Test 4 ADPR3850 Clementson

roles and tasks of various

Publicists are also called sports information directors.

1. The development and maintenance of goodrelationships with sports writers and on-air personalities

2. Compilation of media kits

3. The occasional handling of player bookings and appearances

Minor league teams
- PR professionals for these teams play the role and perform the same functions as in any team for the majors.

College athletic departments:
- A school's PR department is responsible for creating campaigns to raise athlete profile & take care of the fan outreach

-equipment
-sportswear
-food and drink for sports
-sponsorships

naming rights for athletic venues

The practice of selling the naming rights of sports venues to corporate sponsors for branding purposes.

Corporations name stadiums (e.g., Mercedes-BenzStadium[s], Truist Park, Gillette Stadium)

- PR values and risks - Over 700 athletic stadiums in the U.S. carry the name of a corporation.

the tourism industry

One of world's largest, fastest-growing industries

- Tourism currently employs over 10% of the world's workforce
- It contributes around 11%, or an astounding $1.6 trillion to the U.S. GDP and accounts for 7.8 million jobs
- strong online presence with social media content has become the preferred way to attract the interest of tourists

A key source of economic development and revenue in emerging nations• PR vital: Promoting, enabling, and ensuring experiences

PR tactics for tourism

The tourism industry operates with the single goal of attracting travelers and tourists.

PR has a vital role to play in promoting tourism

- PR communications not only attract visitors but also help them reach their destinations and shape their experiences upon arrival
- Promoting a tourist destination can involve tactics such as story placements in magazines and newspapers, advertising, brochures, and pre-produced video news releases for television

social media and digital platforms in promoting events

1. colorful website - performers, links for hotels, restaurants, and transportation methods

2. YT channel - feature videos of past festivals

3. insta account - invite ppl to virtually explore all attractions

4. twitter feed - updates to changes and schedule additions

5. FB page - duplicate info and interactive Q&A

ecotourism

Ecotourism, rising in popularity, presents challenges for PR professionals who need to attract the right kind of visitors who will accept the responsibilities of respecting the environment.

Many organizations lead trips to remote and exotic natural destinations around the world.
Costa Rica is one of the leaders in ecotourism

talent

actors, recording artists, musicians, DJs, designers, authors, and models

general entertainment

films, music releases, TV and radio programs, video games, novels, magazines, online series, and concerts

content producers

filmmakers, creative artists, film producers, broadcast and publishing companies; studios, film financiers, and distributors

the needs of non profits

More than 1.5 million nonprofit organizations registered in the USA (National Center for Charitable Statistics)
- Tax exempt

Four Common Characteristics of Nonprofits:
- public interest
- goodwill
- members and volunteers
- fundraising

challenges of non profits

Fundraising, Development, and Recruiting
Major challenges:
- raising funds and recruiting volunteers
- need to cultivate relationships
- fundraising: funds through donations, one-time instance
- development: big gifts from long-term cultivated relationships

NGOs

Non-governmental organizations

Not a part of a government, nor are they operated though a government; however, they often collaborate with governments as well as other groups as partners in addressing common concerns

NGOs may also appoint well-known celebrities as spokespeople, helping attract attention, raise funds, and conduct full-blown communication campaigns that include multimedia PSAs and media kits

Typically have global presence

power of social media

facilitates the engagement of nonprofits with their publics, collection of funds, and inspirational acts of advocacy

PR tasks of health

can include focusing on community relations, internal comm, publicity, and fund-raising.

Internal communication - with doctors, nurses, aides, managers, administers, and patients

External PR specialists disperse news as well as promote services and organize public events.

what is health communication

works to help others understand more about medical treatment, health lifestyle choices, disease prevention, and more

Info to public, impact health of population

The growth of health awareness and engagement, and the building health-care landscape, comes with new communication challenges and opportunities and is a key reason the field of health comm has become a strong growth area in PR.

Career opportunities can include focusing oncommunity relations, internal communication, publicity, andfund-raising.

health communication strategies

Employee Advocacy - e.g., organization encouraging its employees to talk about their employer on social media

Consistent Communication Strategy -- Putting customers at the center provides customers with fast, easy access to information

Storytelling -- Sharing unique customer experiences and employee profiles in videos, newsletters, and on social media

PR in higher education

How universities are communicating to public
According to the Edelman survey "University Reputations and the Public," most important to the public is hearing education provides access to top job opportunities.

