Public Relations Final Exam

Public outreach: Providing services or products in exchange for outreach/promotion displays

A service, product, or other consideration is offered in exchange for publicity § Examples: • Providing services or products as prizes offered by newspaper or charity in exchange for being listed as a co-sponsor in promotional materials • Providing services or products to a local business in exchange for having fliers inserted in shopping bags or as statement stuffers • Providing services or products to doctors' offices, auto repair shops, or other businesses in exchange for having brochures prominently displayed • Providing posters of the product or service at welltrafficked locations

Community relations objectives: Informing, gain favorable opinion, profitable business, pride of the community Community relations outcome expectations: services, taxation, law, living conditions, labor supply, local support

Ability to inform the local community and government about: • the company's operations and contributions to community welfare and obtain support for legislation § Gain favorable opinion of the community, especially when there is labor unrest and employee layoffs • establish a personal relationship with community leaders • correct misunderstandings, reply to criticism, remove community disaffection § Operate a profitable business • provide jobs in the community • Cooperate with other local businesses to advance economic and social welfare of the community § Become the "pride" of the community • participate in local civic functions, activities, and education programs • Contribute to improve the quality of life for the community.

CSR in practice: Diversity, equity and inclusion issues (e.g., Black Lives Matter, LGBTQ rights, #MeToo, and the like)

Always#LikeA Girl: Empowering Girls and Women § a Proctor & Gamble Product § #LikeAGirl Campaign: promotes girls and female empowerment § The first ad aired in June of 2014, followed by four related ads.• The Always YouTube official account: accumulated over 132 million views • Each ad had a call to action asking the audience to share and upload their own stories with "#LikeAGirl" • The campaign went viral • Inspired video uploads with the hashtag on YouTube • Generated significant media coverage • Prompted a social movement for positive change •"Unstoppable #LikeAGirl" •"#LikeAGirl: Girl Emojis" •"#LikeAGirl: Keep Playing" •"Keep Going: #LikeAGirl" Today's sociopolitical events have lit a fire under brands to address social injustice and diversity, equity, and inclusion (DEI) in deeper ways than they have in the past. Companies are using marketing and advertising to respond to and support discussions about systemic racism and the Black Lives Matter protests, the fight for LGBTQ rights, the #MeToo movement, the COVID-19 pandemic, and issues of immigration reform, to name a few. A. A June 2020 survey by Mindshare found that more than two-thirds of US adults said brands should play an important role when it comes to speaking out against racial inequality and injustice. However, six in 10 believed brands that spoke out were being opportunistic.

Handling a publicity pitch; preparing for media interviews; online publicity; sponsored content

Assess the following in advance • Purpose of the interview • Risks and benefits • Necessity and priority • Media organization and publicity target • Interview venue and interviewer § Prepare for the interview • Who should/will represent the organization • Know what to say and how to say it • Know how to answer questions • Know how to connect with the interviewer/audience § Preparing your client or yourself • Know your lines • Relax • Speak in personal terms • Welcome the naïve question • Answer questions briefly and directly • Don't bluff • State facts and back up generalities • There is no such thing as "off the record" • Don't say "no comment" • Tell the truth

Face-to-face communication; the grape vine (word-of-mouth)

Best communications vehicle is face-to-face • Value of meetings lies in substance, regularity, and candor from managers • Supervisors are the preferred source for most employees • Formalized meetings may mix management and staff in a variety of formats -The Grape Vine • Rumor mill can be treacherous • Don't overlook the value of explaining how you reached a decision • Grapevine may be valuable because it is believed

Product Strategy

Brand name, packaging, logo, image, personality, etc. • Build recognition, identification and differentiation • Build Loyalty & Equity • Types of brands: individual, family, national and private brands o Tips for naming a product: "easy to to remember," "imply a function," and "convey a feeling" Marketing Planning Mix: Copyright©2023 Carolyn A. Lin All Rights Reserved Lexicon

CSR in practice: Ensure positive social and environmental effects on society; philanthropy; bottom line; profitability

CSR means that a company takes steps to ensure there are positive social and environmental effects associated with the way the business operates. § CSR is viewed as different from philanthropy. § CSR should become inherent in the mission and message of an organization, and also hold a strong place in the practice of marketing and advertising a company's product. § Businesses that ignore corporate social responsibility run a risk to their bottom line and their brand. § Having a bad reputation socially and environmentally can create serious negative effects on the overall profitability and success of a company.

