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8/8/2019 PUR3000 - Test 3 (Chapters 14-19)
1/12
IntroductionMarshallMcLuhanwrotethat"theworldisaglobalvillage".Asaconsequence,thepracticeofPRisverymuchaninternationalphenomenon.
We'retransitioningfromanageof"globalization"tooneof"cognitiveunderstanding,"wherecitizensarecompelledtobecomebetteratabsorbing,
processing,andcombiningtheinformationthatisreadilyavailableallaroundthem.ThePRchallengefororganizationsandgovernments,hasalso
increased.In2008,PrimeMinisterWenJiabaoofChina,jumpedintothesocialnetworkingworldwithapageonFacebook.
Astradeandinformationflowshavebecomeborderless,sohasPR.There'salsoadarksidetothis.Theimagesbeamedbysatellitesandtheinternet
havefomented
misunderstandings
and
jealousies.
OperatingAroundtheWorldTheactionsofindividualsandorganizationsinonepartoftheworldarefeltinstantlyandirrevocablybypeoplearoundthe globe.Asaconsequence,
multinationalcorporations,mustbesensitivetohowtheiractionsmightaffectpeopleofdifferentculturesindifferentgeographies.
Americancompanies,witheightofthe10mostpowerfulbrandsintheworldarethemostprominentoftheprominent.
TheTopTen:CocaCola,IBM,Microsoft,GeneralElectric,Nokia,Toyota,Intel,McDonald's,DisneyandGoogle.
Allforeigncompaniesoperationinternationallymustconstantlyreinforcethenotionthattheyareresponsibleandconcernedresidentsoflocal
communities.MostresorttothePRphilosophyofleadingwiththeproperactionandthencommunicatingit.
Forexample,McDonald'shasaposterinthewindowoftheJakartaMcDonald'sthatreads:
"InthenameofAllah,themercifulandthegracious,McDonald'sIndonesiaisownedbyanindigenousMuslimIndonesian."
Themostwellknowncompaniesandbestbrandsintheworldobserveamantraof"thinkingglobal,actinglocal"inordertowinlastingfriendshipand
supportinothercountries.
HopscotchingtheWorldforPRInthe21stcentrury,PRhasbecomeaglobalphenomenon.Majorpoliticalshiftstowarddemocracy,therapidityofworldwidecommunications,andthe
moveto
form
trading
alliances
have
focused
new
attention
on
PR.
In2000,theGlobalAllianceforPRandCommunicationsManagementwasformallyestablished.Thepurposeofthealliancewastoprovideaforumto
shareideasandbestPRpractices,seekcommonstandards,andprovideabetterunderstandingofeachcultureinwhichpractitionersoperate.
Canada
CanadianPRistherivalofAmericanpracticeintermsofitslevelofacceptance,respect,sophistication,andmaturity.The CanadianPRSociety
(CPRS),formedin1948,representsmorethan1600PRprofessionalsin16membersocietiesthroughoutthecountry.CPRSmaintainsacodeof
professionalstandardsthatrevolvesaround"dealingfairlyandhonestlywiththecommunicationsmediaandthepublic."
Canadainrecentyears,hasbecomeanationofnations,withgreatmulticulturaldiversity.DealingwithdiverseethnicityalsobecomesaPR
challenge.
Europe
TheformationoftheEuropeanCommunityin1992,hadmajorimplicationsonthepracticeofPR.
Importanceofreputationmanagementinanincreasinglyglobalizedworld
FavorabletaxreformsincountrieslikeCzechRepublic.
PoliticalStability,
and
Relativelystronganddemocraticeconomies.
AmongthefactorsthathaveenhancedPRgrowth,are:
TheUKremainsthesecondlargestmarketforPRintheworlds.TheCharteredInstituteofPR,inLondon,isthelargestprofessionalorganizationin
Europe.
LatinAmerica
ThefieldismosthighlydevelopedinMexico,wherePRpracticebeganinthe1930's.MexicancorporationsallhavecommunicationsandPR
departments,andmanyemploylocalorUSPRagencies.MexicanschoolsofhigherlearningalsoteachPR.
Argentina,Brazil,andChileallhavedevelopedpracticesalso.PresidentHugoChavezinVenezuela,alsoisazealousproponentofspreadinghis
messagefarandwidethroughmediachannels.
Japan
InJapan,thepracticeofPRiscontrarytothenation'sculturalheritage.Japaneseculturevaluesmodestyandpromotessilenceovereloquence.
PR,mistakenlyequatedwithselfpublicity,hasthereforenottraditionallybeenvaluedinJapanesesociety.
Although,theJapanesetakealowkeyapproachtoPRwork,thefieldisgrowing.
JapanesePRdiffersmarkedlyfromthatoftheWest.Forexample,theneedformaintaininganoutwarddisplayofharmonythatinfluencesmuch
ofJapanese
business
has
ramifications
for
PR.
The
majority
of
Japanese
companies
prefer,
instead,
to
disseminate
only
the
most
positive
news,
takingcarenottoboastorappeartotriumph,throughthefailuresofothers.TheneedforeffectivePRinJapanisindisputable.
China
Chinaranksfifthinworldtradeandisclimbing.WesternstylePRis arecentphenomenoninChina,andthenumberofPRprofessionalsare
certaintoskyrocket.Oneofthegreatestchallengesforindigenousbusinessenterpriseswillbeincreasedforeignanddomesticcompetition.PR
willbecalledontohelpdifferentiatetheseenterprisesfromthecompetition,andaccordingly,manyforeign PRagencieshavemovedtoChinato
takeadvantageofthepresumedactivity.China'snewcommercialopennessoccasionallyclasheswithitstraditionalstatistgovernment,yielding
conflictingcommunicationsmessages.However,thePRbusinessinChinahasonlyjustbegunandwillenjoyabrightfutureinthe21stcentury.
Asia
IncertainAsiannations,newsreleasesareprintedverbatim:apracticenotfollowedintheUS.
PRpracticeinIndiaislargelyasubordinateofthemarketingfunction.ThisisnotuncommonthroughoutAsiaandaroundtheworld.
Russia
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ThepracticeofPRinRussiahasbeensteadilydeveloping.LargeAmericanPRfirmshavesetupbasesthere,already.PRNewswireincombinations
withthenewsagencyTass,distributesnewsreleasesformUScompaniestodifferentlocations.ReleasesaretranslatedintoRussianandreach40
newspapersinMoscowalone.
WhenPutin'simagetumbledin2006,thethenpresidentenlistedmediaadvisorstoembarkonanemergencypropagandacampaigntobolster
Russia'simageamongitscitizens.SummarizedthelessthandiplomaticKremlinadviser:"TheRussianshavebecometheJewsofthe21stCentury.
TheyareregardedasthepariahsofEurope."
AustraliaandNewZealand
AustralianPRpractice,likeAustraliansthemselves,ismorelowkeyandlessflashythanAmericanpracticebutnolesscompetentand
sophisticated.
InNewZealand,PRispracticedthroughlocalandinternationalPRagenciesandcommunicationspractitionersatmajorcompaniesandnonprofits.
