pur3000 - test 3 (chapters 14-19)

8/8/2019 PUR3000 - Test 3 (Chapters 14-19)

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IntroductionMarshallMcLuhanwrotethat"theworldisaglobalvillage".Asaconsequence,thepracticeofPRisverymuchaninternationalphenomenon.

We'retransitioningfromanageof"globalization"tooneof"cognitiveunderstanding,"wherecitizensarecompelledtobecomebetteratabsorbing,

processing,andcombiningtheinformationthatisreadilyavailableallaroundthem.ThePRchallengefororganizationsandgovernments,hasalso

increased.In2008,PrimeMinisterWenJiabaoofChina,jumpedintothesocialnetworkingworldwithapageonFacebook.

Astradeandinformationflowshavebecomeborderless,sohasPR.There'salsoadarksidetothis.Theimagesbeamedbysatellitesandtheinternet

havefomented

misunderstandings

and

jealousies.

OperatingAroundtheWorldTheactionsofindividualsandorganizationsinonepartoftheworldarefeltinstantlyandirrevocablybypeoplearoundthe globe.Asaconsequence,

multinationalcorporations,mustbesensitivetohowtheiractionsmightaffectpeopleofdifferentculturesindifferentgeographies.

Americancompanies,witheightofthe10mostpowerfulbrandsintheworldarethemostprominentoftheprominent.

TheTopTen:CocaCola,IBM,Microsoft,GeneralElectric,Nokia,Toyota,Intel,McDonald's,DisneyandGoogle.

Allforeigncompaniesoperationinternationallymustconstantlyreinforcethenotionthattheyareresponsibleandconcernedresidentsoflocal

communities.MostresorttothePRphilosophyofleadingwiththeproperactionandthencommunicatingit.

Forexample,McDonald'shasaposterinthewindowoftheJakartaMcDonald'sthatreads:

"InthenameofAllah,themercifulandthegracious,McDonald'sIndonesiaisownedbyanindigenousMuslimIndonesian."

Themostwellknowncompaniesandbestbrandsintheworldobserveamantraof"thinkingglobal,actinglocal"inordertowinlastingfriendshipand

supportinothercountries.

HopscotchingtheWorldforPRInthe21stcentrury,PRhasbecomeaglobalphenomenon.Majorpoliticalshiftstowarddemocracy,therapidityofworldwidecommunications,andthe

moveto

form

trading

alliances

have

focused

new

attention

on

PR.

In2000,theGlobalAllianceforPRandCommunicationsManagementwasformallyestablished.Thepurposeofthealliancewastoprovideaforumto

shareideasandbestPRpractices,seekcommonstandards,andprovideabetterunderstandingofeachcultureinwhichpractitionersoperate.

Canada

CanadianPRistherivalofAmericanpracticeintermsofitslevelofacceptance,respect,sophistication,andmaturity.The CanadianPRSociety

(CPRS),formedin1948,representsmorethan1600PRprofessionalsin16membersocietiesthroughoutthecountry.CPRSmaintainsacodeof

professionalstandardsthatrevolvesaround"dealingfairlyandhonestlywiththecommunicationsmediaandthepublic."

Canadainrecentyears,hasbecomeanationofnations,withgreatmulticulturaldiversity.DealingwithdiverseethnicityalsobecomesaPR

challenge.

Europe

TheformationoftheEuropeanCommunityin1992,hadmajorimplicationsonthepracticeofPR.

Importanceofreputationmanagementinanincreasinglyglobalizedworld

FavorabletaxreformsincountrieslikeCzechRepublic.

PoliticalStability,

and

Relativelystronganddemocraticeconomies.

AmongthefactorsthathaveenhancedPRgrowth,are:

TheUKremainsthesecondlargestmarketforPRintheworlds.TheCharteredInstituteofPR,inLondon,isthelargestprofessionalorganizationin

Europe.

LatinAmerica

ThefieldismosthighlydevelopedinMexico,wherePRpracticebeganinthe1930's.MexicancorporationsallhavecommunicationsandPR

departments,andmanyemploylocalorUSPRagencies.MexicanschoolsofhigherlearningalsoteachPR.

Argentina,Brazil,andChileallhavedevelopedpracticesalso.PresidentHugoChavezinVenezuela,alsoisazealousproponentofspreadinghis

messagefarandwidethroughmediachannels.

Japan

InJapan,thepracticeofPRiscontrarytothenation'sculturalheritage.Japaneseculturevaluesmodestyandpromotessilenceovereloquence.

PR,mistakenlyequatedwithselfpublicity,hasthereforenottraditionallybeenvaluedinJapanesesociety.

Although,theJapanesetakealowkeyapproachtoPRwork,thefieldisgrowing.

JapanesePRdiffersmarkedlyfromthatoftheWest.Forexample,theneedformaintaininganoutwarddisplayofharmonythatinfluencesmuch

ofJapanese

business

has

ramifications

for

PR.

The

majority

of

Japanese

companies

prefer,

instead,

to

disseminate

only

the

most

positive

news,

takingcarenottoboastorappeartotriumph,throughthefailuresofothers.TheneedforeffectivePRinJapanisindisputable.

China

Chinaranksfifthinworldtradeandisclimbing.WesternstylePRis arecentphenomenoninChina,andthenumberofPRprofessionalsare

certaintoskyrocket.Oneofthegreatestchallengesforindigenousbusinessenterpriseswillbeincreasedforeignanddomesticcompetition.PR

willbecalledontohelpdifferentiatetheseenterprisesfromthecompetition,andaccordingly,manyforeign PRagencieshavemovedtoChinato

takeadvantageofthepresumedactivity.China'snewcommercialopennessoccasionallyclasheswithitstraditionalstatistgovernment,yielding

conflictingcommunicationsmessages.However,thePRbusinessinChinahasonlyjustbegunandwillenjoyabrightfutureinthe21stcentury.

Asia

IncertainAsiannations,newsreleasesareprintedverbatim:apracticenotfollowedintheUS.

PRpracticeinIndiaislargelyasubordinateofthemarketingfunction.ThisisnotuncommonthroughoutAsiaandaroundtheworld.

Russia

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Test 3 (Chapters 14-19) Page 1


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ThepracticeofPRinRussiahasbeensteadilydeveloping.LargeAmericanPRfirmshavesetupbasesthere,already.PRNewswireincombinations

withthenewsagencyTass,distributesnewsreleasesformUScompaniestodifferentlocations.ReleasesaretranslatedintoRussianandreach40

newspapersinMoscowalone.

WhenPutin'simagetumbledin2006,thethenpresidentenlistedmediaadvisorstoembarkonanemergencypropagandacampaigntobolster

Russia'simageamongitscitizens.SummarizedthelessthandiplomaticKremlinadviser:"TheRussianshavebecometheJewsofthe21stCentury.

TheyareregardedasthepariahsofEurope."

AustraliaandNewZealand

AustralianPRpractice,likeAustraliansthemselves,ismorelowkeyandlessflashythanAmericanpracticebutnolesscompetentand

sophisticated.

InNewZealand,PRispracticedthroughlocalandinternationalPRagenciesandcommunicationspractitionersatmajorcompaniesandnonprofits.