Social responsibility and environmental management: The Five Dimensions (and definitions and example phrases)

Companies manage business processes for a positive societal impact via the following practices: • Product lines • Marketing practices • Corporate philanthropy • Environmental activities • External relations • Employment diversity in retaining and promoting workforce diversity • Employee safety and health • Panasonic (Sustainability Champions) The Five Dimensions: Dimensions The environmental dimension The social dimension The economic dimension The stakeholder dimension The voluntariness dimension The definition is coded to the dimension if it refers to The natural environment The relationship between business and society Socio-economic or financial aspects, including describing CSR in terms of a business operation Stakeholders or stakeholder groups Actions not prescribed by law Example phrases 'a cleaner environment' "environmental stewardship' "environmental concerns in business operations "contribute to a better society' 'integrate social concerns into their business operations "contribute to economic development' preserving the profitability' 'business operations' interactions with their stakeholders' how organizations interact with their employees, suppliers, customers and communities' "based on ethical values 'beyond legal obligations' "voluntary'

Public engagement promotion: corporate philanthropy; cause-related marketing; corporate social responsibility

Corporate philanthropy: • Financial donations tied to philanthropy could be an effective integrated marketing device § Cause-related marketing: • Corporations will continue to grow this type of marketing strategy, including sponsoring community engagement activity, e.g., sponsoring "Relay for Life" or "Make Peace" § Social responsibility marketing (or CSR marketing): • Corporations want to show that they care about social well-being, public health and environmental safety

Community relations controversies: Insensitivity to the culture of diverse racial/ethnic groups Serving diverse communities: major minority groups (indigenous Americans)

Demographic realities have caused organizations, large and small, to recognize the importance of diversity § Chief Diversity Officers added at major organizations § Societal discussion of formerly sensitive topics have opened new avenues for dialogue § Important members of labor force and sources of economic foundation of society • African Americans, Latinx, Asians, indigenous Americans, and more • Women • LGBTQ community • Seniors • Persons with disabilities • Religious minorities • Immigrants: 1/7 of Americans. Starbucks will link executive pay to diversity targets in 2021.See the Orange Line for low immigration periods: • The economic depression during the 1920-30 • The WWII era in the 1940s • The Korean War and the Cold War in the 1950s • The Vietnam War in 1960-early 1970 and the continuing Cold War • The Cold War period ending in Nov 1989, when the the Berlin Wall fell.

Place

Direct vs. Indirect Distribution § Intensive Distribution o making goods available at every possible location (e.g., Walmart) o profit is low, but volume is high § Selective Distribution o limiting the number of outlets or dealers (e.g., a department store) § Exclusive Distribution o granting exclusive rights to one dealer in an area (e.g., a car dealership) § Ominichannel Distribution o integrate online and offline consumer touchpoints to promote and distribute a product or service

Communicating in a crisis: Do's and don'ts; no comment vs. silence; cardinal rule; goals • Crisis communication: Public's perception; public's ability to process information during a crisis; utilize facts/data

Do's: • Be flexible • Answer early • Speak with one voice • Be prepared to move without all the facts • Squawk if you're wronged • Seek out your allies Don'ts • Don't keep all channels of communication open • Don't always make the CEO the spokesman • Don't always take the lawyers' advice • Don't lean toward withholding information • Don't answer every question • Don't ever, ever lie. University of California agrees to $243.6 million settlement in UCLA sex abuse scandal. University of Michigan settlement latest in school sex abuse payouts. UConn to Pay $1.3 Million to End Suit on Rape Cases. Crisis = "unplanned visibility" § Instant and 24-7 news cycle helps increase/deepen the crisis § Every crisis is different; perception is reality § Manage the court of public opinion § No comment often perceived as guilty § Silence triggers anger from media and compounds problem § Cardinal rule for communications during a crisis: o Tell it all and tell it fast! § Goals oTerminate the crisis quickly oLimit the damage oRestore credibility.