OneNewZealandnonprofit,wasaccusedin2006ofbeing"moreinterestedinPRthaninhealthcare."Itshockedthecountrywhenithad
increasedits
PR
staff
by
45
percent
while
increasing
its
medical
workforce
by
just
14
percent.
MiddleEast
ThepracticeofPRhasgrownnicely.ItisfardifferentthanthatpracticedintheUS.
InEgypt,accordingtoanativeconsultant,"PRisanoldfashionedthing.It'stheguywhogoestotheairport;it'stheflowerarrangementina
hotel;it'sthingslikethis."Thatmaybethecaseforsome.However,itisalsotruethatinEgypt'sintensebusinessenvironment,PRisessentialto
givingthepublicaclearerimageofthetruth.
WhatisindisputableintheMiddleEastisthateventerroristshaveadaptedthetechniquesofPR.Evenpublicenemy#1Osama binLaden,,the
orchestratoroftheattacksonAmerica,isasavvystudentofPR.AlQaedaterroristleadersregularlyusetheinternetandArablanguagetelevision
tospewouttheirmessagesoffearandhate.
ThemostsignificantmediaplayerintheMiddleEastwasAlJazeera,theArabnewschannel.Criticscallit"radicalandbiased";it'sadmirerslionize
it.
CommunicationtotheGlobalVillageADanishnewspaperpublishedcartoonsthatdepictedtheprophetMuhammadinanunflatteringlight.Thecartoons,setoffafirestormintheArab
world.Oneofthemostactiveglobalcommunicationsfactorsarethetensofthousandsofnongovernmentalorganizations.Forminimalexpense,such
organizationscanspreadtheirviewsacrosstheglobe.SuchNGOshavebecomeincreasinglyinfluentialinworldaffairs.Theyareconsultedbygovernmentsaswellasinternationalorganizations,whichhavecreatedassociativestatusforthem.
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IntroductionCommunication, thatiseffectivewritingandspeaking,istheessenceofthepracticeofPR.There'snosubstituteforclearandpreciselanguagein
informing,motivatingandpersuading.
WritingfortheEyeandtheEarWritingforareaderdiffersdramaticallyfromwritingforalistener.Forexample,areadercanscanmaterial,studyprinted words,dartahead,andthen
reviewcertain
passages
for
better
understanding.
A
reader
can
check
up
on
awriter;
if
the
facts
are
wrong,
for
instance,
areader
can
find
out
pretty
easily.Tobeeffective,writingfortheeyemustbeabletowithstandthemostrigorousscrutiny.
Alistener,getsonlyoneopportunitytohearandcomprehendamessage.Ifthemessageismissedthefirsttime,there'susuallynosecondchance.This
situationposesaspecialchallengeforthewriter tograbthelistenerquickly. Alistenerwhotunesoutearlyinaspeechorabroadcastisdifficultto
drawbackintothelisteningfold.
FundamentalsofWriting
Relatetothereaderi.
Engagereader'sattentionii.
Cibcerbtgereaderiii.
Beinthereader'sinterest.iv.
Theideamustprecedetheexpression.
Writingrequiresideas,andideasrequirethought.Ideasmust:
1.
Thetrickincomingupwithcleverideasliesmoreinborrowingoldonesthanincreatingnewones."Don'treinventthewheel."
Don'tbe
afraid
of
the
draft.
Afterdecidingonanideaandestablishingthepurposeofacommunication, thewritershouldpreparearoughdraft.Writingcanusuallybe
improvedwithasecondlook.Thedrafthelpsyouorganizeideasandplottheirdevelopmentbeforeyoucommitthemtoawrittentest.
2.
Simplify,clarify.
Thesimpler,thebetter.Today,simplicityisimperative.Shoptalk,jargonand"in"wordsshouldbeavoided.StandardEnglishisallthat'srequired
togetanideaacross.
Clarityisanotheressentialinwriting.Thekeytoclarityistightness;thatiswhenthewordisunnecessary, thesentenceredundantandthe
paragraphvague,getridofit!
3.
Finally,Writingmustbeaimedataparticularaudience.4.
Towinthemindsandheartsofaspecificaudience,onemustbewillingtosacrificetheunderstandingofcertainothers.
Whatarethebasics?Here'safoolproof,fourpartformulaforwriters:
FleschReadabilityFormulaRudolfFleschsuggestedthatpeoplewhowritethewaytheytalkwillbeabletowritebetter.Inotherwords,ifpeoplewerelessinclinedtoobfuscate
their
writing
with
cheap
words,
and
more
inclined
to
substitute
simple
words,
then
not
only
would
communicators
communicate
better,
but
receivers
wouldreceivemoreclearly.
Usecontractions.1.
Leaveouttheword"that"2.
Usepronouns3.
Whenreferringbacktoanoun,repeatthenounoruseapronoun.4.
Usebrief,clearsentences.5.
Coveronlyoneitemperparagraph.6.
Uselanguagethereaderunderstands.7.
Fleschgavesevensuggestions formakingwritingmorereadable.
YliselaCornerstonesofCorporateWriting
Bespecific1.
Usemorewords2.
Findbetterverbs3.
Pursuethe
active
voice4.
Omitneedlesswords.5.
Embracesimplicityandclarity.6.
Tellagoodstory.7.
Findinterestingvoices.8.
Takechances9.
Rewrite.10.
Thesecret,istomakethewordscount.Here'show,accordingtoProfessorYlisela:
TheBeautyoftheInvertedPyramidJournalisticstyleistheFlesch/Yliselaapproachinaction.Newspaperstoryformistheoppositeofthatforanovelorshortstory;theclimaxofa
newspaperstorycomesatthebeginning.Thecriticalfactsinanewspaperstoryappearatthestart.Inthisway,ifreadersdecidetoleaveanewsarticle
early,theyhavealreadygainedthebasicideas.Thus,theterminvertedpyramid.
TheNewsReleaseIsthegranddaddyofPRwritingvehicles.Anewsreleasemaybewrittenasthedocumentofrecordtostateanorganization'sofficialposition.More
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frequently,releaseshaveoneoverridingpurpose:toinfluenceapublicationtowritefavorablyaboutthematerialdiscussed.
Releasesarepoorlywritten.Theyarewritteninamorecomplicatedanddifficulttoreadstylethanaremostnewspaperstories.1.
Releasesarerarelylocalized. Thisisabaddecisionbecauseanewsreleaseis10timesmorelikelytobeusedifitislocalized.2.
Impact.Howanannouncementaffectsthecompanyandthepublics.i.
Oddity.Ifitisanunusualoccurrence.ii.
Conflict.Asignificantdisputeorcontroversy.iii.
Knownprincipal.Thegreaterthetitleoftheindividualmakingtheannouncement,thegreaterthechanceofthereleasebeing used.iv.
Proximity.Howlocalizedthereleaseisorhowtimelyitis.v.
Releasesarenotnewsworthy.Ifit'snotnewsworthy,itwon'tbeused.Whatdetermineswhethersomethingisnews?
Mortonsuggests5requisites:
3.
Thereleasebecomesthepointofdepartureforanewspaper,magazine,radioorTVstory.Whydosomeeditorsandothersdescribenewsreleasesas
"worthlessdrivel"?Theanswerishere:
NewsReleaseNewsValue
Haveawelldefinedreasonforsendingtherelease
Focusononecentralsubjectineachrelease.
