PR EXAM2

PR writing should be

• active

• short

• simple

• organized

• convincing

• understandable

CURSE OF KNOWLEDGE:

Writer fails to explain jargon, complex terms

SUCCESs

simple, unexpected, concrete, credible, emotional, storytelling

Inverted pyramid

most important to least important info

Whats a news release’s purpose

• to influence a company to write favorably about the organization

• to stimulate editors to consider writing a cover story

how is a news release written/distributed

• standard format

• email, fax. website, wire services

why do news relseases fail

• poorly written

• not localized

• not newsworthy

what should a news release think about

• oddity

• impact

• conflict

• prominence

• proximity

• human interest

how to write a news release

• headline

• lead, 5 Ws H

• contact info at top

• “for immediate release”

• has dateline at first sentance (where/when)

• headline/date/page (slug) at the top of each page

• boilerplate at bottom (paragrapgh about organization)

• ### at bottom

how to write for the internet

• be breif and succinct

• use links to additional info, audio, video, or visuals

• write short, clear headlines

SEO

process of improving digital communication tools to increase visibility in search engines like google

Fact sheet

a companion to a traditional news release, has bold heads and short paragrapghs with 5 Ws and 1 H, allows news worker to see the entire scope of the story

Backgrounder

offers the news worker the story behind the story, how the issue/topic came to be

media alert

invitation to media to cover an event

what makes news?

• broad population impact

• local relevance

• emotional connection

• topic is timely

• adresses 5 Ws

changing media landscape

traditional news media are struggling

• more layoffs

• more generalists reporters rather than specific

• traditional, online and social

• nonprofit media losing funding

• 24/7 news cycle, race to be first

gatekeeping

role of editor/producer in media setting, need to identify gatekeepers

crafting a pitch includes

• demonstrate research

• focus on the subject line

• be short, straightforward and show value

• offer exclusitivity

• attach nothing

best practices when working with news media

• research- what do they cover?

• reach out- send a pitch or press release

• attend industry events

• hold your own events

• consume the media

agenda setting

media tells us what to think about

framing

media tells us how to think about something

excellence theories

focus on building mutually beneficial relationships between a company and its consumers

CSR

how companies positively impact communities in a way that dosent aid them financially

press agent or publicity

• one way communication

• persuades consumer and manipulates

public information model

• one way communication

• uses press releases to distribute info to consumers

two way asymetrical model

• imbalanced two way communication

• uses persuasion to manipulate audience to behave as desiresd

two way symmetrical model

• two way communication

• uses communication to negotiate with public and hear feedback

What are the news values

• impact

• distinctive

• conflict

• prominence

• currency

• human interest.

difference between social and traditional media

• social media publishes then filters

• traditional media filters then publishes

social media

• fast

• evolving

• everyone participates without permission

• reaches large and small audiences

• creates communities of interest

traditional media

• not fast

• collasping

• participation by permission

• greater reach

• subscribers

• professional standards

Social network theory (SNT)

examines the world of interrelationships amoung people and organizations

Value of social networking for PR

allows practitioners to be strategic about using certain platforms to target specific audiences

usefullness of social media platforms with SNT

• network size and quality

• social distance inclines others to do favors

• network diffusion- quick spread of messages

• complexity- the simpler the message the faster it spreads

how to protect a brand

• anticipate

• set policies

• reherse youre response

• sponsor sites for employees to vent

• stay relevant

KPI

a metric that helps understand how you are doing against objectives- connect to busines goals

influencers

online experts who cultivated a recognized brand

working with social media influencers

• grabs public attention

• creates credibility

• can collaborate through discounts, giveaways etc

• can risk not staying with objective or a scandal

best practices using social media and digital channels

• permission based communications

• transparency

• search engine optimization

• build relationships

• UGC

Sean Greenwood and Ben and Jerrys

• if there is something your brand says the stick up for, they need to show that they will go out and do it

• Ben and Jerrys isnt afraid to be a part of contreversy

• not cause related marketing

• business has a responsibility to get back to the community

• B&J equally supports their product, the economy, and social issues

cause related marketing

Activism on a topic of interest that will gain attention audience from consumers

value led activism

Activism on what the company believes no matter what it’s consumers believes and acts on it

CSR and sustainablitity communications

the sum of voluntary activities done by the descretion of the company

CSR is what type of action

voluntary

Seven Pillars of strategic CSR *

• integrated with culture and planning

• business revlevant- connects with core operations

• stakeholder interests- seek to understand and responds to stakeholder needs

• startegic plan- objectives identified to meet goals

• optimized value thats created

• evealuation- specific plan should be put in place to evaluate program

• not short term- long term allows impact

CSR practice areas

• cause promotions

• cause-related marketing

• corporate social marketing

• corporate philanthropy

• community volunteering

• socially responsible business practices

corporate philanthropy

companies giving money to causes

Primary stakeholders

those directly financially involved in the company (employees, investors etc)

Secondary stakeholders

those not financially effected by the company (customers)

what is greenwashing

being self promotional but not performing action on beliefs

how can community relations be defined as

• locally

• nationally

• globally

• virtually

community relations

Companies helping the needs of their local community

community relations expectations

• determine what the community knows about your organization

• inform the community of the organizations POV

• negotiate between the community and organization

what are the three dimensions of corporate culture

• The physical enviroment

• atitudes and beliefs

• behavior patterns

SHOC model*

• Strategic- where is my company going? whats my role?

• Honest- be upfront, the good and the bad

• Open- two-way communication

• Consistent- deliver regular communication and celebrate sucess

What makes employee communication effective?*

SHOC

Best Practices for employee relations

• integrate internal and external communication

• make time for face to face communications on a consistent basis

• use an integrated approach to insure the right info is acessible at the right time

• over communication leads to retention

• set a clear direction

• help senior managers be visable

• give employees a voice

• integrate internal and external

• convey a friendly tone

• show a sense of humor

permission based communications

asking for content from consumers so they feel more comfortable with company

Strategy

overall goal

Tactics

specific ideas that support the strategy

SMART Objectives

Specific

Measurable

Attainable

Relevant

Time-bound