OneNewZealandnonprofit,wasaccusedin2006ofbeing"moreinterestedinPRthaninhealthcare."Itshockedthecountrywhenithad

increasedits

PR

staff

by

45

percent

while

increasing

its

medical

workforce

by

just

14

percent.

MiddleEast

ThepracticeofPRhasgrownnicely.ItisfardifferentthanthatpracticedintheUS.

InEgypt,accordingtoanativeconsultant,"PRisanoldfashionedthing.It'stheguywhogoestotheairport;it'stheflowerarrangementina

hotel;it'sthingslikethis."Thatmaybethecaseforsome.However,itisalsotruethatinEgypt'sintensebusinessenvironment,PRisessentialto

givingthepublicaclearerimageofthetruth.

WhatisindisputableintheMiddleEastisthateventerroristshaveadaptedthetechniquesofPR.Evenpublicenemy#1Osama binLaden,,the

orchestratoroftheattacksonAmerica,isasavvystudentofPR.AlQaedaterroristleadersregularlyusetheinternetandArablanguagetelevision

tospewouttheirmessagesoffearandhate.

ThemostsignificantmediaplayerintheMiddleEastwasAlJazeera,theArabnewschannel.Criticscallit"radicalandbiased";it'sadmirerslionize

it.

CommunicationtotheGlobalVillageADanishnewspaperpublishedcartoonsthatdepictedtheprophetMuhammadinanunflatteringlight.Thecartoons,setoffafirestormintheArab

world.Oneofthemostactiveglobalcommunicationsfactorsarethetensofthousandsofnongovernmentalorganizations.Forminimalexpense,such

organizationscanspreadtheirviewsacrosstheglobe.SuchNGOshavebecomeincreasinglyinfluentialinworldaffairs.Theyareconsultedbygovernmentsaswellasinternationalorganizations,whichhavecreatedassociativestatusforthem.



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IntroductionCommunication, thatiseffectivewritingandspeaking,istheessenceofthepracticeofPR.There'snosubstituteforclearandpreciselanguagein

informing,motivatingandpersuading.

WritingfortheEyeandtheEarWritingforareaderdiffersdramaticallyfromwritingforalistener.Forexample,areadercanscanmaterial,studyprinted words,dartahead,andthen

reviewcertain

passages

for

better

understanding.

A

reader

can

check

up

on

awriter;

if

the

facts

are

wrong,

for

instance,

areader

can

find

out

pretty

easily.Tobeeffective,writingfortheeyemustbeabletowithstandthemostrigorousscrutiny.

Alistener,getsonlyoneopportunitytohearandcomprehendamessage.Ifthemessageismissedthefirsttime,there'susuallynosecondchance.This

situationposesaspecialchallengeforthewriter tograbthelistenerquickly. Alistenerwhotunesoutearlyinaspeechorabroadcastisdifficultto

drawbackintothelisteningfold.

FundamentalsofWriting

Relatetothereaderi.

Engagereader'sattentionii.

Cibcerbtgereaderiii.

Beinthereader'sinterest.iv.

Theideamustprecedetheexpression.

Writingrequiresideas,andideasrequirethought.Ideasmust:

1.

Thetrickincomingupwithcleverideasliesmoreinborrowingoldonesthanincreatingnewones."Don'treinventthewheel."

Don'tbe

afraid

of

the

draft.

Afterdecidingonanideaandestablishingthepurposeofacommunication, thewritershouldpreparearoughdraft.Writingcanusuallybe

improvedwithasecondlook.Thedrafthelpsyouorganizeideasandplottheirdevelopmentbeforeyoucommitthemtoawrittentest.

2.

Simplify,clarify.

Thesimpler,thebetter.Today,simplicityisimperative.Shoptalk,jargonand"in"wordsshouldbeavoided.StandardEnglishisallthat'srequired

togetanideaacross.

Clarityisanotheressentialinwriting.Thekeytoclarityistightness;thatiswhenthewordisunnecessary, thesentenceredundantandthe

paragraphvague,getridofit!

3.

Finally,Writingmustbeaimedataparticularaudience.4.

Towinthemindsandheartsofaspecificaudience,onemustbewillingtosacrificetheunderstandingofcertainothers.

Whatarethebasics?Here'safoolproof,fourpartformulaforwriters:

FleschReadabilityFormulaRudolfFleschsuggestedthatpeoplewhowritethewaytheytalkwillbeabletowritebetter.Inotherwords,ifpeoplewerelessinclinedtoobfuscate

their

writing

with

cheap

words,

and

more

inclined

to

substitute

simple

words,

then

not

only

would

communicators

communicate

better,

but

receivers

wouldreceivemoreclearly.

Usecontractions.1.

Leaveouttheword"that"2.

Usepronouns3.

Whenreferringbacktoanoun,repeatthenounoruseapronoun.4.

Usebrief,clearsentences.5.

Coveronlyoneitemperparagraph.6.

Uselanguagethereaderunderstands.7.

Fleschgavesevensuggestions formakingwritingmorereadable.

YliselaCornerstonesofCorporateWriting

Bespecific1.

Usemorewords2.

Findbetterverbs3.

Pursuethe

active

voice4.

Omitneedlesswords.5.

Embracesimplicityandclarity.6.

Tellagoodstory.7.

Findinterestingvoices.8.

Takechances9.

Rewrite.10.

Thesecret,istomakethewordscount.Here'show,accordingtoProfessorYlisela:

TheBeautyoftheInvertedPyramidJournalisticstyleistheFlesch/Yliselaapproachinaction.Newspaperstoryformistheoppositeofthatforanovelorshortstory;theclimaxofa

newspaperstorycomesatthebeginning.Thecriticalfactsinanewspaperstoryappearatthestart.Inthisway,ifreadersdecidetoleaveanewsarticle

early,theyhavealreadygainedthebasicideas.Thus,theterminvertedpyramid.

TheNewsReleaseIsthegranddaddyofPRwritingvehicles.Anewsreleasemaybewrittenasthedocumentofrecordtostateanorganization'sofficialposition.More

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frequently,releaseshaveoneoverridingpurpose:toinfluenceapublicationtowritefavorablyaboutthematerialdiscussed.

Releasesarepoorlywritten.Theyarewritteninamorecomplicatedanddifficulttoreadstylethanaremostnewspaperstories.1.

Releasesarerarelylocalized. Thisisabaddecisionbecauseanewsreleaseis10timesmorelikelytobeusedifitislocalized.2.

Impact.Howanannouncementaffectsthecompanyandthepublics.i.

Oddity.Ifitisanunusualoccurrence.ii.

Conflict.Asignificantdisputeorcontroversy.iii.

Knownprincipal.Thegreaterthetitleoftheindividualmakingtheannouncement,thegreaterthechanceofthereleasebeing used.iv.

Proximity.Howlocalizedthereleaseisorhowtimelyitis.v.

Releasesarenotnewsworthy.Ifit'snotnewsworthy,itwon'tbeused.Whatdetermineswhethersomethingisnews?

Mortonsuggests5requisites:

3.

Thereleasebecomesthepointofdepartureforanewspaper,magazine,radioorTVstory.Whydosomeeditorsandothersdescribenewsreleasesas

"worthlessdrivel"?Theanswerishere:

NewsReleaseNewsValue

Haveawelldefinedreasonforsendingtherelease

Focusononecentralsubjectineachrelease.