Makecertainthesubjectisnewsworthyinthecontextoftheorganization,industry,andcommunity.
Includefactsabouttheproduct,serviceorissuebeingdiscussed.
Providethefactswithnopuff,nobluff,nohyperbole.
Rodethereleaseofunnecessaryjargon
Includeappropriatequotesfromprincipalsbutavoidinflatedsuperlativesthatdolittlemorethanboostmanagementegos.
Includeproductspecifications,shippingdates,availability,price,andallpertinentinformationfortellingthestory.
Includeabriefdescriptionofthecompany(Boilerplate)attheendoftherelease;whatitis,andwhatitdoes.
Writeclearly,concisely,forcefully.
Releasesoughttoincludethefollowingelements:
NewsReleaseContent
Thecardinalruleinreleasecontentisthattheendproductmustbenewsworthy.Aleadmustanswer:who,what,where,whenandwhy.How,isless
important.Whether
or
not
the
reader
chooses
to
delve
further
into
the
release,
the
gist
of
the
story
has
been
successfully
communicated
in
the
lead.
Tobenewsworthy,newsreleasesmustbeobjective.Allcommentsandeditorialremarksmustbeattributed toorganizationofficials.Itmustappearas
afairandaccuraterepresentationofthenewsthattheorganizationwishestobeconveyed.Andmustalsobewritteninacertainprofessionalstyle,
evenwhenthesubjectistongueincheek.
NewsReleaseEssentials
Rationale.Thesubjectmatterofthereleasemustberelevanttothetargetmedia.
Focus.Eachreleaseshouldspeakaboutonlyonecentralsubject.
Facts.Theonesthataremoreimportantare:thewhat,who,where,when,whyandhow.
Nourishingquotes.Avoidinflatedsuperlativesthatdolittlemorethanboostmanagementegos.
LimitJargon.Define,tothelowestsensibledenominator, thetermsyouchoosetouse.
Nopuffery:
Companydescription.Anorganizationaldescription,commonlycalled"boilerplate,"iseminentlyappropriatetoconcludeareleaseby
"positioning"thefirmthewayitwantstoberecognized.
Spelling,Grammar,Punctuation.
Brevity.Short
and
concise.
Headlines.Headlinessummarizequicklytobusyreportersthatthereleasewhatfollowsisallabout.
Clarity,conciceness, commitment.Thebestreleasefromthebestorganizationsarestraightforward,understated, confident.
Beyondbeingnewsworthy, newsreleasesmustincludetheseessentials:
SocialMediaNewsReleases
Today,companiesregularlyissuereleasesmerelytobeincludedononlinedatabases,likeGoogleorYahoo.Why?Itindicatestothesesimportant
publicsthatthecompanyisactiveandmakingprogress.Inissuingreleasesdirectlyonline,companiesare,ineffectbypassingtraditionaljournaliststo
reachkeyconstituents.
Socialmediareleasesaredesignedtoreachnontraditional journalists,suchasbloggersandpodcasters.Socialmedianewsreleasesarebestusedatan
organization'swebsitetostimulate"conversation."
WritingInternetNewsReleases
Onereporterper"To"line.Theyliketofeelspecial.Send100emailsifyouhaveto,butneveradmorethanonerecipient.
Limitsubjectlineheaders.Enticingthemwithaprovocativesubjectlineisanecessity.Limitsubjectheaderstofourtosixwords.
Boldface"FORIMMEDIATERELEASE."
Hammerhometheheadline
Limitlength.Emailnewsreleasesshouldbeshorterthanprintversions.(lessthan500words)
Observe5Wformat.Emailnewsreleasesshouldanswerthekeyquestionsofwho,what,why,when,whereandevenhow.Gettothepoint
immediately,rightinthefirstparagraph.
Noattachments.Rather...
LinktotheURL.
Rememberreadability.Thatmeansshortparagraphs,variedparagraphlengths,bullets,numbers,lists devicesthatmakethereleasemoreeye
friendlyandscannable.
Thevastmajorityofjournaliststodayprefertoreceivenewsreleasesviaemail.Internetnewsreleasewriting,mustconform tothefollowingrequisites:
ImportanceofEditingGoodeditingwill"punchup"dullpassagesandmakethemsparkle.Itwillgetridofthepassiveverbs.Invariably,thiswill produceshortersentences.
Remembersimplicity:"thecherrytreewaschoppeddownbyGeorgeWashington".
A'sandB'sofeffectivePRwriting,thenare;Avoid:bigwords,extrawords,clichsandLatin.Be:specific,active,simple,short,organized,convincing
andunderstandable.
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IntroductionWriterbeware:itbecomesincreasinglydangeroustoutteranythinginpublic.JustaskUnitedAirlines.
Inthefallof2008,anerroneousheadlineflashedacrosstradingscreensaroundtheworld,sayingUnitedhadfiledforasecondbankruptcy.Inlessthan
anhour,Unitedlost$1billioninstockmarketvalue.Theonlyproblem:theheadlinewasn'ttrue.UnitedblamedanofChicagoTribunearticlepostedon
awebsiteandthenpickedupbyaresearchfirm.
Writingforreadingemphasizesthewrittenword.Writingforlisteningemphasizesthespokenword.Thetwodiffersignificantly.Writingfortheeye
traditionallyhas
ranked
among
the
strongest
areas
for
PR
professionals.
Years
ago,
most
practitioners
entered
public
relations
through
journalism.
Today,abackgroundinprintjournalismisn'tnecessary. Justasimportanttodayiswritingfortheear writingforlistening.Thekeyistowriteasifyou
arespeaking.Usesimple,shortsentences,activeverbs,contractions,andoneandtwosyllablewords.Inbrief,bebrief.
WritingfortheEyeTheMediaKit
TheBiography.Thebiorecountspertinentfactsaboutaparticularindividual.Bioscanbewrittenintwoways:
Straight.Listsfactualinformationinastraightforwardfashionindescendingorderofimportance,withcompanyorientedfacts
precedingmorepersonaldetails.
1)
Narrative.Iswritteninamoreinformalway.Thisstylegivessparkandvitalitytothebiographytomaketheindividualcomealive.In
addition,doublesasaspeechofintroductionwhenthatindividualservesasafeaturedspeaker.
2)
TheBackgrounder. Provides
additional
information
generally
to
complement
the
news
release.
Factsheets.Whichcompilethemostrelevantfactsdiscussedinquickandeasilyaccessiblefashion.
Q&As,presentthemostprobablequestionsposedaboutthesubjectmatterathandandthentheanswerstothosequestions.
Photos,whichillustratethesubject.
Factsheets,Q&As,Photos,Etc. beyondbiosandbackgrounders,Mediakitscontain:
itservesasa"callingcard"tointroducetheorganizationtothemedia.Theyincorporateseveralcommunicationsvehiclesforpotentialuseby
newspapersandmagazines.AMediaKit,consistsofthefollowingitems:
ThePitchLetter
It'susedtointerestaneditororreporterinapossiblestory,intervieworevent.Pitchlettersmaycontainelementsthatseektoenticeareader'sactive
participationinattendinganeventorcoveringastory.Thereareavarietyoftypes:
Creative. It'stheperfectpitchletter.Itsticksitsneckout.It'sgutsy.It'senthusiastic,withoutbeingboastful.Itlet'sthefactsdothetalking.
