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