Final Exam Review

StudyBlue printing of Final Exam Review html, body, div, span, applet, object, iframe, h1, h2, h3, h4, h5, h6, p, blockquote, pre, a, abbr, acronym, address, big, cite, code, del, dfn, em, font, img, ins, kbd, q, s, samp, small, strike, strong, sub, sup, tt, var, b, u, i, center, fieldset, form, label, legend, table, caption, tbody, tfoot, thead, tr, th, td { margin: 0; padding: 0; border: 0; outline: 0; font-size: 100%; background: transparent; } body { line-height: 1; } blockquote, q { quotes: none; } blockquote:before, blockquote:after, q:before, q:after { content: ''; content: none; } /* remember to define focus styles! */ :focus { outline: 0; } /* remember to highlight inserts somehow! */ ins { text-decoration: none; } del { text-decoration: line-through; } /* tables still need 'cellspacing="0"' in the markup */ table { border-collapse: collapse; border-spacing: 0; } /* end RESET */ .header { min-width:800px; } .logo { padding:6px 20px 2px 20px; margin:0; font-size:25px; font-weight:bold; color:#808285; position:relative; border-bottom: 1px solid #c5c5c5; } .logo-blue { color:#70adc4; } .logo-desc { font-weight:normal; font-size:19px; color:#cccccc; margin-top:50px; position:absolute; display: none; } .back-button { position:absolute; top:20px; right:20px; font-size:13px; line-height:25px; color:rgb(0,175,225); font-weight:normal; } .back-button a { color:rgb(0,175,225); } .instructions { padding:0; margin:0; width:100%; position:relative; color:rgb(100,100,100); } .step-holder { border-left:1px solid #ededed; margin-left:20px; } .steps { padding:15px 0; float:left; width:24%; border-right:1px solid #ededed; text-align:center; } .steps-01 { } .steps-02 { } .steps-03 { } .steps-04 { } .label { padding:5px 10px; } .print-button { } .print-button a { background-color:rgb(0,175,225); color:white; line-height: 19px; padding:9px 8px 5px 30px; font-size:14px; text-decoration:none; background-image: url(images/printer.png); background-repeat: no-repeat; background-position: 7px 50%; -moz-border-radius: 5px; -webkit-border-radius: 5px; } .print-button a:hover { background-color:black; } .theNote .content { width: 8.0in !important; margin: 5px auto; padding:20px; background-color:white; } .theNote .header { border-bottom: 1px dashed #C8C8C8; font-size: 17px; padding: 0 0 10px; line-height: 19px; color: #00ADE1; min-width:500px; } .theNote .body { font-size: 14px; line-height: 19px; padding: 10px 0; } .theNote{ padding:6px 0; clear:both; background-color: rgb(200,200,200); } .theNote h3{ color: rgb(100,100,100); } .theNote h1, .theNote h3{ background-color:white; padding:2px 20px; width:8.0in !important; margin: 0 auto; font-size: 15px; } .theNote h1{ padding-top: 10px; font-size: 15px; } .theNote h1:first-child{ font-size: 20px; } .theNote h3 { font-size: 14px; font-weight: normal; } #options { border: 3px double #ccc; padding: 5px 12px; margin: 10px 50px 10px 20px; float: left; } #info { border-top: 1px solid #ccc; padding-top: 5px; font-style: italic; } li { margin: 5px 10px 5px 25px; } ul li { list-style: disc; } ol li { list-style: decimal; } img { border: 0; } table { clear: both; width: 100%; border: 1px solid #c5c5c5; border-width: 1px 0; margin: 0; page-break-after: always; } table#page { page-break-after: auto; } td { text-align: center; font-size: 12px; border-bottom: 1px dashed #c5c5c5; height: 1.75in; width: 50%; padding-left: 15px; } .leftside { border-right: 1px solid #cccccc; padding: 0 15px 0 0; } .bottom td { border-bottom: none; } .clearfix { clear:both; line-height:1px; height:1px; } img { max-width:80%; max-height:150px; margin:20px; } @media print {.header { display: none; } .content .header{ display:inherit; } table { border: 1px dashed #bbb; border-width: 1px 0; } .theNote{ background-color:white; } } Final Exam Review PR 270: Exam Three Review Sheet Chapter Ten – Conflict, Issues Management & Crisis Communication Techniques associated with effective issues management 1. Issue Identification- learn what issues and concerns are being discussed; establish a trend line of coverage 2. Issue Analysis- assess the issues potential threats to the organization 3. Strategy Options- if the issue is potentially damaging, the next step is to consider what to do about it 4. Action Plan- once a specific policy has been decided on, communicate it to all interested publics 5. Evaluation- evaluate the results Terms such as ingratiation, mortification, corrective action, etc. used in various crisis communication theories -Corrective action: Ensure the prevention or correction of the action (We will solve the problem) -Mortification: Offer a profuse apology (We’re sorry) -Ingratiation: Trying to get someone to like you -Used in non-crisis contexts quite often, example: Starbuck’s gives a coupon if they mess up your drink order – can be bad in PR if it is seen as too little too late, trivial or somehow insulting – if you got food poisoning from Starbuck’s and had to be hospitalized and they gave you a coupon Strategic Conflict Management -Consider the resources and the situation; think of conflict and response as