CEO communication with employees: employee public subgroups; unique interests and concerns from each group; message and communication differentiation between groups

Employee relations matters § 60% of corporate CEOs reported spending more time communicating with employees § The employee public subgroups: § Senior managers § First-line supervisors § Staff and line employees § Union laborers § Per diem employees § Contract workers (including janitorial staff, consultants, etc.) § Each group has different interests and concerns § Differentiate messages and communications for each subgroup

Credibility and communication: Facts (share early/often, show trust, solicit ideas/opinion); well-informed employees = good-will ambassador: being candid, addressing concerns, sharing their realities, credibility check • Credibility and S-H-O-C (strategic, honest, open, and consistent)

Employees want facts • Trust in organizations would increase if management o Communicated earlier and more frequently o Demonstrated trust in employees by sharing bad news as well as good news o Involved employees in the process by asking for their ideas and opinions § Well-informed employees = Best goodwill ambassadors • Being candid means treating people with dignity • address their concern • give them the opportunity to share in the realities of the marketplace • Social media often finds out, when credibility is not forthcoming v McDonald's CEO fired over sexual misconduct S-H-O-C: Strategic, Honest, Open and Consistent Strategic • Where is this organization going? • What is my role in helping us get there? § Honest • Management trust may be low • Can't build credibility by sugarcoating § Open • Feedback • Two-way communication • Solicit, listen to, act • Action is key § Consistent • Regular, predictable communication program • Steadiness is key

Hispanic/Latinx

Estimated 18.5% of the US population with a spending power at 1.9 Trillion in 2020.. According to Nielsen Research on Hispanics, • 6 out of 10 Americans of Latino origin were millennials or younger, as of 2016 • 72% of them speak Spanish at home • 73% of them strongly identify with their heritage • ads in Spanish are at a clear advantage when it comes to brand memorability and likability. Most U.S. Hispanics don't think of themselves as Hispanic, but more in terms of their forebearers' country of origin § Many consider themselves as Latinos and are socially trendy.

African American

Estimated at 14.2% % of the US population in 2021, with a 30% increase since 2000. Had a spending power of 1.4 Trillion in 2019. According to Nielsen Research on Black/African Americans, • culture is at the center of African American consumers • they value their community ties • they love technology products • they are savvy and conscious consumers.

Asian Americans

Estimated at 4.5%-5.9% of the population, with a spending power of 1.2 Trillion in 2019. • 41% higher income than the national average. According to Nielsen Research on Asian Americans, • 52% of Asian Americans (25 years +) hold a bachelor's degree or higher • Loyal to brands they like and whose image and values align with their own; value friends' opinion on brands • The majority buy "natural products" due to concerned about the environment" (57%) or my/my family's health" (58%).

Social media: crisis management; fake news; influencers; opinion and advocacy

Facebook: Election of 2016, source of Russian meddling; disinformation and "fake news" § News Feed adjusted in 2018 after a year of accusations that the site was being used for political propaganda • Vladimir Putin is believed to have spread U.S. discontent using social media ads • Google invested $300 million to help news agencies respond to new challenges of the digital age. • Facebook changed ad buying policies

Advantages of PR advertising (e.g., "Halo Effect") vs. publicity; value of advertising vs. publicity

Guarantees content, size, location, reach, and frequency while publicity does not • Quality PR advertising enhances brand trust • Could be highly effective, when done well • The audience enjoys uplifting stories that touch their emotions and create a sense of connection to our values. • TV ads carry a strong halo effect on online media searches - Publicity costs a lot less than advertising § Publicity is seen as more credible than advertising, which can be seen as puffery § Positive publicity is key to a successful PR practice § Advantages of PR via Publicity • News media offer a "newsworthy" coverage of the company and its product(s)/brand(s) • News media story provides a message that carries the value of a third-party endorsement • When the "message" appears as news, the public tend to trust it more -Announcing a new product • Paves the way for an advertising campaign (e.g., Toyota) o Marie Claire -Car & Driver -Re-energize an existing product (e.g., Lexus) • Creates news headlines and social media chatter o Associated Press (published a PR Newswire story about Fiji water) -Explain a complicated product concept § Achieve a low-budget way to gain attention § Enhance the organization's reputation (Patagonia) -Capable of providing a timely crisis response (Mac computers) -A "newsworthy" Press Coverage for Kraft Kraft Macaroni and Cheese is changing its name.

