PR final

time spent on the radio

average American spends less than 30 hours a month on the Internet.

grassroots lobbying

Grassroots lobbying is considered "indirect" compared to "direct" lobbying. Grassroots lobbying is now an $800 million industry, according to Campaigns and Elections, a bimonthly magazine for "political professionals." What makes it so attractive to various groups is that there are virtually no rules or regulations. The tools of this sort of lobbying are advocacy advertising, toll-free phone lines, bulk faxing, websites, and computerized direct mail aimed at generating phone calls and letters from the public to Congress, the White House, and governmental regulatory agencies. Grassroots lobbying also involves coalition building. The basic idea is to get individuals and groups with no financial interest in the issue to speak on the sponsor's behalf. The premise is that emails, tweets, and phone calls from private citizens are more influential than arguments from vested interests. Such "grassroots" campaigns make public interest groups wonder if they really shouldn't be called "Astroturf" campaigns, since the "grass" is often artificial. Michael Pertschuk, codirector of the Advocacy Institute in Washington, D.C., told O'Dwyer's PR Services Report, "Astroturf groups are usually founded with corporate seed money that is funneled through PR firms."

online media kit

(1) product photos, (2) executive officer's photos, (3) trademark information, (4) industry association links, (5) product brochures, and (6) video clips showing the capabilities of its SD cards and other products.

regular column news release

features an expert. Nestlé, for example, distributes a column via Family Features called "Mix It Up With Jenny." The column, under the byline of Jenny Harper, who is identified as a senior culinary specialist for the Nestlé Test Kitchens, offers seasonal recipes that, of course, include ingredients made by Nestlé.

concept of news releases

geared toward providing helpful consumer information and tips about a variety of subjects in an informative way with only a brief mention of the nonprofit or corporation that has distributed the release via firms such as Family Features and the North American Precis Syndicate (NAPA).

health agencies

serve the public interest by providing health care, funding for health initiatives, and oversight. The most familiar health agencies are those administered at the federal and state levels, such as Medicare, Medicaid, and the Children's Health Insurance Program (CHIP). Nonprofit health agencies range from national organizations such as the American Heart Association, the American Cancer Society, and the National Multiple Sclerosis Society, to smaller groups such as the Conservation, Food & Health Foundation in Boston.

government relations

specialized component of corporate communication. This activity is so important that many companies, particularly in highly regulated industries, have separate departments of government relations. The reason is simple: The actions of governmental bodies at the local, state, and federal levels have a major impact on how businesses operate. Government relations specialists, often called public affairs specialists, have a number of functions: They gather information, disseminate management's views, cooperate with government on projects of mutual benefit, and motivate employees to participate in the political process. As the eyes and ears of a business or industry, practitioners in government relations positions spend considerable time gathering and processing information. They monitor the activities of many legislative bodies and regulatory agencies to keep track of issues coming up for debate and possible vote. This intelligence gathering enables a corporation or an industry to plan ahead and, if necessary, engage in a major lobbying effort to defeat any proposed legislation that is considered detrimental to the organization or industry.

sports PR community relations

Another important duty of the public relations staff of a professional team is community relations. Players are rarely from the local community, and a good relationship with the community is necessary for ticket sales, so every team does charitable work. A good example is how Jason Zillo, media relations director of the New York Yankees, organized a "Hope Week." The impetus for the week, in part, was that the team had been criticized over ticket prices in their new stadium and that there was local grumbling about the taking of park land to build the stadium. Zillo arranged for Yankees players to do such things as visit sick children in hospitals, make appearances at local schools, talk with a Little Leaguer who had cerebral palsy, and visit two developmentally challenged workers in a law firm's mailroom. When we started this program, we agreed that you just don't reach out to a community. You must invite them to be a part of the family before saying, "Here's how you buy tickets." Jason Pearl, VP of the San Francisco Giants Other teams, such as the San Francisco 49ers, have a community foundation that raises money through team-sponsored golf tournaments and other events for the purpose of funding various community organizations that work with disadvantaged children. Such foundations often have their own community relations staff that, although separate from the business of playing games, coordinates with players to make appearances at various community events. Another aspect of sports public relations is representing a high-profile athlete to ensure that they get favorable media coverage and endorsement deals. When scandal erupts, however, athletes often use crisis communication experts and firms to manage the situation. Chime Communications, for example, began advising South African Oscar Pistorius, also widely known as the "blade runner" in the London Olympics, after he was charged with murdering his girlfriend on Valentine's Day 2013. Sports publicists, by definition, are cheerleaders. They constantly work to build fan and community enthusiasm for the team and make star players celebrities. For college publicists, this means creating enthusiasm among alumni and making the school seem glamorous and exciting in order to recruit high school students. At other times, college sports publicists organize massive promotional campaigns to promote a player for a national award such as the Heisman Trophy. Sometimes, usually when the team is a winner, these efforts succeed spectacularly. When a team is an inept loser, however, the sports publicist's life turns grim. He or she must find ways to soothe the public's displeasure and, through methods such as having players conduct clinics at playgrounds and visit patients in hospitals, create a mood of hopefulness: "Wait 'til next year!" Win or lose, the immense popularity of sports makes it extremely difficult to find an entry-level public relations position in the field. Major league teams have hundreds of applicants for internship positions, and even full-time employment has a reputation for low salaries. Yet if a student takes a broader view, there are opportunities in college sports, the minor leagues, and even corporate sports-sponsorship programs.

