ComStrat 312 Final
Examine data/results carefully
-Pay special attention to surprising or contradictory results -Don't dismiss findings because you disagree (or because they reveal problems) -Don't selectively interpret results
Implementation criteria and methods: Content analysis
-Place or position -Prominence -Share of voice -Issues or topics -Messages -Visuals
Key issues of research: Sampling and external validity (generalizability)
-Probability based (random samples: probably are representatives of the population -Non-probability-based (nonrandom) samples: probably are not representative of the population
Focus Groups: Advantages
-Quick -Inexpensive -Flexible -Provide nuances/contexts of responses -Great for exploration
Representing organizations in the social media
-Rapidly evolving technology is changing how media tools are used to communicate with stakeholders -Key for pr is that the new technology facilitates interactive communication
PR Planning Difficulties
-Requires initial investment of time -It is sometimes necessary to react/adjust to unanticipated events -PR can be difficult to plan and manage (and quantify)
-Web syndication and distribution tech
-Rss feeds (really simple syndication) -Social networking -Real-time web (e.g. Twitter)
Formal research
-Scientific -Systematic/formal process -Produces objective results (unbiased) -Ex. University research, focus groups, depth interviews, experiments, surveys
Avoids common mistakes
-Send release to the right person in the newsroom -Know publication cycles; avoid deadlines and heavy news days -Avoid gimmicks (e.g. all caps or underlined words -Avoid jargon (fully explain technical meanings) -Don't put too much into a release; keep it simple and narrowly focused -Never send releases with spelling or grammatical errors -Do not over sue release (be realistic about the news value of your info; don't disguise advertising as news) -Never color the facts or mislead a reporter (credibility is critical) -Avoid blanket mailings (have a specific purpose and target for your release) -Don't pitch every story
The lead sentence
-Short and tight (25-30 words as a rule); limited exceptions; shorter is better -Should include as many of the five Ws as possible (others come in second paragraph) -Should attract attention -Normally stands alone as first paragraph
Staying abreast of changing technology
-Social media -Search engine optimization (SEO)
Online media centers and the web
-The basics are important -Use a no-frills approach -Attempt to provide "one-stop" shopping for all media needs -Archive/database -update media centers regularly -Additional content considerations are based on your audience and purpose
PR Planning: Audience X Channel Matrix
-To create basic program structure -Define target audiences and prioritize (segmentation) -Generate a list of message delivery channels -Create audience by channel matrix -Determine operational cells diagram -Diagram
PR Planning: Problem Solving
-Try to have an open mind when problem solving (we tend) to constrain our thinking) -Keep in mind: a well-defined problem is half solved (research may be important) -Stop when you can say, "I will be completely happy when I solve this problem"
Informal research
-Unscientific -Process that is not formal and isnt really systematic -Produces subjective results (is biased) -Ex. Marketing, clip files, personal contacts, advisory committees/idea juries, literature database reviews, email/phone call analysis
Surveys
-Use non probability samples: members of population dont all have an equal chance of selection -Lack systematic processes -Suffer from high rates of nonresponse, or have other flaws
Training materials
-Used in the orientation and training process to help socialize new employees into the culture of the organization *Socializing and acculturating new employees are important aspects of internal relations*
Consider the need for additional information especially in news kits and online newsrooms
-Visuals and links to video and related information -Tip/Fact/FAQ sheets -Backgrounds -Biographies -White papers (position papers)
Media relations wrap up
-Work to develop a positive, mutually beneficial working relationship with journalists -The relationship between an organization and the media typically is adversarial, practitioner assumes role between the organization and the media -Best advice: work with reporters, not against them -Get to know reporters -Help reporters do their jobs
Excuses for not planning
1. "We don't have time" 2. 'Why plan when things are changing so fast?" 3. "We get paid for results, not for planning" 4. "We're doing okay without a plan"
Situational theory's 4 types of publics
1. All-issue publics 2. Apathetic publics 3. Single-issue publics 4. Hot issue publics
5 types of media systems around the world
1. Authoritarian 2. Communist 3. Revolutionary 4. Western 5. Developmental
Statements of organizational goals
1. Commit the whole organization to accountability 2. Provide framework in which practitioners can devise pr goals and objectives, plan programs, build budgets, etc.
