public relations execution. what is public relations? public relations involves building good...

Public Relations Execution

What is Public Relations?

Public Relations Involves Building Good Relations With the Company’s Various Publics by Obtaining Favorable Publicity, Building Up a Good Corporate Image, and Handling or Heading Off Unfavorable Rumors, Stories, and Events.

Press Relations or AgentryPress Relations or Agentry

Product PublicityProduct Publicity

Public AffairsPublic Affairs

LobbyingLobbying

Investor RelationsInvestor Relations

DevelopmentDevelopment

Public Relations Departments May Perform Any of All of the Following Functions:

Major Public Relations Functions

News

Speeches

Special Events

Written MaterialsAudiovisual

Materials

Corporate Identity Materials

Public Service Activities

Web Site

Major Public Relations Tools

Public Relations PlanReview public opinion and press coverage Statement of public relations strategy What issues are important to your publics? How will you manage opinion on these issues?

Media relations and placement strategy Target vehicle selection - Who?, What?, How? Product placement - Where? When? Why?

Discussion of public relations tactics Publicity Programs, Staged Events, PR Ads

Discussion of promotional activities Contests and Incentives

Traditional PR Tools

House Ads

In-House Publications

Public Service Announcements (PSAs)

Corporate Advertising

Speakers, Photographs, Films

Displays, Exhibits, Staged Events

The Press Release

Primary tool used to deliver messages to editors, producers, and reporters

Produced by company, used by press

Must be tailored to medium, written well, and, generally, tight and simple

Print news release, Video news release

Print Press ReleaseNews Values Conflict Impact Novelty Distance Eminence Recency

CINDER - The spark but not the fire

Role of the Reporter

Reporter writes the storyHave to think about how they will see you

press release - what is the peg and hook

The Peg, this is what makes it newsThe Hook, this is what makes it interesting

Press Release FormatDouble Spaced on 8.5” by 11”Provide name, address, & phone numberRelease date, typically no embargoesMargins should be 1.5”Length – short paragraphsSlug lines – “more” / “###” at the bottom Include a headline and cutlinesTiming – be sensitive to editorial deadlines

Press Release Style

Be fair and try to be objective

Use quotes

AP Style

Inverted pyramid

Do not misspell

Proofread

Media/Press Kits

Structures a successful press conferenceNormally in folder form - easy accessProvides important background infoGiven before or at press conference News release Backgrounder Biography Photographs Fact Sheets Q & A sheets

Media Kits

Make sure information is accurate and answers most fundamental questionsSufficient background information to allow editor to select a story angleNot too commercial. Balance and fairConfine opinions to credible sourcesHave visually arresting graphics

Backgrounder

Provide additional information to complement the shorter news releaseLonger and more generalA 4-5 page backgrounder provides editors with more depth and detailsUnlimited latitude for the writerSubject matter dictates the formNews Release StyleDescriptive, narrative style

Biography

Biographical summary of key person/s

Can take many formsStraight BiographyNarrative Biography

Fact Sheet or Q&A

Fact Sheet is a document that compactly profiles an organizationCompany, product lines, top managers,

location, sales, leading product, history

Q & A either substitutes for or complements a fact sheetLists the FAQsMay substitute for a personal interview

Supporting Materials

Photographs In real environments, but eye-catchingFocus on product/issueHave an underlying message

Press Conference

Convene media representatives to make a statement/answer questionsRisky PR activity - must be taken seriouslyWill the press show up?Will they ask the right questions?Do you want to answer them?Do you know how to answer?How will you react if you are cornered or

unable to field the question?