continuums; base responses on appraisal of threats, resources and ethics/core values; should try for mutual benefits, if possible; *Conflict can either be reduced or escalated as part of the strategy Conflict life cycle Proactive Phase: -> issues management; pro-actively appraise threats depending on both situation and organization -Environmental scanning: the constant reading, listening, and watching of current affairs with an eye to organizations interests -Issues tracking: becomes more focused and systematic through processes such as the daily clipping of news stories -Issues management (changing or planning): occurs when the organization makes behavioral changes or creates strategic plans in ways that address the emerging issue -A proactive and systematic approach to: predict problems, anticipate threats, minimize surprises, resolve issues, & prevent crises -Requires: 2 way communications, formal environmental scanning, active sense-making strategies -Crisis planning: first step for preparing for the worst- an issue or an event that has escalated to crisis proportions Strategic Phase: -> issues management; if conflict is identified, choose a stance -Risk communication: dangers or threats to people or organizations are conveyed to forestall personal injury, health problems, and environmental damage -Position the organization to deal effectively with the conflict (lawsuits, boycotts, new rules, etc) Reactive Phase: Implement crisis plan or conflict resolution Recovery Phase: strategies are employed to bolster or repair the organizations reputation in the eyes of key publics -Reputation management: includes systematic research to learn the state of the organization’s reputation and then taking steps to improve it -Restore image if needed What is a crisis? -“An unstable or crucial time or state of affairs… with the distinct possibility of a highly undesirable outcome” -“A paroxysmal attack of pain, distress, or disordered function” -“An emotionally significant event or radical change of status in a persons life” -Paroxysm: a fit, attack, or sudden increase or recurrence of symptoms (as of a disease) -“The erroneous but often-repeated” Chinese definition -Crisis= danger + opportunity -“The decisive moment (as in a literary plot)” -Unexpected, non-routine, produces uncertainty and threatens high-priority goals -Of all the ways you can study crisis communication, most scholarship has been done examining cases Crisis Communication -Top kinds of crises: financial irregularities, unethical behavior, Executive misconduct -Most crises are NOT unexpected -Perception is everything -Many different strategies for responding to crises: attack the accuser, denial, excuse, justification, ingratiation, corrective action, full apology, evade responsibility, reduce offensiveness, corrective action, mortification -How to communicate during a crisis: put the public first, take responsibility, be accessible, communicate with key publics, set up a central information center, etc. Example: Hurricane Katrina and the local electric company: lives lost, homes destroyed, infrastructure crippled, anger directed at all levels of government, electricity lost to 1.1 million homes… but little public anger directed at the primary utility, Entergy Challenges: Massive damage in Entergy’s HQ city, including its generation and transmission systems, 1.1 million people w/out power, 95 degree heat, swarm of media, 1,900 employees evacuated, half of communicators lost their homes, 1. 4 billion to restore power, needed federal aid to get the job done, gas shortages for service vehicles, damaged communication lines, actual and rumored chaos & violence, Wall Street concerns Image Restoration Theory : 1. Denial: we didn’t do it (or someone else did) 2. Evasion of responsibility: Okay we did it but it wasn’t our fault 3. Reducing offensiveness: -Bolstering: we’re done some good stuff -Minimization: it’s not that bad -Differentiation: others have had worse crises (or this is worse than others crises) -Transcendence: let’s focus on other issues -Attack the accuser: the accuser is responsible -Compensation: we’ll cover the costs of the crisis 4. Corrective Action: we will solve the problem 5. Mortification: we’re sorry CDC Best practices Be first, be right, be credible Accuracy & Timeliness -> Credibility => successful communication Empathy & Openness -> Trust => successful communication -5 crisis communication “Don’ts” -Mixed messages from multiple experts, information released late, paternalistic attitudes, not countering rumors and myths in real-time, public power struggles and confusion -5 crisis communication do’s -Execute a solid communication plan, be the first source of information, express empathy early, show competence and expertise, remain honest and open One basic way to handle a crisis: The four step-process Research, Planning, Communication, Evaluation How Entergy Succeeded: Research: Extensive lessons-learned process- knew communication was critical Planning: 200 page plan, updated frequently; drills, contingency plan Execution: Multiple spokespersons, one voice; open