new age of global marketing

For decades, hundreds of corporations based in the United States have been engaged in international business operations, including marketing, advertising, and public relations. All these activities exploded to unprecedented proportions during the 1990s, largely because of new communications technologies, development of 24-hour financial markets almost worldwide, the lowering of trade barriers, the growth of sophisticated foreign competition in traditionally "American" markets, and shrinking cultural differences, all of which bring the "global village" ever closer to reality. In the case of Coca-Cola, probably the best-known brand name in the world, international sales account for 70 percent of the company's revenues. The major growth area for both Coke and Pepsi is the developing nations. In addition, large U.S.-based public relations firms such as Burson-Marsteller and Edelman are now generating between 30 and 40 percent of their fees serving foreign clients. Today, almost one-third of all U.S. corporate profits are generated through international business. At the same time, overseas investors are moving into American industries. It is not uncommon for 15 to 20 percent of a U.S. company's stock to be held abroad. The United Kingdom, for example, has a direct foreign investment in the United States exceeding $122 billion, followed by Japan and the Netherlands, with nearly half that sum each, according to the U.S. Department of Commerce. Fueling the new age of global public relations and marketing is the pervasive presence of the Internet. It allows every corporation to have instant contact with any and all of its operations around the world, but the downside is that any problem or crisis in one plant or country is instantly known throughout the world. In addition, satellite television, fax, fiber optics, cellular telephone systems, and technologies such as integrated services digital network (ISDN) enable a blizzard of information via voice, data, graphics, and video. For example, Hill & Knowlton has its own satellite transmission facilities, and General Electric has an international telecommunications network, enabling employees to communicate worldwide using voice, video, and computer data simply by dialing seven digits on a telephone. In terms of international media, Cable News Network (CNN) is viewed by more than 200 million people in more than 140 countries. England's BBC World Service also reaches an impressive number of nations, including the 40-plus member nations of the British Commonwealth. A number of newspapers and magazines are also reaching millions with international editions. The Wall Street Journal and the Financial Times have daily editions in the United States, Europe, and Asia. Other publications, such as the Economist, have worldwide distribution.

Public Fascination with Celebrities

sychologists offer varied explanations of why the public becomes impressed—"fascinated" might be the more accurate word—by highly publicized individuals. In pre-television days, the publicity departments of the motion picture studios promoted their male and female stars as glamorous figures that lived in a special world of privilege and wealth. The studios catered to the universal need for fairy tales, which often have a rags-to-riches theme. Dreaming of achieving such glory for themselves, young people with and without talent go to Hollywood to try to crash through the magical gates, almost always in vain. The advent of celebrity culture now drives the entertainment news cycle. Rachel McCallister and Mark Pogachefsky, writing in Public Relations Tactics Many ordinary people leading routine lives also yearn for heroes. Professional and big-time college sports provide personalities for hero worship. Publicists emphasize the performances of certain players, and television sports announcers often build up the stars' roles out of proportion to their actual achievements; this emphasis is supposed to create hero figures for youthful sports enthusiasts to emulate, but the doping scandal of Lance Armstrong and other athletes, including the scandal of Tiger Woods having multiple affairs while married, has somewhat diminished the idea that professional athletes are good role models. Athletic teams, however, still retain public esteem and loyalty—especially if they are winning. Sports enthusiasts develop a vicarious sense of belonging that creates support for athletic teams. To signify their loyalty, both children and adults gobble up expensive baseball caps, sweatshirts, and other clothing that advertise the team and let others know they are loyal fans. Indeed, a major revenue stream for most professional teams is the sale of merchandise. The NFL teams make about $3 billion annually on merchandise. Still another factor behind the public's fascination is the desire for entertainment. Reading fan magazines or listening to TMZ report on the personal lives and troubles of celebrities gives fans a look behind the curtain of celebrity. Such intimate details provide fuel for discussion among friends or even something to tweet about. And talking about Hollywood's latest couple break-up is certainly more fun than discussing tax reform.

