Public relation case campaigns (COM 235)

Marketing Tools A Who's Who of Commonly Used Marketing Tools by PR Practitioners

+ Poster - Generally a big cardboard sheet that features a photograph, artwork or some other information about an event, a celebration, or what an organization does; posters should be 11" × 17" or larger. + Media Alert/Advisories - This is a one-sheet that provides the who, what, where, when, why, and how of your campaign. + Press Release/News Release - A media or news release written by an organization, business, or practitioner to inform the press about a certain event or situation taking place. + Pitch Letter - A letter to individual members of the media asking them to do a one-on-one interview with a spokesperson, celebrity, CEO, or member of an organization about a newsworthy event.Can also be used to request that the media cover the story. + Quarter Sheet - Sheets that are a quarter of a page than can be distributed to other organizations, posted in public spaces, etc. to inform people about an event. + Brochure - Generally a sheet of paper that is folded into two sections. Could also include a bigger size sheet that is folded into three sections. These tools are generally colorful and include photos and artwork about an organization and what it does. Brochures generally include statistics about your organization. + Newsletter - A means of internal and external communication available to an organization. Features news about the organization and what it does, including events, people in the news, and future items. + Media List - This is a compilation of all the media outlets that you may want to target. + Invitations - These can range from being simple to elaborate, but it is essentially a card or note expressing your desire for someone to attend an event. + Fact Sheet - A one-page background sheet about an event, a product, or even the organization. Such fact sheets may be distributed with a news release or even a media kit, usually written in bullet form. + Backgrounder - There are several types. One type could focus on a problem and how an organization or how a product or service solved it. Another type of backgrounder explains how a technology or product has evolved over the years. + Media Kit - Though many practitioners use the web to send materials to the press to be more cost-effective, many still use media kits as well. Most media kits consist of a two-pocket folder containing hard copy news release, media advisories, feature stories, photographs, backgrounders, biographical sketches, fact sheets, and position papers. + Public Service Announcement - (PSA) Public communication messages created by or for your nonprofit organizations. Executed well. they persuade, inform, or advocate for public good. The media runs them free of charge on behalf of the organization. + Promotional Items/Giveaways - These are marketing tools that can include anything from cups to coasters, pens, t-shirts, bags, etc. They can help elevate your campaign and promote your client's reputation.

1. Discuss the implications of Pepsi's strategy: specifically, b. taking full responsibility for solving the problem.

- Actually, Pepsi did not take responsibility for solving the problem. It wisely let regulatory and governmental authorities get to the bottom of the tampering. It cooperated fully, communicated fully and pointed out the inconsistencies in the various reports. That is all it should do. - When the Food & Drug Administration and law enforcement personnel explain what really went on, the explanation takes on more meaning, more force and is more conclusive. Pepsi's final "word" came in the form of its advertisement "NOTHING." - While the company did not actually "solve the problem" it did manage the communication throughout the weeklong siege. It is well known that how a company communicates through a crisis determines, to a large extent, how it is judged to have handled the problem. In other words, good communication translates to good action to most in the consumer public. So Pepsi's responsible actions, combined with aggressive communication, helped bring the case to a close.

The Case Study Common Denominators

- Concerned with social norms, groupthink, and individual behavior. - Clear use of strategy and planning - Consistent behavior reflecting the organization's "personality". - Persuade, not coerce - Ethical and legal considerations - A way to record Return on Investment - Use of the evaluative findings

chapter 5 notes: A CLASSIC: ON WALL STREET, INSIDE INFORMATION IS PROFITABLE

- In tackling the world of investor relations, practitioners are faced with a different class of information and communication obstacles, which require a new school of public relations that is specific to investor relations. Like those outside the financial arena, stockholders and investors need effective and open communication in order to operate successfully, and consequently, they have a need for public relations practitioners.

answer the following questions when developing each individual objective:

- Is this objective linked to the organization's mission or vision statement? - Is this objective responsive to the issue/problem/opportunity/goal? - Is this objective focused on a particular public? - Is this objective clearly measurable? - Does this objective indicate a time frame? - Is this objective challenging to the organization? - Is this objective realistically attainable?

How is Public Opinion Formed?

- Latent, mass sentiment = no - Incident/Issue = activates sentiment - Public are Pro or Con--Mass sentiment comes out - Debate - Time between debate and formation of public opinion - Public Opinion comes out - Social Action - Mass sentiment--outward and obvious

How to find the perfect client or how they can find you:

- News Stories - Community Groups - Social Networking - Clubs, Sororities, Fraternities - National Organizations - Small Businesses - Human Rights Groups - Celebrities

3. Evaluate Pepsi's decision not to order a product recall. What are the plusses and minuses of such a decision?

- Recall, in this situation, would probably add to the panic that existed, bringing more imitators to the fore. Expense is always an issue, but not a determining one at this point. If real danger to the consumer had existed, PepsiCo would have pulled the product. It knew this was at worst a mistake, and at best a hoax. There was no need to pull the product. - On the plus side, a recall would have made PepsiCo appear fully concerned, putting safety above all cost. On the minus side, the recall would have added panic and been expensive. All in all, not doing a recall was a wise decision.

Six Functions of PR

- Research--where are we? - Counseling--where do we want to go? - Strategic Thinking--what will get us there? - Strategic Planning--how will we get there? - Communication--how will they know? - Evaluation--did we get there?

The Essentials of PR

- Self-interest: it's what most people worry about most - Personal communication is best - Mastery of subject - Message of action or appeal - Participation in the decision-making process makes people more receptive to process makes people more receptive to tough decisions. - Personality needs and identification: there's no "one size fits all" method - Keep your messages clear and simple - Explicit and clear messages - Influence of major events on your messages - Self-imposed censorship - Follow-up events reinforce opinion - Focus of goal-oriented messages - Including both sides - People resist change - People remember what they heard last - People believe what they want - Leadership awareness is affected by bad times- most people are critical of their leaders when things aren't going well

The Basic Elements of a Plan Begin byAnswering the Following:

- Situation: Does the client have to overcome a problem or situation? Are you helping them with just one projector event? Do they need to reinforce their reputation, or do they need public support? - Objectives: What is realistic to achieve? Is the objective informational or motivational? That is, are you trying to get someone to understand something or do something, or both? - Audience: Is there a specific audience? Can you broaden that audience? Is there a global audience? How can you take it one step beyond the obvious? - Strategy: The "broad statement "describing how you will achieve the objectives. The strategy provides the guidelines and key message themes for the overall program. - Tactics: The "nuts-and-bolts" of your plan. Ask yourself, "What activities will I plan to reach my goal?" - Calendar-Timeline/Gantt Chart: How long will it take to perform your tactics? What will you leave the organization/client with after you're finished. Is there a timetable to help them down the road? - Budget: Do you have one? Does your client have a small budget for you? What do you have to work with? - Evaluation: Were you successful? Did you reach your audience(s)? Did you get the media's attention? Did you connect with others via social networking? Was your event a success?

2. Differentiate between "solving the problem" and "solving the situation"

- Solving the problem means identifying how (and if) the contaminants got into the cans, and if the cans were tampered with, where and how. Because the tampering was external, that was something for the law (and FDA) to determine. Thus, good legal work "solved the problem." - Solving the situation means making the controversy go away, letting Pepsi get back to the business of selling soft drinks. By being cooperative with the authorities and fully accessible to the media, Pepsi management was able to resolve the situation within a week - too long, but certainly conclusive at the end.

4. What options did Pepsi have on June 10, 1993? Did the company select the correctcourse of action? Why? Why not? What other choices could the company officialshave made?

- The day after the story broke, the company could have (a) ignored the report, knowing it was unlikely a syringe would be in a can; (b) issued a statement saying it was confident its filling line was safe and secure - issuing the video tape it later released; (c) contacted the family bringing the charge to see what was going on the night before; (d) let the local bottler/canner handle the response (the selected option); (e) gotten corporate public relations and operations involved immediately. - Was the option selected the correct one? Second-guessing is easy from the perspective of hindsight. Letting the local bottler/canner handle the response allowed the story to stay in Seattle, initially, while bringing in PepsiCo at this point would have made the story that much larger. Ignoring the report is not a serious option, ever, even if taking no action is the ultimate decision. Contacting the family involved is best left up to authorities -especially since a lawyer was the first person called when the syringe was found. -That leaves issuing a statement reflecting the integrity of the filling line, along with the videotape to support that integrity. Had that been done in Seattle, it is possible the story could have died there, and the copycats would have stayed under their respective rocks.

Are you meetingprofessional standards:professional standards

- Using a body of knowledge of - Using insights into human into human behavior and public opinion. - Using social science tools effectively and efficiently. - Using a code of ethics as a guide. - Providing service to society.

Why's It So Difficult?

1) Everybody has experience with education, obviously because everyone has been in school at some time. Therefore, parents, politicians, media, etc. think they know best how to run a school. It's not the same as, say a corporation, where relatively few people think they know as much as a CEO. On the other hand, many a school's stakeholder think they could be a principal or superintendent. 2) Schools focus on the most-important person in most peoples' lives -- their children. When dealing with such an emotionally charged public, even small problems can quickly escalate into "major" crises. At least according to many parents, especially "helicopter parents", they are crises. 3) Public schools have to adhere to legislation and laws, which may be completely out of the control of individual schools and school districts. But that might not mean much or be an "excuse" to the critics who claim it's the school district to blame. 4) Many schools depend on voter support for finances. Bond referendums' success or failure can make or break schools because of their funding gains/losses. The most-important audience to gain this support from is also, traditionally, the most difficult - young adults without children. Contrary to popular belief, it is not always the elderly who vote against school tax increases, but usually young adults who do not have children. 5) Politics. Often, politicians focus on education because of its applicability to so many people. Promises made during campaigning often go unfulfilled, and too often it's the school PR professional who has to deal with the mess made by someone looking for votes. Anyone familiar with No Child Left Behind is aware of this phenomenon.

The following six guidelines will help organizations handle crisis communications situations:

1. Anticipate the unexpected. 2. Institute and practice a crisis communication plan for those events that may happen to your organization. 3. Train employees in what to do in these circumstances. 4. Have one spokesperson handling the media during the crisis. 5. If it is a crisis affecting the public, rather than just the organization, another spokesperson will also be required to keep elected officials and opinion leaders directly advised. 6. Do not speculate.

these are two types or levels of programming

1. Arm's length "good corporate citizen" activities like membership networks, speakers' bureaus, available facilities, open houses, programs around holidays, service on boards of directors, participation in public events, etc. 2. Becoming part of the fabric of the community. This involves ambassador or constituency relations programs, opinion leader work, advisory boards, employee volunteer programs, community research, social projects, etc. While both types have their advantages, it is generally considered good practice to use a combination of the two. community relations can be used as the core of public relations programming because it sets the tone of what the organization stands for in actions. How organizations conduct themselves in the communities where they do business can be driven by the following factors: 1.Instant Communication encompassing burgeoning information networks that go far beyond news media data gathering. It can capture and transmit home behavior far and wide. 2. Global Competition/The Global Village have created interest in such information, at least by competitors, activist agencies and others who have reason to broadcast it. There are three strategic levels that need to be planned and blended together for an effective program: 1.Defensive: guarding against negative acts or acts of mission 2.Proactive: being a leader in positive acts that appeal to key publics 3.Maintenance: finding ways to retain relationships with publics not currently key, but still able to influence your reputation by forthright expression of their perceptions of you

five basic principles of Employee-Employee Communcations

1. Employees must be told first. They must not learn significant news of the organization from the news media or via the grapevine. 2. Tell the bad news along with the good. Employees are just like any other public. If they hear only "good" news from a source, they will recognize that the source has no credibility. If an organization tries to keep a lid on bad news, it will never build a trusting relationship with its employees. 3. Timeliness. Lawyers sometimes are tempted to treat information as property. They will only turn it loose when it is at its highest value to the organization, or just before it becomes worthless (because someone else will reveal it anyway). Public relations practitioners hold a journalistic sense of news: the quicker it reaches an audience which seeks it, the more value that audience will attach to the source of that news. 4. Employees must be informed on subjects they consider important. Years of studying employees' views of communication within their organizations reveal that employees consistently rank organizational plans for the future above all other topics of interest about their employer. 5. Use the media that employees trust. Studies show that the top five sources from which workers want to receive information are: immediate supervisor, small group meetings, top executives, large group meetings and employee handbooks.

