Study Principles of PR Final Flash Cards

 
Pile Management Card
Principles of PR Final

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organizational commitment levels (3)
1. effective
2. normative
3. continuous
proactive media relations
public relations professional or agency making an effort to organize and distribute information to the media regarding their client (BEST CHOICE!)
reactive media relations
public relations professional or agency responding to questions asked by media
three categories of crises (can be violent or non-violent)
1. acts of nature
2. intentional
3. unintentional
non-violent crises
sudden upheaval, but damages are delayed or minimal (ex: insider trading, workers' strike)
violent crises
immediate loss of life or property (ex: Katrina, terrorism, product tampering)
crisis
significant threat to operations w/ negative consequences that is usually directed at org, stakeholders, and/or industry
-public safety
-financial loss
-damaged reputation
5 rules for message strategy in a crisis
1. demonstrate empathy and concern
2. take responsibility if it's your fault
3. use only one spokesperson (usually CEO)
4. make sure to communicate confirmed facts
5. internal/external communication
steps to crisis planning (3)
1. monitor trends and public opinion to prevent crisis
2. analyze business to determine risk
3. prepare for most likely and most devastating circumstances
key elements of corporate pr (4)
1. integrating
2. coordinating
3. preserving
4. problem-solving
corporate pr
overarching umbrella for consumer pr, internal communications, community relations, and crisis mgmt
what are the four trends in PR?
1. pr has evolved from MANIPULATION to UNDERSTANDING, NEGOTIATION, AND COMPROMISE
2. pr practitioners have progressed from FIREFIGHTERS to CRISIS MANAGERS
3. pr has changed from being MARKETING/SALES SUPPORT to INTEGRATED COMMUNICATION
4. pr has changed from focusing on SHORT-TERM ITEMS to LONG-TERM RELATIONSHIP development
criteria for community relations programs (8)
1. create a solution
2. eliminate a problem
3. develop tools
4. broaden use of something
5. share equipment, facilitates, and professional expertise
6. reconstitute, repair, dress up
7. tutor, counsel, train
8. activate others
goal of community relations
-going beyond being a good neighbor
-determine what the strengths/weaknesses are in the community
-determine if these strengths/weaknesses can be matched with org. objectives
community relations
an institution's planned, active, and continuing participation w/ and w/in a community to maintain and enhance its environment to the benefit of both the institution and the community
trends in employee communications (6)
1. greater expectations of mgmt
2. move towards digital communication
3. shift in culture and who works there (mobility and diversity)
4. storytelling model
5. bottom-up rather than top-down
6. shift towards listening model
organizational commitments (OCs)
the most important factors in building positive relationships between an employee and his/her organization
employee organization relationships (EORs)
the relationship between an org. and its publics is the focus; a psychological link forms between the employee and his/her org. that makes it less likely for him/her to leave
continuous org. commitment
rewards of staying vs. costs of leaving
-ex: health care benefits, pay rate, number and amount of bonuses, vacation time
normative org. commitment
obligation to company
-ex: spouse, good friend, or family member is employer or fellow employee
effective org. commitment
emotional link with company
-ex: values and attitudes fit well with company
what variables influence employee communication possibilities? (3)
1. size of organization
2. location(s) of organization
3. number of languages spoken/cultural differences
broad topics usually chosen by successful internal media... (4)
1. employees' understanding of their role in organization
2. clarification of management policies
3. employee well-being and safety
4. recognition of employee achievements
best practices of employee relations
1. consistent external and internal communication efforts
2. train all managers and supervisors to be effective communicators
3. facilitate face-to-face and one-on-one communication
4. use multiple channels
5. understand employee motivations, desires, emotions
6. build trust
building blocks for effective internal communications (2)
1. investment in extra time, energy, innovation
2. culture communication especially important for international business
characteristics of employee relations (2)
1. goal is for effective and ongoing two-way communication
2. strive for participatory organizational culture
employee relations
activities that are intended to build a sound relationship between the organization and its employees (especially between management and rest of workforce)
guidelines for media advisory (6)
1. details should entice reporter to attend event
2. don't include too many details (just basics)
3. use headline to catch reporter's attention and explain newsworthiness
4. focus on opportunities for photos or film
5. be careful where and to whom you send advisory
6. follow up once (don't be a pest)
guidelines for a lead in press release (7)
1. first 10-12 words are most important
2. be careful with both details and word choice