Creative,butfactbasedand,therefore,newsworthy.
Straight.
There'snothing
wrong
on
being
straight.
Journalists
appreciate
receiving
"just
the
facts."
ProvocativeQuestion.Questioninapitchworkbeautifully aslongasthey'repertinent,pointedandprovocative.
Whocares?. Thequestionthatanypitchmustansweris"whocares?"Iftheansweris"noone,"thenyoushouldn'tsendtheemail.
What'snew? Theotherquestionthatanypitchmustansweris"what'snew?"Iftheansweris"nothing,"thenyouknowtherest.
Theyopenwithagrabber,andinterestingstatementthatimpelsthereadertocontinuereading.1)
Theyexplainwhythestoryisrelevanttotheeditor'sreadership,listenership,orviewership.Thatmeansitmustalludetothescope
andimportanceofthestory.
2)
Pitchlettersshouldbepersonallywrittentospecificpeopleratherthanbeingaddressedto"editor"(whichisthejournalistic
equivalentto"occupant").
3)
Pitchlettersthatsellgenerallycontainseveralkeyelements:
TheRoundupArticle
Newsservicesencouragearticlesthatsummarizeor"roundup,"theexperiencesofseveralcompanieswithinanindustry.
Weakerorsmallercompaniescanbenefitfrombeingincludedinaroundupstorywithstronger,largeradversaries.Thoroughlyresearchinganddrafting
rounduparticlesisagoodwaytosecurestoriesthatmentionthepractitioner'sfirminfavorableassociationwithtopcompetitors.
TheCaseHistory
It'sfrequentlyusedtotellaboutacustomer'sfavorableuseofacompany'sproductorservice.Magazinesoftenwelcomecase histories,contendingthat
oneperson'sexperiencemaybeinstructivetoanother.
Theypresentaproblem1)
Theyindicatethedimensionsoftheproblem2)
Theyindicatethesolutionadopted3)
Theyexplaintheadvantagesofthatsolution4)
Theydetailtheusercompany'sexperienceafteradoptingthesolution.5)
Casehistoriesgenerallyfollowafivepartformula:
TheByliner
Isastorysignedandostensiblyauthoredbyanofficerofaparticularfirm.Often,thebylinerisghostwrittenbyaPRprofessional.Bylinersallow
corporatespokespersonstoexpresstheirviewswithoutbeingsubjecttomajorreinterpretationbythepublication.Themajoradvantageofabylineris
thatitpositionsexecutivesasexperts.
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TheOpEd
Grabber,whichgrabsreaderattention.
Point,whichshowsastrongthesis.
Chainofevidence,whichgivesfactsthatsupporttheargument.
Summation,whichsummarizestheargument
Goodbyezinger,whichleavesthereaderwithsomethingtothinkabout.
It'saneditorialwrittenbyanorganizationalexecutiveandthensubmittedforpublicationtoaleadingnewspaperormagazine.Thegoodonescontain:
TheStandbyStatement
Whiletheorganizationdoesn'twishtomaketheactionspublic,itmustbepreparedtorespondifthereispublicdisclosure. Firmsprepareconcise
statementstoclarifytheirpositionsshouldtheybecalledupontoexplain.SuchStandbystatementsgenerallyaredefensive.
Thestatements
should
be
brief
and
unambiguous
so
as
not
to
raise
more
questions
than
they
answer.
TheWhitePaper
Background.Abriefsectionthatdescribesthehistoricalperspectivethathasbroughttheorganizationtoitscurrentstate.1)
Statementofthechallenge.Designatesclearlythechallengethatconfrontstheorganization2)
Alternativesolutions.Describesallthepossiblesolutionswithprosandcons.3)
Recommendedsolution. Itshouldalsodefinewhyisthisideathebestoption.4)
Blueprintsand"keymessages"foraction. Describesthenextstepsontheactionplan,andliststheseveralkeymessages.5)
Alsocalled"positionpapers,"rigorouslydocumentthefactsandassumptionsthatleadtoaparticular"position"thattheorganizationissuggestedto
take.Whitepapersfollowafivepartorganization.
WritingfortheEarWritingforlisteningdiffersfromwritingfortheeye.
Listenersneedtobepersuaded,motivated,stimulated.Thatrequiresadifferentwritingstyleandapproachthanthatrequiredforwritingforreading.
TheSpeech
It'sdesignedtobeheard,notread.1)
Itusesconcretelanguage.2)
Itdemandsapositiveresponse.3)
Itmusthaveclearcutobjectives.4)
Itmustbetailoredtoaspecificaudience.5)
Itpossessesfivemaincharacteristics:
TheSpeechwritingProcess
Preparing.Oneeasywaytoprepareforaspeechistofollowa4Wchecklist:answerthequestionswho,what,where,andwhen.1)
Determinetheobjectofthetalk.a)
Determinethespeaker'smainpoints.b)
Capturethespeaker'scharacteristics.c)
Interviewing. Interviewingspeakersisessential.Intheinterview,thespeechwritergetssometimetoobservethespeakerfirsthand
andprobeforthekeystothespeech.Theinterviewmustaccomplishthreespecificgoals:
2)
Digintoallliteratureonthespeechsubject.
Thinkaboutthesubject.Thewritershouldamplifythespeaker'sthoughtswithhisorherown.
Seekouttheopinionofothers.Outsidesources,oftenarewillingtosharetheirideaswhenrequested.
Researching.Aspeechwritersometimesdevelopswriter'sblock,theinabilitytocomeupwithanythingonpaper.Onewayaround
writer'sblockisresearch:
3)
Intro.Mustgrabtheaudienceandmaintaintheirinterest.
Thesis.Theallimportantobjectofthespeech:it'smainpurposeorcentralidea.
Body.Thegeneralbodyofevidencethatsupportsthethreeorfourmainpoints.Authorsshouldalsoattempttouse
comparisonsorforeasieraudienceunderstanding.
Conclusion.Mustbeshort,blunt,andtothepoint.
Organizingandwriting.Writingaspeechbecomeseasierifthespeechisorganizedintoitsfouressentialelements:Introduction,
Thesis,BodyandConclusion.
4)
Breaksdowninfourdifferentcomponents:
ThePresentation
Getorganized.Considerthe4Wofspeechwriting.
Gettothepoint.Knowyourthesis.
Belogical.Organizethepresentationwhitsomelogicinmind.
Writeitout.
Anticipatethenegatives.Keepcarpingcriticsatbay.Anticipatetheirobjectionsanddefusethem byexamininganddismissingvulnerabilities,in
thepresentation.
Speak,don'tread.Soundasifyouknewtheinformation.
Beunderstandable.Speakwithclarityandconcreteness
Usegraphicswisely.Graphicsshouldbeusedmoretoteasethantoprovidefullinformation.
Beconvincing.Beanimated,interesting,enthusiastic.Soundconvincedthatwhatyou'representingisanabsolutenecessityfortheorganization.