access to reporters; many channels Evaluation: Public kudos; stock price & rating weathered storm; “phenomenal” press $5.5 million communication campaign Frequent regular briefings for multiple audiences, Open media access and tours, Radio, TV and print advertising, Special storm websites with audio updates, Recorded info-line for employees, plus electronic newsletters and e-mails, Printed newsletter for crews, Video to rally employees Best practices in a crisis: ž Be first, be right, be credible, Put the public first, Express empathy, Work with the media, Speak with a single voice, Don’t forget any constituency, Monitor news coverage and public reaction Theory involving conflict management, such as contingency theory Contingency Theory of Conflict Management: Some of the most crucial roles played by PR professionals involve the strategic management of conflict; the contingency theory argues for a dynamic and multifaceted approach to dealing with conflict in this field The basis of the theory is formed on 2 principles: 1. Many factors determine the stance or position of an organization when it comes to dealing w/conflict and perceived threats against one’s organization 2. PRs stance for dealing with a particular audience or public is dynamic, that is, it changes as events unfold The Contingency Continuum: forms the foundation for identifying the stance of an organization toward a given public at a given time; the range of response can be shown on a continuum from pure advocacy to pure accommodation -Pure advocacy: a hard-nosed stance of completely disagreeing or refuting the arguments, claims, or threats of a competitor or a group concerned about an issue -Pure accommodation: the organization agrees w/its critics, changes its polices, makes restitution, and even makes a full public apology for its actions Terms: Competition a pervasive condition in life, occurs when two or more groups or organizations vie for the same resources Conflict occurs when two groups direct their efforts against each other, devising actions and communication that directly or verbally attack the other group Possible Exam Concepts: 1. The steps followed by different organizations to restore image: 1. Denial: we didn’t do it, or someone else did 2. Evade Responsibility: ok we did it but it wasn’t our fault 1. Provocation: our organization was provoked 2. Defeasibility: our organization was unable to avoid its actions 3. Accident: the bad events were an accident 4. Good intentions 3. Reduce offensiveness 1. Bolstering: we’ve done some good stuff 2. Minimization: it’s not that bad 3. Differentiation: Others have had worse crises 4. Transcendence: let’s focus on other issues 5. Attack the accuser: Accuser is irresponsible 6. Compensation: We will cover the costs of the crisis 4. Corrective Action: Ensure the prevention or correction of the action (We will solve the problem) 5. Mortification- Offer a profuse apology (We’re sorry) 2. Corrective Action: What would this be in the case of the Katrina/electric company case? -$5.5 million dollar communication campaign 3. Mortification is something that is often a good technique, apologizing, acknowledging the fact that you did something wrong and you won’t let it happen again 4. Transcendence: “we’re going to get through this, don’t judge us just based on this, we’ve done other good things in the past” Chapter Eleven & Chapter 19 -- Multicultural, Diverse Audiences & Global PR Ways in which audiences may be considered “multicultural” Diversity is the most significant factor in reaching people. Not just race and ethnicity: Age, Gender, sexual orientation, Socioeconomic status (income & education), National, regional or urban/rural identity, Religion, Disability or health differences, Access to technology, Beliefs, attitudes and interests Major ways in which diverse audiences differ Lifestyles, values, and interests Media Consumption How should PR respond? Don’t treat groups as monoliths, make sure your team is diverse, test communication with specific targets, match the media/channel with audience, be aware of sensitivities, work to develop dialogue and understanding How are diverse groups similar? Visually oriented, shorter attention spans, want control of information, may focus on single issues, personality and celebrities are important, distrust of authority Types of international PR Corporate, Governmental, NGOs, *It’s not just PR done by Americans overseas, other nations and their institutions are here too Challenges for Global PR Language and cultural differences: -High context vs. low context, power distance, individualism vs. collectivism, masculinity vs. feminism- competitiveness, uncertainty avoidance, long term/short term orientation Ethical considerations Differing concepts of the media Careers in global PR Study or work abroad if possible, intern in PR abroad if possible, take international relations classes, work for a multi-national firm, foreign language fluency helps High-context versus low context Context is everything that surrounds something -High context: the meaning of the spoken word is often implicit