corporate philanthropy downsides

A large grant by a corporation, for example, cannot offset a major financial scandal or the negative publicity of a class-action suit for discrimination of female employees. Philanthropy can't erase public concern about the promotion and marketing of some products such as tobacco. Wal-Mart, faced with community opposition to "big-box" stores, probably won't change its opponents' minds by giving several million dollars to local schools. Another downside to corporate philanthropy can arise when special interest groups object to the cause that's being funded. Pro-life groups, for example, often target companies that give grants to Planned Parenthood and ask their supporters to boycott the company's products. According to Paul Holmes in a PRWeek column, there's even a Washington, D.C., group called the Capital Research Center that seeks to "end the liberal bias in corporate philanthropy." The group objects to company donations to "antibusiness" charities such as the Sierra Club. All this leaves corporations somewhat in a quandary about what charities are "safe" and which ones might raise controversy and protests at annual stockholder meetings. There's also the consideration of what special groups are most influential or have the ability to cause headaches for the corporation through boycotts, pickets, and demonstrations. In bottom-line terms, the corporation also thinks about what decision would be best to keep its overall customer base

The Work of a Publicist

A public relations practitioner working in the entertainment industry is usually called a publicist because his or her primary responsibility is getting publicity in the media for his or her organizations and individual clients. In the early days of public relations, many of these individuals were called press agents. In fact, the term press agent is still used on Broadway, and the union representing them is called the Association of Theatrical Press Agents and Managers. Ralph Blumenthal, a reporter for the New York Times, explains the basic process in the early days: "Broadway producers hired press agents to type out news releases about their shows and hand-carry them to the press so the press would write stories about the shows and people would buy the papers, read the stories and go to the shows, and the producers would be happy and the press agents would keep their job." Press agents also dreamed up creative stunts to get publicity. Press agent Jim Moran was famous for his media-grabbing stunts. He publicized the book The Egg and I by sitting on an ostrich egg for 19 days until it hatched. On another occasion, he led a bull through a china shop to help the flagging career of an actor. Hollywood publicists were also creative at generating publicity. Fox Studios insured Betty Grable's legs for $1 million, and Henry Rogers made Rita Hayworth a celebrity by borrowing designer clothes to market her as one of Hollywood's best dressed women.

ANR Format

A radio news release can be sent to stations for announcers to read, but the most effective approach is to provide a radio station with a recording of someone with a good radio voice reading the entire announcement. The person doing the reading may not be identified by name. This, in the trade, is called an actuality. A second approach is to have an announcer and also include what is called a soundbite from a satisfied customer or a company spokesperson. This approach is better than a straight announcement because the message comes from a "real person" rather than from a nameless announcer. This type of announcement is also more acceptable to radio stations, because the station's staff can elect to use the whole recorded announcement or take the role of the announcer and use just the soundbite. An example of an effective ANR was the one produced for the American Psychological Association (APA). The APA, using the firm News Generation, got soundbites from a number of researchers presenting papers on topical issues at its national convention. One soundbite, for example, was about the differences in how men and women hear and smell. A number of radio stations used the ANR, reaching a potential audience of 20 million.

Advocacy groups

Affecting communities to varying degrees are a number of pressing issues, from social matters such as poverty, abortion, and racism to threats such as epidemic diseases and environmental degradation. Organizations that fight for social causes can have significant impacts, both positive and negative.

production of VNR

Although public relations writers can handle the job of writing a rough draft of a VNR script, the final scripting and production of a VNR is another matter. The entire process is highly technical, requiring trained professionals and sophisticated equipment. Consequently, public relations departments and firms usually outsource production to a firm specializing in scripting and producing VNR and video packages. Public relations personnel, however, usually serve as liaison and give the producer an outline of what the VNR is supposed to accomplish. The public relations person also will work with the producer to line up location shots, props, and the individuals who will be featured. The following are some tips about the production of VNRs and video packages that best meet the needs of television news directors: Give television news directors maximum flexibility in editing the material using their own anchors or announcers. Produce the video package with news footage in mind. Keep soundbites short and to the point. Avoid commercial-like shots with sophisticated effects. Never superimpose your own written information on the actual videotape. Television news departments usually generate their own written notes in their own typeface and style. Never use a stand-up reporter. Stations do not want a reporter who is not on their own staff appearing in their newscast. Provide television stations with a local angle. This can be done by sending supplemental facts and figures that reflect the local situation. Good graphics, including animation, are a plus. Stations are attracted to artwork that shows things in a clear, concise manner.