Signs of a crisis: surprise, insufficient information, escalating events, loss of control, increased outside scrutiny, siege mentality, panic -Issue management: Identify emerging issue implications; potential threats; major players, opportunities and vulnerabilities; plan from the outside in; consider the barrier within; bottom-line orientation • Planning in a crisis: define the risk; describe the mitigation actions; identify the cause; demonstrate responsible • management action; consistent messaging

Harvard Business Review • "A crisis is a situation that has reached a critical phase for which dramatic and extraordinary intervention is necessary to avoid or repair major damage." • "Anything the CEO says it is!" § A problem is a short-term issue that affects one element/department and can be limited § A crisis is longer-term, impacts the entire organization, affects many parts of the organization, and runs the risk of damaging the organization's reputation. Facebook whistleblower alleges executives misled investors about climate, covid hoaxes in new SEC complaints.

Promotion (Integrated Marketing Communication) IMC: PR, publicity, advertising, personal selling, sales promotion; direct marketing) Sample IMC tools: Social media platforms; internet publicity; celebrity spokespersons; product placements; sponsoring concerns; street theater; other publicity techniques • Product public events; buzz marketing, influencers via WOW and eWOM

IMC represents an intersection of • public relations • publicity • advertising • personal selling • sales promotion • direct marketing v IMC components are often integrated with promotion of organizations, products, and services. Sample IMC Tools • Tweets and Facebook messages • Instagram, Tiktok, YouTube videos • Internet publicity • Celebrity spokespersons • Product placements in movies and TV programs • Sponsoring public events • Promotional activities • Buzz marketing via trend setters, opinion leaders, and influencers via WOM and eWOM. Superman movie (product placement)

ISO 26000: An organization's social responsibilities; Seven key principles of socially responsible behavior

ISO 26000: An organization's social responsibilities • Human rights • Labor practices • Environment • Fair operating practices • Consumer issues • Community involvement and development ISO 26000: Seven key principles of socially responsible behavior • Accountability • Transparency • Ethical behavior • Respect for stakeholder interests • Respect for the rule of law •Respect for international norms of behavior • Respect for human rights

PR online (other comm vehicles): Intranets; extranets; Wikis; podcasting; RSS, RQ codes and Location-based Service (via GPS); dark websites

Intranets: a private Internet network accessible by authorized internal users § Extranets: a private internet network partially accessible by authorized outside users § Wikis: Wikipedia § Podcasting § RSS (Really Simple Syndication): a web feed that allows users to access updates to selected websites § QR Codes and LBS (Location Based Service via GPS) § Dark websites: Encrypted online content that requires special software to access (e.g., Tor, I2P, and Freenet)

Lobbying disclosure: o Lobbying Disclosure Act of 1995; Honest Leadership and Open Government Act of 2007

Lobbying Disclosure Act of 1995 • aimed at bringing increased accountability to federal lobbying practices in the United States. § The Honest Leadership and Open Government Act of 2007 • It strengthens public disclosure requirements concerning lobbying activity and funding, places more restrictions on gifts for members of Congress and their staff, and provides for mandatory disclosure of earmarks in expenditure bills. Direct Lobbying: Any attempt to influence legislation through communication with: • (i) Any member or employee of a legislative body, or • (ii) any government official or employee (other than a member or employee of a legislative body) who may participate in the formulation of the legislation, but only if the principal purpose of the communication is to influence legislation. § A communication with a legislator or government official will be treated as a direct lobbying communication, if, but only if, the communication: • (i) refers to specific legislation, and • (ii) reflects a view on such legislation.