and based on environmental context and the relationship rather than on explicit, categorical statements (Asia and Arab nations); more group oriented -Low Context: We say what we mean, great emphasis is placed on exact words, and the receiver is expected to derive most of the meaning from the written or verbalized statements, not from nonverbal behavioral cues; individualistic Which audiences make the most purchasing decisions, have the most discretionary income to spend and/or are more influenced by relationships than the media Youth/Young adults have the most purchasing power Baby boomers have the most income to spend- People aged 65-74 have more discretionary income than any other group Senior relationships are more influential than the media Which media are most effective for reaching which kind of audience and/or for what topic (e.g. which medium is the best for detailed information that must be contemplated by the receiver…) -Print Media are most effective for delivering a message that requires absorption of details and contemplation of the receiver -TV has the strongest emotional impact of all the medias -Radios greatest advantages are flexibility and the ability to reach specific target audiences -Use of online media, once considered a supplemental method of reaching a generally well-educated, relatively affluent audience, is expanding exponentially -Currently somewhere between 70-75% of US households have internet access -It is likely that electronic media delivery systems will overtake print and TV as the primary source of information -Women, particularly those in the 24-54 age group, use traditional media but also the Internet more frequently than men to make purchasing decisions -Asian Americans are more receptive to travel and leisure message during the Asian Lunar New Year’s celebrations -Celebrity endorsements have low credibility among consumers, but they can provide “triggering effect” in terms of getting audience attention -Campaigns should incorporate concept of word-of-mouth communications to reach influential’s in each targeted public Key things that distinguish multi-cultural and global audiences from American audiences -Language and cultural differences -High context vs. low context -Power distance: measures the extent to which the less powerful members of organizations and institutions (like the family) accept and expect that power is distributed unequally -Represent inequality: suggests that a society’s level of inequality is endorsed by the followers as much as by the leaders -US scores a 40 compared to Arab countries who have a very high power distance and scored 80, Austria 11 -Individualism vs. Collectivism: -Individualism: The degree to which individuals are integrated into groups, societies in which the ties between individuals are loose- everyone is expected to look after him/herself and his/her immediate family; America is very individualistic- “American Dream” -Collectivism: societies in which people from birth onwards are integrated into strong, cohesive in-groups, often extended families, which continue protecting them in exchange for unquestioning loyalty -Masculinity/femininity- competitiveness -Refers to the distribution of roles between the genders which is another fundamental issue for any society to which a range of solutions are found -Women’s values differ less among societies than men’s values -Men’s values from one country to another contain a dimension from very assertive and competitive and maximally different from women’s values on the side, to modest and caring and similar to women’s values on the other -Masculine= assertive pole; Feminine= modest, caring pole -Germany w/a 66 and US w/a 62 both share similar values in terms of masculinity -Uncertainty Avoidance -Deals w/a society’s tolerance for uncertainty and ambiguity- it ultimately refers to man’s search for Truth -Indicates to what extent a culture programs its members to feel either uncomfortable or comfortable in unstructured situations -Uncertainty avoiding cultures try to minimize the possibility of such situations by strict laws and rules, safety and security measures, and on the philosophical and religious level by a belief in absolute Truth- ‘there can only be on Truth and we have it’ -Uncertainty avoidance in US is relatively low w/a 46, Germany w/a 65 (they plan everything carefully to avoid uncertainty and rely on rules, laws and regulation), Singapore with an 8 -Long Term/Short Term Orientation -Tries to distinguish the difference in thinking between the East and West- found that this was something that could not be deduced -Long term orientation: persistence, ordering relationships by status and observing this order, thrift, having a sense of shame, China (highest) or Hong Kong -Short Term orientation: personal steadiness and stability, protecting your ‘face,’ respect or tradition, reciprocation of greetings, favors and gifts, US or Germany *Possible Exam Questions/Concepts* What are some of the ways that different cultures may differ from our culture? Psychographics: values, thoughts, opinions High Context: the whole