product publicity

As the cost and clutter of advertising have mounted dramatically, companies have found that creative product publicity is a cost-effective way of reaching potential customers. Even mundane household products, if presented properly, can be newsworthy and catch media attention. In Dallas, Sfuzzi Uptown restaurant earned press coverage when Sean Lowe of ABC's The Bachelor appeared on Valentine's Day for a meet and greet. Philadelphia-based Wawa convenience stores sponsored "The Wawa Welcome America! Festival" in Philadelphia on July 4, 2013. It got media coverage when it gave away 15,000 hoagies on its 21st annual Wawa Hoagie Day, which was part of the festival. Product publicity can be generated in other ways. Food & Wine magazine sponsored a survey to determine the sexiest foods; Old Bay Seasoning sponsors shrimp-eating contests; Briggs & Stratton, which makes small engines for lawnmowers, compiles an annual top 10 list of beautiful lawns; Hershey Foods set a Guinness record by producing the world's largest Kiss—a chocolate candy that weighed several tons. The newest trend is "brand journalism," also known as "content marketing." The idea is that organizations should produce stories and features that are written in a journalistic style that focuses primarily on information instead of promotion. Red Bull, for example, creates a lot of buzz and brand loyalty for its product by posting feature stories on its website about athletes who do extreme sports. Many stories, of course, also report on sports events that Red Bull sponsors.

Japan

Business and industry are still at the stage of perceiving public relations as primarily media relations. Public relations firms and corporate communications departments work very closely with the 400-plus reporters' clubs that filter and process all information for more than 150 news-gathering organizations. Major advertising agencies tend to dominate the public relations field, and there has been little development regarding strategic positioning or how to do crisis communications. Toyota's somewhat inept handling of a product recall and how the utility company handled the melt-down of several nuclear reactors after a major tsunami are examples.

mass demonstrations

Designed to demonstrate public support for a cause and in some cases to harass the operators of projects to which a group objects, mass demonstrations require elaborate public relations machinations. Organizers must obtain permits, inform the media, and arrange transportation, housing, programs, and crowd control. A small but vocal rally can also generate media coverage.

Dubai and Middle East

Dubai, as part of the United Arab Emirates (UAE), has become the financial and airline hub in the region. Many international companies have offices there that have also fueled the influx of major global public relations firms. In general, the public relations industry in the region is relatively immature and the preparation of news releases is the primary activity. Development is somewhat hampered by low literacy, lack of trained personnel, and government controlled media.

ANR production and delivery

Every ANR starts with a carefully written and accurately timed script. The next step is to record the words. When recording, it is imperative to control the quality of the sound. A few large organizations have complete recording studios, and some hire radio station employees as consultants; but most organizations use a professional recording and distribution service such as Strauss Media Strategies or KEF Media. These services have state-of-the-art equipment and skilled personnel who can take a script, edit it, record it at the proper sound levels, and package it for distribution to broadcast outlets via telephone, CDs, MP3 format, and Web servers, and even through such networks as ABC and CNN radio. Radio stations, like newspapers, have preferences about how they want to receive news releases. One survey by DWJ Television found that almost 75 percent of the radio news directors prefer to receive actualities by phone. This is particularly true for late breaking news events in the station's service area. When a forest fire threatened vineyards in California's Napa Valley, a large winery contacted local stations and offered an ANR with a soundbite from the winery's president telling everyone that the grape harvest would not be affected. About 50 stations were called, and 40 accepted the ANR for broadcast use.

health PR

Hospitals focus on diverse audiences, both external and internal; involve themselves in public affairs and legislation because they operate under a maze of government regulations; and stress consumer relations, which involves keeping patients and their families satisfied as well as seeking new clients. Hospitals produce publications and publicity for these external and internal audiences. They also develop networks of volunteers who assist hospital staff in working with patients and their families. Hospital public relations programs have four basic audiences: patients, medical and administrative staffs, news media, and the community as a whole. The four audiences overlap, but each demands a special approach and focus. Careful scrutiny can identify significant sub-audiences within these four—for example, the elderly; pregnant women; victims of heart disease, cancer, and stroke who need support groups after hospitalization; potential financial donors to the hospital; and community opinion leaders, whose goodwill helps to build the institution's reputation. Each group can be cultivated by public relations techniques. The public relations staff of a hospital has two primary roles: (1) to strengthen and maintain the public's perception of the institution as a place where medical skill, compassion, and efficiency are paramount and (2) to help market the hospital's array of services such as surgery and cancer treatment. Many hospitals have sought to redefine themselves as community health centers. Basically, hospitals, like hotels, must have high room-occupancy rates to succeed financially.

marketing pr

In many cases, marketing public relations is coordinated with a company's messages in advertising, marketing, direct mail, and promotion. This has led to the concept of integrated marketing communication (IMC), in which companies manage all sources of information about a product or service in order to ensure maximum message penetration. This approach is a major concept in today's modern public relations practice.

VNR

Large organizations seeking enhanced recognition for their names, products, services, and causes are the primary clients for VNRs. The production of VNRs can be more easily justified if there is potential for national distribution and multiple pickups by television stations and cable systems. Increasingly, costs are also justified because a VNR package can be reformatted for an organization's website, be part of a multimedia news release, and be posted on an organization's YouTube channel.