There are eight guidelines to follow when considering media relations:

1. Know how the news-gathering process works so that you will have enough of a working knowledge to fit into that process. 2. Establish a designated media spokesperson. In the throes of a media event it may be difficult to organize this point on short notice. 3. Be as open and honest with media inquiries as humanly possible, considering restrictions in competitive and personal information. 4. Be prepared to accept the bad news with the good. No organization can escape some negative coverage. 5. Continuously educate and train employers and spokespeople on how to handle themselves when in contact with news media. 6. Generate good news situations as a track record to offset instances of undesired news. Do not simply wait defensively for bad news. 7. Advocate an employer's views on public issues among the organization's natural constituencies and in the news media receptive to them. 8. Expect the unexpected and be prepared for it. In particular, have a crisis or disaster plan.

Issues are loosely assigned categories to address the stage of life that an issue is in. They fall into four basic stages:

1. Latent: Just being formulated by far-thinking scholars or social activists, but with sufficient apparent validity that it could become an issue sooner or later. 2. Emerging: Starting to be written about in scholarly journals or speciality media; perhaps a special interest organization adopts the idea or a new group forms around it; early adopter opinion leaders begin to be aware; it starts to spill over to wider public, but no coherent action plan or broad support is yet evident. 3. Hot: A full-blown issue in current debate. 4. Fallout: Leftover remnants from the settlement of hot issues, which can come back onto the public agenda because they have already attained visibility. Practitioners often work with stakeholders - employees, neighbors, stockholders, customers - any constituents who have reasons to support or oppose an issue or an organization. It is often difficult to get the general public involved because they can be uninterested or uncommitted to a public issue. At times, its support or opposition might have a bearing on the outcome of a situation.

Some theories gleaned from research studies show these characteristics of the media:

1. Media influence is cumulative and long-term. 2. The main power of the media is to make us aware. 3. The media concentrates on reporting bad news. - Thus, the challenge for public relations practitioners is to establish relationships with reporters to encourage them to come to them for information when necessary. Unfortunately, reporters are usually suspicious of the slant a public relations practitioner may give to information, so amicable relationships with the press are hard to come by. - One tenet, however, unites these professions - the First Amendment. Each group champions the idea that every voice should be heard and fights to protect that right to free speech whenever it is threatened by censorship, by special interest groups or regulatory measures of the government. In this issue public relations practitioners and the media are united. - The fundamental task of the media is to inform the public about matters in which audiences have expressed an interest and on matters that affect them significantly. The fundamental task of the public relations practitioner is to build working relationships with an organization's publics. Many times the media may be utilized to do this. (Too often practitioners choose to allow the media to be their only access to an organization's publics, an approach that can be very dangerous.) - Where this is the case, the media may sometimes stand in the way of the message a practitioner would like to disseminate to the public regarding its employer. It is in this way that the media's gatekeeper's role is established. The media have control over what makes it to the public arena, at least through their channels.

However, PR Does Four Things That Marketing Cannot Do

1. Public relations is concerned about internal relations and publics. 2. Public relations cares about non-customer external publics and the environment in which the organization operates. 3. Public relations operates on the policies of human nature, while marketing focuses on consumer behavior. 4. Public relations may work to stabilize or change public opinion in areas other than products.

client relationship guidelines

1. Set the tone at the beginning--identify method/time of communicating. 2. Make certain there is a second contact in the event of emergencies. 3. Limit the number of people contacting your client. 4. Be assertive. 5. Be professional and honest. 6. Know your place and be respectful. 7. Stand your ground. If there are challenges, communicate with clients and work on how to improve the relationships. 8. Don't be afraid to contact superiors for help...sometimes clients will listen to them more - even if they're saying the same thing as you. 9. Be proud of your work. 10. Maintain a good relationship with the client, even after the project is done.

what are the three behaviors an organization seeks through public relations investments?

1. getting people to do something, 2. getting people to refrain from doing something, or 3. convincing people to let the organization do something it seeks to do.

Public service programs are valuable means of demonstrating socially responsible behavior, gaining trust for good deeds, building customer goodwill, or building working relationships with constituency members. They often call for cooperation between public relations/public affairs, human resources, marketing and other departments. Two requirements of public service programs are:

1.A program must fit logically into the mission, objectives, timetable and field of endeavor in which the organization has expertise. 2.There must be an identifiable, measurable benefit to the organization as well as to the public or the noble purpose involved and affected. Another component of the arena of public issues lies in one of the basic rights of the Constitution. Our country's right to freedom of speech, which allows persons or organizations to take public stands on important issues, is a basic underpinning of effective public relations practice. In recent history, however, champions of issues have become fractionalized, each clamoring for their right to be heard. While so many crusaders are shouting, the majority can often be drowned out and the decision process can be obstructed. Public relations' role is to help these different parties get their voices heard on behalf of a particular interest or public issue. Compromise often goes hand-in-hand with some of the social issues discussed in this chapter. When powerful and determined special-interest groups collide, it usually results in some sort of reconciliation, with each side compromising. Other casebook examples deal with those issues that can't be compromised, that have become so emotional or deep-seated as to evoke picketing, boycotts and even violent protests among activists. One way that organizations can deal more effectively with public interests is to anticipate them before they become a problem. This chapter examines the importance of issue anticipation teams, that are set up by organizations wanting to identify and handle issues before they become a problem.

where should financial relations practitioners focus their energy?

1.Developing a communications strategy that is appropriate to management goals in investor relations. 2.Preparing public literature such reports required by law and establishing press contacts. 3.Managing relationships with the financial community, including analyst meetings, tours or visits, etc.

The organization's response to a crisis depends on the public relations practitioner's understanding of three things:

1.The public and political environment in which the crisis is occurring. 2.The culture and inner workings of the organization facing the crisis. 3.How persons and groups involved will likely react to the crisis itself

Benefits of issue anticipation teams include:

1.serving on a team is an honor, which motivates members 2.forcing members to read and observe things they previously didn't 3.interacting with people they might not come into contact with otherwise 4.building consensus and encouraging teamwork 5.encouraging supervising managers to start to think broadly about the implications of what the organization does and sensitizing them to public relationships 6.identifying and training the rising stars

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A crisis is a turning point, after which things may change drastically. While an organization cannot manage external influences during a crisis, it can manage its own response. Most every situation can be anticipated, and possibly avoided, so risk management, issue anticipation and crisis communication programs have become an important part of the public relations technology.

Which of the following news stories would most likely lead a nightly newscast?

A story about local physician accused of murdering his wife.

five-step Behavior Model

A theory applied to public relations includes the first model, the so-called Behavioral Model. This approach is predicated on the belief that public relations is all about creating positive behavior. Communication, alone, will not (and cannot) create the desired result of changed behaviors. The five-step Behavior Model includes these steps: A. Awareness B. Latent desire to act. C. Social Trial D. Triggering events, and E. Positive actions or behavior

The following process is the backbone of public relations practice in that it covers the basic steps needed for any planned program of public relations to be successful.

A. Fact-finding activities (research) B. Analysis, planning and goalsetting. C. Actions and communication D. Evaluation These overlapping steps give practitioners a framework for their efforts as well as a checklist to follow.

The best method for working with the news media is to understand ________________.

A. newsworthiness B. how the news media business works C. what makes a story attractive to a specific news media outlet D. All of the above ANS

Community relations is most effective for public relations initiatives because it shows what an organization stands for regarding ___________

Actions

Dayton Hudson was able to use its employees as vocal _________, which helped the entire company spread its point of view concerning the takeover attempt.

Allies

Possibly the most-important publication that any company produces, _________ and the responsibility of financial public relations practitioners.

Annual reports

2. Should a business that produces a controversial product or service have obligations that surpass legal and regulatory mandates? Why or why not? Does your answer depend on whether the product (or promotion of the product) is potentially hazardous or lethal to our environment or humans?

Any business that produces a product as controversial as nuclear energy will find a tight web of legal and regulatory mandates encompassing its activity. Law and regulations deal with rational phenomena, but a greater hazard is likely to be emotion. A nuclear plant must be prepared for emotional public outrage. Public relations professionals face a special challenge. when they encounter situations that are perceived to be a threat to the environment or to worker or customer safety. Their obligations to the public are likely to surpass legal and regulatory mandates. Organizations in such situations must recognize that perceived dangers may be more meaningful to the public than actual dangers. Legal and regulatory mandates may be resolved by scientific data, but public fears require demonstrations of openness, honesty and good intentions. (See case 4.1) Public relations professionals must be prepared to interpret environmental concerns to industrial executives, to counsel these executives on the public relations effects of their proposed policies or actions, to communicate industry's public safety accomplishments and to convey industry's responses to criticism. On the other side of the issue, public relations professionals of environmental, worker safety or consumer groups will be alert to counter any actions or public statements by the industry which seems to pose a threat to public safety. These responsibilities are heightened if a plant operation or products is potentially lethal to the environment or humankind. Public relations professionals must go out of their way to demonstrate openness, concern for safety, strict adherence to all regulations and operating policies relating to safety and an openness to public scrutiny. Groups promoting public safety can gain adherents in that they can demonstrate that an organization which poses nine potentially lethal threats to society does not give recognition to opposing groups, a hearing to their concerns and consideration to their advocates. At the same time, these groups cannot be so partisan that critics can point to their own failure to give recognition, hearing or consideration to the goodwill efforts of the industries they are opposing.

3. In 1988, when IBFAN announced a plan to renew the boycott of Nestlé products. Would that clearly constitute a more effective or less effective threat as stated in a Chapter 1 maxim? Might the factor of mildness or harshness depend on Nestlé management's reaction based on its marketing strategy and practices? Whether it would or not, what does that say to you about the practical application of maxims?

As stated in maxim 12 (see Chapter 1), subsequent events that reinforce the original stimulus for opinion change will tend to increase the degree and durability of the change. With this in mind, IBFAN's renewed boycott would likely constitute a more effective threat, due to the reinforced message of Nestlé's lack of social responsibility and adherence to the guidelines and restrictions. To fully apply maxim 12 to this situation, IBFAN's boycott efforts would increase public opposition to Nestlé and generate renewed support for the boycott. The degree of mildness or harshness of IBFAN's threat to boycott would most assuredly depend on Nestlé's marketing strategy and practices. If Nestlé had changed its marketing strategies significantly - changing the sale and distribution of infant formula in third world countries, including supplies to hospitals and health clinics - IBFAN's threat to boycott would not be as credible or hold as much weight. Maxims, such as the ones listed in Chapter 1, are highly reliable adages that, due to their time-proven value, are applicable to most situations. However, this case itself shows us that the applicability of such maxims depends on the circumstances involved in a particular situation; the validity of maxim 12, for example, would depend on the success of Nestlé's marketing and how successful IBFAN was in generating public support for a renewed boycott.

3. Although the functions of marketing and public relations are often confused as one and the same, or as part of each other, what do you see as distinguishing one from the other? Use this case as an example.

As the authors point out, public relations encompass much more than the sale of a product. In this case, the marketing department handled the sale (and possibly the removal of Tylenol from the shelves) but would not be of assistance in terms of public perceptions during the tampering crisis. The public relations team would be able to help maintain relationships with customers and brief employees on the status of the situation, as well as work with the media for reliable and timely delivery of information.