Improving reputation• should assure the public that universities are impacting personal lives and society for the better which is communicated online (where highly educated people discuss)

Schools' PR efforts important part of education coverage• News releases, news conferences, or PR professionals themselves are the top sources of story ideas for most education journalists

grassroots PR

"groups of people who assemble with a like-minded purpose concerning community-level or special-interest issues"

Not part of governments or for-profits
- Voluntary, self-organized, and collaborative in nature

Traditional and activism grassroots tactics
- In situations needing immediate attention and action, they may adopt activist tactics, including unannounced visits to political offices, rallies, vigils, demonstrations, boycotts, and acts of civil disobedience.

handling grassroots

Personally meet with representatives

At the receiving end of activist engagement, best practices for targeted organizations are to personally meet with representatives to share information and perspectives leading to understanding, consensus, compromise, or some mutually agreed-upon resolution.

social media tactics

consistency is key
1. brand identity
2. engagement policy
3. content calendar
4. analytics

- 2 way communication
- best platforms for your audience
- most important objectives identification

why is consistency key

Make sure the look and feel of each profile is consistent with the institution's brand identity. This includes logos, images, color schemes, and "about" messaging

Establish an engagement policy. The policy should clearly articulate expectations for all posts or comments and consequences if the policy is violated.

Create a detailed social media editorial calendar that maps planned posts for the month—reflecting your target audiences and goals.

Leverage the full potential of available analytics tools.

number of nonprofit o

Statistics and trends related to the quantity and growth of nonprofit organizations in the United States
- 1.97 million

employment of PR professionals in gov

Publicity agents and publicists in the 1800s and early 1900s were quite successful.• This prompted government agencies to start employing PR professionals to shape public opinion.

Gillett Amendment

Concerned politicians and activists pressured Congress to add the Gillett Amendment to the legislation that created the Interstate Commerce Commission (ICC) in 1913.

However, the amendment did not specify a prohibition on "communications." - The government continued practicing PR under a new name.

- Exemplifies how public policy is impacted by government relations and lobbying.

problems in public affairs and PR

Despite criticisms between political parties, government comm activities are essential to the well-being of the public, focusing on key areas such as health and wellness, public safety, and information on how citizen scan best utilize government services

The Hatch Act prohibits government communicators from promoting a candidate or elected official while working for the government.

PAO

Public Affairs Officer
- Advise senior leaders on issues
- Handle media relations
- Manage internal and community relations

Unlike private companies, military units have a duty to inform their chain of command, fellow service members, and the public about their activities

government relations and lobbying

Organization-to-government communications

Government relations: involves indirect communications
Lobbying: uses direct communications

In most cases the overall goal is to advocate your company's or organization's point of view to the government and elected officials. Usually both approaches (government relations and lobbying) are pursued to increase the impact and influence on the process.

lobbying

Engaging in activities aimed at influencing public officials, especially legislators, and the policies they enact.

In the United States, it is believed that the term originated in 19th-century Washington D.C., reportedly used by Ulysses S. Grant to describe the political wheelers and dealers frequenting hotel lobbies near the White House.

political comm process

The process operates
- downward from governing institutions toward citizens

- horizontally in linkages among political actors (e.g., candidates, advisors, and party officials)

- upward from public opinion toward authorities.

game of technological

Out-of-power party generally taking greater advantage of the latest innovations in digital communications

Stephen Early

First official White House Press Secretary (WHPS)
• appointed by FDR in 1932.
• Before, he was an editor at Stars & Stripes and an Associated Press reporter.
• Obtained the president's approval on key elements of the WHPS that still exist --> access to the president, authority to attribute his quotes and statements as press secretary, and the discretion to offer available, factual information to the press.

changing role of the White House press secretary

most press secretaries were former journalists
- now has become a political communications professional who works to shape and manage the president's message.

- also responsible for responding to the criticism from political opponents or other leaders.

global PR

The growth of major companies and the shrinkage of the world owing to the profound impact of digital and social media.