PR in movies

More than 1.4 billion movie tickets were sold, generating almost $11 billion in revenues.

lobbying

Much of this is done at state and local government levels. In just one example, approximately 150 organizations have campaigned for laws to forbid smoking in public places and to restrict the sale of tobacco around the country.

litigation

Organizations file suits seeking court rulings favorable to their projects or attempting to block unfavorable projects. The Sierra Club did so in a multiyear action that resulted in a landmark decision by the U.S. Fish and Wildlife Service declaring the northern spotted owl an endangered species.

Use of ANR

Producing ANRs is somewhat of a bargain compared with producing materials for television. Ford Motor Company, for example, spent less than $5,000 for national distribution of a news release on battery recycling as part of Earth Day activities. More than 600 radio stations picked up the ANR, and about 5 million people were reached. Despite their cost-effectiveness, ANRs should not be sent to every station. Stations have particular demographics. A release about the benefits of vitamin supplements for senior citizens isn't of much interest to a station specializing in hip-hop. Various media databases such as Cision and Burrelles help practitioners select the right stations for their ANRs. The use of ANRs is popular with radio stations. Thom Moon, director of operations at Duncan's American Radio Quarterly, told PRWeek that he thinks the major reason for this is the consolidation of ownership in radio broadcasting, which has resulted in cost-cutting and fewer news personnel. Jack Trammell, president of VNR-1 Communications, echoed this thought. He told PR reporter, "They're telling us they're being forced to do more with less. As long as radio releases are well produced and stories don't appear to be blatant commercials, newsrooms are inclined to use them." Public Relations Tactics gives some additional tips from Trammell: Timeliness. Stories should be timed to correspond with annual seasons, governmental rulings, new laws, social trends, and so on. Localization. Newsrooms emphasize local news. A national release should be relevant to a local audience. Reporters are always looking for the "local angle." Humanization. Stories should show how real people are involved or affected. Impressive statistics mean nothing to audiences without a human angle. Visual appeal. Successful stories provide vibrant, compelling soundbites that not only subtly promote but also illustrate and explain.

product placement

Product placement refers to the appearance of a product as part of a movie or television program, thereby helping to promote the brand. The Mercedes-Benz that the characters in the movie drive to the airport, the United Airlines flight that takes them to a destination, the Hilton where they stay, and the Grey Goose vodka martinis they drink in the bar are all examples of product placement.

professional associations

Professional associations place their major emphasis on setting standards for professional performance, establishing codes of ethics, determining requirements for admission to a field, and encouraging members to upgrade their skills through continuing education. In some cases, they have quasi-legal power to license and censure members. In most cases, however, professional groups rely on peer pressure and persuasion to police their membership.

Sweden

Public relations is highly developed in these countries, and the Paul Holmes World Report quotes one executive as saying, "The PR Industry in the Nordic region is quite developed and on a more strategic and analytic level than in other countries." Norway, Denmark, Sweden, and Finland also have a culture of CSR, environmental sustainability, labor rights, and gender equality high on the political agenda, so public relations counselors often facilitate programs in these areas.

boycotts

Some boycotts achieve easily identifiable results. Others stay in effect for years with little evident success. One success story occurred when the Rainforest Action Network boycotted Burger King because the company had been buying Central American beef raised in cleared rain forests; the fast-food chain subsequently agreed to stop such purchases.

Reconciliation

Some environmental organizations have achieved good results by cooperating with corporations to solve pollution problems. The Environmental Defense Fund joined a task force with McDonald's to deal with the fast-food chain's solid waste problem, which eventually led to the company's decision to phase out its polystyrene packaging and take a leading role in reducing the waste entering landfills.

ANR differences

Radio news releases in the industry are called audio news releases, or ANRs. They differ in three ways from online news releases, which were discussed in the last chapter. The most important difference is that a radio news release is written for the ear. The emphasis is on strong, short sentences that average about 10 words and can be easily understood by a listener. A second difference is that an ANR is more concise and to the point. Instead of a news release that may run several hundred words, a standard one-minute ANR is about 125 words. The timing is vital, because broadcasters must fit their message into a rigid time frame that is measured down to the second. The third difference is writing style. An online news release is more formal and uses standard English grammar and punctuation. Sentences often contain dependent and independent clauses. In a radio release, a more conversational style is used. In such a style, partial or incomplete sentences are OK. The following are some guidelines from the Broadcast News Network on how to write a radio news release:

South Africa

South Africa has the most developed public relations industry on the continent. It also has a long tradition of public relations education and professional development for practitioners. In the past several years, there has been less emphasis on publicity tactics and more focus on aspects of corporate social responsibility (CSR), sustainability, and reputation management.