Ashort,buttoneduppresentationinismuchmoreeffectivethanonethatgoesonandon.
Itisgenerallydesignedtosellaproduct,serviceoridea.Aneffectivepresentationdependsonfollowingestablishedguidelines.
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IntroductionInthesedaysof24/7media,socialmedianetworks,andubercompetitionamongproductsandservicesineverysector,itsureain't"yourmother's
marketing"environment.ProductPlacements theinsertionofmarketingpromotionsinthemiddleofmovies,TVshows,books,videogames,etc. have
acquiredalifeoftheirown.What'sgoingonhere?IntegratedmarketingistheintersectionofPRandpublicity,advertising,salespromotion,and
marketingtopromoteorganizations,productsandservices.
PRVs.
Marketing
Vs.
Advertising
Marketing,isthesellingofaserviceorproductthroughpricing,distributionandpromotion.
Advertising,isasubsetofmarketingthatinvolvespayingtoplaceyourmessageinmoretraditionalmediaformats.
PR,isthemarketingofanorganizationandtheuseofunbiased,objective,thirdpartyendorsementtorelayinformationaboutthatorganization's
productsandpractices.
What'sthedifference?
Consumerprotestsaboutbothproductvalueandsafetyandgovernmentscrutinyofthetruthbehindproductclaims.
Productrecallsgeneratedrecurringheadlines.
Ingredientsscaresbegantooccur.
Advertiserswereaskedhowtheirproductsansweredsocialneedsandcivicresponsibilities.
Rumors
Generalimageandfinancialproblems.
Inthepast,marketerstreatedPRasanancillarypartofthemarketingmix.Traditionalnotionsamongmarketersbegantochangeforseveralreasons:
Marketingguru PhilipKotlerwasamongthefirsttosuggestmorethanadecadeagothattothetraditionalfourPsofmarketing (product,price,place
andpromotion) afifthP,PublicRelations,shouldbeadded.
ProductPublicity
Introducingarevolutionarynewproduct.
Eliminatingdistributionproblemswithretailoutlets.
Smallbudgetsandstrongcompetition.
Explainingacomplicatedproduct.
Tyingtheproducttoauniquerepresentative.
Althoughthepublicisgenerallyunawareofit,agreatdealofwhatitknowsandbelievesaboutawidevarietyofproductscomesthroughpress
coverage.Productpublicitycanbethemosteffectiveelementinthemarketingmix.Forexample:
ThirdPartyEndorsementThelureofthirdpartyendorsementistheprimaryreasonsmartorganizationsvalueproductpublicityasmuchastheydoadvertising.Thirdparty
endorsement,refers
to
the
tacit
support
given
aproduct
by
an
"objective"
third
party
observer,
who
mentions
the
product
as
news.
Therefore,publicityappearstobenewsandismoretrustworthythanadvertisingthatispaidforbyaclearlynonobjectivesponsor.
Buildingabrand
BeEarly.Thelawofprimacy,whichpositsthatpeoplearemorelikelytorememberyouifyouwerethefirstintheirmindsinaparticularcategory.
Consequentlyitisoftenbettertobefirstthantobebest.
BeMemorable.Abrandneedstostandoutbydistinguishingitselfinsomeway.Creatingabrandawarenessrequiresboldness.
BeAggressive.Asuccessfulbrandalsorequiresaconstantdrumbeatofpublicitytokeepthecompany'snamebeforethepublic.
UseHeritage.Thismeanscitingthetraditionsandhistoryofaproductororganizationaspartofbuildingthebrand.
CreatePersonality.Thebestorganizationsarethosethatcreate"personalities"forthemselves.Thepersonalityshouldbereflectedinall
communicationsmaterials
the
organization
produces.
Thewatchwordinbusinesstodayisbranding:creatingadifferentiableidentityorpositionforacompanyorproduct.UsingIntegratedMarketing
Communications(IMC)toestablishauniquebrandrequiresadherencetothefollowingprinciples:
PublicRelationsAdvertising(PRA)
Mergersanddiversifications.1)
Personnelchanges.2)
OrganizationalResources.3)
Manufacturingandservicecapabilities.4)
Growthhistory.5)
Financialstrengthandstability.6)
Companycustomers.7)
Organizationalnamechange.8)
Traditionally,organizationsusedadvertisingtosellproducts.In1936,Warner&Swaseyinitiatedanadcampaign,creatinga uniquetypeofadvertising:
themarketingofanimageratherthanaproduct.Thistechniquebecameknownasmany,butultimatelyas"PublicRelationsAdvertising."Inthe80's,
imageadvertising(todayPRAdvertising)becameissuesadvertising,whichadvocatedpositionsfromthesponsor'sviewpoint.Oftentheseconcerned
mattersofsomecontroversy.TraditionalPRAisstillwidelyused.Suchadvertisingcanbeappropriatefor:
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Trademarkprotection.9)
Corporateemergencies.10)
TraditionalIntegratedMarketingArticleReprints
Planahead,especiallyifanarticlehasmajorsignificancetotheorganization.1)
Selecttargetpublicsandaddresstherecipientsbynameandtitletoensurethatthereprintreachesthemostimportantaudience.2)
Pinpointthereprint'ssignificanceeitherbyunderliningpertinentinformationinthearticle,makingmarginalnotes,orattachinga
coverletter.
3)
Integratethereprintwithsimilararticlesandinformationonthesamerelatedsubjects.4)
Marketingcanbedonethrougharticlereprintsaimedatthatpartofatargetaudiencethatmightnothaveseentheoriginalarticle.Reprintsalsohelp
reinforcethereactionsofthosewhoreadtheoriginalarticle.Usereprintswisely:
TradeShowParticipation
Analyzetheshowcarefully.
Selectacommontheme.
Makesuretheproductsdisplayedaretherightones.
Considerthetradebooks.
Emphasizewhat'snew.
Considerlocalpromotionalefforts.
Evaluatetheworth.
Tradeshowparticipationenablesanorganizationtodisplayitsproductsbeforeimportanttargetaudiences.Thedecisiontoparticipateshouldbe
consideredwiththefollowingfactorsinmind:
Spokespersons
Basically,acelebrity
who
is
an
advocate
for
aparticular
product.
Spokespersonsmustbearticulate,fastontheirfeetandthoroughlyknowledgeableaboutthesubject.Whenthesecriteriaaremet,theuseof
spokespersonsasanintegratedmarketingtoolcanbemosteffective.
CauseRelatedMarketing
PRsponsorshiptiedtophilanthropyareanothereffectiveintegratedmarketingdevice.Inadowneconomy,withadvertisingcostscutback,companies
turntosponsorshipofthearts,education,music,festivals,anniversaries,sports,andcharitablecausesforpromotionalandPRpurposes.
InKindPromotions
Providingproductsasprizesinexchangeforbeinglistedasacosponsorinpromotionalmaterials.
Providingproductstoalocalbusinessinexchangeforhavingfliers
Providingproductsinexchangeforhavingbrochuresprominentlydisplayed.
Providingsamplesandgiftsalongwithsalesliterature.
Providingpointofpurchasedisplays,literature,events,demonstrations,andsamplesatthepointwherethecustomerdecidesonpurchasingthe
productorservice.