3. describe news before saying who announced it
4. wait until you have enough info
5. should answer "so what?" question
6. should be visually inviting
7. don't try to say too much
guidelines for preparing press conferences (3)
1. plan carefully
2. prepare executives and others to be involved
3. coordinate the meeting w/ PR practitioners serving as directors and stage managers
when should you hold a press conference?
only when you have news that is newsworthy enough for the attention
news/press conferences
structured opportunities to release news simultaneously to multiple media outlets w/ an opportunity for the media personnel to ask the subjects questions
why do PR professionals use editorial calendars?
they use them in an attempt to increase their chances of coverage
editorial calendars
shows the major editorial features planned for future issues of a newspaper or magazine
media kits
a collection of publicity releases packaged to gain media attention
media outlet news cycle (3 forms)
1. magazine: longest lead time, start 3-6 months before issue dat
2. broadcast: shortest lead time, follow up same day
3. newspapers: same day or next day
when do you use a media advisory?
used for...
-press conferences
-special events
-speakers
-demonstrations
-celebrity activities
press release vs. media advisory
media advisories are typically shorter (less than one page) and focus on visual elements
media advisory
announcement of an event that you want media (specifically TV cameras) to attend
-also includes who, what, why, when, where, and how
financial press release
shareholder info sent to financial media and financial sections of business pages
-ex: General Mills
product press release
new products or lines, often sent to trade magazines, that stress both product and consumer use of product
-ex: Mazda
publicity release
general info about organization's activities
-ex: Spyder
personnel press release
-new hire, new accounts
-sent to B2B and business section of newspapers
-ex: PSB Hire
what are the 4 types of press releases?
1. personnel press release
2. publicity
3. product press release
4. financial press release
4 guidelines for press release (besides inverted pyramid)
1. be concise and accurate
2. avoid technical terms or acronyms
3. use quotes (except for in lead)
4. stress local angle
what shape should your press release be modeled after? name the parts... (4)
inverted triangle
-headline
-lead
-important facts
-any other facts
why use press releases?
press releases are used to...
-announce a new product
-personnel changes
-survey results
-respond to legislative decisions
-share financial earnings
-talk about community events
elements to include in press release (5)
1. full contact info
2. headline
3. date and city
4. lead
5. hook
press release
a news story prepared for the media by an organization
-explains who, what, where, when, why, and how (usually within first few sentences/lead)
4 most common types of information tactics
1. press release
2. media advisory
3. media kit
4. VNRs
steps to contacting media (3)
1. build media list
2. send out info, packaged in appropriate form
3. follow up w/ personal contact
types of media publics (6)
1. newspapers
2. newswires
3. magazines
4. radio
5. TV
6. online news services
3 things that happen in each frame...
1. issue defined
2. responsibility determined & explained
3. potential solutions suggested
5 ways frames set the story...
1. symbols
2. visuals
3. context
4. themes
5. storytelling techniques
What are the four ways PR professionals use media framing?
1. signify what is important
2. increase message relevance (public and journalist)
3. ensure message is interpreted as intended
4. decide what to include, exclude, and emphasize w/in message
Media framing promotes... (4)
1. particular problem definition
2. causal interpretation
3. moral evaluation
4. treatment recognition
construction of social reality
any group of people must agree on symbolic meanings of objects and concepts
importance of media framing
organizations and their publics must share common frames of reference about topics or issues of mutual concern, and framing puts message into context
three main parts of media framing
1. value-driven process
2. how messages are created and given meaning
3. involves selection and salience
media framing
value-driven process that strives to select an aspect of perceived reality and communicate it in a more salient manner
deadlines for news stories (magazine & TV)
magazine = 6 months in advance

TV = asap
reporter's goals in media relations (4)
1. meet deadline
2. get to key sources
3. get the story right
4. make story of interest to readers/viewers
what six elements make news (media relations)?
1. consequence
2. timeliness
3. proximity
4. prominence
5. uniqueness
6. human interest
important media relations considerations (3)
1. responsibility comes w/ 3rd party credibility added to messages
2. relationship = mutual dependency
3. make sure client understands role of journalist (proactive vs. reactive)
media relations activities (3)
1. share breaking news
2. getting certain points of a story told
3. correct any misinformation or inaccuracies
media relations (definition)
contact w/ journalists and editors to share news about an organization
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