Case 10-3 CORPORATE SOCIAL RESPONSIBILITY AND ETHICS: NIKE'S LABORPRACTICES UNDER SCRUNTINY

As the largest supplier of athletic and leisure apparel, Nike is constantly under scrutiny from one group or another. Primarily the attention derives from Nike's practice of farming out the manufacturer of its goods to contract shops in lesser-developed nations. This case looks at the ethical considerations of these business decisions and examines Nike's efforts to present itself in the court of public opinion. Of particular concern is the legal case—Nike v. Kasky—which has the potential to affect the entire public relations industry and overturn such landmark cases as First National Bank of Boston vs. Bellotti

what are the five steps of the behavior model of communication

Awareness, Latent desire to act, social trial, triggering events, positive actions or behavior.

c. The aims and actions of both sides, one side, or neither, reflect a genuine concernfor public opinion and behavior over the long haul.

Both sides in this situation are concerned with affecting public opinion and behavior. The anti-smoking advocates want people to stop smoking and the smoking side wants people to continue and begin smoking. The effectiveness of each side's campaign is supported by the maxim that says a suggested action as part of a message is more likely to be accepted than a message by itself. With fewer people taking up the habit, it appears that the anti-smoking coalition has successfully gotten its "Stop Smoking" message across to more people.

The struggle for nuclear power

Certain issues demonstrate a conflict of public relations activities. A good example is the controversy surrounding nuclear power. There is little room for compromise in such issues. Proponents of nuclear power consider its expansion essential to industrial growth and to the continued prosperity of the nation. Opponents feel the risk of nuclear accidents greatly outweighs any benefits that nuclear power might provide. The case, "The Struggle for Nuclear Power," is not a case which leads to an easy "win-win" solution among its partisans. Rather, it is a case in which combatants seek to enlist the support of those who have not taken sides on the issue or who see their own role as neutral referees, such as the governmental officials or units which either regulate nuclear energy or which must give approval to evacuation plans or other essential elements in a nuclear power plant's operation.

2. Are the positions of the Boy Scouts and United Way really mutually exclusive?

Certainly not. Some 90 percent of local United Way chapters have no problem continuing to fund local Boy Scout councils. It's the other 10 percent that have the problem, and even there, it's not a problem with no resolution. Various funding options, for example, allow both sides to "win" or "save face" with its constituents. Gregg Shields rightly points out that in most communities, the Boy Scout leaders and United Way leaders are one and the same. Common sense can reduce this issue to a non-issue at most local levels.

Media Relations: the true role and power of the media

Chapter 7

The Values of Events: Some ideas for gaining attention

Chapter 7

Crisis Management: anticipation and preparation

Chapter 9

1. As between the open system and the closed system, which label fits the posture of Nestlé and of IBFAN, expressed in their policies and actions? About proactive versus reactive

Closed systems have impermeable boundaries so they cannot exchange matter, energy, or information with their environments. Open systems exchange inputs and outputs through boundaries that are permeable. In light of the preceding definitions, Nestlé's posture could be viewed as relatively closed. The communication between Nestlé and the activist groups was cloudy and indirect, and Nestlé did little initially to address or respond to the concerns expressed by these groups. Nestlé's posture was also reactive, as much of its actions were designed to defend the company against allegations of being a "Baby Killer" and protect itself from activism criticism. To its credit, Nestlé did adopt a more open system of communication as time went on, and the decision to share information and communicate more directly with opposing parties contributed greatly to building trust and constructing relationships. Conversely, IBFAN's posture was primarily proactive. The group took the initiative in1988 to follow-up on the activists of the infant formula manufacturers, and to investigate whether or not the situation had improved. By casting light on the issue again, IBFAN made efforts to halt the potential dangers of the infant formula issue before they became full-blown again. IBFAN also employed a relatively open system, at least in regards tot heir output of information. They were very sensitive to their environment and made changes along the way to accommodate new developments. In essence, they were taking into account what was happening around them and reacting to it or planning for it. The organization published its findings in a detailed report and made public their intentions to renew the boycott against Nestlé.

Which specific group of community members should you focus your energies on when trying to persuade the whole community to trust your organization, especially when issues deal with controversial subjects like pollution and nuclear power?

Community members who haven't formed an opinion about you yet.

As a public relations representative you've just received a call from a local reporter about a reported shooting within your company's headquarters. What is the first thing you must do before commenting?

Confirm the facts of the shooting

6 Question 7 (10 points) ) Listen ~ Saved The specific nature of PR consultancy illustrates that, in addition to communicating, ____________ is a fundamental skill that all good PR practitioners must possess.

Counseling

These two poineers of public relations are credited with creating the "four-step process" of public relations.

Cutlip and Center

2. Dart Group Corporation had been the subject of unflattering news reports about its operations and reputation. Generally, the raider was depicted as profit-hungry and a haggler with its suppliers. How might this depiction have affected various publics in the DHC takeover attempt? How might it have affected other DHC stockholders? Legislators? Editors and reporters? Employees? Management? Communities in which the company operates? What motivations in each group would Dart's reputation have stimulated?

Dart's reputation had obviously affected the way in which various publics dealt with the situation and how they strategized to deal with Dart. In each group the reputation may have had a different effect on: Stockholders: may have been wary of this type of organization taking over; fear of loss of profits or increase of profits; not keeping the DHC culture or earning potential. Those willing to sell would not care. Legislators: may have been concerned with an organization of this type coming into the state and upsetting the economic balance; fear of job loss and economic impact. Editors and Reporters: could have positioned stories to further this negative reputation and present Dart as a foe to the state of Minnesota. Employees: rallied them to direct action to fight against this corporate bully threatening their employer; job loss. Management: influenced the way in which they reacted to this threat, put them more on guard and defensive. Communities in which Dayton Hudson operates: Negative reputation reportage may have little effect, those who are aware would want to rally for an organization that supports their community; ownership and sense of value to community.

Case 5-4A CLASSIC: ESTABLISHED RELATIONSHIPS SAVE A LANDMARK COMPANY

Dayton Hudson, which changed its name to Target Corporation in 2000, is an immense retailer headquartered in Minneapolis, Minnesota. In the mid-1980s it faced a hostile takeover threat and an uncertain future. This case exemplifies the steps that public relations strategies and tactics can take to implement legislative change, as Dayton Hudson did to shield themselves from a rumored hostile takeover attempt by Dart Group Corporation. Dayton Hudson's public relations department utilized research in order to discern the reaction of stakeholders to this organizational threat. It then used those findings to leverage its importance in the economic stability of that state and to enact legislative change to shield it and other companies from unwanted takeover attempts.

Public Issues & Concerns: Private Interests and Campaigns

Dealing with public issues is one of the most- challenging components of public relations. In order for the public to be able to make educated, intelligent decisions about issues that affect their lives, information about available options must be presented to them completely and persuasively.

The three levels of Strategic Community Relations includes Proactive, Maintenance, and ____________

Defensive

working with clients

Effectiveness & Efficiency = Positive Results for Them and You.

Why would a company consider non-investors when considering takeover bids?

Either It creates a bidding war. OR It shows the company is responsible.

1. Drawing on the information in the case, and having the benefit of knowing how it all came out, what should the public relations executive have counseled TGS officers to do differently, or to communicate publicly, at some point before TGS executives were found to be trading in the stock?

Ethically, there is really only one option for the public relations executive in this case: advise the TGS officers to go public with their information, once the material facts are established. According to the interpretation of the Code as it applies to financial public relations, all members must adhere to the general policy of making full and timely disclosure of corporate information on behalf of clients or employers. Under this regulation, the public relations executive would have no choice but to counsel TGS officers to make all information available to the public. In addition, the financial public relations interpretation of the code requires members to act promptly to correct false or misleading information or rumors concerning clients' or employers' securities or business. If the situation had already reached the point where rumors about the Kidd 55 tract were circulating, or if information had already been released by TGS, it would have been the responsibility and priority of the public relations executive to assure that an informative and accurate statement be issued to the public as soon as possible. As difficult and unpopular a decision as it would be, the primary role for a public relations practitioner in this situation would be to provide the investing public with material information. To steer classroom discussion of this case in a different direction, what would the consequences be for a public relations executive in this case if they decided not to act incompliance with the Code and the law?

What is the final, and most-often overlooked, step in the PR process?

Evaluation

_____________ only way to address problems created by falling stock prices, dwindling market share and layoffs, as illustrated in the Kodak case.

Face-to-face communication

Among the many issues facing Seabrook Station's community relations efforts, what was the No. 1 issue causing poor community relations? Hint: This was the most-important aspect that Seabrook Station should have addressed first.

Fear of nuclear power

2. Is "fighting back" a good strategy for media disputes in general? Why?

Fighting with the media is normally counter-productive. There are several reasons. First, any attempt to "right the wrong" with the media will extend the debate, and the coverage, beyond its justified news value. By continuing to joust with a newspaper, station or other outlet, the "victim" of a story merely gives the medium another reason to re-hash the situation in response to the complaint. It is likely that people who might miss the original story will see the follow-up pieces, further extending the reach of the piece. Second, legal redress is problematic. Libel and slander laws favor the First Amendment rights of the media. Proving a reporter was wrong, knew he or she was wrong and went ahead with the story with malicious intent is difficult to prove. The appellate courts have overturned nearly all the jury verdicts won against the media. Sometimes a company is successful, but the "victory" seldom overcomes the damage done by continued reporting of the initial story. Third, fighting back successfully must be accompanied by the kind of strong evidence and emotions that GM was able to develop in the Dateline case. Without the so-called "smoking guns" of the truck, the rocket engines, the letters and the gas tank, GM would not have won such a clear and immediate victory, and the retraction that followed.

financial relations

Financial relations practitioners have the difficult task of mediating between all the publics that may have an interest in the financial success or failure of an organization. Practitioners have, as prime audiences, millions of small investors who do not control the market, as well as leaders of publicly owned corporations who can make decisions that are short-term expedients or long-haul and public interest based. These choices can be helpful or harmful to the rest of the corporation and its success. Other audiences, that play important parts in a financial practitioner's efforts include regulators, media, economists and legislators. - The typical corporate financial relations specialist appears as moderate or neutral in economic and political philosophy. The position requires skill and objectivity in representing both the average investor and the middle-class citizen, while at the same time representing private enterprise and their views publicly.

Traditional consumer relations

For many years, marketing was a popular way of attracting people (and their dollars) to everything from hospitals to universities to churches. While this re-established a key point of public relations philosophy, it sometimes pushed public relations departments into a secondary role versus marketing. As public relations practitioners and professors know, there is much debate over whether public relations is a part of marketing or vice versa, or whether they are both essential strategic services and thus, equal factors.

5. Do American consumers adopt or change behaviors based on what they see on a television show?

For the most part, no. Media exposure is good for creating awareness, but rarely for shaping behavior. In this case, there was a drop in cattle futures, which might or might not have been related to the show. No one really knows. More behaviors result from personal experience, advice from trusted parties and triggering events. Hamburgers are not going to disappear because of some critic's appearance on Oprah's show.

2. Comment on Wintrey's strategy of moving her entire broadcasting operation to Texas for the period of the trial. What was she hoping to accomplish? Did she succeed?

From a public opinion standpoint, moving her show to Texas for the duration of the trial was an excellent strategy. First, it enabled her to be present at the trial while continuing her show. Second, it called continuing attention to what quickly developed as the speciousness of the trial. Most of the impartial observers of the legal action saw no way for the cattlemen to prevail. and Oprah was able to maintain momentum and credibility through her daily shows. If she hoped to keep public opinion focused on her show and of me trial, men continuing to air snows taped in Texas was me best way to do mat. Running re-runs or trying to do remotes would only add validity to the cattlemen's case. By going to Texas and prevailing. she showed her clout - my show can take your best shot and on your turf." She was the clear Winner.