Providingpostersoftheproductatwelltraffickedlocations.
Whenaproductinexchangeforpublicityexposureisoffered,itiscalledaninkindpromotion.Examplesofitincludes:
Thepointofinkindpromotionsistoleveragethenameanduseofproductsandservices,sothatmorepotentialbuyersareexposedtothe
organization.
21stCenturyIntegratedMarketingOnlineMarketing
Thefastestgrowingcategoryofadvertisinginthe21st.Centuryisonline.AndthemostrapidemergingIMCtechniqueistocreate"buzz"foraproduct.
TelevisionBrandIntegration
Thelatestphenomenonintelevisionistointegrateproductsintothefabricofwhatisbeingpresentedonthescreen.WhenoneofABC'sDesperate
Housewives foundherselfhardupforcash,shedonnedaneveninggownandextolledthevirtuesofaBuickLacrosseatacarshow.Moreadvertisersare
payingtointegratetheirproductdirectlyintoactionofashoworafilm.
Infomercials
Theinfomercial
accorded
"no
respect"
for
many
reasons
state
and
federal
investigations
of
infomercial
producers,
complaints
about
product
performance,andmostimportant,thebeliefthatalengthycommercialdisguisedasaconventionalprogram,unfairlymasksanadvertisement.
However,theyremainstrongforonereason:theywork.
BuzzMarketing
Alsoknownasthe"wordofmouth,"buzzmarketing isanotheralternativetotraditionaladvertisingthatenlists"influencers"or"trendsetters"to
spreadthewordaboutaparticularproduct.Marketersreachoutfor"evangelists"whoarealreadydiehardfansofaparticularproductandpersuading
themto"spreadthegospel."
TVandMovieProductPlacements
Productplacements alsoknownasembeddedadvertisements havebecomeamoreintegralpartofmoviesandTVshows.Theproliferationofproduct
placementsinallformsofmedia oradcreep willjustcontinuetogrow.Onethingissure:productplacementisheretostay.
YouNameIt
WhatotherIMCvenueexists?YounameitfromSongplacements,throughsportsteamstoplanes.Howfertileisyourimagination?
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IntroductionPresidentObama,freshoffthemostsophisticatedusebyapresidentialcandidateoftheinternettorecruitcampaignworkers,shareinformation,and
raisemoney,createdthefirstofficialWhiteHouseBlogshortlyaftertakingtheOathofOffice.Inexpensivesocialmediais clearlythenextmarketingand
PRfrontier,associalmediaoffersenormousopportunitiesandalsolargepitfallstobeavoided.Itisn'tthecasethattheInternethasreplacedhuman
relationshipsasessenceofsocietalcommunications.TheinternetandsocialmediacompriseimportanttoolsinthePRarsenal.
Briefhistory
of
the
internet
Theinternetisacooperativelyrun,globallydistributedcollectionofcomputernetworksthatexchangeinformationviaacommonsetofrules.The
internetgrowseveryday,andthesocalled"digitaldivide"betweenhavesandhavenotsisclosingrapidly.Thepaceofinternetchangeissorapidand
theadditionofnewcommunicationsvehiclessovoluminous,infactthatthissummaryofwebbasedcommunicationstoolsandtacticsmaybeobsolete
bythetimeyoufinishreading.Nonetheless,presson.
PRandtheinternet
Thedemandtobeeducatedratherthansold. Consumersaresmarter.Communicationsprogramsmustbegroundedineducationbased
informationratherthanblatantselfpromotion.
Thequestforconversation. Theresultisthattheinternetdialogueisaconversationbetweensupplierandconsumer.Themoreconversational
andcommunicationssavvytheorganization,themorelikelyitwillbetopersuadeprospectstobuyitsproducts,supportitsissues,andbelieve its
ideas.
Theneedforrealtimeperformance. Everythinghappensinstantaneouslyandinrealtime.PRprofessionalscanusethisabilitytotheiradvantage
tostructure
their
information
to
respond
instantly
to
emerging
issues
and
market
changes.
Theneedforcustomization. Consumersexpectmorefocused,targeted,oneon onecommunicationsrelationships.
PRdepartmentsnowhaveinteractivespecialistsandgroupsresponsibleforcommunicatingviatheinternet.Journalistsalsoembracedtheinternetas
theirprimarysourceforresearchandreporting.TheinevitableusageandthehighpacedgrowthoftheinternetinPR,isduetofourreasonsin
particular:
WebSitesItservesasaanorganization's"firstface"tothepublic.Websitespermitanorganizationtospeakinitsownvoiceunfetteredandunadulteratedbythe
mediaorotherintermediaries.PRprofessionalsneedtobecognizantofthemethodsinwhichaudiencesprefertoreceiveinformationonWebsites.
Theyneedtomakewebsitesasnavigableaspossible.Websitesmustalsobe"mediafriendly";thismeanshavingaclearlyidentifiable"media"iconand
organizedsubsections,includingapagefornewsandvideoclips,reportsandpublications.
DevelopingaWebsite
Whatisyourgoal?1)
Whatcontentwillweinclude?2)
Howoftenwillweedit?3)
How
will
we
enhance
design?4) Howinteractivewillitbe?5)
Howwillwetrackuse?6)
Whowillberesponsible?7)
Theaimofanywebsiteistoprovideinformationthatvisitorsarelookingfor.Themoreyouachievethatobjective,themore "sticky"yoursitebecomes.
Howshouldyoucreateawinningwebsite?Byaskingthesequestions:
EmailEmailallowsusersconnectedtoanetworktoexchangememorandaandfileswithouthavingtobeloggedinatthesametime.Email,deliveredonline
andimmediately,hasreplacedtraditionalprintandfaxtechnologyasarapiddeliveryinformationvehicle.Emailhasimprovedorganizational
communications.Facetofaceisalwaysbest,buttheeaseandeffectivenessofemailmakeitaviablealternative.
EmailNewsletters
Nomorethanonepage. Longinacomputerisunreadable.Writeshort.
Linkcontent. Thecopyshouldbelinkedtorelatedmaterial.
Regulardissemination. Always
send
them
at
regular
intervals
(weekly,
bi
weekly,
etc.),
so
the
recipients
expect
them.
Emailhasalsosupplantedthetraditionalemployeeprintnewsletter.Onlinenewslettersaremoreimmediateandmoreinteractive,becausethe
employeescansendinstantfeedbackonwhattheyread.Emailnewslettersforexternaluseareequallypopularandvaluable.Thesedifferfromthe
originalnewsletterinsomeareas:
InstantMessaging
Instantmessaging(IM)isanonline,nonlinear,realtimeformofcommunicationthatallowstwoormoreuserstoexchangeinformationquicklyviatext
andtosendsmallpicturestoanyplaceintheworld.
Texting
Anotherrelatedmessaging vehicleistextmessagingor"texting,"thecommontermforsendingshort(160charactersmax)messagesfromcellphones
usingtheShortMessageService(SMS)
BlogsAblogisanonlinediary,apersonalchronologicallogofthoughtspublishedonawebpage,sometimesreferredtoasWeblogorWeblog.Therelatively
fewblogsthathaveearnedcredibilityincertainsectorsareasimportanttoPRprofessionalsastraditionalreporters.Therefore,PRprofessionalsmust
monitor,identify,andbuildrelationshipswiththeseinfluentialbloggers,justastheyhavewithreporters.