Press Conference

Thursday, November 19 – 5:00 or 5:45

All Honda teams and all Hummer teams work together on a single event

Each position has responsibilities

Press release due next WednesdayDue at noon - Send to 335 Reporters

Full press kit due on Thursday at event

Online Communications

Allows direct, instantaneous connection between organization and audience Press Kits becoming digital On-line interviews On-line product launches Investor relations

No media gatekeepers Development of corporate web sites Extranets Hate Sites, Chat room terrorists Email and Intranets - can be dangerous

Broadcasting and PR

Television Interviews

Organizational Video Employees, Customers, Shareholders Other publics

Video News Releases (VNRs)

PSAs

Satellite Media Tours

Video Conferencing

Assessing Effectiveness

Hard to track the effects of PRParticularly for unpaid placementsTakes effort to find output of campaign

Process Evaluation - number of placements, number of articles, number of appearances

Outcome Evaluation - measure change in audience knowledge, attitudes, and behaviors

Try to tie change to PR efforts

Content analysis

Frequency of coverage

Placement within paper

People reached

Messages conveyed

Editing of releases

Attitude conveyed

The ProgramsBStrategic Communication

Media & Public RelationsPrograms

Media Relations

. Creating News

. Media Exposing/Coverage @ CD & CSR Activities. Setting Up Freeport Journalist Club. Creating Article. Creating Feature on Benefits of FI for Papua and Indonesia. Creating 3rd Party Opinion. Exposing 3rd Party Opinion. Regularly National & Local Editor Briefing. Regularly Local & National Journalist Gathering. Journalist Writing Contest. Visiting & discussing @ Press Secre

. Press Tour on Plant Site

. Scholarship for Papua Journalist family Student. Creating & Exposing Public Service Advertorial. Media Lobbying. Arrangement Press Conference. Papua Journalist Workshop. Creating News Release. Delivery & Exposing News Release. Media Monitoring. Media Analysis. Media Report/Clipping. Media Intelligent. ETC

Large scale print and video advertising.

Big celebrities like SRK, Sachin and Saif are roped in to endorse the product.

•In 2002 Airtel got its Signature tune from A.R. Rehman, this signature tune is perhaps the most downloaded tune in India.

•Public relations- Events such as the Delhi Half Marathon, TV Shows, Award Functions, Champions League, etc.

Communication: The Tactics of Public Relations

Chapter 9

Public Relations:

A Values-Driven Approach

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The Public Relations Process

Research

Planning

Communication

Evaluation

Public Relations Plans Consist of ...

Goals

Objectives

Tactics public relations actions designed to affect

an organization’s relationships with

particular publics

Tactics as Messages and Channels

Source Message Channel Receiver

Feedback

The Communication ModelNoise

Channels of Communication

Special eventsaction versus words

Controlled mediawords and images timing frequency

Uncontrolled media regulated by gatekeepers third-party endorsements

Successful Tactics ...

are part of a written, approved plan that is tied to an organization’s goals.

target publics one at a time.

are based on research.

send a clear message that targets a public’s values and interests; andstrives to achieve the specified objective.

are evaluated.

Employee Relations Tactics

Face-to-face meetingsNewslettersMagazinesVideosBulletin boardsSpeechesIntranetsE-mailInstant messagingSpecial events

Media Relations Tactics

News releasesMedia kits fact sheets, backgrounders, photo opportunity

sheets, and more

Media advisoriesPitch lettersVideo news releasesActualitiesNews conferences

Media Relations Tactics

Public service announcements

Guest editorials/commentaries

Letters to the editor

Interviewssatellite media tours

Stories for trade or association magazines

Investor Relations Tactics

Newsletters and magazinesLettersAnnual meetingsAnnual reportsWeb sitesNews releasesMedia advisoriesTeleconferences and videoconferences

Community Relations Tactics

Volunteering

Donations and sponsorships

Cause marketing

Speeches

Open houses/tours

Face-to-face meetings

Government Relations Tactics

Lobbies and lobbyists

Grassroots lobbying

Political action committees

Soft money

Disclosure documents

Customer Relations Tactics

Product-oriented news releases and media kits

Special events

Open houses and tours

Responses to customer contacts

Bill inserts

Constituent Relations Tactics

Letters

Newsletters

News releases and media advisories

News conferences

Speeches

Face-to-face meetings

Interactive web sites

Business (B2B) Relations Tactics

Many B2B tactics are marketing tactics.Personal selling, price discounts, etc.

Some B2B tactics are pure public

relations:Stories in trade magazines

Extranets

Accomplishing the Tactics

Delegation

Deadlines

Quality control

Accomplishing the Tactics

Communication within the team

Communication with clients

and/or supervisors

Constant evaluation