5. The issue of whether a company has the right to mandate what an employee can doin his or her spare time has been hotly debated in recent years. From the employer'sviewpoint, what would be acceptable to make restrictions on and why? From theemployee's viewpoint?

From an employer's viewpoint: Most employers don't want employees involved in any illegal or potentially embarrassing situations after work. It makes the organization look bad and could result in lowered productivity at the office. Some employers restrict second jobs altogether and some won't allow working for a competitor in the same field. Obviously, the latter is a reasonable request. If an employer makes known their requests before hiring someone, the employee has the opportunity to accept the job under those stipulations. From an employee's viewpoint: Personal time is personal time. An employer is paying for a certain amount of time and what's left over is yours. Whatever you do outside of that time is your business. An employer could, however, relieve you of your duties if your outside activities conflict with your work life.

Generally, employees care about ______________ above all other aspects of their employer.

Future plans

1. Assess the value of positive relationships with the media to General Motors in handling its problems with Dateline and NBC.

General Motors has long recognized the value of media relationships. For years, GM has setup regional PR offices - in places where GM was involved in manufacturing or in major markets where GM had a large and steady presence - to provide on-site opportunities. Two of the most important media audiences have been the automotive press, those publications that cover, comment on and review the products in which GM is involved, and also the racing press. This relationship building came to fruition when GM was attacked in the Dateline story. A well-known editor on the West Coast provided the tip that opened the door for GM to find the "fireman's video" as well as the damaged truck. With this evidence, GM was able to crack the case and win the on-air apology from Dateline.

The main mantra to remember when dealing with any community relations work is to think ________ and act __________

Global, local

What are "Arm's Length" PR initiatives also known as?

Good corporate citizenship

In addition to the media and economists, who must financial public relations practitioners also communicate with?

Government regulators

What does the Persuasion Model explain regarding public relations?

How people change their minds and their actions

Public relations operates on _________ while marketing operates on consumer behavior.

Human nature

What is the first step when developing positive client relations?

Identifying methods and times of communication

3. What might local public relations professionals done on behalf of the city to assist in the days following? Do you believe the political stranglehold was too strong to make a difference?

If there was an organized, dedicated association of practitioners, like a PRSA Chapter, for example, this group might have been able to take some of the pressure off the "official" spokespeople by doing backgrounders and other information useful to the national and international media that appeared after the flood. Unfortunately (see above) political considerations, race and blame were immediately on the table, and it's doubtful that any ex post facto communication or strategic help would have made a difference. The mayor of New Orleans was interested in very little past his political agenda. The same was true for the governor of Louisiana and even the national representatives. Once the chaos was established, it attained a life of its own.

5. Is it possible for Nestlé (and other baby formula manufacturers) to come to a definitive accord with these activist groups? What is the issue each is fighting for or against? Compare the underlying value systems of the two sides.

In order for Nestlé to come to an accord with the opposing activist groups, both sides must first understand the important issues that the other is dealing with. Once this understanding of the major problems is established, both sides will have more ideas on how to approach a resolution, and how they might be able to come to a compromise. Some of the main issues that the activists in this case are fighting for are to stop Nestlé's persuasion of women to use formula in unsanitary conditions (in order to make a profit) when their own breast milk is healthier and safer for the child. Nestlé's biggest issues include defending itself to consumers and the general public against the allegations of the activist groups, reestablishing credibility as a manufacturer and proving its commitment to social responsibility.

3. Do media reporters and producers have a responsibility to investigate their sources as well as they investigate the targeted organizations?

In theory, the objective media DO have an equal obligation to both sides of a dispute or controversy. In reality, it is debatable whether fewer and fewer reporters are more interested in presenting a fair, balanced presentation of the facts than an expose-style story. In the GM case, for example, the audience was not told that the "story" was packaged and delivered by a shadow group fronting for the plaintiff's bar. Major publications routinely ignore information that goes counter to the "story line" not because they are malicious, but because such information waters down the point of the piece. Americans want drama and they want it full strength. The networks and publishers know this, and they give the public what it wants.

Case 10-2A CLASSIC: BABY FORMULA RAISES QUESTIONS

In this global economy, more people are becoming aware that the actions of one country affect those in another. This statement bears special consideration by companies who manufacture products that are sold and distributed outside of the United States, such as infant formula. As social accountability becomes universal in its scope, such companies are discovering that their ethical responsibilities do not stop at the border.

W.R. Grace's mishandling of the release of A Civil Action reminds PR practitioners of the importance of ____________, which is the terminology for the cardinal rule of starting PR initiatives from within the organization first.

Inside-out

The basic offense that TGS perpetrated was __________, which is when companies knowingly falsify or obscure information for their own financial benefit.

Insider trading

Because of __________, PR professionals must realize that residents of even the smallest and most-remote areas can transmit their grievances about a company to the world, without needing traditional media outlets to do so.

Instant communication

Case 8-2TAKE YOUR CHOICE: TOBACCO OR HEALTH

Issues that deal with products that have a potential health risk are constantly surrounded in controversy. This case outlines the historical development of the conflict between tobacco companies and anti-smoking groups. At the heart of this issue is the right of people to smoke versus the right of others not to be impinged on by smoke and the social responsibility of the tobacco companies. Smoking is dangerous to the health of the smoker or those around them. Does the government have the right to dictate where people can and cannot smoke? The courts increasingly say "yes."

What was the main reason Johnson & Johnson developed its "do-gooder" image during the Tylenol scare, especially given the cutthroat nature of the pharmaceuticals industry?

It didn't have much competition for Tylenol

What was the main cause of W. R. Grace's poor handling of the release of A Civil Action?

It didn't research the movie

Even though it may seem logical, what's the biggest problem with giving employees only good news about their organization?

It facilitates mistrust between employees and management.

4. Is the working environment in a contract shoe plant an operational or a public relations problem?

It is an operational problem with public relations overtones. Since activists have raised the issue, Nike must deal with it. First, the problem must be handled from an operational perspective - improve conditions, make changes for the better or find different suppliers. Once accomplished, then it becomes a public relations responsibility to use the new conditions to rebuild relationships and establish the reputation of the company as one that cares enough to make a change and make a difference.

3. The new Minnesota law allowed corporate managements to take the effect on stakeholders as well as stockholders into account when deciding whether to accept a takeover bid. Without this provision, managements are apt to consider only whether the deal is good for shareholders. Is it fair and sound social policy for employees, customers, communities, local governments and other stakeholders to be considered when they have purchased no stock? What investment do they have? Why should they be considered?

It is not only fair and sound social policy to consider the needs of stakeholders in company management decisions; it is a necessity in the business world of today. Only in the recent past has big business come to realize the importance and effect of all of its stakeholders in its ability to do business and do it well. It is imperative to attend to relationships with all touched by the organization doing business because they could have an effect on the outcome. These stakeholders have an investment in the success or failure of an organization because it affects the local economy by providing jobs. In addition, other revenue brought into the community by the organization will be taken into account by stakeholders.

1. Assess the wisdom of legally challenging a national icon such as Oprah Winfrey. What are the pros and cons?

It is usually not a good idea to bring a national icon into battle unless there is good reason to do so and good reason to think your side will prevail. This is where wise public relations counsel comes in. The cattlemen were thinking with their hearts and wallets. Their pride was stung by a critic sitting on a television set saying harmful things about their livelihood. They saw immediate. if short term. financial downturns that were easily attributable to the TV show. So they filed suit. Wise PR counsel would have stepped back and looked at the reality of the situation and said, "Is this a fight we can win?" If not, "Is this a hill we want to die on?" In this case, and most others of similar circumstances, the answer to both questions is "no" and cooler heads will decide to let it pass. This does not mean an organization must always "take it" from celebrities. If your organization is challenged, one must never ignore the challenge. Look at it carefully and consider the validity. If the charges are valid, then it is up to the PR person to fight for corrective change so that there will be something positive to communicate. If the charges are unfounded, them the organization must fight back as hard as it can. Inherent in this posture, however, is a reality check that asks, "Will we just extend the issue and the questions? Or will something positive result?"

What was the No. 1 problem facing Kodak during the early 1990s?

It produced outdated products

1. In its various subsidiaries that operate stores across the country, Dayton Hudson had 168,000 employees. Why was it important to keep them informed of the Minnesota legislative effort? How would you have done it?

It was important to keep all employees informed across the country because those out-of-state employees, as well as Minnesota-based employees, had a stake in the outcome of this legislative effort. If the takeover had been successful, the organization would most likely have changed dramatically in culture and operating style when the Dart Group Corporation took over. By keeping all involved up to date with the events as they unfolded, Dayton Hudson was making champions and supporters of its employees all across the country. They felt involved in the situation because the company had clued them in from the beginning. This served to create more of an atmosphere of unity and cohesiveness in the organization.

What is the main reason why it would it have been foolish for Pepsi to issue a recall following the allegations of a syringe in a can of its soda?

It would have validated the claims as being true.

What is wrong with the following objective: Increase employee involvement in community relations efforts by 25 percent.

It's missing a time frame

is there hope?

June 23, 1996 - Robert Downey, Jr. was arrested for driving drunk and being in possession of Mexican Black Tar heroin, crack, cocaine and an unloaded .357 Magnum revolver. He was sentenced to three years probation. December 8, 1997 - Downey was sentenced to six months in jail for violating parole. November 25, 2000 - Downey was arrested for cocaine and Valium possession and being under the influence of a controlled substance. April 24, 2001 - Downey was arrested for being under the influence of a controlled substance. Today: Downey is one of the highest-paid and most-in-demand actors. After numerous run-ins with the law, multiple stints in rehab, and a career that many wrote-off as finished, he shows us that it is possible to resurrect a career in Hollywood.

Case 8-4UNITED WAY AND THE BOY SCOUTS OF AMERICA: A QUESTIONOF FUNDING: This case illustrates how the depth of sincerity evidenced by a public agency can sometimes lead to conflict with another similar entity with equal sincerity, and thereby create public relations problems for everyone involved. The United Way wants to be diverse and inclusive. The Boy Scouts want to adhere to its century-long standards. The law agrees. Good public relations strategies and tactics will determine if society goes along. 1. When laws (as in a Supreme Court decision) conflict with mores (accepted social conduct), how can one decide what is right?

Laws, normally, take precedent over mores. However, this is not totally a legal issue. There is no law that says United Way has to give money to any organization. There are many non-profits, that, for whatever reason, receive no funding from United Way. In cases such as this, one has to do "the right thing for the right reasons." United Way, to its credit, is sticking up for something in which it believes. That's where mores come in. Mores are the social standards just below the law in strength. Many times, changing mores predict changing laws. In America today the homosexual community has developed a high profile, and there is a legitimate possibility that in the near future sexual orientation will find itself among other "protected classes" of American society. The Boy Scouts, as a private institution, can establish policies of its choice as well. It, too, issticking up for something it holds dear. The term "morally straight" has been part of theScout Oath for 100 years. Both institutions are right—or wrong—depending on one's point of view.

The groups (employees, media, etc.) that Dayton Hudson enlisted to help keep the takeover from happening were all in an attempt to influence the _______, which was the most-important entity in stopping the Dart Group Corporation's planned takeover.

Legislature

Commonalities with marketing

Marketing and public relations share some fundamental concepts, including analyzing market opportunities (research), selecting target markets (publics), developing a marketing mix (communication and action plan) and managing the marketing effort (evaluation).

Even though financial relations professionals may work for a company, they must always be ______________ when dealing with communications between their company and shareholders.

Neutral

2. What do you believe was unique about the New Orleans culture that should have beentaken into consideration by practitioners?

