COM 107 Gorham M003 Lecture Notes 10/1/2015 - 10/6/2015
COM 107 Gorham M003 Lecture Notes 10/1/2015 - 10/6/2015 COM 101
Popular in Practical Grammar For Public Communication
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This 4 page Class Notes was uploaded by Megan Shelton on Tuesday October 13, 2015. The Class Notes belongs to COM 101 at Syracuse University taught by K. Johansen in Summer 2015. Since its upload, it has received 7 views. For similar materials see Practical Grammar For Public Communication in Communication at Syracuse University.
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Date Created: 10/13/15
Megan Shelton 1062015 STRATEGIC COMMUNICATIONS Using communication media to reach an organization s goals Advertising 0 Using media to persuade directly Public Relations 0 Using media and media relations to influence media frames and media agenda 0 Using media to reach people directly Twitter Facebook For corporations selling products Marketing STRATEGIC COMMUNICATIONS PUBLIC RELATIONS Definition Public relations is a management function that serves to establish and maintain lines of communication between an organization and its publics PR is topdown and bottom up Management gt PR practitioners gt Publics Publics gt PR practitioners gt Management A public people who share a common relationship with your organization Who are SU s publics PUBLIC RELATIONS GOES UNDER MANY NAMES SU has an Office of Universitv Communications Corporate communications University Communications Public affairs Public information Consumer affair Public information officer Corp relations Community relations Press secretary Public affairs officer Spokesperson WHY ALL THESE NAMES PUBLIC RELATIONS IS DIFFERENT FROM Marketing marketing focuses on product PR on organization s image Advertising advertising has total control over message because you PAY PR disseminates info thru other means news media lobbying Journalism journalists are supposed to be objective PR practitioners are advocates Journalism and PR have a tense relationship but it is also an interdependent and mutually beneficial relationship PR needs journalists to get messages out add credibility and legitimacy Journalists need PR s access to organizations and PR s story ideas But how much of PR is really news WHAT DO PR PEOPLE DO Media Relations Proactive press releases Reactive answer queries Community Relations Corporate contributions Event planning Employee Communications A key public Investor and Financial Relations Annual reports Public Affairs Government Relations Lobby Trade groups Crisis Communications Really tests PR IN THE AGE OF SOCIAL MEDIA MINICRISES CAN POP UP EX EMPLOYEES TWEETING ON CORPORATE ACCOUNTS Ethics Two approaches 0 Deontological ethics rulebased Q How well does an action conform to an ethical rule regardless of CORSGCIUGRCGS Q TeIeoIogicaI ethics ends justify means 0 An act is good or evil based on result very concerned with COHSGCIUGDCGS CRISIS COMMUNICATIONS 3 EXAMPLES OF THE IMPORTANCE OF PR The Good Johnson amp Johnson Tylenol 1982 Problem People dying from product Action Chief PR guy goes to scene Open Information Policy Safety first regardless of cost Proactive cooperation Public Opinion Polling Introduced tamperresistant packaging Reaction After six months saIes back to near normal The Bad Penn State 20112012 Problem Former employee arrested for child molestation possible coverup Actions When first got info on Sandusky Tried to conceal Did not contact authorities Kept key stakeholders in dark ie Trustees Put shortterm image above longterm reputation Actions When story was revealed Did not have PR plan in place response chaotic Voiced support for employees without having facts Did not speak with single voice Reaction unprecedented sanctions damaged reputation The P in PSU stands for Other notable Bads Q Exxon Valdez oil spill 1989 0 Ford Explorers Firestone Radial ATX tires 2000 Q Deepwater Horizon BP oil spill 2010 0 VW 2015 In all cases bad things happen but companies 0 Put responsibility on someone else 0 Obfuscate issues coverup not forthcoming 0 Put shortterm gain ahead of longterm consequences THE UGLY Hill amp Knowlton and Citizens for a Free Kuwait Problem Homeland invaded need US help 1990 Action Hire US PR firm to sway public opinion in favor of war Help Navira tell story before Congress Reaction Narrow Senate vote to authorize war But CFK funded by Kuwaiti Government Nayirah Kuwaiti Ambassador s daughter not even in Kuwait at the time Incubatorbaby story big lie
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