4 primary methods to measure radio and television audiences
1. Dairy 2. Meter 3. People meter 4. Telephone interview
4 step problem solving process
1. Defining the problem (or opportunity) 2. Planning and programming 3. Taking action and communicating 4. Evaluating the program
Target publics among various stakeholder groups
1. Geographics 2. Demographics 3. Psychographics 4. Covert power 5. Position 6. Reputation 7. Membership 8. Role in the decision process 9. Communication behavior
4 questions answered through research
1. How much do people use info in the problem situation? 2. What kinds of info do people use or seek? 3. How do people use info? 4. What predicts info use?
Why do 3/4 of American businesses use an intranet system?
1. It disseminates info widely ad rapidly 2. An intranet empowers employees by providing them with ready access to the info they need 3. It overcomes geography, so that people in distant locations can work together on projects. Communication is likely to be more frequent and more two-way in a work group that uses an intranet
Problem statement
1. It is written in the present tense, describing the current situation 2. It describes the situation in specific and measurable terms (5 Ws) 3. A problem statement does not imply solutions or place blame
Goals of employee publication
1. Keeping employees informed of the organization's strategy and goals 2. Providing employees the information they need to perform their assignments well 3. Encouraging employees to maintain and enhance the organization's standards for an commitment to quality improvement, increased efficiency, improved service, and greater social responsibility 4. Recognizing employees' achievements and successes. 5. Creating an opportunity for two-way communication to generate employee feedback, questions questions, and concerns
3 guidelines when budgeting
1. Know the cost of what you propose to buy 2. Communicate the budget in terms of what it costs to achieve specific results 3. Use software to manage the program
3 levels of outcomes
1. Knowledge outcome 2. Predisposition (opinion) outcome 3. Behavioral outcome
3 predictive factors in Grunig's situational theory
1. Problem recognition 2. Level of involvement 3. Constraint recognition
Guidelines for good media relations
1. Shoot straight 2. Give service 3. Do not beg or whine 4. Do not ask for "kills" 5. do not flood the media
Why is so little research used in PR planning?
1. Some employers and clients do not think that research is necessary, or do not want to pay for it, so they do not demand it 2. Many practitioners do not know how to conduct and use scientific research
Challenges of new media environment
1. Staying abreast of changing technology 2. Responding to the demand for transparency 3. Dealing with new media players who communicate directly with organizational stakeholders 4. Representing organizations in the new social media environement
Don't flood the media
1. Stick to what journalists will consider news 2. Keep media email lists current 3. Send to only one - the most appropriate - journalist at each news medium
4 elements of appropriate objectives
1. Target public 2. Outcome Info gain > opinion change > behavioral change 3. Measurement 4. Target date
Budgets relate to 1 of 4 control factors
1. Total income or funds available to the enterprise 2. "competitive necessity" 3. Overall task or goal set for the organization 4. Profit or surplus over expenses
Internal publics and employee publics
1. the value of understanding, teamwork, and commitment by employees in achieving bottom-line results 2. The need to build a strong manager communication network, one that makes every supervisor at every level accountable for communicating effectively with his or her employees
Day-to-day working relationships
1.Confidence and trust between employer and employees 2. Honest, candid info flowing freely up, down, and sideways in the organization 3. Satisfying status and participation for each person 4. Continuity of work without strife 5. Healthy or safe surroundings 6. Success for the enterprise 7. Optimism about the future
Bloggers
According to technorati.com (website that reports Internet develpments and news of interest to technophiles) 1/2 of bloggers are from U.S, 29% Europe, 12% Asian and Pacific countries
Hot issue publics
Active after media coverage exposes almost everyone to the issue, making it a topic of widespread social conversation
All-issue publics
Active on all issues in the situation set
Single-issue publics
Active on one or more limited number of related issues
AVEs
Advertising value equivalents -Calculates how much money an organization would have had to pay to secure the same amount of space or time in the media as paid advertising
Delivered audiences
All potential readers, viewers, listeners, or those attending event
Research
Allows decision making based on fact rather than rule of thimb
Working theory
An idea of how things might work
PSAs
Any announcement that promotes programs and services of government and voluntary agencies, for which no payment is made to the station
Evaluating the program
Assessing preparation, implementation, and impact of the program
Impact criteria and methods: goal achieved
At some point in this series of impact levels, the program goal is achieved or the problem is solved
Program goals
Broad, summative statements that spell out the overall outcomes of a program
Telephone interview
Calling either during or after a given program to determine audience size and composition
Action strategies
Concentrate on adjustment and adaptation within the organization
Benchmarks
Currently existing levels of characteristics in our target audience that we are looking for
Gatekeeper influence over content
Determining news value Local impact: what is more important to my readers, viewers?