New Orleans has a unique public persona. Its "let the good times roll" attitude makes it a popular party spot, and many travelers have adopted this attitude and the city that espouses it. Mardi Gras is one of the "don't miss" events for serious party people and world-wise travelers. Understanding this unique position was important to those working this crisis. People want to know what's happening to "their city." Second, the dire poverty of the city is greatly misunderstood by those who don't live there. If you come to the French Quarter, you don't see the out-lying districts where people live in squalor. That these people are not prepared to deal with a tragedy of this magnitude should have been obvious to any practitioner. Knowing this, there should have been preparations for communicating with people who are too poor to protect themselves. Finally, the legendary corruption and politicization of everything in Louisiana should be a consideration. Anyone with any history in the state and city knows that political considerations are paramount and "CYA" actions and communication normally predominate over what's really best for the community. Again, let those who have ears, hear.

1. Does Nike have a responsibility to monitor working conditions in plants owned and operated by contractors? Why?

Nike does have that responsibility because society expects it. Nike profits come from the sale of shoes and apparel produced in third-world countries. Its name and famous "swoosh" are on those goods, which makes Nike responsible for their production. A cardinal rule of public relations is "if you are involved in the problem, then the public expects you to be part of the solution." That goes doubly for large, visible brands such as Nike, Coca-Cola, General Electric or General Motors. These corporate giants have the resources to do something about most problems and the public knows it. Therefore, a fiduciary responsibility exists, even absent a legal one. Many companies will "hide behind" the law or ignorance when faced with decisions on such factors as working conditions in contract plants. In today's world, activists, competitors and the media will not permit ducking of responsibility. The public relations counselor who recognizes this will earn his or her salary many times over by properly advising the company executives of this fact.

3. What role did falling stock prices and dwindling sales play in Nike's strategy and actions?

Nike, obviously, has to be aware of declining sales and declining stock values. To what extent these are attributable to problems with third-world working conditions is something that must be examined. There may be no causal relationship at all or they could be directly related. Only intelligent research will yield the answers. In the past few years, Nike stocks have recovered. Product boycotts are seldom successful from a financial standpoint, but frequently cause enough embarrassment to be effective in creating change. For Nike, the cause/effect question is relevant to the working conditions situation. But this situation is also linked to the company's moral/ethical creed. Is this the way Nike wants to do business? Is this how it wants to make its money? Possibly Nike wants to improve conditions because they need improving - not because profits are slipping and options are less valuable.

4. Develop some strategies that could strengthen the messages or effectiveness of the remaining opposition.

Once a nuclear plant is in place and is functioning, the role of the opposition becomes more difficult. If all goes well, the public and governmental regulators are likely to leave well enough alone. Therefore, the role of any opposition group concerned about Seabrook's operation is to monitor the operation closely. If there is any hint that the plant is not maintaining proper safety procedures, or if governmental regulatory agencies are lax in their supervision of its operation, the opposition group has a wedge with which to threaten its continued operation. As indicated in the case analysis, SAPL and C-10 are independently monitoring the levels of background radiation in the area around Seabrook Station. If there is no enhanced threat of radiation, the groups' options are rather limited. However, if radiation should increase, or if Seabrook's management should take some action which appears to pose a threat to public safety, the groups should immediately spring into life. At this point they should seek to enlist the support of the nationwide anti-nuclear community as well as residents. Activists should seek to get the national media involved, since local media are less likely to challenge a local industry.

When communicating during crises, it's important that an organization speaks with ____________

One clear voice

6. Explain why the court of public opinion ruled in favor of Oprah over the Texas Cattleman?

Oprah was able to keep her audience as well as those who were following the case, but might not be for or against either party, focus on her side of the case. By having her show televised from the site of the trial, she kept everyone abreast of what was going on from her perspective. In doing so, she showed that she was open to the public, while the Texas Cattleman appered reclusive and secretive which didn't help their cause. Public opinon is often affected most by what people hear first, not necessarily first fact. Because Oprah kept her side of the story in the public's eye, she was able to influence public opinion in her favor, thus winning the court of public opinion.

Overall

PR practitioners (not always called PR because of the connotations connected with PR, like spin doctor, and so on. Sometimes called public affairs, information officer, etc.) who work with school districts have a lot of work (and aggravation) ahead of them. However, the key is understanding the job at hand (education) and where the different stakeholders are coming from regarding their concerns and perspectives (priorities). Being able to speak to them is a major key to successfully dealing with problems, both big and small.

1. Discuss the implications of Pepsi's strategy: specifically, a. Putting public safety first.

Pepsi's strategy was pre-determined. It really had no choice. In today's post-Tylenol era, even if a producer of a popular consumer product wanted to ignore public safety, it would not be able to do so. But, having said that, "pulling the product" is not always the only option to protect the public's safety. The company could have ordered a full recall. That would not only be expensive, it would have been foolish. Pulling the product, when no public safety threat was really present, would have only prolonged the problem. By sticking to its determination to protect public safety and bring the controversy to an end, Pepsi was well advised to keep product on the shelves. The perception of maintaining public safety, however, is another story. Some called for a full recall, thinking that would protect the public fully. Pepsi, with its unique perspective, knew syringes were not popping up in cans during the filling process. Demonstrating that it was impossible for such an occurrence to happen during the process, showing the filling line, ultimately brought the case to a close.

A ___________ is basically a request for the media to cover something about your organization.

Pitch letter

Effectiveness + Efficiency= _________

Positive results

For line supervisors to become truly effective communicators, they must first be trained in communication and then must ___________ their training.

Practice

4. Are there moral and ethical considerations a practitioner should take into account before serving an employer or client involved in the tobacco, liquor, pornography or handgun industries? Put another way, should the moral and ethical standards of a professional be essentially the same as those of his or her employer or client? Whether yes or no, can you think of a situation in which you would make an exception?

Practitioners should only work with clients they feel comfortable supporting - or they won't be doing their best work. No matter what the client, your personal convictions should always come first. If the project would help a worthy cause, financially or otherwise, exceptions to personal convictions might be able to be made. Or, if the organization was asking you to help communicate something that would ultimately benefit the public (i.e., age minimums, limits on consumption, etc.). Remember, though, that every legitimate organization has the right to have a voice in the court of public opinion.

The Southwest Airlines case illustrates that employee satisfaction often leads to __________

Profits

What's one of the major differences between marketing and public relations?

Public relations is more concerned about both internal and external audiences, while marketing is mostly concerned about just external audiences.

What is the overarching conclusion about public relations that the Tylenol case proves?

Public relations must be involved in the decision-making process during crises.

e. The public relations thinking and actions on both sides can be decisive factors inattaining a reasonable solution.

Public relations techniques can have a part in several proven maxims, including: - Being a good source of information for the public trying to make a decision. - Helping to establish personal contact with the various publics. - Making sure the message is clear and simple and is actionable.

For objectives to be doable/attainable, they must first be

Realistic

Consumer relations today

Recently, the functions of public relations and marketing have come close together as demonstrated by the dominant customer relations strategy, relationship marketing. Today we know that customers want to be served, not sold, and relationship marketing incorporates public relations principles like personalized, one-on-one dialogue with the marketing of products and services. Integrated Marketing Communication (IMC) further strengthens PR's role.

What is a general term that describes fact-finding activities?

Research

2. On the smoking side of the debate, there is the personal freedom to make choices inlife. On the anti-smoking side, there is personal health. Both are strong appeals toself-interest. Are there other appeals you find significant in the contest?

Second-hand smoke is an issue for non-smokers. While smokers may have the choice ofwhether or not to light up, that makes it difficult for non-smokers in the room who dislikeit. Also, insurance costs for everyone are rising, in part due to the costs associated with treating long-term illnesses like cancer. On the smoking side, non-smokers can go somewhere that the smoke won't bother them. Why is it always the smokers who are being restricted? Some smokers may say that it's not their fault they smoke - they're addicted and can't do anything about it. Also, there are other "smells" that may offend or harm others (e.g., perfume, cleaning products, and even air fresheners).

d. The tobacco interests give more evidence of "issue anticipation" than the anti-smoking coalition.

Since the massive legal settlements, some tobacco companies have made efforts in discouraging people under 18 (the legal age smoke) from smoking. These companies are anticipating that the anti-smoking forces will accuse them of convincing future generations to pick up the habit. While they are then sending mixed messages by advertising to young people, they can still claim to be socially responsible by having these programs in place.

Oftentimes the downsized employees are the ones communications efforts are focused. However, the remaining employees need attention as well because often they display signs of _____________ which can be especially damaging to employee morale.

Survivors guilt

Question 8 (10 points) v Saved ) Listen To help guard against client misunderstandings/confusion due to poor communication, _______________ should be limited.

Team leaders

The differences explained

Technically, both marketing and public relations support the sales function. The difference is that marketing concentrates on selling, while public relations incorporates building relationships with all stakeholders, including supporting sales to customers.

2. Is a "low wage that is better than no wage" a sound public relations strategy for Nike? Why?

That comment will resonate with some practical thinkers, but not at all with critics, defenders of third-world workers, activists and media types. Many people love to ignore the realities of the third world, instead seeking conditions similar to those we enjoy in the United States. Many consumers have no better perspective than their own lives, so they can relate to the critics. Further, most people do not want to understand third-world realities. It is easier to complain about those who seem to exploit workers in low-income nations than to do some homework and find out if the conditions there really constitute abuse as we know it here. Perceptions, unclouded by facts, are easily maintained. Therefore, claiming a low wage is better than no wage is going to fall on many deaf ears. For this position to have any meaning, Nike would have to first get an audience ready and willing to hear "the truth" and then compile some compelling information to show how Nike's overseas contracts are making living in these countries better for those workers. The first half of this assumption is more difficult than the second. They will wind up preaching to the choir or being drowned out by critics comparing third-world conditions to those of suburban America.

The GM vs. NBC case illustrates what phenomenon when working with the news media?

That even well-known news organizations' coverage must be checked for authenticity in their reporting.

4. If you were PR counsel to the Boy Scouts of America, what advice would you offer?

The Boy Scouts are pursuing a sound PR strategy already. Guided by the offices of Edelman& Company, BSA is maintaining its "morally straight" posture while becoming more inclusive and diverse. Entries into demographics currently underserved—such as African Americans and Hispanics—not only offer opportunities to increase membership, but also make BSA more inclusive and diverse. This posture plays well with a public that is being asked to see BSA as bigoted and discriminatory.

PepsiCo relied heavily on ___________ to substantiate its position that the claims against it were blatantly false

The Food and Drug Administration

2. Apart from the TGS case, try a different situation. Suppose that a weekly financial magazine column "Tips and Rumors" regularly got into some people's hands a day before each issue of the magazine came out, and some of the stocks mentioned were suddenly traded heavily and run up in price. Suppose, also, it turned out that a clerical person in the magazine's public relations department privately had been giving an advance rough draft of the column as a favor to a friend at a brokerage firm. Neither the clerk nor the friend at a brokerage firm traded or made any profit. As you understand SEC's rule 10-b, who is legally liable? Put another way, where does common sense tell you the responsibility for the privacy of material facts belongs?

The SEC's rule 10-b states that a person may not omit to state a material fact that would have the effect of misleading in connection with the purchase or sale of any security. With that in mind, it is important to note that: - neither the clerk at the magazine nor the friend at the brokerage firm traded or made any profit. - in consideration of the facts presented in this scenario, neither the clerk nor the friend had a responsibility to disclose (or withhold) the information in the financial column, as they had no ownership of the information. There are many elements of this case that are not known. It is impossible to know whether or not the clerk or the friend at the brokerage firm were passing the information on to individuals who were using the information to trade and/or make a profit. In that situation, they would be guilty of possessing (and disclosing) insider information that was used for private gain by other people. Additionally, it is not stated where the "Tips and Rumors" for the column come from. Unless that information was public knowledge prior to being printed, the publishers of the column could be in violation of Rule 10-b for disclosing information that could have an effect on the value of a security. This particular situation contains variables that make it difficult to state who is legally liable. Generally speaking, however, the responsibility for releasing information in a timely manner, also protecting it from use by an insider or third part, would lie with the financial column publishers. Common sense tells us that if you have something that you do not want others to have, you must keep an eye on it. As the "owners" of the information that is printed in their column, the publishers would need (and want) to take precautions to ensure that their material was not appropriated by someone else.