picture taken together Low Context: the words really mean what they say; you are dependant on other things that may affect the words (America is a low-context culture; we basically mean what we say) Collectivist Culture: group is more important than the individual (Asian cultures are more collectivist) Individualistic culture: the individual is more important Which audiences make the most purchasing decisions? Which are more influenced by the media than others? Know basics of audience analysis Which types of media are most effective in reaching the various types of audiences? The Shamwow case: used print/internet Multi-culture audiences Diverse Audiences Chapter Thirteen – New Technologies and Public Relations What makes social media “social” Users create the content and they can share it Two key features of social media: Web 2.0 allows people to create internet content collaboratively and content can easily be shared with others Shifting Relationships -Pull instead of push: Many choices, active audiences -Community vs. Customers: Long-term, not a single transaction -Conversation instead of messaging: Social media is not just a way to send OUT your message; interactivity and dialogue are inherent -Community instead of audience: listen and share Shifting control and credibility Transparency instead of spin: make things available and get out the way Participation instead of control: stick around for the long haul Peers vs. Experts: Crowdsourcing a credible source for many Types of social media (from class) Blogs, Social networks (facebook, myspace, linked in), virtual worlds (second life), MMRPG (world of war craft), wikis (wikipedia, wikihow), mobile marketing (cellit! GoLive!), customer reviews, video sharing (youtube), teleconferencing (skype), photo sharing (flickr, picasa), microblogging (Twitter, Jaiku), Geolocation Services (FourSquare), Podcasts, social book marking (del.icio.us, reddit), RSS feeds Ways that PR uses social media Facebook and MySpace as low-cost publicity machines Dell’s blog outreach YouTube and Digg to pass on positive media coverage Best Buy’s Geek Squad Island and Bain’s Recruiting on Second Life, Wikis PR 2.0 or the “new PR” New tools, same purpose: relationship building More and better opportunities for dialogue and collaboration Pros and Cons: Greater, more direct reach; interactivity, environmental scanning is easier, less expensive and faster than other channels, fewer space constraints (PROS) CONS: some audiences not reached, less control and fewer standards Cautionary notes: PR is not always welcome in social media, reckless use of social media can hurt your organizations image, avoid astroturfing, be honest and ethical Other technologies: Contact management and databases, online conferences and webinars, distribution of news releases, video and audio, satellite media tours Unusual types of social media (such as RSS feeds) RSS feeds: (Really Simple Syndication) a web-based process of searching and gathering together news and information that is then fed to the user’s computer or wireless device such as a cell phone; software called an RSS reader is loaded onto the device and preferences for topics and sources are set Lifecycle of internet rumors: How fast and how far it travels depends on: Credibility, Salience, Severity Pro-actively managing rumors: Anticipation, Prevention, Management, Education Chapter Fourteen – News Releases, Media Alerts and Pitch Letters Public Relations and the Media Media often the most important “public” Their job vs. your job Sometimes adversarial Contact can be initiated by either party Releases are the most commonly used public relations tactic A single story can serve many outlets if properly crafted and pitched What is the media’s job? -Which media are you talking about? -Reporters, opinion writers, news analysts, bloggers (quasi-media) What is a reporters job? To report the news objectively, to present multiple sides of the story or multiple perspectives, to provide context and elaboration, to serve a watchdog function, to be accurate, to be fast, Job is NOT to sell your product or present your message What about opinion writers or news “analysts?” Not required to be objective, can be advocates, need not present multiple views, but they should NOT hide information, should reveal conflicts of interest, must be accurate, may be allies but they are not “friends” Your job as a PR professional? Represent and advocate for your client, Recognize a good story based on news value, pitch the story effectively, be fast and responsive, be honest and accurate, be resource to reporters, accept that the story is not in your control, accept rejection gracefully and move on A good release… Has news value, engages the journalist, is concise, accurate and well written, does not contain hype, includes 5 W’s and H, follow inverted pyramid style if “hard” news, corresponds to a strategy and objective in your plan, has a central message, must help the reporter answer questions for his/her audience or readers (such as: so what? Who cares? What’s in it for me?) Inverted pyramid style At the top