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CEOBlogs
ThelatestphenomenontohittheblogosphereisCEOblogs,inwhichchiefexecutivessharetheirthoughtsonavarietyofsubjectswiththeir,well
"subjects."CEOblogshavegottenmixedreviews,butifusedproperly,CEOblogscanprovideanofficialresponsetoamatter,whilerelatingthat
responsetoafigure.Itisveryusefultodisseminateimportantnews.
SocialNetworksSocialnetworkingsitesallowcommunitiesofparticipantstointeractwithotherstomanagemessaging,email,video,filesharing,blogging,discussion
groupsandallothermannerofinternetdiscussion.Ontheonehand,thepotentialofspreadingmessagesandpersuadingsupportersviasocial
networkingissignificant.Ontheotherhand,theuseofsocialnetworksforPRpurposesisinitsinfancy.Therefore,PRpractitionersmustrigorously
scrutinizethe"value"ofsocialnetworkingtoachievecommunicationsobjectivesbeforeembracinganyonetechnologyornetwork.
SocialNetworkingSites
Themost
well
know
sites
include
the
following:
MySpace
(owned
by
News
Corp.),
Facebook,
Bebo
(UK
based,
owned
by
Time
Warner)
and
(a
businessorientedsocialnetworkingsite).
Themicrobloggingservicethatallowstypingofshortmessages(140charactersmax)toalertfriendsandfollowers"Whatyou'redoingnow" amulti
persontextmessageservice,basically.WhileTwitter'sprospectsasaPRvehiclewerenotatallclear,thefieldbegantakingadvantageoftheservicein
severalways.Journalistsalsobegantweetingaboutthestoriestheywereconsideringcovering.SoPRpeoplecoulduseTweeterinthesamewaythey
usedtouse"editorialcalendars"togettheinsidetrackonstoryideas.Twitterwasalsousedtodirectfellowtwittererstowebsitesandevenproducts,
asadirectintegratedmarketingvehicle.
Intranets. Isaninternalvehiclethatintegratescommunicationwithworkflow,processmanagement,infrastructure,andallotheraspects of
completingajob.Intranetsallowcommunicators,management,andemployeestoexchangeinformationquicklyandeffectively,muchmore
quicklyandeffectivelythananysimilarvehicle.
Extranets. Allowacompanytousetheinternettocommunicateinformationtofinelysegmentedexternalgroups.Insegmentingtheinformation
insuch
afocused
fashion
and
protecting
its
dissemination
through
acomplex
series
of
firewalls
the
targeted
audience
is
assured
that
the
data
willremainconfidential.OnlyapprovedindividualscanaccesstheinformationbyusinganassignedIDandpassword,restrictedtoextranetusers
exclusively.
Wikis. Hawaiianwordfor"quick,"arecollaborativewebsitesthatcombinetheworkofmanyauthors.
Podcasting.ReferstotheactofmakingaudioprogramsavailablefordownloadtoanyMP3player.
RSS. LiterallymeansReallySimpleSyndication,andisaneasywaytodistributecontentontheinternet.RSSfeedsdeliverinformationinshort
versionsorpreviewsoffullarticlesorposts.Generallyusedforblogging.
SecondLife. Isapopularonlineuniverselaunchedin2003,whichisa3Dworldcreatedentirelybyitsmembersor"residents."
AdditionalWebBasedCommunicationsVehicles
TheDarkerSideofOnlineCommunications
Discussiongroupsandchatrooms. Arehotbedsfordiscontentedshareholders,unscrupulousstockmanipulators,anddisgruntledcustomers.
Presentingnegativeinformation.
Satirizingpolicyandmanagement.
Solicitingemployees,currentandformer,toventpublicly.
Servingasagatewayforcomplaintstoregulatorsandmedia.
ConfusingthepublicregardingwhichWebsiterepresentstherealorganization.
RogueWebSites.Mustalsobemonitoredbytheorganizationstheyattack.Roguewebsitesseektoconfrontanorganizationby:
Urbanlegends. Arecorporatehorrorstoriesfrombogusinternetrumorsthathavetakenonlegendaryproportions.
Theinternetisfree,wideopen,internationalandanonymous theperfectplacetostartamovementandruinanorganization'sreputation.Andsoitis
imperativethatPRpeoplemonitortheinternetinconsiderationofthefollowing.
WhatshouldaproperPRresponsebetosuchonlineeffortstoderailtheorganization?Typicalresponsesrangefromdoingnothingtothrowingmoney
atanaggrievedpartytoengagingtheaggrievedpartytoreleasingthelawyers.Thesmartestorganizationsadopt"inoculation strategies"thatestablish
clearcommunicationchannelsontheweb,throughwhichcustomersandemployeescanrelayconcernstomanagement,sometimesprivately,before
frustrationsmount.Now,thereallesson:PRprofessionalsmustconstantlymonitortheweb.
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IntroductionThankstothedigitalspeedoftheinternetandthepervasivenessofsocialmediaandviralcommunications,organizationsand individualsarealwaysone
stepawayfromcrisis.ThepracticeofPRhasbecomemostwellknownforassistingthosewhofindthemselvesinsuchcrises.Crisis,whichJames
Lukaszewskidescribedas"unplannedvisibility,"canstrikeanyoneatanytime.AmongthewellregardedandhighestpaidprofessionalsinPRarethose
whohaveachievedthisstatusthroughtheireffortsinattemptingto"manage"crises.Nosectorofsocietyisimmunefromcrisis.
IssuesManagement
Issuesmanagementisthecapacitytounderstand,mobilize,coordinateanddirectallstrategicandpolicyplanningfunctions, andallpublic
affairs/PRskills,towardachievementofoneobjective:meaningfulparticipationincreationofpublicpolicythataffectspersonalandinstitutional
destiny.
HowardChasedefineditthisway:
Identifiesissues.
Analyzesanddelimitseachissuewithrespecttoitsimpactonpublics.
Displaysthestrategicoptionsavailable.
Implementsanactionprogram
Evaluatesitsprogram.
IssuesManagementisafivestepprocessthat:
Anticipateemergingissues. Theissuesmanagementprocessisaboutprecrisisplanning.
Identifyissuesselectively. Agoodissuesmanagementprocesswillselectseveralspecificpriorityissueswithwhichtodeal.
Dealwithopportunitiesandvulnerabilities.Mostissuesofferbothopportunitiesandvulnerabilitiesfororganizations.
Planfromoutsidein. theexternalenvironmentdictatestheselectionofpriorityissues.
Bottomlineorientation. Issuesmanagement'srealpurposeshouldbetodefendtheorganizationofexternalfactorsaswellasseizingimminent
opportunities.
Actiontimetable. Issuesmanagementprocessmustproposepolicy,programs, andanimplementationtimetabletodealwiththoseissues.
Dealingfromtop. TheissuesmanagementprocessmustoperatewiththesupportoftheChiefexecutive.