3. Seabrook offers an informational phone line for communities and employees to call whenever questions or concerns arise. This phone line accommodates the local towns surrounding Seabrook Station. Do you think this phone line would be more effective if it were a national 800 number, thus making it available to all U.S. residents? Why or why not?

The Seabrook communications staff identified employees, Massachusetts and New Hampshire residents, local and national media and the financial community as prime publics. Not all of the plant's employees live within the region served by a local telephone number. Only a small fraction of Seabrook's other key publics are served by a local telephone number. There's a strong likelihood that situations will arise when employees, community publics, the media and the financial community will all want information from Seabrook at the same time. Therefore, it is not desirable for all of them to be served by the same phone lines. A better form of communication would be to have three separate 800 numbers, one serving employees and residents outside the local calling zone, one serving the news media and one serving the financial community. Each of these three groups is likely to require a different response from Seabrook's information system. An up-to-date website is a must.

This government organization regulates most financial public relations practitioners' responsibilities.

The Security Exchange Commission

Case 6-3 A CLASSIC: TYLENOL RIDES IT OUT AND GAINS A LEGACY

The Tylenol case is an excellent example of a successful crisis plan put into action. Several factors led to this successful approach: 1. The company benefited from a long history of success and service in a field of worthwhile healthcare products. 2. The company has taken pride in its public reputation for integrity. 3. The company benefited by having had a strong founder who set high standards. 4. The company had a clear-cut philosophy. 5. In its relations with employees, investors, customers and government agencies, there was a candor consistent with competitive and financial security. 6. There was a recognition of the public interest and its legitimate representation by news media. 7. The public relations staff participated in the decision-making process. 8. There were mechanisms for feedback from constituent publics. There is almost unanimous agreement that Johnson & Johnson reacted in a socially responsible manner and they have received much recognition because of their handling of the situation. Tylenol's response also demonstrates the validity of the adage that "how an organization communicates through a crisis will determine, for most people, how the crisis was handled." Noone has been arrested in the crimes. Likely, no one ever will. Tylenol did what it could, as soon as it could, to address the problem. But more important to this book, Tylenol's communication was so good that fans and critics alike are willing to concede that Tylenol and Johnson & Johnson "handled" the crisis well.

5. If you were PR counsel to United Way, what advice would you offer?

The United Way has more serious public relations problems than does BSA. One might get the feeling that UW opened a can of worms that it might want to re-cap. Five years into the "anti-discriminatory" policy, only 10 percent of local United Way Chapters subscribe to the policy. And, among the 10 percent that do, many are finding ways to continue to fund BSA councils, even while subscribing to the policy on paper. Other chapters that once followed the policy are now restoring funding to the BSA. One might advise the United Way to "make up its mine" once and for all on the policy. If there is deep support for the policy, then stay the course. If the support within UW is lukewarm, then revisions might be in order. Here is where some good research will help. United Way (national) should spend the money to determine what perceptions and behaviors have resulted from the policy so far. Are these the perceptions and behaviors that UW wants? What competitive forces are at work here? Are competitors taking advantage of the situation to eat into UW's power base—American corporations? What do donors think? Is this giving reluctant donors a reason to stop donating? Are the shifting to a competitive effort? Are they managing their own donations to charities of their choice? Any advice should rest on the results of thorough research, and this is a good example of that.

-

The ability to communicate trustworthy information, whether directly or via the news media, is a measure of a practitioner's effectiveness or ineffectiveness. In unexpected situations of crisis, the media and public relations professionals have had their finest examples of public service and their most severe episodes of failure and ineptitude.

investor relations: what is it?

The arena of investor relations has had a relatively short history, only springing up as an important factor in a corporation's communications in the 1960s. In concept, a publicly owned corporation is based on an ideal of consensus, where shareholders, employees, community neighbors, suppliers and customers all have a voice in its operations. Unfortunately, it is not possible for all who have a stake in the outcome of an enterprise to take an active part in the decision processes of that business entity. Many of the decisions are made by management or board members who run the company.

2. . Tylenol is a product of the McNeil Consumer Products wing of Johnson & Johnson.When the deaths occurred, the parent organization moved in and took over bothresponsibility and spokesmanship. What are the pros and cons to that strategy asfar as the CEO and the communications people in McNeil are concerned? Whatabout the news media?

The benefits to this strategy for the McNeil public relations department include: -The entire company is speaking with "One Clear Voice." -Johnson & Johnson is a more recognizable, trusted name than McNeil Consumer Products. - Having the parent company step in makes the company look very concerned and like they're giving the problem the highest priority. Disadvantages include: - Having the parent company take over may cause McNeil public relations staff to look under qualified to handle the problem. - If the problem hadn't turned out well and the parent company had not stepped in, it would be a reflection on the entire organization, not just McNeil. Advantages for the media include: - Having the information come from Johnson & Johnson gives the story a wider angle. Disadvantages include: - Local media to McNeil would not have the same connections with Johnson & Johnson.

1. What responsibilities does a business have to the community, if any?

The company should be aware of what it provides a community - taxes, employment, local purchases and volunteer resources. In the case of Seabrook Station, it also supplies electric power. The principal role of community members to Seabrook Station is that of customer. Itis part of the business community, and it should do everything in its power to strengthen mutual dependence within that community. It should create an atmosphere of mutual understanding and respect with all elements of the community.

Financial public relations practitioners must balance their efforts for the benefit of __________ and _________

The company, investors

6. Could this "crisis" have been avoided? How? Shortened? How?

The crisis could have been avoided by more direct (and immediate) action on the part of the local bottler/canner. Had sound public relations counsel been available at the first report, perhaps the story could have been contained with a plant tour of the canning line. Local reporters would have to conclude the filling line was safe and secure. Once the story took a life of its own, then containing it depended on (a) demonstrating the security of the filling line and (b) catching some of the copycat hoaxers in action. Good fortune and the good VNR brought both of those about after a week of work and worry.

3. Discuss the strategy of United Way America pushing decisions down to the local-chapter level.

The decision to make this a "local option" was a wise strategy for United Way to establish. Abroad, national policy against the Boy Scouts would have been a disaster for both sides. Donors would have to make a choice—a choice most of them were loath to make. Everyone would be hurt, and no one would benefit. By making this a local decision, the United Way allows chapters who feel strongly about the issue to take a stand while enabling those where it isn't a pressing problem to go along as usual.

6. How might Seabrook Station's community relations efforts be different if itwas trying to win favor today as opposed to early 1990s?

The economic implications of having a large power plant opening in what are often rural areas would allow Seabrook the opportunity to focus on "economic-related" support for the community. Such a plant would offer many, steady jobs in a marketplace where people are either unemployed or underemployed. Also, the current energy crisis coupled with the dependance on foreign oil from countries with less-than-perfect relationships with the United States also affords Seabrook the option to highlight the development of "American-made" energy here in New Hampshire. Lastly, the proliferation of social media and instant communications tools allows the company to communicate directly with its key stakeholders in the community without having its messages filtered by the mainstream media, thus allowing for greater control of those messages.

Who should you designate as the first line of communication if you want to instill positive employee communications?

The employees immediate supervisor

according to the text, what is the role of a financial relations practitioner?

The financial relations practitioner needs to focus his/her energy: 1. Developing a communications strategy that is appropriate to management goals in investor relations. 2. Preparing public literature such as reports required by law and establishing press contacts. 3. Managing relationships with the financial community, including analyst meetings, tours or visits, etc.

5. In many organizations the role of financial relations has beengiven to legal counsel. How can this help an organization's financialcommunications? What are the downsides of using legal counsel toaccomplish the task of financial communications?

The legal counsel may well know more about the content of the laws, their meanings, and their affects on the organization from a number of legal viewpoints; however, it may not be the best at communicating it effectively. Public relations practitioners understand how to communicate, what to communicate, who to communicate with, and when to communicate, so they are much better at financial communications. All things considered then, it may well be most beneficial to use the legal counsel's knowledge, but using the public relations department to communicate that knowledge in a way so constituent publics can understand it.

Case 7-1: THERE'S A SYRINGE IN MY PEPSI CAN!

The makers of Pepsi and Diet Pepsi were stunned when an isolated case of product tampering escalated into a national crisis which later turned out to be a hoax. Pepsi's response team eventually delivered compelling evidence that the contamination was a hoax and nothing more, but a week went by while the facts got sorted out. The case demonstrates the fine line between immediacy and accuracy in communication and shows how perceptions can be shaped through good communication.

4. If you feel this was a matter on which the opponents could work out a reasonable resolution in the public interest, and both sides had professional counsel morally committed to reconciliation, what could have been done better or differently so that the matter wouldn't drag on for years? After you figure out your answer to this, try coming up with a resolution for the abortion issue. Are the intervening forces and stubborn issues the same?

The most important task for professional counsel on both sides would be to come to an agreement on what is at issue. If the opponents are not approaching this situation from the same perspective, a reconciliation is going to be difficult to achieve. Ideally, counsel should establish some sort of common ground, a place where both sides would feel comfortable listening to the other and trying to seek a solution. Since the elements of this case such as Nestlé's manufacturing and distribution of infant formula are controversial and potentially volatile, the unifying piece should be neutral, something that the two sides can work on together. One example would be to tackle the larger problem of the underdeveloped third world countries. Nestlé and the activist groups could incorporate joint efforts to improve the quality of life, promote health programs and educate people on the importance of sanitary living conditions and clean water. By focusing on other parts of the overall problem without turning their frustration on each other, the two groups might be able to make progress on the larger issue while improving communication and their relationships. The abortion issue does possess similar intervening forces and stubborn issues to the extent that not all involved parties view the topic from the same perspective. Abortion might be the more difficult issue to resolve, however, due to the emotion and strength of personal beliefs that come into play. The Nestlé case did attract nationwide attention and draw widespread opposition, but it was related to other people living elsewhere. Many people simply do not care. Abortion is an issue about which nearly every individual has personal convictions. If a resolution to such an issue were possible, the recommendation would also be quite similar. Attempting to bring both sides to some sort of common ground where they could practice effective communication would be an admirable start. Due to the opposite beliefs involved in abortion, particularly due to religion's strong presence in the issue, this common ground would be harder to find. The goal would be to bring opposing sides to the point where they would be willing to consider those views besides their own and use their combined energy to reach a resolution for the common good.

4. What other ways could the Texas cattlemen have considered in dealing with this issue?

The most obvious would be to forget it, let it die and go on with their lives. Suing a major media star is going to bring scorn to most organizations, and this proved no exception. If some action is required, perhaps a better strategy would be to request an opportunity to go on the same show later with facts that refute (or at least dispute) those of the previous guest. That approach risks extending the "mis-information," but does give the cattlemen an opportunity to "have a day in court," the court of public opinion. With a light-hearted approach (bring Oprah a big, juicy hamburger!) and some scientific evidence that the previous guest was misinformed, it could be a good stroke for the cattlemen.

7. Did the news media behave responsibly in reporting this story? Cite examples to support your answer

The news media could have been more responsible, in that the "report" was really ludicrous from the beginning. Just because someone says a syringe was found in a soft drink can doesn't mean it came from the factory that way. Good reporting would have mentioned or questioned that fact. Once the story took wings, however, the media was fully available to Pepsi's point of view. As the story grew from city to city, the media were forced to cover it. But, by giving Pepsi "equal time" to respond, the media did what they could to balance the story, which by this time was obviously a hoax or fraud.

b. One side (which one?) has focused more on influencing behavior than opinion.

The no-smoking side has focused more on behavior by being more adamant in their efforts to encourage smokers to quit. Their message is clearly "Quit smoking." The smoking side, on the other hand, communicates that "Smoking is cool" and "Smoking isn't bad for you," which are not directly actionable messages. It has been a fine line for the tobacco companies, because they haven't wanted to appear to influence potential smokers. They emphasize brand switching versus recruitment.