Focus Groups
Discussion of 8-12 participants led by moderator
Impact criteria and methods
Document the extent to which the outcomes spelled out in the objectives for each target public and the overall program goal were achieved
Qualitative content analysis
Draws on research techniques from text analysis, discourse analysis, and semiotics
Wire Services and News Syndicates
Economically and effectively distribute human interest stories and spot news to state, regional, national, or international media
Listening as systematic
Effective pr starts with listening, including openness and systematic effort
Magazines
Effective specialized channels of communication to narrowly defined audiences
Meter
Electronically records individual set tuning by frequency or channel and time of day
Upward communication
Employee to management "Listen to their views"
Key issues of research: Accurary
Error free
Goal of internal communication
Establish and maintain mutually beneficial relationships between an organization and the employees on whom its success or failure depends
Level of involvement
Extent to which people see themselves as being involved in the situation
Constraint recognition
Extent to which people see themselves limited by external factors vs seeing that they can do something about the situation
Upward, two-way communication
Face to face communication "open-door policy"
Focus Groups: Purpose
Gather qualitative info from key markets/publics concerning an area of interest of importance -Ex. help generate &/or test preliminary campaign ideas
Precampaign
Helps us understand audiences, establish benchmarks and plan
Action and communication strategies
How to say something, what to say, and what to do
Social media
Identify, engage and monitor audiences -Prioritize audiences and media -Use a focused effort for the best results -Engage your audience carefully; these are uncontrolled channels with no editorial filters -Monitor and analyze -Remember the fundamentals
Taking action and communicating
Implementing the program of action and communication tactics designed to achieve the specific objectives for each of the publics to accomplish the program goals
Apathetic publics
Inattentive and inactive on all uses in the set
Depends on your info and objectives
Info: hard news and soft news/publicity
Satellite media tour (SMT)
Instantaneously distributing pr messages
Key issues of research: Validity
Internal: are you measuring what you think you're measuring External: can you generalize your findings?
Two-way communication
Inviting questions, seeking input and comments, and conducting surveys, then reporting the results
Implementation criteria and methods: Distribution
Keeping records of the number of messages distributed
Planning and programming
Make strategic decisions about program goals, target publics, objectives, action and communication
Downward communication
Management to employee "Letting them know what is going on"
PR problems
Moving from reacting to outside threats to scientifically anticipating them.
The "Grapevine"
Neither a formal nor a controlled medium, but *word of mouth* is often the quickest means for communication info *The lesson for the public relations practitioner is that the grapevine will fill the info gaps left by an inadequate internal communication program*
Dealing with media convergence and new media players
New media environment means that practitioners must work with nontraditional media gatekeepers and influences (bloggers) who have the ability to to shape an organization's digital environment
Don't beg or whine
Nothing more offensive to a journalist than a practitioner who tries to pressure the editorial staff to use a story, change a story treatment, or kill a story by holding hostage the organization's advertising business
Implementation criteria and methods: Placement
Number of messages placed in the media may determine whether or not target publics have an opportunity for exposure
Impact criteria and methods: Attitude change
Number of people who change or form attitudes
Situation analysis: internal factors
Organizational policies, procedures, and actions related to the problem situation
Strategy
Overall concept, approach, or general plan for the program designed to achieve objective
Latent publics
People who are simply unaware of their connections to others and an organization with respect to some issue or other problem
Active publics
People who communicate and organize to do something about the situation
Aware publics
People who recognize that they are somehow affected by or involved in a problem situation shared by others but have not communicated about it with others
Don't ask for "kills"
Practitioners have no right to ask journalists to suppress or kill a story. -Unprofessional
Strategic thinking
Predicting or establishing a desired future goal state, determining what forces will help and hinder movement toward the goal, and formulating a plan for achieving the desired state
Defining the problem (or opportunity)
Probing and monitoring knowledge, opinions, attitudes, and behaviors of those internal and external publics concerned with an affected by the acts and policies of an organization
Defining pr problems
Problem definition begins with someone making a value judgement that something is either wrong, soon could be wrong, or could be better
Give service
Provide journalists with newsworthy, interesting, and timely stories and pictures that they want, when they want them, and in a form they can readily use
Code of ethics
Provides a guide to organizational management's values priorities, standards, and policy. -Ethics statements, credos, principles, beliefs, values, or standards
Postcampaign
Provides basis for evaluating campaign outcomes (and communicating success to others)
Video news release (VNR)
Providing video for news or documentary programs
Internationally Elite Newspapers
Read by the world's intellectuals. Directed at fairly homogenous audience globally and have greater interest in international relations and the arts and humanities
People meter
Records who in the household is watching what program and feeds the info over telephone lines to the base computer
Tactics
Refer to actual events, media, and methods
Quantitative content analysis
Reflect the overall tone of articles and may involve in-depth assessment of individual messages, sentences, or words
Vision statement
Represent a future goal that outlines general priorities for where the organization is headed. Ask the question: "why does this organization exist?" *Spells out the future goal of an organization*
Program objectives
Represent the specific knowledge, opinion, and behavioral outcomes to be achieved for each well-defined target public
The role of research in strategic planning
Research is the systematic gathering of info to describe and understand situations and to check out assumptions about publics and public relations consequences. Its main purpose to reduce uncertainty in decision making
Research attitude
Research such be welcomed in the pr department
Key issues of research: Reliability
Same results on successive trials Is that research trustworthy?