InSum,issuesmanagersorchestratetheprocesswhosegoalistohelppreservemarkets,reducerisk,createopportunities,andmanageimageasan
organizationalassetforthebenefitofanorganization.IssuesManagementencompassestheseelements:
RiskCommunicationandMessageMapping
Identifyshareholders.i.
Determinespecificconcernsforeachstakeholdergroup.ii.
Analyzespecific
concerns
to
fit
underlying
general
concerns.iii.
Conductstructuredbrainstormingwithinputfrommessagemappingteams.iv.
Assemblesupportingfactsandproofforeachkeymessage.v.
Askoutsideexpertstosystematicallytestmessages.vi.
Plandeliveryofresultingmessagesandsupportingmaterials.vii.
RiskCommunication isanoutgrowthofissuesmanagement.Beganasaprocessoftakingscientificdataandpresentingtheminamannerthatisboth
understandableandmeaningful.Modelsofriskcommunicationhavebeendevelopedbasedonthepositionthat"perceptionisreality."Toconfrontthis
reality,riskcommunicatorshavedevelopedamessagemappingprocess,basedonsevensteps.
Threekeymessages.
Sevento12wordspermessage.
Threesupportingfactsforeachkeymessage.
Messagemapsgenerallyadheretothefollowingrequirements:
ManaginginaCrisisAccordingtoHarvardBusinessReview,"acrisisisasituationthathasreachedacriticalphaseforwhichdramaticandextraordinaryinterventionis
necessarytoavoidorrepairmajordamage."Howanorganizationhandlesitselfinthemidstofacrisismayinfluencehowitisperceivedfortheyearsto
come.Thinkinglogicallyandrespondingthoughtfullyandquicklyinacrisis,cancementapositivereputationandestablishenormousgoodwillforan
organization.Whencrisisstrikes,sevenwarningsignswillappear:
Surprise.Whencrisisstrikes,it'susuallyunexpected.Frequently,aPRprofessionalfirstlearnsofsuchaneventwhenthemediacalls
anddemandstoknowwhatimmediateactionwillbetaken.
1)
Insufficientinformation.Manythingshappenatonce.Rumorsfly.It'sdifficulttogetagriponeverythingthat'shappening.2)
Escalatingevents. Thecrisisexpands.Youwanttorespondinanorderlymanner,buteventsareunfoldingtooquickly.3)
LossofControl.4)
Increasedoutsidescrutiny. Thepublicingeneralfeedonrumors.Themediawantresponses.Customersmustknowwhat'sgoingon.5)
Siegementality. Lawyerscounsel,thattheeasiestthingtodoistosaynothing,so,"NoComment"isurgedbytheattorneys.But,does
thatmakesense?
6)
Panic. Insuchanenvironment,itisdifficulttoconvincemanagementtotakeimmediateactionandtocommunicatewhat'sgoingon.7)
PlanninginaCrisisThekeyistobeprepared.Thus,heightenedpreparednessisalwaysinorder,withfiveplanningissues:
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First,foreachimpactedaudience,definetherisk. Theriskmustbeunderstood oratleastcontemplated beforeframingcrisis
communications.
Second,foreachriskdefined,describetheactionsthatmitigatetherisk. Ifyoudoacrediblejobindefiningtherisk,thepublicwillmore
closelybelieveinyoursolutions.
Third,identifythecauseoftherisk. Ifthepublicbelievesyouknowwhatwentwrong,itismorelikelytoacceptthatyouwillquicklyremedy
theproblem.
Fourth,demonstrateresponsiblemanagementaction. Takeproperaction.Cosmeticsareneverthesolution.Correcttheissuethatyougot
inthesoupinthefirsplace.
Fifth,createaconsistentmessage. Agreeonanofficialspokespersonwhocandisseminateonevoicefortheorganization.Themoreserious
thecrisis,thehigheruptheorganizationalladderyougotoidentifytheappropriatespokesperson.Behonest,andnever,evercoveruporlie.
Thatjustexacerbatesthecrisis.
Simplebut
appropriate
watchwords
for
any
crisis
plan
are
the
following:
Be
prepared,
be
available,
be
credible
and
act
appropriately.
CommunicatinginaCrisis
Saynothing.a.
Sayaslittleaspossibleandreleaseitasquietlyaspossible.b.
Sayaslittleaspossible,citingprivacylaws,companypolicy,orsensitivity.c.
Denyguiltandactindignantthatsuchchargescouldpossiblyhavebeenmade.Ord.
Shift,orifnecessary,sharetheblamewithothers.e.
Lawyerstraditionallyhaveadvisedclientstoeither:
Alawyer,correctly,isfocusedondefenseinacourtoflaw.
PRadvice,ontheotherhand,takesadifferenttack.Themosteffectivecrisiscommunicatorsarethosewhoprovideprompt,frank,andfullinformation
tothemediaintheeyeofthestorm."Badnewsisalotlikefish.Itdoesn'tgetbetterwithage."Insayingnothing,anorganizationisperceivedasalready
havingmadeadecision.MostPRprofessionalsconsiderthecardinalruleforcommunicationsduringacrisistobe"tellitallandtellitfast!"
There'snothingcomplicatedaboutthegoalsofcrisismanagement,butitrequirestakingquickremedialaction.Thegoalsofcrisismanagementare:
Terminatethecrisisquickly.1)
Limitthe
damage2)
Restorecredibility.3)
EngagingtheMedia
Setupmediaheadquarters. Throughwhichallauthorizedcommunicationmustflow.
Establishingmediarules.Inacrisis,themediaaresneaky.Theyareoperatingverymuchatcrosspurposeswiththeorganization,whichis
desperatelytryingtoputthecrisisbehindit.Therefore,setfirmrulesforthemediatofollow.
Medialiveforthe"boxscore." crisisisaboutnumbers.Andanorganizationincrisismustbereadytoprovideenoughnumberstokeepthemedia
atbay.
Don'tspeculate. Ifyoudon'tknow,don'tpretendyoudo.Speculationissuicidalincrisis.
Feedthe
beast. A
smart
organization
in
crisis
will
strive
to
keep
the
media
occupied
with
new
information
that
advances
the
story.
Speedtriumphs. Incrisis,themediamantraisspeedfirst,accuracysecond.PRpeoplemustmonitorwhatisbeingwronglyreportedsothatit can
benippedquicklybeforeotherrunwiththesamemisinformation.
Cablerules. Inacrisis,cableratingsspike,andthedrumbeatofincessanthammeringisrelentless.
So,dealingwiththemediaincrisisdemandscertain"battlefieldrules,"amongthem:
Onceacrisis"victim"getscaughtinthecableortalkradiospotlight,itisclosetoimpossibletobeextricated.Socable television,likeradio,likethe
internet,mustbemonitoredscrupulouslyincrisis.Astowhatissaidtothemedia,thefollowing10generalprinciplesapply:
Speakfirstandoften.1)
Don'tspeculate.2)
Goofftherecordatyourownperil.3)
Staywiththefacts.4)
Beopenandconcerned,notdefensive.5)
Makeyourpointandrepeatit.6)
Don'twage
war
with
the
media.7)
Establishyourselfasthemostauthoritativesource.8)
Staycalmandbetruthfulandcooperative.9)
Neverlie.Neverever.10)