laws/restrictions lobbyist have to follow

The Ethics in Government Act forbids government officials from actively lobbying their former agencies for one year after leaving office. Critics say, however, that this law has had little or no impact. A good case study is the U.S. Department of Homeland Security. Tom Ridge was head of the agency when it was established in 2002; he has since left to become a lobbyist with a long list of clients from the security industry who seek contracts with Homeland Security, which has a budget of more than $59 billion. Ridge is not alone. A New York Times article written during the Bush administration reported that at least 90 former officials at the Department of Homeland Security or the White House Homeland Security office, two-thirds of the most senior executives, have become lobbyists. Unlike federal agency personnel, members of Congress can become lobbyists immediately after leaving office. Consider former Representative J. C. Watts (R-Oklahoma), who announced the formation of a group of lobbying and public affairs firms exactly one day after leaving office. High-ranking members of Watts' congressional staff moved with him to his new offices to begin their careers as lobbyists of their former colleagues. Instances of people "cashing in" on connections give the press and the public the uneasy feeling that influence peddling is alive and well in the nation's capital. This practice also gives credence to the cliché "It's not what you know, but who you know." The scandal involving lobbyist Jack Abramoff reveals how closely tied legislators are to lobbyists. Abramoff's financial mismanagement and willingness to dispense illegal perks to legislators earned him a lengthy prison sentence. Further, Republican House Majority Leader Tom Delay (R-Texas) had to resign his leadership post and Ohio Congressman Bob Ney pleaded guilty to two counts of conspiracy and making false statements in the Abramoff scandal. About half a dozen other legislators and dozens of congressional aides and other government officials remain under scrutiny.

india

The Indian market, with more than 1 billion people, is a major market for products, services, and public relations expertise. There are at least 1,000 large and small public relations firms serving the subcontinent, but training and educating qualified practitioners continues to be a major problem. The Public Relations Society of India has increased professionalism among practitioners, but much of the work involves getting visibility in the media. The country's population makes it an attractive location for foreign investment and international public relations firms but government bureaucracy is a continuing handicap. On the bright side, Indian firms are now expanding to the global market, and the level of public relations is getting more sophisticated.

turkey

The country is the economic giant in the region and has a fairly modern communications infrastructure. Public relations firms do traditional media relations, but there is increasing focus on regulatory and political monitoring for clients. Sustainability and CSR projects are receiving more emphasis, but public affairs work is done mostly in-house. Social media as a major platform for public relations is still in its early stages. Recruitment of talent is difficult because fluency in English is expected of job candidates.

indonesia

The major growth is in public relations firms specializing in digital communications to communicate information about brands and services. The reason is that mobile phone penetration is more than 100 percent and its citizens send more tweets than any other nation. It also ranks fourth in the world in terms of active Facebook users. The public relations profession, however, is still evolving. Many companies still perceive public relations personnel primarily as publicists. Recruitment of trained talent is also a problem.

trade groups

The membership of a trade association usually consists of manufacturers, wholesalers, retailers, or distributors in the same field. Corporate entities, not individuals, are the members. A few examples of trade associations include the American Beverage Association, the Property Casualty Insurers Association, and the National Association of Home Builders. There are about 6,000 trade and professional associations in the United States. Because federal laws and regulations can often affect the fortunes of an entire industry, about one-third of these groups are based in the Washington, D.C., area. There, association staffs can monitor congressional activity, lobby for or against legislation, communicate late-breaking developments to the membership, and interact with government officials on a regular basis. Although individual members of trade associations may be direct rivals competing for market share, it is often to their advantage to work together to promote an entire industry, generate public support, and share information. By representing an entire industry, an association often is a more effective news source than individual companies can be. When a news situation develops involving a particular field, reporters frequently turn to the spokesperson of its association for comment. To promote their industry, many trade organizations compile statistics, establish online newsrooms, provide speakers to schools, sponsor trade shows, maintain a YouTube channel, and actively blog to make the position of the trade group clear to stakeholders.

thailand

The nation has a great deal of foreign investment and is becoming established as an assembly center for automobiles. It's the primary hub in Southeast Asia for international tourism, and a number of public relations firms and corporations have well-qualified staffs to handle traditional media relations, product publicity, and special event promotion. The major user of public relations services is the government, spending $350 million in a recent year. Digital communications are evolving, but the traditional media (30 newspapers in Bangkok alone) remain the primary distribution channels for public relations personnel.

Brazil

This is the largest nation in South America in terms of population (200 million) and its booming economy makes it a major player in the world economy. There are about 1,000 public relations firms, primarily in the Rio de Janeiro and the Sao Paulo area. Brazil will also host the 2014 World Cup and the 2016 Olympics, which will generate more development of its public relations industry. Brazil has become a mature business market, and companies are now beginning to recognize public relations as essential to generating revenues and building reputation. In addition, the public relations industry in Argentina and Chile also are well developed.