Makecertainthesubjectisnewsworthyinthecontextoftheorganization,industry,andcommunity.

Includefactsabouttheproduct,serviceorissuebeingdiscussed.

Providethefactswithnopuff,nobluff,nohyperbole.

Rodethereleaseofunnecessaryjargon

Includeappropriatequotesfromprincipalsbutavoidinflatedsuperlativesthatdolittlemorethanboostmanagementegos.

Includeproductspecifications,shippingdates,availability,price,andallpertinentinformationfortellingthestory.

Includeabriefdescriptionofthecompany(Boilerplate)attheendoftherelease;whatitis,andwhatitdoes.

Writeclearly,concisely,forcefully.

Releasesoughttoincludethefollowingelements:

NewsReleaseContent

Thecardinalruleinreleasecontentisthattheendproductmustbenewsworthy.Aleadmustanswer:who,what,where,whenandwhy.How,isless

important.Whether

or

not

the

reader

chooses

to

delve

further

into

the

release,

the

gist

of

the

story

has

been

successfully

communicated

in

the

lead.

Tobenewsworthy,newsreleasesmustbeobjective.Allcommentsandeditorialremarksmustbeattributed toorganizationofficials.Itmustappearas

afairandaccuraterepresentationofthenewsthattheorganizationwishestobeconveyed.Andmustalsobewritteninacertainprofessionalstyle,

evenwhenthesubjectistongueincheek.

NewsReleaseEssentials

Rationale.Thesubjectmatterofthereleasemustberelevanttothetargetmedia.

Focus.Eachreleaseshouldspeakaboutonlyonecentralsubject.

Facts.Theonesthataremoreimportantare:thewhat,who,where,when,whyandhow.

Nourishingquotes.Avoidinflatedsuperlativesthatdolittlemorethanboostmanagementegos.

LimitJargon.Define,tothelowestsensibledenominator, thetermsyouchoosetouse.

Nopuffery:

Companydescription.Anorganizationaldescription,commonlycalled"boilerplate,"iseminentlyappropriatetoconcludeareleaseby

"positioning"thefirmthewayitwantstoberecognized.

Spelling,Grammar,Punctuation.

Brevity.Short

and

concise.

Headlines.Headlinessummarizequicklytobusyreportersthatthereleasewhatfollowsisallabout.

Clarity,conciceness, commitment.Thebestreleasefromthebestorganizationsarestraightforward,understated, confident.

Beyondbeingnewsworthy, newsreleasesmustincludetheseessentials:

SocialMediaNewsReleases

Today,companiesregularlyissuereleasesmerelytobeincludedononlinedatabases,likeGoogleorYahoo.Why?Itindicatestothesesimportant

publicsthatthecompanyisactiveandmakingprogress.Inissuingreleasesdirectlyonline,companiesare,ineffectbypassingtraditionaljournaliststo

reachkeyconstituents.

Socialmediareleasesaredesignedtoreachnontraditional journalists,suchasbloggersandpodcasters.Socialmedianewsreleasesarebestusedatan

organization'swebsitetostimulate"conversation."

WritingInternetNewsReleases

Onereporterper"To"line.Theyliketofeelspecial.Send100emailsifyouhaveto,butneveradmorethanonerecipient.

Limitsubjectlineheaders.Enticingthemwithaprovocativesubjectlineisanecessity.Limitsubjectheaderstofourtosixwords.

Boldface"FORIMMEDIATERELEASE."

Hammerhometheheadline

Limitlength.Emailnewsreleasesshouldbeshorterthanprintversions.(lessthan500words)

Observe5Wformat.Emailnewsreleasesshouldanswerthekeyquestionsofwho,what,why,when,whereandevenhow.Gettothepoint

immediately,rightinthefirstparagraph.

Noattachments.Rather...

LinktotheURL.

Rememberreadability.Thatmeansshortparagraphs,variedparagraphlengths,bullets,numbers,lists devicesthatmakethereleasemoreeye

friendlyandscannable.

Thevastmajorityofjournaliststodayprefertoreceivenewsreleasesviaemail.Internetnewsreleasewriting,mustconform tothefollowingrequisites:

ImportanceofEditingGoodeditingwill"punchup"dullpassagesandmakethemsparkle.Itwillgetridofthepassiveverbs.Invariably,thiswill produceshortersentences.

Remembersimplicity:"thecherrytreewaschoppeddownbyGeorgeWashington".

A'sandB'sofeffectivePRwriting,thenare;Avoid:bigwords,extrawords,clichsandLatin.Be:specific,active,simple,short,organized,convincing

andunderstandable.



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IntroductionWriterbeware:itbecomesincreasinglydangeroustoutteranythinginpublic.JustaskUnitedAirlines.

Inthefallof2008,anerroneousheadlineflashedacrosstradingscreensaroundtheworld,sayingUnitedhadfiledforasecondbankruptcy.Inlessthan

anhour,Unitedlost$1billioninstockmarketvalue.Theonlyproblem:theheadlinewasn'ttrue.UnitedblamedanofChicagoTribunearticlepostedon

awebsiteandthenpickedupbyaresearchfirm.

Writingforreadingemphasizesthewrittenword.Writingforlisteningemphasizesthespokenword.Thetwodiffersignificantly.Writingfortheeye

traditionallyhas

ranked

among

the

strongest

areas

for

PR

professionals.

Years

ago,

most

practitioners

entered

public

relations

through

print

journalism.

Today,abackgroundinprintjournalismisn'tnecessary. Justasimportanttodayiswritingfortheear writingforlistening.Thekeyistowriteasifyou

arespeaking.Usesimple,shortsentences,activeverbs,contractions,andoneandtwosyllablewords.Inbrief,bebrief.

WritingfortheEyeTheMediaKit

TheBiography.Thebiorecountspertinentfactsaboutaparticularindividual.Bioscanbewrittenintwoways:

Straight.Listsfactualinformationinastraightforwardfashionindescendingorderofimportance,withcompanyorientedfacts

precedingmorepersonaldetails.

1)

Narrative.Iswritteninamoreinformalway.Thisstylegivessparkandvitalitytothebiographytomaketheindividualcomealive.In

addition,doublesasaspeechofintroductionwhenthatindividualservesasafeaturedspeaker.

2)

TheBackgrounder. Provides

additional

information

generally

to

complement

the

news

release.

Factsheets.Whichcompilethemostrelevantfactsdiscussedinquickandeasilyaccessiblefashion.

Q&As,presentthemostprobablequestionsposedaboutthesubjectmatterathandandthentheanswerstothosequestions.

Photos,whichillustratethesubject.

Factsheets,Q&As,Photos,Etc. beyondbiosandbackgrounders,Mediakitscontain:

itservesasa"callingcard"tointroducetheorganizationtothemedia.Theyincorporateseveralcommunicationsvehiclesforpotentialuseby

newspapersandmagazines.AMediaKit,consistsofthefollowingitems:

ThePitchLetter

It'susedtointerestaneditororreporterinapossiblestory,intervieworevent.Pitchlettersmaycontainelementsthatseektoenticeareader'sactive

participationinattendinganeventorcoveringastory.Thereareavarietyoftypes:

Creative. It'stheperfectpitchletter.Itsticksitsneckout.It'sgutsy.It'senthusiastic,withoutbeingboastful.Itlet'sthefactsdothetalking.