Who is legally responsible for insider-trading information leaks?

The owner of the information

4. A reputation for being honest in economic matters, civil in social relations and honorable in character has long been said to be a precious and fragile possession. And the reputation of communications people is generally perceived by critics and supporters alike as being a reflection of those they serve and associate with. If we accept both premises, how can we stay clean and honorable, earn a good living and advance in a career when we are cast in an atmosphere that many moralists, historians, intellectuals, journalists and some government officials describe as a "moral morass"?

The principle behind professional ethics is that one's actions are designed to create the greatest good for both the client and community as a whole, rather than to enhance the position and power of the practitioner. With this in mind, the public relations professionals must, at all times, ensure that their actions are ethically (and professionally) correct. While itis difficult to stay "clean and honorable" in an environment that is morally lacking at times, the PRSA Member Code of Ethics gives us a guide for what is acceptable, and reminds us of our moral obligation to society, above anything else If, indeed, public relations falls into that "moral morass" atmosphere, the challenge of maintaining ethical standards of practice is even greater. By applying the Golden Rule of "do unto others as you would have done unto you," the public relations practitioner could set an example by exhibiting morally and ethically prudent business behavior. The only way to shake a negative stigma is to practice positive behavior, and if public relations practitioners set the trend, it is likely that other professions would follow. It is important to note that the pendulum is now beginning to swing the other way. Where business practices once involved a general disregard for the common good when it interfered with private gain, that is not the rule anymore. Corporations and individuals alike are discovering a need for social consciousness and responsibility, and that need is well served by ethical and honorable actions. Public relations could take a leading position in this movement, thus serving the community and simultaneously disproving the notion of the "moral morass."

5. Develop some proactive and reactive strategies that Seabrook will need when decommissioning the plant, disposing of the spent fuel rods, and if the radiological emission risk correlations show that the plant has become dangerous

The question creates two scenarios. First, what should be done when the plant is decommissioned, and its spent fuel rods must be disposed of? Second, what should be done if radiological emission risk correlations show that the plant has become dangerous? The first question centers around whether or not off-site facilities are available for spent fuel rods. In such a case, transportation of the spent fuel rods safely to the disposal site will be the issue in question. This will require protective containers for the fuel rods, a route to the disposal site which avoids high risk travel, cautionary measures which anticipate all possible forms of accident enroute and means of encountering staged opposition at the disposal site. On the other hand, if the spent fuel rods are to be stored on-site, then evidence must be green that on-site storage poses no threat to the environment. From that point on, the spent fuel rods become an additional reason for continuous monitoring of background radiation near the nuclear plant. The second question deals with high radiological emission risk correlations while the plant is in operation. In this instance, Seabrook should shut down the plant, identify the problem and not resume operation until the problem is solved. Resumed operations should begin with ample public notification, and should be phased in with the same cautionary procedures as the plant's initial operation.

5. Discuss the role of the FDA in addressing/solving the situation. Was Pepsi's use of the FDA beneficial? Why? How?

The role of the FDA was that of an impartial observer and referee. The FDA has as its mission the safety of food and drug products sold in the U.S. When the FDA felt compelled to speak to the safety of the soft drinks, it added to the product's problems. When the FDA was able to give the product a green flag, it signaled that the problem was over. PepsiCo was able to effectively use the FDA's credibility to good advantage. The FDA never said the product was tainted but did originally caution to pour the soda into a glass if the consumer was concerned. When the FDA was able to say the product was safe, the consumer knew it was okay to buy and consume diet Pepsi.

4. What other options might GM have considered in rebuttal to NBC/Dateline?

The standard options available to a party "wronged" by the media include suing, asking for retraction, asking for clarification or doing nothing and letting the story die. With the strength of its evidence, suing was the best option for GM. Absent that evidence, the other options are weak and undesirable. The likely choice, absent strong evidence, would be to ignore the story externally and let it die. Why is that a "good" choice? It might not be a good choice, but it's likely the best option because of certain things known about the American public: 1) perhaps one of four families actually saw the program and 2) most of us tend to forget 80 percent of what we are exposed to within 24 hours, which means only one of five who actually saw the program might remember what it said the next day or so. The bad news is that those who remember are the people who either own a GM truck or are considering buying one. Because of their high involvement in the story, they are more apt to pay attention, and believe and act on the information. If ignoring the story had been GM's strategy, special messages would be needed for that involved audience. Likely those messages would go "below the radar" of the media, directly to those involved.

2. To change people's opinions, there are several options in strategy and tactics such as persuasion, coercion, compensation or compulsion. Which ones among these, or others, do you see employed by various opposing groups in this case study?

There are numerous ways in which these particular options in strategy and tactics could be used to influence opinion change. -Infant formula manufacturers, such as Nestlé, persuaded women in developing countries to use their formula by distributing free samples to the hospitals and sending "milk nurses" to assist new mothers in using it. - Nestlé was coerced into changing some of its policies on marketing infant formula when activist groups initiated a boycott of Nestlé products and sponsored such events as "Infant Formula Action Day." - The compensation that Nestlé hoped to receive after the implementation of the International Code of Marketing of Breastmilk Substitutes was an end to the rumors and allegations that the company was a "Baby Killer." -Competitive pressures sometimes serve as a compulsion for companies, such as the formula manufacturers in this case, to overlook ethical standards in the interest of sales figures and results.

3. What limits are there to first amendment rights?

There are practically no limits. One of the legally defined concepts of "freedom of the press" is the denial of prior restraint. Another strong point is the difficulty of libel, slander or other remedies. Proving someone uttered a false statement, knew it was false and uttered it anyway, is a difficult thing to prove in court. Therefore, the only restraints on the First Amendment are those placed by those "who buy ink by the barrel." The personal and professional ethics of journalists are the only mitigators of First Amendment freedoms.

Case 6 - 2 TEXAS CATTLEMEN VS. OPRAH WINFREY

There is probably no one whose name and face was more popular in America than Oprah Winfrey, host of her own popular talk show, producer of her O magazine, influencer of book sales, diets and daily routines. In taking on Oprah in court, the Texas cattlemen were WAY in over their heads. Oprah moved her show to Texas, hired Dr. Phil McGraw to coach her on jury selection, and generally kicked the cowmen's rumps.

Why isn't it a good idea to take on celebrities like Oprah Winfrey in a court of law?

They have the means to generate one-sided media coverage.

Case 1: Britney Spears

Things to think about: 1) What are the top-three issues affecting this celebrity's image? 2) What's the most-recent thing you've heard about this celebrity, and where did you hear it from? 3) Is there any other celebrity in history you can compare this individual's "life story" to? What was that celebrity's outcome? 4) Have this celebrity's "perceived" PR efforts been successful? Which ones haven't? 5) What PR advice would you give this celebrity?

Case 2: Lindsay Lohan

Things to think about: 1) What are the top-three issues affecting this celebrity's image? 2) What's the most-recent thing you've heard about this celebrity, and where did you hear it from? 3) Is there any other celebrity in history you can compare this individual's "life story" to? What was that celebrity's outcome? 4) Have this celebrity's "perceived" PR efforts been successful? Which ones haven't? 5) What PR advice would you give this celebrity?

Case 3: Charlie Sheen

Things to think about: 1) What are the top-three issues affecting this celebrity's image? 2) What's the most-recent thing you've heard about this celebrity, and where did you hear it from? 3) Is there any other celebrity in history you can compare this individual's "life story" to? What was that celebrity's outcome? 4) Have this celebrity's "perceived" PR efforts been successful? Which ones haven't? 5) What PR advice would you give this celebrity?

Standards, Ethics, and Values

Things to think about: Would you sacrifice ethics for business? What's wrong with having an ethics code like PRSA's? What are the drawbacks of a company using ethics training for employees?

1. Business is said to be a game of hardball most of the time; competitive success requires that the cards be played close to the chest. The pharmaceutical business is no exception. How, then, can you defend Johnson & Johnson's traditional adherence to a "do-gooder" credo written by its founder or the open and candid way the company went about dealing with the problems posed by a small number of poisoned Tylenol capsules in Chicago?

This is not a new product, or a technique that needs to be kept secret. There is a difference between proprietary information in a competitive sales situation and a crisis. There is no reason for Johnson & Johnson to hide anything they know; competitors are not going to gain anything from this knowledge.

Although the legal department may not agree, disseminating ______________ information is best way to stop company rumors from starting.

Timely

3. The chapter introduction talks about stakeholders. Among the tobacco interests,stakeholders would be vehicles that carry tobacco advertising. Can you think of anyothers? Among the no-smoking stakeholders would be insurance companies. Arethere others? Does that leave anyone or any group in the middle, the neutral or"don't care" category?

Tobacco Stakeholders: Smokers Shareholders in tobacco companies Doctors who earn a living treating smokers Growers and sellers of tobacco, those who support tobacco - from agriculture toads People in communities that are dependent on tobacco as a commodity No-smoking Stakeholders: - Non-smokers who are bothered by smoking - American Lung Association, American Cancer Society or similar groups - Doctors concerned with public health Neutral: -Non-smokers who aren't bothered by smoke

1. On the basis of the information in this case, your personal knowledge, and a professional, objective mind-set, which, if any, of the following conclusions might be supported by maxims of persuasion (see Chapter 1) or by the strategy and tactics used on either side? a. The anti-smoking coalition and the tobacco interests have been equally effective in their communication programs.

Until recently, both sides have been head-to-head in their efforts to get the action the wanted from either the smoking or non-smoking side. Now it seems as though the anti-smoking coalition is gaining a lead and is having more success with their communication programs. The second maxim, source of information, may be one reason. The anti-smoking forces (The American Cancer Society, Lung Association, doctors, etc.) are all respected, trusted sources of information on our health. Also, the maxim about clarity, simplicity and symbolism is also applicable here. Pro-smoking groups need to convince people that it's not a dangerous habit, encourage current smokers to continue and replenish the supply of smokers with new recruits - all while people are suffering from smoking-related diseases. It's a bit easier for the non-smokers to get their point across that "smoking is harmful."

In addition to government agencies, companies like Seabrook Station must also monitor __________ groups, like The Nature Conservancy or Greenpeace, especially when maintaining a "global" community reputation is the No. 1 goal.

Watchdog

Case 9-1HURRICANE KATRINA: A DISASTER FROM BEGINNING TO END

When Hurricane Katrina hit the Gulf Coast in Mississippi and Louisiana, its 150-mile winds couldn't have done more damage than the area's lack of preparation. When the winds died down, New Orleans, particularly, was destroyed as much by lack of leadership and preparation as by the winds and water. Finger pointing replaced communication as the order of the days, weeks and months. Good public relations never had a chance.

Case 7-3: GM VS. NBC: A CORPORATE CRISIS OF EXPLOSIVE PROPORTIONS

When NBC ran the Dateline program that cast doubts on the safety of GM's trucks, the network probably thought it had a coup of sorts. The visuals were compelling. Its fleet of "experts" seemed impeccable, and the prospect of strong ratings and post-program "buzz" looked good. But NBC hadn't counted on GM's strong network of media relationships and the tenacity of Bill O'Neill and his associates. Good public relations work, in the end, would trump bad journalism.