is most important, at the bottom is least important If “hard” news, use this approach The first paragraph succinctly summarizes the most important part of the story and succeeding paragraphs fill in the detail in descending order of importance 3 reasons why you should use it: 1. If the editor or reporter doesn’t find anything interesting in the first 3 or 4 lines of a news release, it won’t be used 2. Editors cut stories from the bottom 3. Readers don’t always use the full story Factors that affect newsworthiness or news value Timeliness or currency Proximity Relevance Controversy Emotion Prominence Novelty Usefulness To get coverage, make sure: You have a newsworthy story or you tie your story to unrelated but timely news hook or you create a news hook or you have a feature story so compelling or entertaining or useful it sells itself or you decide not to write the release! Other ways to inform the media… Press or news releases, media alert or advisory, feature pitch letter, social media release (can all be disseminated directly by mail, e-mail or fax; via wire-service or placed online But the release doesn’t always stand alone… May be included in a media kit or press kit along with: -Pitch -Backgrounder(s) -Publicity Photos -B-roll -Mat releases Contents of a typical press or media kit Media kit/press kit -Usually prepared for major events and new product launches; its purpose is to give editors and reporters a variety of information and resources that make it easier for the reporter to write about the topic Basic Elements of a media kit are: -The main news release, a news feature about the development of the product or something similar, fact sheets on the product, organization or event, background info, photos and drawing with captions, biographical material on the spokesperson or chief executive, some basic brochures, all info should be clearly identified- it is also important to include contact info such as emails, phone numbers, web sites News release/press release -Most commonly used PR tactic; a simply document whose primary purpose is the dissemination of information to mass media such as newspapers, broadcast stations and magazines -News releases are judged solely on newsworthiness, timeliness, interest to the readers, and other traditional news values- news reporters and editors have no obligation to use any information from a news release in a story -It is written like a news story- the lead paragraph is an integral and important part of the text- inverted pyramid Guidelines for news releases Double check all information, eliminate boldface and capital letters, include organization background (a short paragraph at the end of the news release should give a thumbnail sketch of the organization), localize whenever possible (news releases with a local angle get published more often then generic news releases giving a regional or national perspective) Differences between media advisories, press releases, pitch letters and fact sheets - Media Advisories/Alerts -PR staff will send a memo to reporters and editors about a news conference or upcoming event that they may wish to cover -Such memos are also used to let the media know about an interview opportunity with a visiting expert or alert them that a local person will be featured on a network TV program -May be sent with an accompanying news release or by themselves -Most common format for media alerts is short, bulleted items rather than long paragraphs -A typical one page advisory might contain the following elements: a 1 line headline, a brief paragraph outlining the story idea, some of the journalism’s 5 Ws and H, a short paragraph telling the reporter who to contact for more information or to make arrangements - Fact Sheets: Often distributed to the media as part of a media kit or with a news release to give additional background info about the product, person, service, or event -Usually one to two pages in length and serve as a “crib sheet” for journalists when they write a story -A fact sheet about an organization may use headings that provide: -The organizations full name, products or services offered, its annual revenues, the number of employees, the names and one-paragraph biographies of top executives, the markets served, position in the industry, any other pertinent details -Pitch Letter: A short note to the editor from PR practitioners to grab their attention; it is attached to the media kit and it lets the editor know, in brief form, about the program; also used to ask editors to assign a reported a particular event, to pursue a feature angle on an issue or trend, or even to book a spokesperson on a forthcoming show; a good pitch is based on research and a creative idea that will appeal to the editor Chapter Fifteen – Radio, Television and the Web Why Electronic Media Matter: Bigger reach- more people, more often, primary source of news for most people, often more memorable than print alone Persuasion, Learning, & Intimacy: Radio: auditory learning, captive audience in cars, also in home TV: visual and auditory learning, in the home Web: visual, auditory, interactive; in