Creative,butfactbasedand,therefore,newsworthy.

Straight.

There'snothing

wrong

on

being

straight.

Journalists

appreciate

receiving

"just

the

facts."

ProvocativeQuestion.Questioninapitchworkbeautifully aslongasthey'repertinent,pointedandprovocative.

Whocares?. Thequestionthatanypitchmustansweris"whocares?"Iftheansweris"noone,"thenyoushouldn'tsendtheemail.

What'snew? Theotherquestionthatanypitchmustansweris"what'snew?"Iftheansweris"nothing,"thenyouknowtherest.

Theyopenwithagrabber,andinterestingstatementthatimpelsthereadertocontinuereading.1)

Theyexplainwhythestoryisrelevanttotheeditor'sreadership,listenership,orviewership.Thatmeansitmustalludetothescope

andimportanceofthestory.

2)

Pitchlettersshouldbepersonallywrittentospecificpeopleratherthanbeingaddressedto"editor"(whichisthejournalistic

equivalentto"occupant").

3)

Pitchlettersthatsellgenerallycontainseveralkeyelements:

TheRoundupArticle

Newsservicesencouragearticlesthatsummarizeor"roundup,"theexperiencesofseveralcompanieswithinanindustry.

Weakerorsmallercompaniescanbenefitfrombeingincludedinaroundupstorywithstronger,largeradversaries.Thoroughlyresearchinganddrafting

rounduparticlesisagoodwaytosecurestoriesthatmentionthepractitioner'sfirminfavorableassociationwithtopcompetitors.

TheCaseHistory

It'sfrequentlyusedtotellaboutacustomer'sfavorableuseofacompany'sproductorservice.Magazinesoftenwelcomecase histories,contendingthat

oneperson'sexperiencemaybeinstructivetoanother.

Theypresentaproblem1)

Theyindicatethedimensionsoftheproblem2)

Theyindicatethesolutionadopted3)

Theyexplaintheadvantagesofthatsolution4)

Theydetailtheusercompany'sexperienceafteradoptingthesolution.5)

Casehistoriesgenerallyfollowafivepartformula:

TheByliner

Isastorysignedandostensiblyauthoredbyanofficerofaparticularfirm.Often,thebylinerisghostwrittenbyaPRprofessional.Bylinersallow

corporatespokespersonstoexpresstheirviewswithoutbeingsubjecttomajorreinterpretationbythepublication.Themajoradvantageofabylineris

thatitpositionsexecutivesasexperts.

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TheOpEd

Grabber,whichgrabsreaderattention.

Point,whichshowsastrongthesis.

Chainofevidence,whichgivesfactsthatsupporttheargument.

Summation,whichsummarizestheargument

Goodbyezinger,whichleavesthereaderwithsomethingtothinkabout.

It'saneditorialwrittenbyanorganizationalexecutiveandthensubmittedforpublicationtoaleadingnewspaperormagazine.Thegoodonescontain:

TheStandbyStatement

Whiletheorganizationdoesn'twishtomaketheactionspublic,itmustbepreparedtorespondifthereispublicdisclosure. Firmsprepareconcise

statementstoclarifytheirpositionsshouldtheybecalledupontoexplain.SuchStandbystatementsgenerallyaredefensive.

Thestatements

should

be

brief

and

unambiguous

so

as

not

to

raise

more

questions

than

they

answer.

TheWhitePaper

Background.Abriefsectionthatdescribesthehistoricalperspectivethathasbroughttheorganizationtoitscurrentstate.1)

Statementofthechallenge.Designatesclearlythechallengethatconfrontstheorganization2)

Alternativesolutions.Describesallthepossiblesolutionswithprosandcons.3)

Recommendedsolution. Itshouldalsodefinewhyisthisideathebestoption.4)

Blueprintsand"keymessages"foraction. Describesthenextstepsontheactionplan,andliststheseveralkeymessages.5)

Alsocalled"positionpapers,"rigorouslydocumentthefactsandassumptionsthatleadtoaparticular"position"thattheorganizationissuggestedto

take.Whitepapersfollowafivepartorganization.

WritingfortheEarWritingforlisteningdiffersfromwritingfortheeye.

Listenersneedtobepersuaded,motivated,stimulated.Thatrequiresadifferentwritingstyleandapproachthanthatrequiredforwritingforreading.

TheSpeech

It'sdesignedtobeheard,notread.1)

Itusesconcretelanguage.2)

Itdemandsapositiveresponse.3)

Itmusthaveclearcutobjectives.4)

Itmustbetailoredtoaspecificaudience.5)

Itpossessesfivemaincharacteristics:

TheSpeechwritingProcess

Preparing.Oneeasywaytoprepareforaspeechistofollowa4Wchecklist:answerthequestionswho,what,where,andwhen.1)

Determinetheobjectofthetalk.a)

Determinethespeaker'smainpoints.b)

Capturethespeaker'scharacteristics.c)

Interviewing. Interviewingspeakersisessential.Intheinterview,thespeechwritergetssometimetoobservethespeakerfirsthand

andprobeforthekeystothespeech.Theinterviewmustaccomplishthreespecificgoals:

2)

Digintoallliteratureonthespeechsubject.

Thinkaboutthesubject.Thewritershouldamplifythespeaker'sthoughtswithhisorherown.

Seekouttheopinionofothers.Outsidesources,oftenarewillingtosharetheirideaswhenrequested.

Researching.Aspeechwritersometimesdevelopswriter'sblock,theinabilitytocomeupwithanythingonpaper.Onewayaround

writer'sblockisresearch:

3)

Intro.Mustgrabtheaudienceandmaintaintheirinterest.

Thesis.Theallimportantobjectofthespeech:it'smainpurposeorcentralidea.

Body.Thegeneralbodyofevidencethatsupportsthethreeorfourmainpoints.Authorsshouldalsoattempttouse

comparisonsorforeasieraudienceunderstanding.

Conclusion.Mustbeshort,blunt,andtothepoint.

Organizingandwriting.Writingaspeechbecomeseasierifthespeechisorganizedintoitsfouressentialelements:Introduction,

Thesis,BodyandConclusion.

4)

Breaksdowninfourdifferentcomponents:

ThePresentation

Getorganized.Considerthe4Wofspeechwriting.

Gettothepoint.Knowyourthesis.

Belogical.Organizethepresentationwhitsomelogicinmind.

Writeitout.

Anticipatethenegatives.Keepcarpingcriticsatbay.Anticipatetheirobjectionsanddefusethem byexamininganddismissingvulnerabilities,in

thepresentation.

Speak,don'tread.Soundasifyouknewtheinformation.

Beunderstandable.Speakwithclarityandconcreteness

Usegraphicswisely.Graphicsshouldbeusedmoretoteasethantoprovidefullinformation.

Beconvincing.Beanimated,interesting,enthusiastic.Soundconvincedthatwhatyou'representingisanabsolutenecessityfortheorganization.

Ashort,buttoneduppresentationinismuchmoreeffectivethanonethatgoesonandon.