Uncontrolled media
Sometimes called "earned media" are those over which practitioners have no direct role in decisions about media content.
Situation analysis: external factors
Stakeholder analysis is the process of identifying who is involved and who is affected in a situation -Research is simply an attempt to reduce uncertainty
Formal research methods
Systematic formal research methods help practitioners to make accurate statements about publics based on evidence drawn from scientifically representative samples
Flaws of AVEs
The calculation of alleged advertising equivalents is seriously flawed and misleading on several grounds 1. Irrelevant or low-priority media 2. Neutral or negative 3. Coverage of competitors 4. Poorly positioned 5. Poorly presented 6. AVE measures "cost" not "value"
Problem recognition
The extent to which people are aware that something is missing in a situation
Implementation criteria and methods: Potential audience
The number of people potentially exposed to program messages
Impact criteria and methods: behavior change
The number of people who act in the desired fashion
Implementation criteria and methods: Attentive audience
The number of people who attend to messages and attend events
Impact criteria and methods: opinion change
The number of people who change or form opinions
Impact criteria and methods: Repeated behavior
The number of people who continue or sustain the desired behavior
Impact criteria and methods: knowledge gain
The number of people who learn message content
Ombudsman or ombuds officer
The person who is charged with giving employees the opportunity to share their concerns and resolve them through informal mediation.
Impact criteria and methods: social and cultural change
The ultimate summative evaluation of programs and the practice of public relations is their contribution to positive social and cultural change
Situation analysis
The unabridged collection of all that is known about the situation, its history, forces operating on it, and those involved or affected internally and externally
Effective audiences
Those who are in the target publics
Search engine optimization (SEO)
Trying to get an organization's name to appear at the top or near the top of the list when someone does an online search on the organization's category or topic
Newspapers
Typically read by the most literate people.
Informal research methods
Used for detecting and exploring problem situations and for pretesting research and program strategies
Controlled media
When practitioners have the say over what is said, how it is said, when it is said, and to some extent to whom it is said
Dairy
Written record or log of listening or viewing
Mixed mode Surveys: Advantages
• Allows researchers to compensate for weaknesses in methods • Provides flexibility (survey mode, participant contact mode, etc.) • Different modes may help improve response rates • Can be relatively inexpensive
PR Planning advantage: Budgeting
• Budget competitively determined • Planning allows budgeting based on objectives
Personal Interview Survey: Disadvantages
• Cost (can be very expensive) • Time (studies take longer to complete) • Strong potential for bias • Supervision intensive/labor intensive • Some groups are hard to reach
Internet Surveys: Advantages
• Cost (generally inexpensive) • Time (studies completed more quickly) • Some survey flexibility • Useful for reaching widely scattered respondents • No interviewer bias • Lists available • Professionals, other busy people
Communicating with Publics: controlled
• Exposure patterns • Content • More costly and less credible
Publicity/Exposure
• External, uncontrolled channels (mass media) • Still most common in PR (reflects basic media relations) • Practitioners must think/write with two audiences in mind • Influences both content and style of news releases
Personal interviews Survey: Advantages
• Flexible • Response rate (questionable) • Lists available • Can estimate some information • Rapport may help with data collection
Heading
• Full name and address of organization • Contact name and phone (AM/PM) • Slug line • Release date (normally for immediate release) • Dateline • Other (email, WWW, links)
Mail Surveys: Advantages
• Lower costs • Scattered respondents • Sensitive subjects • Lists available • No interviewer bias • Professionals, other busy people
Telephone Surveys: Advantages
• Lower costs • Time (studies take less time to complete) • Lists available to sample from (or random digit dialing) • Some question flexibility/explanation
PR Planning advantages: Credibility
• Most disciplines understood in quantifiable terms • Practitioners can quantify PR with planning
Communicating with Publics: uncontrolled
• Passive control • Less costly and potentially more credible
Communicating with Publics: usage
• Past: PR relied on uncontrolled almost exclusively • Currently: PR may use controlled and uncontrolled (integrated effort)
Mall Intercepts
• Quick and easy to conduct • Nonprobability sample • Poor data-collection environment • Strong potential to misuse results
Mixed mode Surveys: Disadvantages
• Requires more planning and time • Contribute to project costs • May contribute to error (answers may be mode dependent)
Telephone Survey: Disadvantages
• Response rates now are low • Length (survey must be short) • Potential for confusion • Potential for bias • As a practical matter, may be limited to persons with land-line phones
Internet Surveys: Disadvantages
• Sample limitations • Low response rates (need to motivate response with inducements) • Length (survey must be short) • Control (who fills out survey?)
