least important information comes towards the end. This format enables journalists to decide sooner if the information is relevant to their audience. This model is also designed in the same way that news articles are written, with the difference being that the information that is determined to be most important reflects the organizational goals. For example, in a press release regarding a change in leadership, an organization would prioritize information that shows the new CEO's accomplishments in order to frame the news in a positive way, while journalists might wait to mention that information until later in their news article. PR professionals need to follow the inverted pyramid model, while also prioritizing information that is important to the organization (132). 6. Within the press release, there should be URL links to access relevant information. Additionally, the end of the release should have the contact information for the brand's PR person so a journalist can get answers to any questions (133)

What are the components to Public Relations writing? (lecture slides - Week #9)

1. Public(s)-centric (not company-centric) 2. You have 2 publics to consider: a. Journalist b. Their reader (who is also, hopefully, your consumer) 3. Journalists are focused on what they see as the nature of their readership: a. A latent public b. Focused on a geographic area c. Interested in particular subjects 4. But... journalists are put off by overly promotional material

Crafting a pitch: Map your story (lecture slides - Week #9)

1. Remember, it's a story. Not a mash-up of messages 2. A message mapping session: a. Is a facilitated session involving key stakeholders who help define the story. b. Can help uncover new angles and trends. c. Most importantly, it can help you put forward a strong, compelling and memorable story that passes the "why should the media care" and "why should the media care now?" test.

Social Media (Textbook, Chapter 8)

1. Social media has given PR professionals the ability to communicate directly with target audiences, instead of having to go through gatekeepers, like journalists. 2. Social media encourages interaction through likes, comments, and shares. 3. The overwhelming majority of Americans go online everyday, especially young people. 4. When PR professionals are using social media, they need to understand which demographics are on which platforms. For example, if you're trying to promote a product or service to older people, you probably wouldn't leverage Instagram or Snapchat as your primary medium since those platforms are primarily used by young people. 5. Social Network Theory= "examines the web of interrelationships among people and organizations." It uses concepts such as network size and quality, social distance, network diffusion, and complexity. These concepts "help explain the usefulness of social media platforms." 6. Social media gives brands an opportunity for engaging storytelling, something that traditional media and press releases don't offer. 7. Social media and influencers have changed and will continue to change the PR industry. 8. The public's decreasing attention span has caused a shift to prioritizing visual images in PR practices.

Crafting a pitch: What makes a story "news"? (lecture slides - Week #9)

1. Something new 2. Something surprising 3. Winners and losers, heroes and villains 4. Trends 5. Anything going up or down

Starbuck's "Race Together" PR Campaign (supplemental reading - The Inside Story of Starbucks's Race Together Campaign, No Foam)

1. Starbucks' "Race Together" Initiative was not received well by audiences on social media since it came across as superficial. 2. There might be a limit to "CEO activism," like the CEO of Starbucks Howard Schultz trying to be the face of Starbuck's initiative to address racial inequality. 3. Schultz believes in having strong business values to perform well. When a company treats its employees well, it will lead to better results. 4. CEOs argue that philanthropic and corporate social responsibility work is not PR and that it is genuine, but the reality is that it is great PR material, and the CEOs know this. 5. Schultz did have an authentic urge to do something about racial inequality. The Race Together initiative did come from a genuine place, even when it might have seemed like a poor "business" decision since the ROI did not look great initially from a financial perspective. 6. There was no market research done prior to the Race Together campaign. 7. The Race Together initiative came across as top-down to many publics, not bottom-up. It did not feel democratic or organic. 8. The Race Together initiative did not end up having a negative impact on Starbucks' sales, and their sales actually increased during that time. 9. Schultz takes pride in the fact that the Race Together initiative was not market-driven since he feels that it was a sincere campaign that was sparked from a desire for change, not a desire for increased profits.

Global PR (textbook, Chapter 16)

1. The demand for public relations professionals is increasing globally with the expansion of Internet access and the globalization of the market (365) 2. When practicing global PR, it is imperative that practitioners develop a comprehensive understanding of the market's economic and social characteristics (365) 3. Some questions PR professionals should ask themselves when developing campaigns outside of the home market of the company is: is the media free and unrestricted? What is the political ideology of the government of this region? What are the local laws and regulations that govern public relations practices? (365) 4. Develop an understanding of the audience you want to reach. This is the same for global PR and for domestic PR (365) 5. Social media makes all PR practices global PR because of the extensive reach that social media has on the world (366) 6. Developing your corporate story, relating this to local culture, and connecting this to the market environment are critical to international communication (366) 7. The type of content you choose to relay information changes depending on the market. For example, in Asia, long-form content is preferred by audiences, while in North America, short-form content is preferred. The medium also changes, such as the use of Twitter and Instagram over the use of YouTube. (366) 8. Working in an international market helps with career advancement since it shows initiative and a willingness to take on challenges. (370-371)

To be an effective global communicator, what key issues must be addressed? (lecture slides - Week #11)

1. The question of the freedom of the media. 2. The question whether the media is active or passive. 3. Political ideology of the government in power. 4. Stage of development and reach of broadband technology. 5. The impact of the rates of poverty and literacy on the purchase of news coverage and social media material. 6. History of activism and major social movements. 7. Laws and regulations governing advertising and PR practices.

What is Schramm's Model of Mass Communication? (lecture slides - Week #9)

1. Theory to explain what happens in communication. 2. Distinctive feature: Schramm Model sees the communication process as not simply a one way process from the Sender to the Receiver. 3. Instead, both people are involved as Sender and Receiver and both interpret what is coming in. 4. Key idea: The receiver plays a key role in determining what the message is.

Framing and Metaphors (Supplemental reading - The Power of Communication, Chapter 8, "Content: Word Choice, Framing, and Meaning" by Helio Garcia)

1. There are deeper meanings to words than just the literal definitions. They carry world views. Metaphors, for example, provided particularly powerful emotional implications. (187) 2. Metaphors convey the way that we think we act (188) 3. Frames are world views (183) 4. Effective framing involves using metaphors and using positive frames. (194) 5. Frames give meaning to facts (204). Because of this, framing must come before facts so that the facts can be understood they way to communicator wants to audience to understand it (205) 6. Metaphors are powerful framing devices (204) 7. Audiences are more receptive to our frames when we acknowledge their concerns (205)

What questions do you need to ask yourself before you pitch a story to media? (lecture slides - Week #9)

1. Think about your assets - what are you offering? a. A great picture or visual? b. A great story? Product for review? c. Access to someone interesting? d. A chance to be part of an influential conversation? 2. WHY ARE YOU (the PR practitioner) WRITING, and WHY WILL THE JOURNALIST RUN THE STORY? 3. Have I addressed the reader's interests, or only mine?

What are Fact Sheets? (lecture slides - Week #9)

1. To detail institutional, product information that doesn't fit in press release 2. Not designed to get coverage by itself 3. Intended to ensure accuracy in news coverage