Itisgenerallydesignedtosellaproduct,serviceoridea.Aneffectivepresentationdependsonfollowingestablishedguidelines.



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IntroductionInthesedaysof24/7media,socialmedianetworks,andubercompetitionamongproductsandservicesineverysector,itsureain't"yourmother's

marketing"environment.ProductPlacements theinsertionofmarketingpromotionsinthemiddleofmovies,TVshows,books,videogames,etc. have

acquiredalifeoftheirown.What'sgoingonhere?IntegratedmarketingistheintersectionofPRandpublicity,advertising,salespromotion,and

marketingtopromoteorganizations,productsandservices.

PRVs.

Marketing

Vs.

Advertising

Marketing,isthesellingofaserviceorproductthroughpricing,distributionandpromotion.

Advertising,isasubsetofmarketingthatinvolvespayingtoplaceyourmessageinmoretraditionalmediaformats.

PR,isthemarketingofanorganizationandtheuseofunbiased,objective,thirdpartyendorsementtorelayinformationaboutthatorganization's

productsandpractices.

What'sthedifference?

Consumerprotestsaboutbothproductvalueandsafetyandgovernmentscrutinyofthetruthbehindproductclaims.

Productrecallsgeneratedrecurringheadlines.

Ingredientsscaresbegantooccur.

Advertiserswereaskedhowtheirproductsansweredsocialneedsandcivicresponsibilities.

Rumors

Generalimageandfinancialproblems.

Inthepast,marketerstreatedPRasanancillarypartofthemarketingmix.Traditionalnotionsamongmarketersbegantochangeforseveralreasons:

Marketingguru PhilipKotlerwasamongthefirsttosuggestmorethanadecadeagothattothetraditionalfourPsofmarketing (product,price,place

andpromotion) afifthP,PublicRelations,shouldbeadded.

ProductPublicity

Introducingarevolutionarynewproduct.

Eliminatingdistributionproblemswithretailoutlets.

Smallbudgetsandstrongcompetition.

Explainingacomplicatedproduct.

Tyingtheproducttoauniquerepresentative.

Althoughthepublicisgenerallyunawareofit,agreatdealofwhatitknowsandbelievesaboutawidevarietyofproductscomesthroughpress

coverage.Productpublicitycanbethemosteffectiveelementinthemarketingmix.Forexample:

ThirdPartyEndorsementThelureofthirdpartyendorsementistheprimaryreasonsmartorganizationsvalueproductpublicityasmuchastheydoadvertising.Thirdparty

endorsement,refers

to

the

tacit

support

given

aproduct

by

an

"objective"

third

party

observer,

who

mentions

the

product

as

news.

Therefore,publicityappearstobenewsandismoretrustworthythanadvertisingthatispaidforbyaclearlynonobjectivesponsor.

Buildingabrand

BeEarly.Thelawofprimacy,whichpositsthatpeoplearemorelikelytorememberyouifyouwerethefirstintheirmindsinaparticularcategory.

Consequentlyitisoftenbettertobefirstthantobebest.

BeMemorable.Abrandneedstostandoutbydistinguishingitselfinsomeway.Creatingabrandawarenessrequiresboldness.

BeAggressive.Asuccessfulbrandalsorequiresaconstantdrumbeatofpublicitytokeepthecompany'snamebeforethepublic.

UseHeritage.Thismeanscitingthetraditionsandhistoryofaproductororganizationaspartofbuildingthebrand.

CreatePersonality.Thebestorganizationsarethosethatcreate"personalities"forthemselves.Thepersonalityshouldbereflectedinall

communicationsmaterials

the

organization

produces.

Thewatchwordinbusinesstodayisbranding:creatingadifferentiableidentityorpositionforacompanyorproduct.UsingIntegratedMarketing

Communications(IMC)toestablishauniquebrandrequiresadherencetothefollowingprinciples:

PublicRelationsAdvertising(PRA)

Mergersanddiversifications.1)

Personnelchanges.2)

OrganizationalResources.3)

Manufacturingandservicecapabilities.4)

Growthhistory.5)

Financialstrengthandstability.6)

Companycustomers.7)

Organizationalnamechange.8)

Traditionally,organizationsusedadvertisingtosellproducts.In1936,Warner&Swaseyinitiatedanadcampaign,creatinga uniquetypeofadvertising:

themarketingofanimageratherthanaproduct.Thistechniquebecameknownasmany,butultimatelyas"PublicRelationsAdvertising."Inthe80's,

imageadvertising(todayPRAdvertising)becameissuesadvertising,whichadvocatedpositionsfromthesponsor'sviewpoint.Oftentheseconcerned

mattersofsomecontroversy.TraditionalPRAisstillwidelyused.Suchadvertisingcanbeappropriatefor:

Chapter17 IntegratedMarketingCommunicationsSaturday,November27,2010

9:49PM



8/12

Trademarkprotection.9)

Corporateemergencies.10)

TraditionalIntegratedMarketingArticleReprints

Planahead,especiallyifanarticlehasmajorsignificancetotheorganization.1)

Selecttargetpublicsandaddresstherecipientsbynameandtitletoensurethatthereprintreachesthemostimportantaudience.2)

Pinpointthereprint'ssignificanceeitherbyunderliningpertinentinformationinthearticle,makingmarginalnotes,orattachinga

coverletter.

3)

Integratethereprintwithsimilararticlesandinformationonthesamerelatedsubjects.4)

Marketingcanbedonethrougharticlereprintsaimedatthatpartofatargetaudiencethatmightnothaveseentheoriginalarticle.Reprintsalsohelp

reinforcethereactionsofthosewhoreadtheoriginalarticle.Usereprintswisely:

TradeShowParticipation

Analyzetheshowcarefully.

Selectacommontheme.

Makesuretheproductsdisplayedaretherightones.

Considerthetradebooks.

Emphasizewhat'snew.

Considerlocalpromotionalefforts.

Evaluatetheworth.

Tradeshowparticipationenablesanorganizationtodisplayitsproductsbeforeimportanttargetaudiences.Thedecisiontoparticipateshouldbe

consideredwiththefollowingfactorsinmind:

Spokespersons

Basically,acelebrity

who

is

an

advocate

for

aparticular

product.

Spokespersonsmustbearticulate,fastontheirfeetandthoroughlyknowledgeableaboutthesubject.Whenthesecriteriaaremet,theuseof

spokespersonsasanintegratedmarketingtoolcanbemosteffective.

CauseRelatedMarketing

PRsponsorshiptiedtophilanthropyareanothereffectiveintegratedmarketingdevice.Inadowneconomy,withadvertisingcostscutback,companies

turntosponsorshipofthearts,education,music,festivals,anniversaries,sports,andcharitablecausesforpromotionalandPRpurposes.

InKindPromotions

Providingproductsasprizesinexchangeforbeinglistedasacosponsorinpromotionalmaterials.

Providingproductstoalocalbusinessinexchangeforhavingfliers

Providingproductsinexchangeforhavingbrochuresprominentlydisplayed.

Providingsamplesandgiftsalongwithsalesliterature.

Providingpointofpurchasedisplays,literature,events,demonstrations,andsamplesatthepointwherethecustomerdecidesonpurchasingthe

productorservice.

Providingpostersoftheproductatwelltraffickedlocations.

