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PR and Campaigns

Terms in this set (85)

Communication Managers and Technicians
Technicians- Perform entry level jobs often directed by others
Managers-Organizational Decision Makers
Strategic vs. Tactical
Strategic- Management trends, issues, policies

Tactical- Practical, day to day decision makers
Strategic Communication
The Intentional communication undertaken by a business or nonprofit organization, sometimes by a less structured group
Marketing Communication
Focuses on immediately on products and services and responds to the wants and needs of consumers
Dialogue/Relationship Building theory
The Ongoing cultivation of interpersonal contacts
Press Agentry Theory
The Use of media for disseminating messages
Situation Analysis
SWOT (Strength, Weakness, Opportunities, Threats)
Co-Orientation of the Publics
How does A see B
How does B see A
How does A think B sees A
How does B think A sees B
Phases of Strategic Development
1. Establish Goals and Objectives: Focus on the ultimate position being sought for the organization and for the product or service and develop clear, measurable objectives
2. Formulate Action/Response Strategies: Consider typologies of Public relations initiatives

3. Developing the messaging strategy: Consider the sources who will present the message, its tone and style, verbal and nonverbal cues and related issues
Persuasion/Advocacy theory
The use of the artistic language to deliver compelling messages
Public Information theory
The use of collateral or service announcements for public knowledge
Opportunity vs. Obstacle
Opportunity: offers a potential advantage to the organization and its publics

Obstacles: offers a potential limit to the organization in realizing its mission
Four Research Touch points to Uncover
1. Initial client meeting to develop common understanding of the client's research needs, resources and expected uses
2. Conversation with stakeholders to uncover perceptions
3. Following literature review, a meeting to refine the research questions and discuss potential approaches and limitations
4. A meeting for agreement on the study approach
Issue management
Issues: Process by which an organization tries to anticipate emerging issues and respond to them
Benchmarking
Research into how other organizations have handled similar issues
SWOT/DEEPCT
STRENGTH , WEAKNESS , OPPORTUNITIES , THREATS

DEMOGRAPHIC, ENVIRONMENTAL, ECONOMIC, POLITICAL, CONSUMERS, TECHNOLOGICAL
Risk Management
The process of identifying, controlling and minimizing the impact of uncertain events on an organization
Inside out PR
Basis of effective communication is self awareness
Public Relations Audit
A SWOT analysis of the client

Analysis should focus on internal environment, public perception and external environment

Opportunities may emerge from any or all of these vantage points
Niche
Speciality, function, or role that makes the organization different from other organizations
Organizational Structure
Reviews the purpose or mission of the organization as it relates to the situation at hand, as well as the role PR plays in the organization
Organizational Ethics base
PR often serves as the conscience of the organization-consider if the organization has stated ethical ideal
Internal Impediments
Consider any impediments or obstacles within the organization that might limit the effectiveness of the PR program (Example: Wounded Egos, shortsighted executives, and company favorites)
Visibility
The Extent that audiences know about the organization-what they know about it, how accurate their information about it is
Reputation
How people evaluate the information they have about an organization, based upon word and deed on the verbal ,visual and behavioral messages, both planned and unplanned, that come from the organization
Internal and External Audience Categories
People or groups that can help within the org-Internal
People that work outside and can help or effect the org-External
Character of Publics
Distinguishability: A recognizable grouping of individuals

Homogeneity: A public's members share common traits and features

Attuned: Aware of the messages disseminated by a particular organization
Customers
Receive products and services from the organization
Shadow constituencies
People who may not have a direct link to products and services but who can affect the perception of the organization
Enablers
Groups that serve as regulators by setting the norms or standards for the organization (professional organizations or governmental agencies), opinion leaders, and groups that otherwise help make the organization successful
Limiters
Publics in some way reduce or undermine the success of an organization
Benefit Statement
Indicates the benefit or advantage your public or service can offer the public, or how you can help satisfy a need or solve a problem
Markets
Particular Publics with whom organizations intend to conduct business and generate support and participation
Intercessory Publics
Serve as an influential bridge between an organization and its publics such as the news media
Non public
A group that does not share any issues with the organization, and no real consequences exist to or from the organization
Latent Public
Shares an issue with the organization but does not yet recognize the situation or its potential
Apathetic Public
A public that faces an issue, knows it, but simply doesn't care
Rethinking the Publics
-Do not Avoid doing this
-Should a public be too generalized, redefine the publics in a narrower scope
-Be aware of significant cultural differences among otherwise seemingly homogenous groups
Strategy Development (A.I.D.A)
Attention, Interest, Desire, Action
Goals
General and Global
Objectives
Specific and precise
SMART Objectives
Specific, Measurable, Actionable, Realistic, Timely
Hierarchy of Objectives
AIDA(Awareness, Interest, Desire, Action)

