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Public Relations Execution

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Page 1: Public Relations Execution. Public Relations Plan Review public opinion and press coverage Statement of public relations strategy What issues are important

Public Relations Execution

Page 2: Public Relations Execution. Public Relations Plan Review public opinion and press coverage Statement of public relations strategy What issues are important

Public Relations Plan

Review 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

Page 3: Public Relations Execution. Public Relations Plan Review public opinion and press coverage Statement of public relations strategy What issues are important

Traditional PR Tools

House Ads

In-House Publications

Public Service Announcements (PSAs)

Corporate Advertising

Speakers, Photographs, Films

Displays, Exhibits, Staged Events

Page 4: Public Relations Execution. Public Relations Plan Review public opinion and press coverage Statement of public relations strategy What issues are important

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

Page 5: Public Relations Execution. Public Relations Plan Review public opinion and press coverage Statement of public relations strategy What issues are important

Print Press Release

News Values Conflict Impact Novelty Distance Eminence Recency

CINDER - The spark but not the fire

Page 6: Public Relations Execution. Public Relations Plan Review public opinion and press coverage Statement of public relations strategy What issues are important

Role of the Reporter

Reporter just needs to write 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

They may decide not to write about you, write something you don’t want, or write something tangential to the goals of the release

Page 7: Public Relations Execution. Public Relations Plan Review public opinion and press coverage Statement of public relations strategy What issues are important

Press Release Format

Double 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

Page 8: Public Relations Execution. Public Relations Plan Review public opinion and press coverage Statement of public relations strategy What issues are important

Press Release Style

Be fair and try to be objective

Use quotes

AP Style

Inverted pyramid

Do not misspell

Proofread

Page 9: Public Relations Execution. Public Relations Plan Review public opinion and press coverage Statement of public relations strategy What issues are important
Page 10: Public Relations Execution. Public Relations Plan Review public opinion and press coverage Statement of public relations strategy What issues are important

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

Page 11: Public Relations Execution. Public Relations Plan Review public opinion and press coverage Statement of public relations strategy What issues are important

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

Page 12: Public Relations Execution. Public Relations Plan Review public opinion and press coverage Statement of public relations strategy What issues are important

Backgrounder

Provide additional information to complement the shorter news releaseLonger and more general4-5 page backgrounder provides editors with more depth and detailsUnlimited latitude for the writerSubject matter dictates the formNews Release StyleDescriptive, narrative style

Page 13: Public Relations Execution. Public Relations Plan Review public opinion and press coverage Statement of public relations strategy What issues are important

Biography

Biographical summary of key person/s

Can take many formsStraight BiographyNarrative Biography

Page 14: Public Relations Execution. Public Relations Plan Review public opinion and press coverage Statement of public relations strategy What issues are important

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

Page 15: Public Relations Execution. Public Relations Plan Review public opinion and press coverage Statement of public relations strategy What issues are important

Supporting Materials

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

Page 16: Public Relations Execution. Public Relations Plan Review public opinion and press coverage Statement of public relations strategy What issues are important

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?

Page 17: Public Relations Execution. Public Relations Plan Review public opinion and press coverage Statement of public relations strategy What issues are important

Press Conference

Thurs, April 3 – Between 5 – 9 PM TBD

All Carnival teams and all Mexico teams work together on a single event

Each position has responsibilities

Press release due WednesdayWill be sent to 335 reporters Can keep working on other elements

Full press kit due on Thursday at event

Page 18: Public Relations Execution. Public Relations Plan Review public opinion and press coverage Statement of public relations strategy What issues are important

Press Conference Roles

Account Directors Host press conference; Presentation and Q&A

PR Directors Write Press Release; Prepare the press conference (including

food) Research Directors

Background research; Prepare the kit; IM at the press conference

Creative Directors Make professional, visually appealing kit

Media Directors Generate media contacts (about 25); distribute the kit

Page 19: Public Relations Execution. Public Relations Plan Review public opinion and press coverage Statement of public relations strategy What issues are important

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

Page 20: Public Relations Execution. Public Relations Plan Review public opinion and press coverage Statement of public relations strategy What issues are important

Broadcasting and PR

Television Interviews

Organizational Video Employees, Customers, Shareholders Other publics

Video News Releases (VNRs)

PSAs

Satellite Media Tours

Video Conferencing

Page 21: Public Relations Execution. Public Relations Plan Review public opinion and press coverage Statement of public relations strategy What issues are important

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

Page 22: Public Relations Execution. Public Relations Plan Review public opinion and press coverage Statement of public relations strategy What issues are important

Content Analysis

Frequency of coverage

Placement within paper

People reached

Messages conveyed

Editing of releases

Attitude conveyed


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