Mail Surveys: Disadvantages
• Time (studies take longer to complete) • Response rates tend to be low (this is changing) • Control (who completes surveys?) • No question flexibility/explanation (requires careful pretesting) • Length (generally, surveys should be short) • Inducements needed to increase participation
PR Planning advantages: enhances cooperation
• Within the PR department, everyone has the same goal • Those outside the PR department see PR contributing to organizational goals
Mission statement
"Answers the question: "how are we different from our competitors?" *Helps employees set priorities and goals, so that all members of the organization are committed to achieving the mission specified in the statement
Employee Publications
*Controlled communication* Organizational publications are directed to many publics, but the most common use is in employee communication
Magazine advantages
*opinion leaders read magazines* -Provide more durable info than newspapers
Target publics
- Practitioners must discard notions about "the general public" -Effective programs communicate and build relationships with specifically defined "target publics" or "strategic publics" -Effective reification of target publics requires an understanding of "publics" both as they arise in response to specific situations and as they identify with specific groups across situations
Shoot straight
-"Honesty is the best policy" -Reporter can trust the practitioner totally, and vice versa
Key issues of research
-Accuracy -Reliability -Validity -Sampling and external validity (generalizability)
Gatekeeper influence over style: radio
-Again, depends on individual outlets -If releases are written to be read -Use all caps
Recognizing the Global Transparency Imperative
-Bad news cannot be hidden -An organization cannot hide or withhold info in the social media environment
Help reporters do their jobs
-Be available to assist them -Be responsive to their questions -Be honest and as candid as possible (avoid off-the-record comments) -Be fair to reporters -Pitch stories carefully (if at all) -Teach the media to rely on you (of you do your job well, reporters will come to you for information
Special considerations for web-based campaign
-Be purposeful and selective to avoid problems and wasting time/money -Authenticity is important -Viral campaigns may be effective but there is risk
-Writing for the web
-Blogging for the web -Working with bloggers
PR Planning Background
-Comes from journalism and takes same approach of reactionary management -Deadline orientation
Considerations for (local) TV
-Determine appropriate vehicle -Depends on your info and objectives -If you use a self-produced package -TV doesn't just happen; work in advance
Research planning process
-Develop research questions/hypothesis -Review past research and related research literature -Design research -Gather data -Analyze data -Organize findings and determine implications
Skill areas to develop
-Digital/audio editing for web -Search engine optimization (SEO) -Audio-narrated photo slideshows -Web analytics and traffic measurement -Web syndication and distribution tech -Writing for the web
The basic are important
-Easy access and use -Correct spellings -Accurate, useful contact info that includes staff specialties and relevant contact information
-Working with bloggers
-Expose your organization ties up front -Understand the blog you are pitching, its audience and other blogs linked to the site -Personalize your pitch -Recognize the risks (extreme scrutiny, bad press and negative word of mouth)
Radio
-Flexibility no other medium can match -Federal Communications Commission (FCC) -Public Service Announcements (PSAs)
If you use a self-produced package
-Focus on audience interests (health and technology tend to get media) -Know and use your news angle -Keep your story short and simple; local news production is based on simple mechanics and production values -Identify the sponsor, but avoid advertising disguised as a news -Think visually and include action -Use experts to verify
Types of research
-Formal -Informal
Basic conventions (for standard print)
-Heading -End each page with a complete paragraph; don't hyphenate a word at the end of a line -Type "end," "###"," or "30" at the end of the release
PR Planning advantages
-Helps to better define problems -Provides a basis for scheduling time and resources -Provides a basis for budgeting -Builds credibility -Enhances cooperation
Newspapers strengths
-High audience size and breadth -Range and depth of content -Local
Archive/database
-Information that might be useful includes news releases, speech texts, position (white) papers, etc. -Make information easily accessible by key words