Russia

The rise of a market economy and private enterprise has spurred the development of public relations activity, but continuing problems in the Russian economy have stunted its development. The press and journalists are still very dependent on supplemental income, and news coverage can be "bought" with cash or through political connections. A key issue is the training of public relations professionals; college curriculums are still very weak. Gyroscope, a consultancy, predicts that public relations will continue to develop from its roots in political campaigning to become more corporate and consumer oriented. Ukraine, once part of the Soviet Union, now has a developed public relations industry but suffers some of the same problems as Russia in continuing to develop it.

VNR format

The traditional VNR package is like a media kit prepared for print publications, which was discussed in the last chapter. It has various components that provide the television journalist with everything he or she needs to produce a television news story. According to MultiVu, a production firm, this includes the following: Ninety-second news report with voiceover narration on an audio channel separate from that containing soundbites and natural sound. A B-roll. This is the video only, without narration, giving a television station maximum flexibility to add its own narration or use just a portion of the video as part of a news segment. Clear identification of the video source. Script, spokespeople information, media contacts, extra soundbites, and story background information provided electronically. Conceptualizing and writing a VNR storyboard is somewhat complicated because the writer has to visualize the scene, much like a playwright or screenwriter. In fact, a script for a VNR usually includes two columns. The left column lists the visual components, and the right column outlines the audio elements, such as the anchor lead-in, narration, and a list of any soundbites. See the following excerpt of a script prepared by the College of American Pathologists.

traditional media kit

The traditional media kit for many years was a 9X12 folder with inside pockets. The contents usually consisted of such items as (1) a basic news release; (2) a news feature about the product or service; (3) a fact sheet about the product, organization, or event; (4) photos; (5) bios of the spokesperson or chief executives; (6) a basic brochure; and (7) contact information such as email addresses, phone numbers, and website URLs.

fact sheets

There are two kinds: The first one is basically a summary sheet about the characteristics of a new product that serves as a quick reference for a journalist writing a story. A one-page product fact sheet for Philips Norelco's new Bodygroom shaver, for example, provided such information as (1) ability to remove hair anywhere on the body, (2) chromium steel trimmer blades, (3) three interchangeable attachment combs, (4) 50 minutes of cordless trimming time, and (5) full two-year warranty.

sponsored events benefits

They enhance the reputation and image of the sponsoring company through association. They give product brands high visibility among key purchasing publics. They provide a focal point for marketing efforts and sales campaigns. They generate publicity and media coverage.

marketing communications

Thomas L. Harris, author of A Marketer's Guide to Public Relations, defines marketing public relations (MPR) as "The process of planning, executing, and evaluating programs that encourage purchase and consumer satisfaction through credible communication of information and impressions that identify companies and their products with the needs, wants, concerns, and interests of consumers."

Mexico

Traditionally, small public relations firms in Mexico dominated the market and provided primarily product publicity. With the North American Free Trade Agreement, international firms have established operations with more sophisticated approaches to strategic communications.

travel PR

Traditionally, the practice of travel public relations has involved three steps: Stimulating the public's desire to visit a place Arranging for the travelers to reach it Making certain that visitors are comfortable, well treated, and entertained when they get there Traditional tactics such as story placements in magazines and newspapers, advertising, colorful brochures mailed to potential travelers, and travel fairs are still extensively used, but the Internet and social media have radically transformed the techniques of what is called "destination marketing." Today, for example, travel is promoted through interactive websites, content-rich social channels, and apps that help individuals do everything from learning about a destination to booking a tour, a flight, a hotel, and even a restaurant at the destination. In fact, one study by Nielsen research indicated that 88 percent of smartphone users in the United States accessed travel information through mobile devices, spending 93 minutes a month on travel apps and websites. Cut the text and add more colorful and more vibrant photos of your destination to demand attention. Meredith Pratt, Stanton Communications, in O'Dwyer's PR Report Facebook, Pinterest, and Instagram are also being used to provide information and engage potential travelers. A study by Text 100 public relations, for example, found that 87 percent of people under age 34 said they used Facebook for travel inspiration and that recommendations from friends and family on Facebook and other social channels were the top factor in deciding to visit a location. Other sources of travel information, according to the study, were Internet searches (55 percent), individual provider websites (49 percent), sales promotions by airlines and hotels (48 percent), and online travel sites (46 percent). In terms of apps, one example is the Miami Convention & Visitor's Bureau. Miami images are available for download as wallpaper through a Flickr photo stream. Public relations specialists in travel also stage creative events to attract attention. Weber Shandwick drove traffic to its YouTube video campaign for the Bahamas by sending 200 swimtog-clad commuters to walk through New York's Grand Central Station. Bikini-clad models visited Times Square with a giant beach ball to promote the U.S. Virgin Islands.

average time spent watching tv

average American watchs almost 147 hours of television a month, or about 4.9 hours a day. Television also remains the number one news and information source for Americans of all age groups, especially for individuals 65 years and older.