Internal vs. external social media use; social media use policy; Best Buy's Twelpforce"

Most U.S. employers block their employees from using social media sites at work § Must have a business purpose § Must not use social media in a way that violates company rules and guidelines § Must not use social media for personal purposes § Best social media policies are based on common sense § Example: Internal Social Media Policies • Best Buy: "Be smart. Be respectful. Be human." o Best Buy's 170,000 employees are mostly young people o Sponsors "Watercooler" online forum for employee concerns o Company "Twelpforce" is open to customers

Organization's expectations on community: fair taxation, good living conditions, labor supply, reasonable support

Municipal services § Fair taxation § Reasonable law, policy and regulation § Good living conditions for employees § Good labor supply § Reasonable degree of support for the business and its products

Characteristics/functions of media types utilized by PR: Paid media (pros vs. cons); owned media; earned media

Observe the time-sensitive nature of news § Which target to select § Communicate via phone calls, emails or texts? § Consider exclusivity carefully § Make direct contact with the target § Respect the target as the first or only "client" § Develop a mutually respectful relationship § Write first, then call § Direct release to specific person or editor § Don't badger § Do your own calling § Don't send clips of other stories about your client § Give only facts § Never lie § Utilize paid wires services online to guarantee publicity The most fundamental way to reach a journalist, beyond the news release, is through a pitch "letter' or statement § When in "publicity mode," public relations people are "pitch people" § Public relations pitching is an art 1. First, do your homework 2. Second, personalize 3. Third, be polite and honest 4. Fourth, localize 5. Fifth, use celebrities, if appropriate 6. Sixth, be creative -Paid media is media that you pay for § The primary format is advertising § PR advertising merges advertising and editorial § PR ads on organizational strengths, issues, social responsibility, and philanthropy are more prevalent today § Pros § You can control the content and placement (size, placement, reach, frequency) § You are able to assure the benefits associated with a placement § Cons § Less credible than publicity § Harder to ensure everyone will see, much less pay attention to or act on, your ad. Owned Media: New media channels that we, ourselves, own and operate § Websites, mobile sites, blogs, Twitter accounts, YouTube channels, Facebook pages, social media § You control the content § Less costly than paid media § Versatile for reaching niche audiences § Potential to not be trusted Earned Media: Legacy public relations "third party endorsement" § Reporters are independently persuaded to write favorably about your organization § Earned media translates into positive publicity § Most credible format § Risky due to less control over message § No guarantees that earned media efforts will result in positive publicity

Dealing with journalists: face-to-face; phone calls and in-person venues

Personal relations with journalists: The best way to get the story out • Face-to-face still the best; personal phone calls important • In-person venues still better than impersonal channels

Price

Prestige or premium pricing. Competitive pricing. Skimming pricing vs. Penetration pricing. Psychological pricing

What to say to media: Strategies, tips, and principles

Speak first and often • Don't speculate • Go off the record at your own peril • Stay with the facts • Be open and concerned, not defensive • Make your point and repeat it • Don't wage war with the media; you will lose • Establish yourself as the most authoritative source • Stay calm and be truthful and cooperative • Tell the truth

Relations between news media and PR; the prevalence of fake news; PR and the News Media (friendly adversaries) • The press establishment: reporters; editorial, opinion and column writers; news directors, editors and publishers

Television remains the main place Americans turn for news about current events (22%) § The Internet is next (16%) § Newspapers follow (5%) § Radio is last (2%) § The average 30-minute television newscast would only fill one half of one page in a newspaper § Newspaper websites have grown in popularity and online staffs continue to expand § Blogs - 440 million and counting § PR professionals must foster close relationships with those who present the news § Internet hurt journalistic standards and increases rumors § Internet reporters and bloggers may have financial motives to remain busy 24 hours a day, seven days a week The Comet Ping Pong pizza shop: Monday, Dec. 5, 2016 "A fake news story prompted a man to fire a rifle inside a Washington, D.C., pizza place as he attempted to "self-investigate" a conspiracy theory that Hillary Clinton was running a child sex ring from there, police said." A phony story about Hillary Clinton harboring young children as sex slaves sent a man to a pizza parlor with an AR-15 assault weapon § Fake news was prevalent during the 2016 election and frequently spread by Trump § One study reported 27% of adults visited fake news sites

Websites and Email tools: email users; email vs. print newsletters; Blogs and CEO Blogs