Whenaproductinexchangeforpublicityexposureisoffered,itiscalledaninkindpromotion.Examplesofitincludes:

Thepointofinkindpromotionsistoleveragethenameanduseofproductsandservices,sothatmorepotentialbuyersareexposedtothe

organization.

21stCenturyIntegratedMarketingOnlineMarketing

Thefastestgrowingcategoryofadvertisinginthe21st.Centuryisonline.AndthemostrapidemergingIMCtechniqueistocreate"buzz"foraproduct.

TelevisionBrandIntegration

Thelatestphenomenonintelevisionistointegrateproductsintothefabricofwhatisbeingpresentedonthescreen.WhenoneofABC'sDesperate

Housewives foundherselfhardupforcash,shedonnedaneveninggownandextolledthevirtuesofaBuickLacrosseatacarshow.Moreadvertisersare

payingtointegratetheirproductdirectlyintoactionofashoworafilm.

Infomercials

Theinfomercial

accorded

"no

respect"

for

many

reasons

state

and

federal

investigations

of

infomercial

producers,

complaints

about

product

performance,andmostimportant,thebeliefthatalengthycommercialdisguisedasaconventionalprogram,unfairlymasksanadvertisement.

However,theyremainstrongforonereason:theywork.

BuzzMarketing

Alsoknownasthe"wordofmouth,"buzzmarketing isanotheralternativetotraditionaladvertisingthatenlists"influencers"or"trendsetters"to

spreadthewordaboutaparticularproduct.Marketersreachoutfor"evangelists"whoarealreadydiehardfansofaparticularproductandpersuading

themto"spreadthegospel."

TVandMovieProductPlacements

Productplacements alsoknownasembeddedadvertisements havebecomeamoreintegralpartofmoviesandTVshows.Theproliferationofproduct

placementsinallformsofmedia oradcreep willjustcontinuetogrow.Onethingissure:productplacementisheretostay.

YouNameIt

WhatotherIMCvenueexists?YounameitfromSongplacements,throughsportsteamstoplanes.Howfertileisyourimagination?



9/12

IntroductionPresidentObama,freshoffthemostsophisticatedusebyapresidentialcandidateoftheinternettorecruitcampaignworkers,shareinformation,and

raisemoney,createdthefirstofficialWhiteHouseBlogshortlyaftertakingtheOathofOffice.Inexpensivesocialmediais clearlythenextmarketingand

PRfrontier,associalmediaoffersenormousopportunitiesandalsolargepitfallstobeavoided.Itisn'tthecasethattheInternethasreplacedhuman

relationshipsasessenceofsocietalcommunications.TheinternetandsocialmediacompriseimportanttoolsinthePRarsenal.

Briefhistory

of

the

internet

Theinternetisacooperativelyrun,globallydistributedcollectionofcomputernetworksthatexchangeinformationviaacommonsetofrules.The

internetgrowseveryday,andthesocalled"digitaldivide"betweenhavesandhavenotsisclosingrapidly.Thepaceofinternetchangeissorapidand

theadditionofnewcommunicationsvehiclessovoluminous,infactthatthissummaryofwebbasedcommunicationstoolsandtacticsmaybeobsolete

bythetimeyoufinishreading.Nonetheless,presson.

PRandtheinternet

Thedemandtobeeducatedratherthansold. Consumersaresmarter.Communicationsprogramsmustbegroundedineducationbased

informationratherthanblatantselfpromotion.

Thequestforconversation. Theresultisthattheinternetdialogueisaconversationbetweensupplierandconsumer.Themoreconversational

andcommunicationssavvytheorganization,themorelikelyitwillbetopersuadeprospectstobuyitsproducts,supportitsissues,andbelieve its

ideas.

Theneedforrealtimeperformance. Everythinghappensinstantaneouslyandinrealtime.PRprofessionalscanusethisabilitytotheiradvantage

tostructure

their

information

to

respond

instantly

to

emerging

issues

and

market

changes.

Theneedforcustomization. Consumersexpectmorefocused,targeted,oneon onecommunicationsrelationships.

PRdepartmentsnowhaveinteractivespecialistsandgroupsresponsibleforcommunicatingviatheinternet.Journalistsalsoembracedtheinternetas

theirprimarysourceforresearchandreporting.TheinevitableusageandthehighpacedgrowthoftheinternetinPR,isduetofourreasonsin

particular:

WebSitesItservesasaanorganization's"firstface"tothepublic.Websitespermitanorganizationtospeakinitsownvoiceunfetteredandunadulteratedbythe

mediaorotherintermediaries.PRprofessionalsneedtobecognizantofthemethodsinwhichaudiencesprefertoreceiveinformationonWebsites.

Theyneedtomakewebsitesasnavigableaspossible.Websitesmustalsobe"mediafriendly";thismeanshavingaclearlyidentifiable"media"iconand

organizedsubsections,includingapagefornewsandvideoclips,reportsandpublications.

DevelopingaWebsite

Whatisyourgoal?1)

Whatcontentwillweinclude?2)

Howoftenwillweedit?3)

How

will

we

enhance

design?4) Howinteractivewillitbe?5)

Howwillwetrackuse?6)

Whowillberesponsible?7)

Theaimofanywebsiteistoprovideinformationthatvisitorsarelookingfor.Themoreyouachievethatobjective,themore "sticky"yoursitebecomes.

Howshouldyoucreateawinningwebsite?Byaskingthesequestions:

EmailEmailallowsusersconnectedtoanetworktoexchangememorandaandfileswithouthavingtobeloggedinatthesametime.Email,deliveredonline

andimmediately,hasreplacedtraditionalprintandfaxtechnologyasarapiddeliveryinformationvehicle.Emailhasimprovedorganizational

communications.Facetofaceisalwaysbest,buttheeaseandeffectivenessofemailmakeitaviablealternative.

EmailNewsletters

Nomorethanonepage. Longinacomputerisunreadable.Writeshort.

Linkcontent. Thecopyshouldbelinkedtorelatedmaterial.

Regulardissemination. Always

send

them

at

regular

intervals

(weekly,

bi

weekly,

etc.),

so

the

recipients

expect

them.

Emailhasalsosupplantedthetraditionalemployeeprintnewsletter.Onlinenewslettersaremoreimmediateandmoreinteractive,becausethe

employeescansendinstantfeedbackonwhattheyread.Emailnewslettersforexternaluseareequallypopularandvaluable.Thesedifferfromthe

originalnewsletterinsomeareas:

InstantMessaging

Instantmessaging(IM)isanonline,nonlinear,realtimeformofcommunicationthatallowstwoormoreuserstoexchangeinformationquicklyviatext

andtosendsmallpicturestoanyplaceintheworld.

Texting

Anotherrelatedmessaging vehicleistextmessagingor"texting,"thecommontermforsendingshort(160charactersmax)messagesfromcellphones

usingtheShortMessageService(SMS)

BlogsAblogisanonlinediary,apersonalchronologicallogofthoughtspublishedonawebpage,sometimesreferredtoasWeblogorWeblog.Therelatively

fewblogsthathaveearnedcredibilityincertainsectorsareasimportanttoPRprofessionalsastraditionalreporters.Therefore,PRprofessionalsmust

monitor,identify,andbuildrelationshipswiththeseinfluentialbloggers,justastheyhavewithreporters.