1. Discuss the implications of Pepsi's strategy: specifically, c. using the media to present its case

When the media are a major force in creating a problem, the only effective way to regain lost ground is through those same media. - In essence, this case is media driven. The media picked up on the story, chased it around the country, inspired copycat replications of the tampering and generally played havoc with reality. Because the media were driving the store, Pepsi was wise in using these same media to present its case to the public. - Today's "general public" gets its news primarily from television (about half) with one-fourth looking to the daily newspaper for its information. Thus, three-fourths of the consumers whose behaviors might be affected by the tampering hoax could be easily reached with good media strategy. - Further, the media, in all fairness, would likely be fully committed to Pepsi's response, given how and why the story had gotten to that point so quickly. Plus, the availability of the filling-line video, the convenience story security tape and Craig Weatherup made the story even more appealing. With these elements in place, using the media to reach vast numbers of people quickly was an obvious and useful option. -Pepsi's follow-up advertisement was clever and probably created a "warm, feel-good" effect among bottlers and distributors, but the real work was done via public relations and media relations. Media exposure helped create the problem and commensurate media exposure helped bring the crisis to a close

3. Objectively, was the initial TGS news release about the ore strike at Timmins misleading based on what was known at the time the news was released? Or did it go only as far as a cautious, prudent management was willing to go for fear of overstating and getting in trouble for that? Or, what else does your objective evaluation say might have been the determining consideration?

While it is certainly not a crime to be cautious and prudent, there is a difference between being cautious and being deceitful. In the initial news release, TGS did not reveal all of the information available, and the statement that was made was extremely vague and noncommittal. At the time of that statement, in April 1964, TGS declared that the drilling was insufficient and inconclusive, and indicated that discussing the issue more specifically at that time would be "premature and possibly misleading." In actuality, the TGS group had concluded four months earlier that the drilling was promising, and group members had started to purchase large shares in TGS at that time, hardly the kind of activity one would expect in regard to an inconclusive project. It is no longer enough for a corporation to communicate honestly. Transparent communication being entirely open and showing all your evidence, is becoming the communication policy to use. With concern for corporate accountability, TGS could have avoided getting in trouble for overstating by using transparent communication. By simply reporting the facts, including a statement about how inconclusive the information was, TGS could have prevented rumors and speculation, and gained public respect for their complete and immediate honesty. By choosing to selectively disclose information after a rather untimely four months of silence, TGS was not only misleading, but also unscrupulous.

when developing objectives in a PR plan consider:

Writing at least one awareness objective for each key public: "To have an effect on awareness, specifically... Writing at least one acceptance objective for each key public: "To have an effect on acceptance, specifically... Writing at least one action objective foreach key public: "To have an effect on action, specifically...

what's a great way to build short- and long-term value from a special event?

a community event.

Ironically, it was ___________ who tipped off to GM that the Dateline story was inaccurate, which shows that the media isn't always out to get you.

a representative from an automobile magazine

4. Which of the following conclusions do you feel can properly be drawn on the basis of your personal familiarity with the Tylenol incident:

a) The episode diminishes/enhances Johnson & Johnson's claim to competitive leadership in its industry. This crisis diminishes J&J's competitive leadership only in terms of sales on the short-term. Their leadership is enhanced by the fact that they handled the situations well and regained the public trust. b) The episode illustrates that marketing and public relations are much the same/different in values and priorities. This incident clearly shows the differences between the two functions. While the marketing staff may be able to help regain sales eventually, they aren't equipped to head off problems and work on maintaining relationships with constituents. The functions are similar in that both support the sale of a product or service. However, public relations do this much more indirectly than marketing. c) The episode shows that having a sterling character can help/hinder the bottomline.It can help the bottom line because trust may not be as easily lost as with anorganization with questionable character. On the other hand, without a sterling character there may not be as much to lose. d) Public relations has/does not have a significant voice in the decision process during a crisis when big money is at stake.Public relations has a significant voice during a crisis, whether or not moneyis involved. Many people within the organization will look to the publicrelations department for assistance during a crisis. There are occasions, however, when people involved fail to recognize the importance of seeking professional public relations counsel, in which case the public relations person does not have significant impact.

public opinion starts with ______ and finishes with ______

an incident, social action

What would have been a better strategy for the Texas Cattleman rather than taking Oprah to court?

appearing on her show to debate the case in the court of public opinion

What are the three types of objectives that well-rounded PR plans should include?

awareness, acceptance, & action objectives

when people are involved in the __________, they're more likely to be receptive to accepting tough decisions.

decison-making process

Today's public relations practitioners must ________ their use of the media.

diversify their uses of media in.

Public relations practitioners must engage in six activities including research, strategic planning, counseling, internal education, communication/action, and ________

evaluation

Persuasion Model

explains the steps necessary to get people to change their minds and actions. A. Creating dissatisfaction with existing, undesired behavior. B. Offering the desired behavior as a substitute for the status quo. C. Explaining the benefits of new behavior or the consequences of the old. D. Modeling the desired results.

The news media is commonly known as _________ because of its ability to control content communicated via its media outlets. gatekeepers

gatekeepers

1. If you were responsible for your community's crisis plan what three areas wouldyou focus on primarily and why?

he first area of communication planning to be considered is departmental. In times of crisis, it is imperative that everyone be on the same page internally so that "One Clear Voice" is possible, even in times of chaos. The plan should spell out roles and responsibilities by position—not by name—because people come and go but positions and responsibilities are prettyconstant. Knowing who is in charge of what gives One Clear Voice a better chance. Taking care of internal audiences should be the second priority. A city or county has many key internal constituencies, all of which have political overtones. Those who represent the public—or work for those who represent the public—are in the first wave of "need to know," because they have to satisfy their audiences. Finally, an external plan needs to be established. In an on-going crisis such as Katrina, regular briefings and updates helps diminish rumors and speculation. The key here is to tell only what is "known" and to not create "official" rumors by speculating on what might or might not be happening.

Three common denominators of case studies involve social norms, group think, and _______

individual behavior

The primary power of the media is to _____________.

make us aware.

What does PSA stand for?

public service announcement

the "nuts and bolts" of a PR plan are know as _________

tactics

community relations definition

the definition and role of community relations has changed and expanded over the years. It is more than just a company's donation to the art council or sponsoring the neighborhood little league teams. Community relations efforts should be focused, strategic and most importantly, effective.

What is the first element to a PR plan that must be identified?

the situation

community relations

think global, act local

what does the counseling function of public relations answer

where do we want to go?

What affects American consuming behaviors most?

word-of-mouth reviews from friends

There are Two Classifications:

· Issues: subjects on which there are two or more strongly opposing arguments, emotional involvement of a large number of people, and concern that the decision will have an impact on people's lives or the functioning of society. · Crises: when a public or organizational issues gets out of control, to the point that it can no longer be settled before it becomes huge and threatening to the organization or society.

from one of the pioneers of PR on the subject:

• "The public relations consultant is ideally a constructive force in the community. The results of his work are often accelerated in matters of value and importance to the social, economic, or political life of the community." -Edward Bernays, Crystallizing Public Opinion,1923 (note the date when considering the use of "his" in the quote...female professionals often dominate the field today.)

example of a well-constructed objective

• Increase first-year students' knowledge about housing restrictions by 10 percent by spring 2014. - This type of awareness objective would be appropriate for a college experiencing dorm violations, which, in turn, was affecting its image a "party school".

Education Public Relations: public & private school PR K-12 and beyond overview

• Public relations practitioners who choose to represent schools and school districts have a difficult job ahead of them. • Trying to accommodate such a diverse audience while adhering to legal and procedural policies is difficult

counsel and education

• Sometimes clients can feel confrontational with the PR team because often you're giving them information, they may not like...such as their poor management, poor customer service, poor product, etc. It's important to remind them that you're hired, by them, to help them...this is a process: identify the problems and come up with solutions to fix them.

team leaders

• You want to set the tone about how you'll communicate with a client • Designate team leaders and determine how clients want to communicate, i.e. phone, email, etc. • It's better to have one or two people acting as the lines of communication than the 15-20 who may also be working on the client's project.

Originally, PR's Role Was to Make People:

• aware of the product or service in the first place. • knowledgeable about the benefits and advantages of the particular product or service. • constantly reminded and reinforced in favorable feelings toward the product or service.

These are all one-way communication vehicles, which are ineffective in today's competitive society. More recent activities include:

• forming user groups or customer service departments to personally build customer loyalty. • adopting customer satisfaction programs in which the entire organization is focused on delivering not just a good product or service, but also the quality and personal interactions consumers expect when making a purchase. • concentrating the publicity and promotion activities on taking customers away from competitors (which beer and cigarette makers state as their primary reason for publicity and advertising). • protecting the reputation of the product or service, and of the organization, in a period of consumer activism, government regulation, competitive predation, global marketing and similar conditions which bring a continual bevy of public issues to bear on every organization and industry.

An organization's concern for social issues and problems is often expressed in its public service programs. Organizations engaged in public service programs must manage:

• strategy, planning and research • program design • civic participation • governmental and educational liaison • meetings and events • media placement and relations • preparation of print, audio and visual materials

Celebrity PR 101

•Controversy & Conflict = Media Coverage •Most people like to see celebrities "fail" •Public may forgive, or even forget for a while, but never forget completely •By definition, celebrities need attention/coverage •Any publicity = good publicity is a misnomer...good publicity = good publicity, bad publicity= bad publicity •Individuals are often more difficult than large organizations from a PR standpoint •PR relationships must be built on PR counseling •The public generally has a short attention span •Fame can be fleeting •Listen + Act + Commit = Successful celebrity PR

inevitable difficult decisions

•It is a common view at present to look upon employees as a cost of doing business. • Downsizing is seen in financial circles as a method of improving the productivity and profitability of a firm. • Those losing their jobs during such downsizing are often seen as its victims, but also victimized are those employees who remain on the job. • They may not only experience "survivor's guilt," but they are also expected to continue in their own jobs while picking up the work of their departing colleagues. • Small wonder that the modern workforce has a weakened sense of loyalty to the employer. •At the same time, it is impossible for an organization to speak with One Clear Voice if management's pronouncements are not reinforced by its employees in their interactions with customers, friends and neighbors. • Example: Honda Motors found that an organization can be measured by "mindpower" in the same way that an automobile can be gauged by horsepower. If the CEO makes all decisions, that's one mindpower. If the whole organization participates in the decision-making, the organization can have 20,000 or more mindpower.

Your event can include any of the following:

•Panel discussion - If there is a nonprofit organization involved, you can ask your client to be panelist and discuss an issue that relates to them. •Community event - Reaching out to your community about your message is a strong way helping your organization both now and long-term. •Campus events - Word spreads quickly and the impact you can have is potentially great...some ideas are: 1 Tabling: - simply renting tables and placing marketing materials and information about your client. Renting food trucks and splitting the proceeds with the operator; games and activities attract people; take advantage of holidays, especially those that relate to your client's message. 2.Off-Campus: - working with local businesses to attract customers to them and attract attention to your client, a win-win situation. 3.Home Event: - using a private residence to hold an event can provide a more intimate and controlled setting for your client.

So, what to do?

•Research - Good school PR depends on research, like any good PR. Knowing as much as possible about how and why people are thinking what they're thinking about a school district allows its PR person to "intelligently" deal with so many diverse audiences that a school district must focus on. •Understand the perspectives of the stakeholders. For example: - Students - Parents - District residents/voters (from young adults without children to elderly residents with or without children to business owners) - Employees/Staff/Unionized or not - Legislators/politicians •They all have their own priorities and needs...trying to make them all happy, not easy. Knowing what they want and why, a bit easier. •Understand those battles worth fighting. There are major incidences that warrant serious action (like safety/security issues); however, don't confuse that with the "story of the day" incidents like the student who comes to class with pink hair and gets sent home, which may get media attention, but like a match, these stories flame up brightly, then quickly die out. It's important not to confuse the two.

What forms social conduct?

•Tradition- How's it been done in the past? •Public Opinion- What's accepted among most peers? •Law- What legislation "forces" us to act in certain ways? •Morality- What's the spiritual or religious connotation of our actions? •Ethics- What standards exist from organizations, profession, self-conscience?

Determining Business Ethics

•Will anyone be damaged or "injured"? •Will someone get an unfair advantage? •Is this commonly believed to be wrong? •Will reports of this look bad? •Does this conform to the "Golden Rule"?