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

Research into how other organizations have handled similar issues

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

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

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)

The Extent that audiences know about the organization-what they know about it, how accurate their information about it is

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

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

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

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

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

A group that does not share any issues with the organization, and no real consequences exist to or from the organization

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

General and Global

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

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

A debasement of persuasive communication because it is associated with half-truths and hidden agendas

Involves the deeply conscious interaction of two parties in communication seeking mutual understanding

The art of using words effectively in speaking and writing for the purpose of influencing, persuading, or entertaining

The source's credibility

The logic used to support a claim

The Emotional Appeal

Helps the audience quickly and easily understand your message

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

Catchphrase in communication

Symbolic consensus

A rallying cry for supporters "only you can prevent forest fires"

Words or phrases that marketing and PR people develop to be closely associated with the organization

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

1) Defines and differentiates organization
2) Provides structure to convey a message

Message Structure

The arrangements of the message and its effectiveness

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

Exist within organization

Exist outside of organization

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

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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