Week 7 Jour 312
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This 14 page Class Notes was uploaded by Jordan Hanna on Thursday February 18, 2016. The Class Notes belongs to Jour 312 at California Polytechnic State University San Luis Obispo taught by Danny H. Eller in Winter 2016. Since its upload, it has received 27 views. For similar materials see Public Relations in Journalism and Mass Communications at California Polytechnic State University San Luis Obispo.
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Date Created: 02/18/16
Week 7 – February 16 & 17 th Media Relations – February 16 th o Cal Poly Basketball Coach With public relations get in touch with your heart o 10 important words 1. Cleanliness With your appearance, hairstyles, the way you dress, etc. Work space, restaurants and buildings need to be clean with clean bathrooms He didn’t believe Cal Poly would have a successful basketball team because the Mott gym was so nasty When they lose a game, the next day it is important for him to shave and dress nicely 2. Friendliness MacDonald’s built their success on being clean and friendly No matter what a customer says, you smile and figure it out People will be more rude over the phone, email, social media 3. Transparency: honesty Bottom line up front (BLUF) You have more respect from your teacher or boss when you understand the bottom line Calling out rude behavior is ok It’s legal to say whatever you want but is it right in your heart? 4. Technology It is so normal for our generation compared to past generations Marketing you’re always using technology to increase your product Technology will never replace the pupils for public relations Looking someone in the eye and talking to them works better than through technology If someone is writing the basketball team a check, you thank them in person not over email It’s important, but not as important as talking to people from your heart 5. Work Ethic “You have a one day contract” Yesterday and tomorrow aren’t here… it’s just today Stop worrying about who you are impressing Don’t worry about what happened yesterday and what you need to get done tomorrow Focus on going to work today 6. Organization If you have a clean car and house, calendar, and a spot for everything, than you are organized If you aren’t organized you should work with an organized assistant Everything I need to do is telescoping and micro scoping Telescoping: this is on my calendar so I don’t need to work on it right now, I will work on it in the future Micro scoping: days leading up to event, you remind yourself of what you need to do It is important to recognize your short comings and weaknesses 7. Natural PR Personally: everyone has a unique background and personality, so you need to share it In job interviews tell them interesting things about yourself, “I am a child of 16!” It can start conversation and bring up things you have in common Professionally: use your personal skills in a professional setting 8. Loyalty No matter how much you want to kill your siblings, at the end of the day you still love them If we could have that mentality with other people in your life things would be a lot different Keeping in touch with teachers, coaches, and bosses after your time spent with them is important When you have children, you truly understand loyalty—giving your life up for someone else 9. Celebrating Success There is a reason for graduation parties, birthday parties, etc. Being able to look back and remember parts in time Celebrating the recognition of one’s success 10. MeOptic and WeOptic Meoptic: getting yourself what you want Weoptic: when the consumer and director get what they want When the real success comes Working with the Media – February 17 th o If you don’t tell your story the media is going to tell it o Planning Identify your news The message you want to distribute an announcement (your program’s anniversary) For information only (your program has received an award or renewed funding) A call to action (a proposal to cut your funding is on the ballot and you want people to vote against it) Clarifying your story helps you focus your plan If someone you interviewed said “Off the record, blah blah blah, but you have to keep this quiet for another week” First off, nothing is off the record Second, once you release information it is now public o Target your audience Who needs to know? Who needs to be moved to action for you to achieve your goals? The audiences you target will help determine the rest of your plan Clearly and accurately identifying who you need to reach can also control your promotional costs and the amount of time and energy spent to reach them o Create a media plan: a successful plan has 4 components 1. Goal: think big picture here (in general terms) 2. Objective: what results or action do you expect to see? 3. Strategy: support your objective and define the general approaches you’ll take to achieve them 4. Tactic: these are the specific action items you’ll do to support your strategies o Developing key messages What is the problems? What is the solution you’re proposing? Call for action o Create talking points Develop 35 talking points Don’t talk about too many things because they cant answer all your questions Develop sample answers to questions reporters may ask You might start talking about other things and asking other questions you didn’t plan on o “Pitch” or sell your story 1. Identify the reporters for your issue 2. Identify your news 3. Develop a concise, creative pitch letter 4. Know your topic 5. Call the reporter back o Press Release Step 1: Planning the release What is it about your news that makes it newsworthy? Is the information of general interest (not just selfpromotion)? Can you provide a new perspective? Is it about something that affects the lives of the public in some way? Is it unusual or out of the ordinary? Only 1 page because that is enough to read Step 2: Formatting a press release For immediate release The information can be used as soon as it is received Embargoed until (date/time) The information cannot be used until the date/time specified Date the release is distributed Contact information (name, phone, email) Organization’s logo Headline Set in all capital letters, boldface or underlined, up to four lines long and centered on the page Dateline (city/sate and date) First paragraph, summary of most important message Anticipate the reporter’s story and try to provide his opening paragraph for him/her Supporting paragraphs with quote Boilerplate (canned information about your organization) “More” if release is more than one page; ### on last page of release (centered on bottom of page) Step 3: Writing the release Write in inverted pyramid style: put the most important information first, the least important at the bottom WHO is making the announcement (usually your organization)—but remember, YOU are not the news; the news is what is being announced WHAT is being announced WHERE the event will take place WHEN it will