The First Face or Front Door of organization to public § A place for organization to speak in its own voice • Communication goal • Organization and layout • Website content • Update frequency • Multimedia design and Interactive features? § Track website traffic § Develop website analytics § 90% of adult Internet users surveyed regularly use email § Teens prefer messaging § Pervasive internal communications vehicle § Email newsletters replaced print newsletters • More immediate • Wide and regular distribution • Cost less to produce • Allow for interactivity and feedback • Internal or external use • Can link to other content • No more than one page -Bloggers are a bona fide news source § Roughly, 440 million blogs in Blogosphere § Blogs are embraced by professional communicators, print and electronic media § Some blogs are required reading for journalists § Blogs draw dialogue and information sharing § CEO blogs have gotten mixed reviews; should CEOs blog? § Blogs gain respect via "sneezers" or early adopters o B2B (Business-to-Business) blogs: Example: Forrester.Com -Edelman CEO Richard Edelman blogs on public relations practice issues -Dallas Mavericks' owner Mark Cuban blogs regularly

Communication after 911, 2001: President Bush and government PR ("Office of Global Communications")

§ After 911, President George W. Bush put the following initiatives in place: • Permanent Office of Global Communications - coordinate foreign policy message, supervise America's image abroad • Undersecretary for Public Diplomacy and Public Affairs position was created • "Bully pulpit" mounted to gain support for the Iraq war

4 P's of marketing : Product, price, place and promotion strategies

4 p's of Marketing • Product Strategy • Price Strategy • Place Strategy • Promotion Strategy (Mix): Advertising, Public Relations (Publicity), Personal Selling, Sales Promotion, Direct Marketing. "...advertising is what you pay for while publicity is what you pray for."

Advertising vs. PR; public agenda setting vs advertising framing

Advertising • Markets the brand and motivates purchase • Pay to place brand message to match media platform, content and audience profile § Public relations • Markets an organization to build reputation and public trust • Solicit free publicity from news and media outlets • Strives to obtain objective third-party endorsement (e.g., a prestigious news outlet or an objective subject expert) • Pay to place public outreach, engagement or branding messages in media utilizing advertising techniques (e.g., institutional advertising). Public Agenda Setting: PR could help make people think about and form an opinion on an idea, a topic, a brand or a company. • Advertising Framing: Advertising could help frame an idea or a brand to create perceived value for the idea/brand, elicit consumer desire and motivate adoption.

Audience reach, characteristics and functions of social media platforms: Facebook ("Halo Effect"); Twitter (Tweetple vs. Tweetfluentials); YouTube; Instagram; Pinterest; Snapchat; Reddit; Tumblr; TikTok; LinkedIn

Facebook § Used for sharing news, photos, videos, playing games, supporting causes, and connecting with people with common interests § Functional benefits: • Attract attention • Two-way communication • Conversation monitor • Interactive activities • Internal communication • Halo effect (on other platforms) • Network with media • Crisis management • Link. Link. Link. Twitter § Active monthly users = 330 million § Continuing challenge in monetizing § Used to break news or pitch stories § Finding your Tweeple and learning what they think are important § Finding the Tweetfluentials who might be influential in speaking about brand § Providing valuable content: tips and insights § Recycling valuable content: retweeting what other people said about your company or client § Building a community: tweet daily to engage followers § Crisis management: deliver issue statements and post updates YouTube § Began as outlet for "15 minutes of fame" § 2.3 billion active monthly users § Organizations use for marketing purposes • Target specific user groups • Messages must be short and simple • Long-form videos are not for marketing purposes § Used for quick responses to crises § Some organizations have gotten into trouble because of YouTube posts § Criticized for standards of inclusion • Groups that spread conspiracy theories (e.g., QAnon) Instagram: • sharing photos and videos • 1.07 billion active monthly users § Pinterest: • Pin pictures on a virtual bulletin board • 450 million active monthly users § Snapchat: • A collection o"Snaps/Stories" viewed for 24 hours • with rudimentary augmented reality features • 293 million daily active users Reddit: • members vote content up or down based on importance • 53 million daily active users § Tumblr: • a microblogging platform • less restrictive than Twitter • 376 million unique visitors § TikTok • Short-form mobile videos for self- expression • attract attention to oneself and fun • 1 billion daily active users LinkedIn § Facebook for the professional set § Connect with like-minded professionals § Discover business or employment opportunities § Develop network of contacts § Notes - notify others of events, job openings, recommendations § Groups - forums, alumni groups, conferences § Answer Forum - advice from professionals § Polls § Card munch - mobile app that scans business cards and turns them into contacts § Job openings