Integration of SR in global PR: Interaction of national and multinational organizations with global and local stakeholders in a process of evolution of public relations as a profession, practice and field of study.

globalization

The worldwide movement toward economic, financial, trade, and communications integration.

global public relations definition

Strategic communication and actions carried out by private, government, or nonprofit organizations to build and maintain relationships in socioeconomic and political environments outside their home location

- Understanding local culture and market environment
- Define and build organization's narrative or story
- Mold narrative to culture, climate, and technical capabilities of your target audience
- Cultural adaptation

public diplomacy

A process wherein governments communicate and build relationships with foreign publics to achieve their political objectives. With the rise of globalization, the reach of PR is worldwide.

halo effect

The positive bias shown by customers toward certain products because of a favorable experience with other products made by the same manufacturer

cultural intelligence

The ability to recognize and comprehend different beliefs, practices, attitudes, and behaviors of a group or market area and then apply that knowledge to attain goals

- Global companies have to adapt to the cultural norms and expectations of the countries where they operate
- Understand country's CSR objectives

edelman trust

The Edelman Trust Barometer reports that the world's population increasingly looks to businesses to lead because the other institutions they track—government, media, and the nonprofit community—have seen declines in their trust levels compared to prior years.

- trust built through integrity and engagement

ceo activism

CEOs and company leaders taking public positions on political and social issues on a local, national, or global basis

- Stakeholder expectations
- Social media's role
- Help shape public opinion on controversial social issues
- Increase interest in buying by customers

SR activities

Recent trend of national and local SR initiatives
- Sustainable business practices (save taxpayer money, support the community, and motivate employees in government roles—just as they do in the private sector)

- Provide communication(s) support for SR programs

- Role of the government in host, home country- Lend support where possible- Recognize and encourage company efforts

third-party mediators

- Research establishes a link between SR activities of award-winning enterprises and the image and reputation of the United States in the host countries
- Global CSR acts as a channel for U.S. firms to function as third-party mediators for U.S. public diplomacy efforts

public diplomacy and PR

Public diplomacy can now be considered a specialization in PR

- Media focus - mediated communication, global news media, improving public opinion, influencing key members of foreign audience

- Nation-branding efforts - country image and reputation

soft power approach

Soft power is built through educational programs, cultural exchanges, language training, and development tools and also through how a country "lives" its political values and its legitimately held and morally driven foreign policies.

PR knowledge and skills are regarded as "most important" and "most effective" for public diplomacy

similarities between public diplomacy and PR

- Interactive approaches that involve engagement with publics.

- Rejection of propaganda use and disinformation

- Efforts to influence political opinion formation or policy-making processes

- The need for understanding and command of global media.

ACE awards

-honors US companies for CSR abroad
-companies "good works" benefit US reputation in host countries

2020:
Abbott was honored in the Innovation category for its creation of new strategies to expand preventative health care in under served rural areas of Rwanda.

AES Panama was recognized for Sustainable Energy Security for its work creating the first natural gas fire powered plant and reception terminal in Central America

Coca-Cola Azerbaijan received the award for Women's EconomicEmpowerment for providing business training for rural women entrepreneurs, advancing women-led businesses in the tourism sector, and promoting entrepreneurship among young women.

ice bucket challenge

Ice Bucket Challenge takeaways
- Relate the campaign
- Keep it simple
- Make it fun
- Celebrity endorsers(influentials) are key

Primarily through social media, the challenge raised $115 million in eight weeks and generated unprecedented levels of awareness for the disease and the need for a cure.

Started by two Boston College athletes to raise money for a former teammate.

social media in china

Most non-Chinese social media platforms are banned, Chinese apps incorporate unique features, close relationship between platforms and government

Though a company's story is important across markets, it must be tailored to be delivered in a way that appeals to the audience. Apple is still Apple in China, but the story must be told in a different, culturally appropriate way.

4/16 extra lecture

Scientific method:
- empirical problems
- requires data collection and analysis to answer
- narrative storytelling and facts are both common

1) hypothesis formulation - statement of prediction (includes the verb "will")
2) data collection - quantity and quality
3) controlled experimentation - observable phenomenon (conditions/treatments)
4) hypothesis testing - independent/dependent variables
5) final results

1) don't reinvent the wheel
2) be skeptical of what does and doesn't work
3) take prior experiences and case studies with a grain of salt
4) do your due diligence (focus groups or seek contrary points)
5) you know what science is and is not
UNDERSTAND UR WORK