Gatekeeper influence over content: broadcast media
-Journalists determine news value similar to print -More flexibility -A great deal depends on the outlet (especially in radio)
Gatekeeper influence over content: keep in mind
-Journalists have a strong sense of news value -Journalists view themselves as guardians (watchdogs); often resent the intrusion of PR -A weak news angle kills a release -Consider the perspective of audience members (journalists do)
Writing tips
-Keep release short and focused -Keep words, sentences and paragraphs short -Write in an active voice and use simple sentence construction -Stick to the facts, avoid overuse of adjectives (puffing) -Completely identify all persons mentioned in release -Use quotes when available
Teach the media to rely on you (of you do your job well, reporters will come to you for information
-Keeps you in the information loop -Gives you an ability to impact news coverage
Update media centers regularly
-Key determinant of media use -Helps ensure reporters go to your site for information -Gives you an ability to impact news coverage; helps you maintain organizational credibility
Remember the fundamentals
-Know your audience -Communicate clearly, transparently -Understand impact on your brand and organization reputation
The push for measurable results
-Knowledge, opinions, and behavior can be measured despite appearing "intangible" -Good research is a fundamental
News conferences and media interviews: Facilities/location
-Large enough to handle media etc. -Close to where event is occurring -Rooms designed for press conferences are best (when possible)
Surveys
-Mail -Telephone -Personal Interviews -Internet -Mixed mode (use of multiple interview formats)
PR Planning: Mission Statement
-Make sure its correct and accurate -Make sure it is clear and communicated clearly (as necessary) -Organizations also may have a vision statement
Media Interviews
-Make the interview worthwhile (tell your story!) -Deliver key answers, quotable quotes; use talking points carefully -When presented with several questions, identify the question to which you are responding to before you answer -Speak only for yourself or your organization -Avoid arguments (but challenge any effort to put words in your mouth) -Do not be evasive (when possible) -Say so if you do not know the answer to a question (avoid guessing) -If you cant divulge info, state why and drop it ("no comment" says guilty) -Tell the truth -Be as prepared as possible (media train; learn and avoid basic pittfalls)
-Recognize the risks (extreme scrutiny, bad press and negative word of mouth)
-Many bloggers pride themselves on their lack of corporate ties -Bloggers will expose falsehood and expose organizations to criticism -Can seriously harm organizational and brand reputations
The continuing digital evolution of public relations
-More than 100 million blogs and millions using social networking, podcasts, video sharing, rss feeds, bulletin boards, real-time web (twitter) wikis -Social media
Inverted pyramid structure
-Most important facts firsts -Straight news style -Readers get most important information first
PR Planning: Objectives
-Must be specific -May specify a deadline by which objective is to be completed -May specify means by which completed objective is to be measured
Risk Reduction
-Needed as costs and important of decisions increase -Needed as certainty decreases
Radio interviews
-News directors/reporters often are interested in actualities/sound bites (quotes) or voicers (a full story) -When talking to journalists be prepared to respond to impromptu questions
Determine the appropriate vehicle
-News release -Interview -Press conference or other format (availability) -Self-produced package
Focus Groups: Disadvantages
-No generalizability; results lack external validity -Results are subjective -No statistical analysis -May not learn true attitudes/behaviors -Results may be misused/misinterpreted
TV
-No other medium matches TV's ability to provide a window on the world -Combines the printed word, spoken word, video, color, music, animation, and sound effects into one message, making it a powerful medium. -Video news release (VNR) -Satellite media tour (SMT)
Publicity/Exposure two step process
-Obvious communication linkage -Practitioner > audiences -Publicity/exposure linkage -Practitioner > gatekeeper > audience
News conferences and media interviews: Use news conferences only when necessary
-Occurrence of great news value (or other strong news angles) -Information is too complex for a release -Reporters will have questions
