chapter 19

sound bite

a short (30 seconds or less) clip of information that can be broadcast to the public

Be accessible

a spokesperson is expected to be on call and promptly respond to demands made by the media, as long as the demands are reasonable

dark site

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

Be open and honest

always tell the truth and explain why you cannot discuss a particular subject

bridging

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

News media

are looking for a "sound bite," or short clip of information.

Image advertisements

are used by business organizations to enhance their public image, create goodwill, or announce a major change such as a merger, acquisition, or new product ljine

mechanical problems

breakdowns of or faulty equipment, metal fatigue

the firm

can affect the general public's values, attitudes, and actions through various communication channels

media Industry

consists of broadcast technology, broadcasting content, and service delivery

Use the Internet.

convey the public affairs message to minimize the public's fears and provide assistance

Prepare before a crisis hits.

create an internal communication system that can be activated the moment the crisis occurs

Do the right thing.

don['t try to minimize the seriousness of a problem or make excuses; accept responsibility without accepting liability; be sympathetic

Acts of God

earthquakes, tornados, violent storms volcanic eruptions

flagging

emphasize key points and guide the reporter to them

hooking

grab the reporter's attention by making a statement that influences the next question

Issue advertisements

like anti-smoking ads

Be understanding

look at the needs of the media, their pending deadline or the importance of their acquiring background information

Communicate quickly, but accurately.

must communicate with the media and others promptly with honesty and disclosing fully what the company knows- even if it does not know the full story

media training

necessary because communicating with the media is not the same as talking with friends or coworkers

management decision or indecision

often involving a cover-up or lack of urgency

The media

refers to the means of communication that widely reaches or influences people

Follow up and make amends as needed.

seek to restore the organization's reputation

Be current

the media wants to speak with you because of your up to date knowledge

human errors

through miscommunication, improper employee behavior

Be helpful

try to make the media's job easier; helping them is a better chance of your message being heard

hooking example

we are undertaking a program to correct the situation

Be cool, courteous, and professional

you are representing your organization in the eyes of the media and the public

crisis types

• "Acts of God" • Mechanical Problems • Human Errors • Management Decision or Indecision

The Federal Trade Commission (FTC)

• Honesty in advertising • Applies to any advertising medium, including online

techniques for dealing with media questions

• Hooking • Bridging • Flagging

Crisis Management steps

• Prepare before a crisis hits. • Communicate quickly, but accurately. • Use the Internet. • Do the right thing. • Follow up and make amends as needed.

PSA examples

- "loos lips sink ships" - "friends don't let friends drive drunk" - "a mind is a terrible thing to waste" - "only you can prevent forest fires"

Media Training of Employees

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

Public Relations Department

- May also be called media relations - New Technology-Enhanced Channels

Public Relations

- Provide a constant stream of information - To promote a positive image for the firm. - Proactive, not reactive

essential role of public relations

- a window out of the corporation through which management can perceive, monitor, and understand external change - a window in through which society can influence corporate policy and practice

Public service announcements (PSAs)

- addresses critical social issues for generations of Americans and global citizens - leading producer has been the Ad Council since 1942

general public

- broadly defined as an organizational stakeholder composed of individuals and groups found in society - affects the firm through its opinions of the firm's activities or performance, which in turn help shape the firm's public image or reputation

Global Public Relations

- business interactions with the public through media channels frequently transcend national boundaries

global pr challenges

- public relations managers must be sensitive to cultural disparities and similarities - must communicate with local media and other stakeholder groups in their native language and avoid embarrassing or misleading communication due to poor translations - must ensure that sufficient funding is allocated globally for a positive and effective public affairs impact

bridging example

- yes, but... - what i can tell you is... - while that is true what is important to know is...

flagging example

- your listeners may not know that... - this is important news because...

corporate Crisis

A significant business disruption that stimulates extensive news media and/or social networking coverage

Federal Communications Commission (FCC)

Charged with regulating interstate and international communications by radio, television, wire, satellite, or cable

Enhanced Channels

In addition to traditional outlets, information is obtained through blogs, vlogs, e-mails, social networking, podcasts etc

Crisis Management

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