Chapter18 PRandSocialMediaSunday,November28,2010

5:00AM



10/12

CEOBlogs

ThelatestphenomenontohittheblogosphereisCEOblogs,inwhichchiefexecutivessharetheirthoughtsonavarietyofsubjectswiththeir,well

"subjects."CEOblogshavegottenmixedreviews,butifusedproperly,CEOblogscanprovideanofficialresponsetoamatter,whilerelatingthat

responsetoafigure.Itisveryusefultodisseminateimportantnews.

SocialNetworksSocialnetworkingsitesallowcommunitiesofparticipantstointeractwithotherstomanagemessaging,email,video,filesharing,blogging,discussion

groupsandallothermannerofinternetdiscussion.Ontheonehand,thepotentialofspreadingmessagesandpersuadingsupportersviasocial

networkingissignificant.Ontheotherhand,theuseofsocialnetworksforPRpurposesisinitsinfancy.Therefore,PRpractitionersmustrigorously

scrutinizethe"value"ofsocialnetworkingtoachievecommunicationsobjectivesbeforeembracinganyonetechnologyornetwork.

SocialNetworkingSites

Themost

well

know

sites

include

the

following:

MySpace

(owned

by

News

Corp.),

Facebook,

Bebo

(UK

based,

owned

by

Time

Warner)

and

LinkedIn

(a

businessorientedsocialnetworkingsite).

Twitter

Themicrobloggingservicethatallowstypingofshortmessages(140charactersmax)toalertfriendsandfollowers"Whatyou'redoingnow" amulti

persontextmessageservice,basically.WhileTwitter'sprospectsasaPRvehiclewerenotatallclear,thefieldbegantakingadvantageoftheservicein

severalways.Journalistsalsobegantweetingaboutthestoriestheywereconsideringcovering.SoPRpeoplecoulduseTweeterinthesamewaythey

usedtouse"editorialcalendars"togettheinsidetrackonstoryideas.Twitterwasalsousedtodirectfellowtwittererstowebsitesandevenproducts,

asadirectintegratedmarketingvehicle.

Intranets. Isaninternalvehiclethatintegratescommunicationwithworkflow,processmanagement,infrastructure,andallotheraspects of

completingajob.Intranetsallowcommunicators,management,andemployeestoexchangeinformationquicklyandeffectively,muchmore

quicklyandeffectivelythananysimilarvehicle.

Extranets. Allowacompanytousetheinternettocommunicateinformationtofinelysegmentedexternalgroups.Insegmentingtheinformation

insuch

afocused

fashion

and

protecting

its

dissemination

through

acomplex

series

of

firewalls

the

targeted

audience

is

assured

that

the

data

willremainconfidential.OnlyapprovedindividualscanaccesstheinformationbyusinganassignedIDandpassword,restrictedtoextranetusers

exclusively.

Wikis. Hawaiianwordfor"quick,"arecollaborativewebsitesthatcombinetheworkofmanyauthors.

Podcasting.ReferstotheactofmakingaudioprogramsavailablefordownloadtoanyMP3player.

RSS. LiterallymeansReallySimpleSyndication,andisaneasywaytodistributecontentontheinternet.RSSfeedsdeliverinformationinshort

versionsorpreviewsoffullarticlesorposts.Generallyusedforblogging.

SecondLife. Isapopularonlineuniverselaunchedin2003,whichisa3Dworldcreatedentirelybyitsmembersor"residents."

AdditionalWebBasedCommunicationsVehicles

TheDarkerSideofOnlineCommunications

Discussiongroupsandchatrooms. Arehotbedsfordiscontentedshareholders,unscrupulousstockmanipulators,anddisgruntledcustomers.

Presentingnegativeinformation.

Satirizingpolicyandmanagement.

Solicitingemployees,currentandformer,toventpublicly.

Servingasagatewayforcomplaintstoregulatorsandmedia.

ConfusingthepublicregardingwhichWebsiterepresentstherealorganization.

RogueWebSites.Mustalsobemonitoredbytheorganizationstheyattack.Roguewebsitesseektoconfrontanorganizationby:

Urbanlegends. Arecorporatehorrorstoriesfrombogusinternetrumorsthathavetakenonlegendaryproportions.

Theinternetisfree,wideopen,internationalandanonymous theperfectplacetostartamovementandruinanorganization'sreputation.Andsoitis

imperativethatPRpeoplemonitortheinternetinconsiderationofthefollowing.

WhatshouldaproperPRresponsebetosuchonlineeffortstoderailtheorganization?Typicalresponsesrangefromdoingnothingtothrowingmoney

atanaggrievedpartytoengagingtheaggrievedpartytoreleasingthelawyers.Thesmartestorganizationsadopt"inoculation strategies"thatestablish

clearcommunicationchannelsontheweb,throughwhichcustomersandemployeescanrelayconcernstomanagement,sometimesprivately,before

frustrationsmount.Now,thereallesson:PRprofessionalsmustconstantlymonitortheweb.



11/12

IntroductionThankstothedigitalspeedoftheinternetandthepervasivenessofsocialmediaandviralcommunications,organizationsand individualsarealwaysone

stepawayfromcrisis.ThepracticeofPRhasbecomemostwellknownforassistingthosewhofindthemselvesinsuchcrises.Crisis,whichJames

Lukaszewskidescribedas"unplannedvisibility,"canstrikeanyoneatanytime.AmongthewellregardedandhighestpaidprofessionalsinPRarethose

whohaveachievedthisstatusthroughtheireffortsinattemptingto"manage"crises.Nosectorofsocietyisimmunefromcrisis.

IssuesManagement

Issuesmanagementisthecapacitytounderstand,mobilize,coordinateanddirectallstrategicandpolicyplanningfunctions, andallpublic

affairs/PRskills,towardachievementofoneobjective:meaningfulparticipationincreationofpublicpolicythataffectspersonalandinstitutional

destiny.

HowardChasedefineditthisway:

Identifiesissues.

Analyzesanddelimitseachissuewithrespecttoitsimpactonpublics.

Displaysthestrategicoptionsavailable.

Implementsanactionprogram

Evaluatesitsprogram.

IssuesManagementisafivestepprocessthat:

Anticipateemergingissues. Theissuesmanagementprocessisaboutprecrisisplanning.

Identifyissuesselectively. Agoodissuesmanagementprocesswillselectseveralspecificpriorityissueswithwhichtodeal.

Dealwithopportunitiesandvulnerabilities.Mostissuesofferbothopportunitiesandvulnerabilitiesfororganizations.

Planfromoutsidein. theexternalenvironmentdictatestheselectionofpriorityissues.

Bottomlineorientation. Issuesmanagement'srealpurposeshouldbetodefendtheorganizationofexternalfactorsaswellasseizingimminent

opportunities.

Actiontimetable. Issuesmanagementprocessmustproposepolicy,programs, andanimplementationtimetabletodealwiththoseissues.

Dealingfromtop. TheissuesmanagementprocessmustoperatewiththesupportoftheChiefexecutive.

InSum,issuesmanagersorchestratetheprocesswhosegoalistohelppreservemarkets,reducerisk,createopportunities,andmanageimageasan

organizationalassetforthebenefitofanorganization.IssuesManagementencompassestheseelements:

RiskCommunicationandMessageMapping

Identifyshareholders.i.