full-page news release

color layout that a newspaper can select and publish with no cost. Family Features pioneered this concept. A good example is a full-color page about watermelon as a summer treat, with the entire feature, offered free to newspapers, and paid for by the Watermelon Promotion Board

corporate sponsorship

companies annually spend about $20 billion sponsoring activities ranging from NASCAR races, the Kentucky Derby, the Academy Awards, PGA golf tournaments, and even the concert tour of Tim McGraw (sponsored by Pennzoil). In 2013, for example, companies spent $3.76 billion sponsoring motorsports, $1.28 billion sponsoring music events, $849 million sponsoring fairs and festivals and another $708 million sponsoring tennis matches.

membership organizations

composed of people who share common business or social interests. Their purpose is mutual help and self-improvement. Membership organizations often use the strength of their common bond to promote the professionalism of their members, endorse legislation, and support socially valuable causes. Their main function is to advocate for the well-being of their members.

typical 90 sec VNR cost a minimum of $___ for production/distribution

costs a minimum of $20,000 to $50,000 for production and distribution. Costs vary, however, depending on the number of location shots, the number of special effects, the use of celebrities, and the number of staff required to produce a high-quality tape that meets broadcast standards.

news releases (Mat releases)

different from the traditional news release because a feature angle is used instead of a lead that gives a key message. Mat releases also are in the format of a standing column headline such as Healthy Eating, Cooking Corner, or Vacations of a Lifetime.

Radio reach

eaches 92 percent of the American population and, according to Arbitron, listening by persons 12 or older, is a medium of 2.5 hours a day

American Express

has been a pioneer in cause-related marketing. In 1983, it raised $1.7 million for the restoration of the Statue of Liberty and Ellis Island. More recently, it conducted an award-winning campaign called "Small Business Saturday." The idea was to support small businesses on the Saturday after Thanksgiving. The Friday after Thanksgiving is popularly known as "Black Friday"—the biggest shopping day of the year.

the term lobbyist

may have originally been coined by President Ulysses S. Grant, who often sought refuge with a cigar and brandy in the Hotel Willard's lobby in Washington, D.C. He is said to have used the term to describe the people who sought favors from him when he was thus engage

lobbying

oday, lobbying is more formal and more closely aligned with governmental relations or public affairs; in fact, the distinction between the two often blurs. This is because most campaigns to influence impending legislation have multiple levels. One level is informing and convincing the public about the correctness of an organization's viewpoint, which is the domain of the public affairs specialist. Lobbyist efforts, another level, are aimed at the defeat, passage, or amendment of legislation and regulatory agency policies. Lobbyists work at the local, state, and federal levels of government. California has about 1,700 registered lobbyists, who represent hundreds of special interest groups. The interests represented in the state capital, Sacramento, include large corporations, business and trade groups, unions, environmental groups, local governments, nonprofit groups, school districts, and members of various professional groups. The number and variety of special interests increase exponentially at the federal level. James A. Thurber, a professor of government at American University and a lobbying expert, estimates that Washington, D.C., now has about 100,000 lobbyists, including support staff. This number, says Thurber, doubled in the past decade. According to him, lobbying is now a $9 billion industry.

press kit

often used to combine news releases, publicity photos, and even video clips about a particular event, an issue, or a new product. The purpose is to give editors and reporters a variety of information that makes it easier for them to write about the topic. In some ways, the traditional media kit is the print version of today's multimedia news release.

corporate profile

one-page summary in bulleted list format that gives the basic facts about an organization or a company. It may use headings that provide (1) the organization's full name, (2) products or services offered, (3) the organization's annual revenues, (4) the number of employees, (5) the names and one-paragraph biographies of top executives, (6) the markets served, (7) its position in the industry, and (8) any other pertinent details.

cause-related marketing

profit-making company collaborates with a nonprofit organization to advance the latter's cause and, at the same time, increase the former's sales. A good example is Yoplait yogurt, which tells customers that 10 cents will be donated to support breast cancer research for each pink Yoplait lid customers send in. Companies supporting worthy causes have good customer support. One study, by Cone, found that 83 percent of Americans wish companies would support causes as part of their corporate citizenship. Forty-one percent said they have bought a product because of its association with a cause.

why does radio and tv thrive in the internet age

radio and television content has expanded to other digital platforms. More than 40 million people, for example, listen to the radio weekly via the Internet, satellite radio, or iPod/MP3 players. Television programs are also widely downloaded to computers and smartphones. Second, broadcast media generate larger audiences for a particular program or event than any other single media or Internet platform. The 2013 Super Bowl, for example, attracted 108 million viewers. Other television programs, such as American Idol and Dancing With the Stars, continue to generate a weekly audience of about 18 million and 15 million

tv reach

reaches 95 percent of the population on a daily basis for longer periods of time.

corporate philanthropy

the donation of funds, products, and services to various causes. Donations range from providing uniforms and equipment to a local Little League baseball team to a multimillion-dollar donation to a university for upgrading its programs in science and engineering.