Instant messaging vs. texting: users, functions, and effectiveness

IM is closely related to conversation § Texting is sending messages up to 160 characters using Short Message Service (SMS) § IM growth is fueled by mobile technology § Free or inexpensive § Immediate § Easy to use § Pervasive on a wide range of platforms and device

Employee communication tactics: Internal communication audits; online communications; Intranet guidelines; print publications; bulletin boards; internal video; town hall meetings; suggestion boxes

Internal Communications Audits • Do internal communications have management's support? • How responsive to employee needs and concerns are internal communications? § Online communications • Blogs; Podcasts; Videos § The Intranet • Set clear objectives • Consider the culture • Treat it as a journalistic enterprise and be accurate • Sites high in visual appeal but low in usefulness will likely be ignored. § Print publications • Newsletters • Integrate with online publications § Bulletin boards § Internal Video § Town hall meeting § Suggestion Boxes § Internal video • Internal television, including streaming video, is demonstrably effective • Unless video is broadcast quality, few will watch it

The President and the PR advisor: Ronald Reagan's "Great Communicator" principles

President Reagan's "Great Communicator" principles (with the help of his image maker, Michael Deaver, a consummate PR professional) • Plan ahead • Stay on the offensive • Control the flow of information • Limit reporters' access to the president • Talk about the issues you want to talk about • Repeat the same message many times

LGBTQ Community

LGBTQ Community is estimated to be 4.5% of Americans in 2017, according to a Gallup poll. According to Forbes, LGBTQ has about $1 Trillion in purchasing power in 2019. Increased societal acceptance results in more targeted marketing from companies § Mainstream media and marketers have begun to cater to the LGBTQ market. Apple CEO Discuss LGBTQ Rights and Corporate Social Responsibility.

Women

Labor participation among women was 57% in 2016 § In 2020: 26 female US senators (or 26%); 101 female US House of Representatives (or 23.3%) § On January 21, 2021: Senator Kamala Harris, a Black and South Asian American became VicePresident of the United States § Women climbing to middle- and upper-management positions in PR, but make less in those positions than men

Lobbying functions and activities; the K Street (and the L Street); the revolving door between Congress & lobbyists

Lobbying Functions • Fact-finding • Interpretation of government • Interpretation of company actions • Advocacy of a position • Publicity springboard • Support of company interest • Support of industry agenda • Support public advocacy groups' interest and agenda § In 2017, Uber spent nearly $2 million for its ride-sharing service in New York City

State Department: Functions and mission of USIA, Voice of America, Radio Marti ,and TV Marti

PR is broadly represented throughout government • The defense establishment in the U.S. offers 27,000 jobs for recruiting, advertising, and public relations • Department of Defense spent $4.7 billion to win "hearts and minds" • A 2016 GAO audit of federal obligations for advertising and public relations projects o close to $1 billion for the past decade -USIA (United States Information Agency) o Foreign Affairs Reform and Restructuring Act of 1998 o State Department inherited USIA o USIA à public diplomacy § USIA Mission: Foundations of democracy, war on drugs, information to address environmental challenges, bring the truth § Voice of America • Radio broadcast since 1942 • Film and television • Internet • Education § Radio Marti and TV Marti

Engaging the media (battlefield rules): media headquarters; media rules; "box score" data for media; no • speculations; feeding the beast; speed triumphs; traditional vs. social media use; dark website

Set up media headquarters § Establish media rules § Media live for the "box score" § Don't speculate § Feed the beast § Speed triumphs § Traditional media not social media set the tone for most crises • Communicate well with mainstream media • Monitor social media 24/7 § Dark website - bring live for information about crisis • Media Clipping Service: Critical Mention, Cision.