Awareness objectives: Deal with information

Acceptance objectives: Focus on how people react to information

Action Objectives:Address a hope -for response to information
Positioning
The purpose of managing how an organization distinguishes itself with a unique meaning in the mind of its publics, especially as distinct from competitors
Mathematical Communication Model vs. Cybernetic
Math- Linear, one way model

Cybernetic- Circular, involving feedback
Persuasion Model
Consciously attempts to influence people, using ethical means that enhance a democratic society
Propaganda
A debasement of persuasive communication because it is associated with half-truths and hidden agendas
Dialogue Model
Involves the deeply conscious interaction of two parties in communication seeking mutual understanding
Rhetoric
The art of using words effectively in speaking and writing for the purpose of influencing, persuading, or entertaining
Ethos
The source's credibility
Logos
The logic used to support a claim
Pathos
The Emotional Appeal
Clarity
Helps the audience quickly and easily understand your message
Salience
Focus on the unique selling proposition: the special something about the product or service that differs from all competition
Unique Selling Proposition (USP)
What makes a product different from others
Slogans
Catchphrase in communication
Symbolic consensus
A rallying cry for supporters "only you can prevent forest fires"
Service marks
Words or phrases that marketing and PR people develop to be closely associated with the organization
Tagline
A succinct phrase that, associated with an organizations logo, presents a comprehensive message that identifies the organization and seeks to position it in the minds of consumers and other publics
Nonverbal Communication
Occurs through actions and cues other than words that carry meaning
Branding
1) Defines and differentiates organization
2) Provides structure to convey a message
Message Structure
The arrangements of the message and its effectiveness
Power Words
Refer to terminology that is so influential that they often can determine PR success for a movement or campaign
Controlled Media
Allow the organization to determine various attributes of the message of its content, timing, presentation,packaging, tone and distribution
Uncontrolled Media
Those in which someone unrelated to the organization such as media, gatekeeper, determines the message attributes
Internal Media
Exist within organization
External Media
Exist outside of organization
Mass media
Accessible to most people
Interpersonal Media
involve information seeking publics-people who have gone somewhat out of their way to interact with the organization (Educational gatherings, product exhibitions,meetings, rallies, speeches
News Media
Provide opportunities for credible presentation of organizational messages
Social Media examples
Wikis, blogs, Social networking sites
Personal Involvement
Organization actively involves its publics and creates an environment for two way communication
Information Exchange
Centers on opportunities for organizations and their publics to meet face to face and exchange information
Serial Publications
Newsletters, bulletins, published monthly, quarterly, or annually
Stand alone publications
brochures, flyers, fact sheets that are published once
Miscellaneous Print Report Examples
Posters, suggestion boxes, door hangers, business cards, certificates that serve as recognition pieces
Direct mail examples
Memos, Letters, Postcards, catalogs, invitations
E-media examples
Audio Media-Telephones, toll free lines, podcasts
Video media: corporate video, video conferences, web ideo, streaming video
Digital Media (Wikis) (Blogs)
1) A collaborative community website where any user can edit the content, adding, modifying, or deleting it
Newspaper Characteristics
Daily newspapers, Trade Newspapers, Special Interests
Radio Characteristics
Multiple channels for audiences
19 out of 20 people listen to radio at some point during the week
Television Characteristics
Opportunities to reach audiences through both local stations and national or regional networks

Nearly 2,300 TV stations operate in USA
Media Information Characteristics
Symbiotic relationship between a PR practitioner and journalist

An estimated one half to two thirds of the information in daily newspapers originates from PR practitioners

PR practitioners provide news people with info through writing
Direct News Material Examples
News Fact sheets, Event listings, Interview notes, News releases, Media Kit contents (Biographics, Histories, backgrounds, q&a, how to's)
Key Ideas from Chapters 1-6 in PR book
1) Client Relations- Demonstrating Value , Developing Trust PR Managers effectiveness depends on access to the organizations most sensitive information -PR managers must educate as they sell

2) Personnel- transitioning from staff to manager is challenging and requires making a new set of rules, methods and goals. Hiring the right people you believe fit best with your organization. Keeping employees and finding a balance of for a good working environment for your team

3)Research- Finding out what your organization needs and how to identify the most important findings out your research

4) Crisis Communication - being able to know when a crisis in occuring and knowing how to work with by making sure your team is trained and as action plan that everyone understands. Take responsibility for actions and offer things a neccessary, and what conssitutes as returning to normalcy for your organization

5) Finances- Keeping track of your clients, knowing how much time you spend working on the work requested, and sticking to the budget/contract.

6) Techonology- Websites, and VNR's Cd's are helpful tools for PR however new technolgy is needed as it always changing.
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