the home, office, on the go Style in Broadcast Writing: Succinct writing- every word counts, more conversational than print, strict adherence to time limits, inverted pyramid style… but give people time to pay attention first, professional production essential Common Formats in PR Audio & Video News Releases (ANR’s, VNR’s) -Can be packages, soundbites or video; should offer something print cannot; helps stressed-out news outlets Public service announcements (PSAs Radio & Satellite Media Tours Ways to Appear on Broadcasts: Personal appearances, product placement, issues placement, on-location broadcasts, on-air promotions Web-based Media: Links and interactive elements are important, podcasts can go direct to the reporters or direct to the public, blogs may be written for clients or may be pitched to, video and audio may be distributed directly via YouTube, Social media releases can do it all Terms to Know: *Audio News Release (ANR): Radio news releases in the industry; radio news release is written for the ear; the emphasis is on strong, short sentences that average about 10 words that can be easily understood by the listener; more concise and to the point; a standard one-minute ANR is about 160 words; a more conversational writing style is used; partial or incomplete sentences are OK *Video News Release (VNR): formatted for immediate use w/a minimum of effort by station personnel; used by numerous stations on a regional, national, or even global basis; 5,000 VNRs are produced annually in the US; a 90 second VNR costs a minimum of $20,000 to $50,000 for production and distribution; it takes 4 to 6 weeks to create and distribute a VNR; an example of a fast response VNR is Pepsi *Satellite Media Tour (SMT): a series of pre-booked, one-on-one interviews from a fixed location (usually a television studio) via satellite with a series of television journalists or talk show hosts *Radio Media Tour (RMT): A spokesperson conducts a series of around-the-country, one-on-one interviews with a series of radio stations from a central location; a publicist pre-books telephone interviews with DJs, news directors, or talk show hosts around the country, and the personality simply gives interviews over the phone that can be broadcast live or recorded for later use *Public Service Announcements (PSAs): an unpaid announcement that promotes the programs of government or voluntary agencies or that serves the public interest; prepared by public relations personnel working for nonprofit organizations *News feeds: a variation on the SMT, which provides video and soundbites of an event to Television stations across the country via satellite; may be live from the event as it is taking place (real time) or it could be video shot at the event, edited, and then made available as a package; a production firm is hired to record the event; major fashion shows & auctions often arrange for news feeds *Talk Shows vs. Magazine Shows: -Talk Shows: opportunity for viewers to see and hear the organization’s spokesperson without the filter of journalists and editors interpreting and deciding what is newsworthy; advantage of being on the program longer than the traditional 30-second soundbite in a news program; number 1 syndicated daytime talk show= Oprah Winfrey Show; 3 network level shows that are the Holy Grail for publicists= NBC’s Today Show, ABC’s Good Morning America, & CBS’s Early Show; Late night shows= The Tonight Show with Jay Leno & Late Night with David Letterman -Magazine Shows: television program format that is based on a variety of video segments in much the same way that print magazines have a variety of articles; may have a guest related to the feature that’s being shown, but the main focus is on a video story that may run from 3-10 minutes; At the network level, CBS’s 60 minutes is an example of a magazine program; many human-interest magazine shows are produced at the local level; most come as a result of someone making a pitch to the show’s producers *Product Placement: promoting a company’s products and services through product integration; Ex: a heroine is seen boarding a United Airlines flight; In the movie ET, the boy lures him with Reese’s Pieces; these product placements (sometimes called plugs) are often negotiated by product publicists and talent agencies; game shows, television series’, reality shows, etc., all use produce placement *Issues Placement: a logical extension of product placements that convinces popular television programs to write an issue or cause into their plotlines; writers for issue-oriented shows such as The West Wing, ER, and Law & Order constantly receive requests from non-profit and special-interest groups who wish to educate the public about a social cause or a health problem in an entertaining way *Podcasts, Webcasts, Blogs -Podcasts: digital recordings of a radio broadcast or similar program, made available on the Internet for downloading to a personal audio player; allow organizations to link active and interested members of their publics to deliver entertaining, unedited, and often long-format messages lasting