Politics and PR: The Gillette Amendment (1913); the role of President Roosevelt and US Congress; public relations vs. public affairs

The Gillette Amendment (1913) • Barred practice of public relations in government § President Theodore Roosevelt • Employed publicity experts § Congress • Funds may not be appropriated for publicity to limit Presidential power • Gag law prohibited appropriations for PR § "Public affairs" is okay, but "Pubic Relations" is not • Washington, D.C. is a public relations free-for-all

CSR in practice: social responsibility; voluntarism; financial support; community organization diversity

Social responsibility: o a source of corporate pride in the 1980s § Give back to society and not-for-profit organization o corporate voluntarism o corporate contributions to financial support § Financial support (from Corporate America) o declines with the recession since the early 2000 § Community Organizations o are becoming more diverse and in tune with a company's potential CSR mission Copyright © 2023 Carolyn A. Lin All Rights Reserved v Gap v Samsung's Solar Power Internet School v Panera Bread's founder and CEO's SNAP (Food Stamp) experience (2013)

The Justice Against Corruption on K Street Act" (2018) or the "JACK Act"

The Justice Against Corruption on K Street Act" (2018) or the "JACK Act" The JACK Act amended the Lobbying Disclosure Act (LDA) to require all registrations (LD-1) and all quarterly activity reports (LD-2) to include: •"for any listed lobbyist who was convicted in a Federal or State court of an offense involving bribery, extortion, embezzlement, an illegal kickback, tax evasion, fraud, a conflict of interest, making a false statement, perjury, or money laundering, the date of the conviction and a description of the offense." -Featuring former lobbyist and convicted felon Jack Abramoff, this 25-minute documentary...explores the biases and pressures he faced, and the consequences of his unethical decisions.

Value of publicity: 3rd-party endorsement vs. news coverage vs. newspaper editors vs. bloggers vs. advertising. Building a brand: early, memorable, aggressive; us heritage, create a brand personality

Third-party endorsement • Tacit support of objective observer • News coverage: Seen as more trustworthy than advertising § Publicity carries less stigma • News editors are considered objective, impartial, indifferent and neutral • News editors are sensitive to implicit product placements § Bloggers: May or may not be sponsored § Advertising • Perceived as a self-serving device

The President: control the nation's agenda and the bully pulpit; the role of the White House press secretary

US President's Communication Presence and Power: § Control of "bully pulpit" to set nation's agenda and command the world's attention § White House releases achieve national and global exposure § President's Press Secretary: • Chief spokesperson, advocate, Interpreter and amplifier

Labor union trends: public opinion on labor unions; labor union membership and income inequalities

Union enrollment has declined for decades; union workers still earn 19% more. There is a trend for hourly-wage workers to unionize. Actual success in unionization attempt remains Limited. The fine print behind our "up to 20 weeks" of fully paid leave for newparent hourly employees. Unions help reduce disparities and strengthen our democracy Fact Sheet

Message mapping: stakeholder groups; determine specific concerns; generate input via message mapping

§ Identify general concerns for stakeholder groups § Determine specific concerns for each group § Generate input via message mapping • Assemble supporting facts and proof • Ask outside experts to systematically test messages • Plan delivery of messages and supporting materials § Message Map Requirements • Three key messages • Seven to 12 words per message • Three supporting facts for each key message • Deeds, not words, are what count in communicating risk. Message mapping: 3 key messages; 7-12 words per messages; 3 supporting facts; deeds instead of words

Public relations advertising: Indirect marketing; institutional advertising (image, issue, public relations)

§ Indirect Marketing of a Brand or an Organization § Institutional advertising • Image advertising • Issue advertising • Public relations advertising o Mergers and diversifications o Personnel changes o Organizational resources o Manufacturing and service capabilities o Growth history o Financial strength and stability o Cause marketing and CSR. Microsoft: Super Bowl 2020 commercial.

Political influences: lobbying functions; political action committees (PACs vs. Super PACs) o Citizen United vs. Federal Election Commission 2010; negative political advertising; political favors and corruption

Political Action Committees (PACs) • 2012 rise of super PACs • Citizens United v. Federal Election Commission 2010: Government could not restrict independent political expenditures by corporations and unions. Negative advertising and political favors

PR online: The Internet is an important info source for journalists (emailing; social media; audience analytics)

The Internet • An important information source for journalists • Website a must • Email a viable alternative • Social media can't be ignored • Internet audience analytics