happen (date and time) WHY it is important HOW it will be done Double space but try to keep release to one page Include one or two substantive quotes, identifying the spokesperson by name and title End the release by centering ### at the bottom. If your release runs more than one page, center the word “more” at the bottom of the first page and write :Page 2—[subject reference]” at the top of the second Think about what would make YOU read this story: will the issue personally impact people in the community) either negatively or positively)? Is it unusual for any reason: the first of its kind… or the end of an era? Is it attracting large numbers or new funding? Subsequent paragraphs should frame and further clarify the issue, including one or two quotes “Be sure to identify people you quote by name and title,” says Jane Doe, this organization’s spokesperson “Keep your quotes substantive to ensure they make the editor’s cut.” The final paragraph of your release is the place for your boilerplate: standardized two or three sentences about your organization and its mission o Media Alert Often used to draw media to an event such as a press conference It is a summarized press release that provides details in an easytoread bulleted format and should never be more than 1 page Be sure to highlight photo opportunities for television cameras Fax or email the media alert to: Newspapers: one to two weeks prior to your event for dailies, up to three weeks prior to your event for weeklies Television: two to three days prior to your event for local TV news, two to three weeks prior to your event for talk shows Radio: two to three days prior to your event o Controlled and Uncontrolled Media Controlled Media: channels over which practitioners exercise control of content, timing and placement Advertising uses controlled media Greatest strength: message control Greatest weakness: credibility You generally pay more for control Uncontrolled Media: someone else exercises control of content, timing and placement Publicity results from the us of uncontrolled media Greatest strength: thirdparty credibility Greatest weakness: loss of control Tend to be less costly o 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 Strives to achieve the specified objective Are evaluated o Tactics and Traditional Publics Employee Relations Tactics Facetoface meetings Newsletters Magazines Videos Bulletin boards Speeches Intranets Email Instant messaging Special events Media Relations Tactics News release Media kits: fact sheets backgrounders, photo opportunity sheets, and more Media advisories Pitches: letters, email and telephone Video news releases Actualities Digital newsrooms News conferences: should be used only when both necessary and newsworthy Public service announcements Guest editorials/commentaries Letters to the editor Interviews: satellite media tours Stories for trade or association magazines Investor Relations Tactics Websites: webcasts Newsletters and magazines Letters and email Annual meetings Annual reports For important intervening publics: news releases, media advisories, teleconferences, videoconferences, webcasts, facetoface meetings Community Relations Tactics Volunteering Donations and sponsorships Cause marketing/cause branding Speeches Open houses/tours Facetoface meetings Government Relations Tactics Lobbies and lobbyists Grassroots lobbying Political action committees Soft money Disclosure documents Customer Relations Tactics Productoriented news releases and media kits Special events Open houses and tours Responses to customer contacts Cellphone messaging and mobile marketing Letters Newsletters News releases and media advisories News conferences Speeches Blogs Facetoface meetings Interactive websites Business Relations (B2B) Tactics Many B2B tactics are marketing tactics: personal selling, price discounts, etc. Some B2B tactics are pure public relations: magazines, stories in trade magazines, extranets Social Media Tactics Blogs Micro blogs Social networks Content communities Wikis Podcasts Social bookmarking services Social media news releases Accomplishing the Tactics Delegation Deadlines Quality control Communication within the team Communication with clients and supervisors Constant evaluation o Formulation Action and Response Strategies Proactive Communication Strategy Proactive Strategy: strategy implemented according to the planning of the organization, such under the conditions and timeliness that seem to best fit the organization’s interest Communication Strategy: category of proactive strategy that includes publicity, newsworthy information and transparent communication Publicity: the attention given by the news media to an organization, person, event, product or idea Why? It provides thirdparty endorsement, meaning more credibility Who is credible? Gatekeepers Reporters, editors, news directors, anyone who controls access to the media How to garner publicity: present newsworthy information with a visual dimension Newsworthy Information Newsworthy News Media’s Attention Public’s Attention Circle A: Information about organization Circle B: Interest of News Media Circle C: Interests of Key Public How to give newsworthy information: Get to point ABC (strategic news): information about the organization that is of interest to both the news media and key publics Transparent Communication Open and observable activity by an organization that helps publics understand the organization and support its actions Why? Creates a climate of understanding and involvement when the organization does something that affects the publics How to communication transparently: Be thorough and leave publics with no questions Media Theory and Public Relations Helps explain the role of news media AgendaSetting Theory: the news media tell us what to think about, but not what to think Media agenda public agenda Priming Theory: the media set the stage to provide the context for public discourse on a topic Ex: voters evaluate political candidate based on taxation, abortion, gay rights, and other topics selected by the media Framing Theory: the media provide a perspective or frame or reference that influences public disclosure on a topic Reactive Public Relations Strategies An approach to organizational strategy in which an organization responds to influences and opportunities from its environment Preemptive Action: action taken before the opposition launches its charge against the organization Prebuttal: when bad news is inevitable, address it first before the opposition does Offensive Response: strategies that are used in response to criticism. Assumes the organization is operating from a position of strength Attack: the accusation of wrongdoing is a smear attempt by the accuser Embarrassment: lesson opponents influence by using shame or humiliation Shock: deliberate agitation of the mind or emotions in order to make a points Threat: harm will come to the accuser, such as a lawsuit
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