up to 10 minutes -Blogs: (weblogs) regularly updated online personal journals with links to items of interest on the Web -Webcasts: organizations post SMTs, news feeds, and online news conferences on the Internet to reach an ever-expanding audience through continuous audio and video; can be used for live events such as news conferences and new product introductions that are made available in real time to online journalists, consumers, employees, or other key audiences; easier for journalists to cover the organization and get the info they need; generally 40 minutes with an additional 15-20 minutes for Q & A Difference between soundbites and announcements and when to use each Soundbites: this approach is better than a straight announcement because the message comes from a “real person” rather than a nameless announcer; more acceptable to stations, because the radio station’s staff can elect to use the whole recorder announcement or take the role of announcer and just use the soundbite Announcement: A radio news release can be sent to stations for announcers to read, but the most effective approach is to send the station a recording of the news announcement; one approach is for someone with a good radio voice to read the entire announcement- the person doing the reading may not be identified by name- this is called an actuality Product Placements vs. Issues Placements: Product Placements: TV shows and films are good vehicles for promoting a company’s products and services; sometimes called plugs; automakers are particularly active in product placements Issues Placements: a logical extension of product placement is convincing popular TV programs to write an issue or cause into their plots; the most visible issues may be related to health; the show House even has a location on its web site that allows research into medical topics featured by episode; the idea is to educate the public about a social issue or a health problem in an entertaining way Chapter Sixteen – Press Conferences, Interviews and Speeches Different functions of speeches, press conferences and interviews and why one or another may be appropriate to the situation *Speeches: Research includes audience, topic, speaker; look for bridges to the audience; structure and organization is essential; lecterns of conventions, civic banquets, and annual meetings *Press Conferences/News Conferences: communication is 2 way, a news conference makes possible quick, widespread dissemination of the sponsor’s information and opinions through the news media; ensures that the intensely competitive newspapers and electronic media hear the news simultaneously; affirmative actions to project the host’s plans or point of view; a corporation may hold a news conference to unveil a new product whose manufacture will create many new jobs; if having a news conference because something is found inscriminating it is important to have a well-prepared spokesperon that may be able to achieve a measure of understanding and sympathy by issuing a carefully composed statement when the conference opens; news conferences can be spontaneous, arising out of a news event or rescheduled when there is nothing important to announce usually called a briefing *Interviews: the person being questioned should say something that will inform or entertain the audience- the PR practitioner should prepare the interviewee to meet this need; an adroit interviewer attempts to develop a theme in conversation- to draw out comments that make a discernable point or illuminate the character of the person being interviewed; print and radio interviews differ- voice inflection Preparing for a media interview The person being questioned should say something that will inform or entertain the audience- the PR practitioner should prepare the interviewee to meet this need In setting up, the PR person should obtain from the interviewer and understanding as to its purpose- with this information the practitioner can assemble facts and date for the client to use in the discussion; the practitioner can also aid the client by providing tips about the interviewer’s style; short, direct answer without hesitation help a guest project an image of strength and credibility Steps in speechwriting *Beginning: Introduction- establish contact w/the audience; statement of the main purpose of the speech *Middle: Development of the theme w/examples, facts, and anecdotes. Enumeration of individual points is valuable here (it gives a structure and controlled use of time); statement of secondary theme, if any; enunciation of the main point that the speaker has been building up to (this main point is the heart of the speech); a pause at the plateau, with an anecdote or two (this is the one soft place where the audience absorbs the point just made) *End: Restatement of the theme in summary form; a brief, brisk conclusion ADDITIONAL CONCEPTS The Public Relations Process RACE -Research -Action Planning -Communication -Evaluation ROPE(s) -Research -Objectives -Program Planning -Evaluation -Stewardship Also review notes from guest speakers and from social media discussions