Determinespecificconcernsforeachstakeholdergroup.ii.

Analyzespecific

concerns

to

fit

underlying

general

concerns.iii.

Conductstructuredbrainstormingwithinputfrommessagemappingteams.iv.

Assemblesupportingfactsandproofforeachkeymessage.v.

Askoutsideexpertstosystematicallytestmessages.vi.

Plandeliveryofresultingmessagesandsupportingmaterials.vii.

RiskCommunication isanoutgrowthofissuesmanagement.Beganasaprocessoftakingscientificdataandpresentingtheminamannerthatisboth

understandableandmeaningful.Modelsofriskcommunicationhavebeendevelopedbasedonthepositionthat"perceptionisreality."Toconfrontthis

reality,riskcommunicatorshavedevelopedamessagemappingprocess,basedonsevensteps.

Threekeymessages.

Sevento12wordspermessage.

Threesupportingfactsforeachkeymessage.

Messagemapsgenerallyadheretothefollowingrequirements:

ManaginginaCrisisAccordingtoHarvardBusinessReview,"acrisisisasituationthathasreachedacriticalphaseforwhichdramaticandextraordinaryinterventionis

necessarytoavoidorrepairmajordamage."Howanorganizationhandlesitselfinthemidstofacrisismayinfluencehowitisperceivedfortheyearsto

come.Thinkinglogicallyandrespondingthoughtfullyandquicklyinacrisis,cancementapositivereputationandestablishenormousgoodwillforan

organization.Whencrisisstrikes,sevenwarningsignswillappear:

Surprise.Whencrisisstrikes,it'susuallyunexpected.Frequently,aPRprofessionalfirstlearnsofsuchaneventwhenthemediacalls

anddemandstoknowwhatimmediateactionwillbetaken.

1)

Insufficientinformation.Manythingshappenatonce.Rumorsfly.It'sdifficulttogetagriponeverythingthat'shappening.2)

Escalatingevents. Thecrisisexpands.Youwanttorespondinanorderlymanner,buteventsareunfoldingtooquickly.3)

LossofControl.4)

Increasedoutsidescrutiny. Thepublicingeneralfeedonrumors.Themediawantresponses.Customersmustknowwhat'sgoingon.5)

Siegementality. Lawyerscounsel,thattheeasiestthingtodoistosaynothing,so,"NoComment"isurgedbytheattorneys.But,does

thatmakesense?

6)

Panic. Insuchanenvironment,itisdifficulttoconvincemanagementtotakeimmediateactionandtocommunicatewhat'sgoingon.7)

PlanninginaCrisisThekeyistobeprepared.Thus,heightenedpreparednessisalwaysinorder,withfiveplanningissues:

Chapter19 CrisisManagementSunday,November28,2010

7:46AM



12/12

First,foreachimpactedaudience,definetherisk. Theriskmustbeunderstood oratleastcontemplated beforeframingcrisis

communications.

Second,foreachriskdefined,describetheactionsthatmitigatetherisk. Ifyoudoacrediblejobindefiningtherisk,thepublicwillmore

closelybelieveinyoursolutions.

Third,identifythecauseoftherisk. Ifthepublicbelievesyouknowwhatwentwrong,itismorelikelytoacceptthatyouwillquicklyremedy

theproblem.

Fourth,demonstrateresponsiblemanagementaction. Takeproperaction.Cosmeticsareneverthesolution.Correcttheissuethatyougot

inthesoupinthefirsplace.

Fifth,createaconsistentmessage. Agreeonanofficialspokespersonwhocandisseminateonevoicefortheorganization.Themoreserious

thecrisis,thehigheruptheorganizationalladderyougotoidentifytheappropriatespokesperson.Behonest,andnever,evercoveruporlie.

Thatjustexacerbatesthecrisis.

Simplebut

appropriate

watchwords

for

any

crisis

plan

are

the

following:

Be

prepared,

be

available,

be

credible

and

act

appropriately.

CommunicatinginaCrisis

Saynothing.a.

Sayaslittleaspossibleandreleaseitasquietlyaspossible.b.

Sayaslittleaspossible,citingprivacylaws,companypolicy,orsensitivity.c.

Denyguiltandactindignantthatsuchchargescouldpossiblyhavebeenmade.Ord.

Shift,orifnecessary,sharetheblamewithothers.e.

Lawyerstraditionallyhaveadvisedclientstoeither:

Alawyer,correctly,isfocusedondefenseinacourtoflaw.

PRadvice,ontheotherhand,takesadifferenttack.Themosteffectivecrisiscommunicatorsarethosewhoprovideprompt,frank,andfullinformation

tothemediaintheeyeofthestorm."Badnewsisalotlikefish.Itdoesn'tgetbetterwithage."Insayingnothing,anorganizationisperceivedasalready

havingmadeadecision.MostPRprofessionalsconsiderthecardinalruleforcommunicationsduringacrisistobe"tellitallandtellitfast!"

There'snothingcomplicatedaboutthegoalsofcrisismanagement,butitrequirestakingquickremedialaction.Thegoalsofcrisismanagementare:

Terminatethecrisisquickly.1)

Limitthe

damage2)

Restorecredibility.3)

EngagingtheMedia

Setupmediaheadquarters. Throughwhichallauthorizedcommunicationmustflow.

Establishingmediarules.Inacrisis,themediaaresneaky.Theyareoperatingverymuchatcrosspurposeswiththeorganization,whichis

desperatelytryingtoputthecrisisbehindit.Therefore,setfirmrulesforthemediatofollow.

Medialiveforthe"boxscore." crisisisaboutnumbers.Andanorganizationincrisismustbereadytoprovideenoughnumberstokeepthemedia

atbay.

Don'tspeculate. Ifyoudon'tknow,don'tpretendyoudo.Speculationissuicidalincrisis.

Feedthe

beast. A

smart

organization

in

crisis

will

strive

to

keep

the

media

occupied

with

new

information

that

advances

the

story.

Speedtriumphs. Incrisis,themediamantraisspeedfirst,accuracysecond.PRpeoplemustmonitorwhatisbeingwronglyreportedsothatit can

benippedquicklybeforeotherrunwiththesamemisinformation.

Cablerules. Inacrisis,cableratingsspike,andthedrumbeatofincessanthammeringisrelentless.

So,dealingwiththemediaincrisisdemandscertain"battlefieldrules,"amongthem:

Onceacrisis"victim"getscaughtinthecableortalkradiospotlight,itisclosetoimpossibletobeextricated.Socable television,likeradio,likethe

internet,mustbemonitoredscrupulouslyincrisis.Astowhatissaidtothemedia,thefollowing10generalprinciplesapply:

Speakfirstandoften.1)

Don'tspeculate.2)

Goofftherecordatyourownperil.3)

Staywiththefacts.4)

Beopenandconcerned,notdefensive.5)

Makeyourpointandrepeatit.6)

Don'twage

war

with

the

media.7)

Establishyourselfasthemostauthoritativesource.8)

Staycalmandbetruthfulandcooperative.9)

Neverlie.Neverever.10)

pur3000 - test 3 (chapters 14-19)

Documents