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108 Cards in this Set
- Front
- Back
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Ethics
(Book Def.) |
The study of right or wrong; good or bad "beliefs about right or wrong, that guide the way we think & Act"
Essentially being able to do the right thing; it is a simple concept, but also a complex chanellge at time. |
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Ethics in PR
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Ethical behavior forms foundation of PR...but ethical choice might not always be clear
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Challenges to Ethical Behavior
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-dilemmas
-Overwork -Legal/ethical confusion -cross-cultural ethics -short term thinking -virtual organizations |
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Formalized Codes of Ethics
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See PRSA p. 528
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Key priciples of Ethics
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-honesty
-fairness & accuracy -free flow of Information -fair competition -disclosure of sponsorships>celebraties have sponsor>questioned about their beliefs if they follow in what their sponsorship wants -respect for clients -safe guard confidences |
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Examples of Ethical Problems
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-dishonesty
-conflict of interest -representing unethical clients -false representation of information -bribes or inappropriate gifts -omitting important information -disclosing confidential information |
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Arthur Page
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* At&T; PR Executive & VP
- 1927- 1955 * Page's Principal - tell the truth - Prove truth w/ action - listen to the customer - manage for tomorrow - conduct PR as if company depended on it - Remain calm, Patient and good humored - Realized company's true character is expressed by it's people |
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Philoshical prespective on ethical Decision Making
(Golden Mean) |
Aristotle
idea of finding an average solution > Happy Median |
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Philoshical prespective on ethical Decision Making
(Categorical Imperative) |
Immanuel Kant
In situation to make decision > think universally will decision could be good or bad |
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Philoshical prespective on ethical Decision Making
(Utilitarianism) |
Bentham Mill
choice that will do greatest good for greatest number of people |
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Philoshical prespective on ethical Decision Making
(Social Justice) |
Jon Rowls
empower those with little or no power |
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Potter Box
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analytical tool for determining the ethical consideration in any decision
(helps deicide on an issue and show possible reaction) |
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Potter Box points
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-define situation
-identify values -select principles -choose loyalties to stakeholders |
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PR research
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research is valuable to PR but it is oftern underused
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Research has value at every stage of PR Initiative
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-idea generation
-conceptualization -planning -early implementation -execution -finalization -evaluation |
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Arguements for research
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-insure better focus
- better control resources, budgest etc. -help formulate strategy -test messages -size up competition -support positions -sway opinion |
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Research can help organization to:
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-avoid, or at least minimize errors in judgement
-learn from successes-> and mistakes |
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Questions in Research
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-what do i already know?
-how well do I know this -what do i need to know -How best can i get this information |
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Areas of research
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-client research
-stakeholder Research -Problem-opportunity research -Evaluation Research |
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Types of research in PR
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- secondary (library) research
- communication audit - feedback research - focus groups - survey research |
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Secondary (library) research
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- published material
- data bases - public records |
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Communication Audit
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Analysis of how well communications match mission and goals of an organization
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Feedback research
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- tallies of website "hits"
- media monitoring of mentions of organization (clipping services, etc) |
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Focus groups
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Small groups formed to provide answers to specific questions
- members share key attributes - 8-12 participants - moderator, or a facilitator - members respond to eachother - sessions observed and recorded |
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Survey research
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- sampling: non probability (convenience) / probability (random,etc)
- survey instrument-(questions pg: 220) -survey execution - analysis and conclusions |
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PR Planning and Strategy
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- Focusses on who, what, when, where & why
- MOSTLY WHY |
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Strategies important for PR activity
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- Events
- Programs - Campaigns |
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Event
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one time activity
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Programs
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ongoing, routine activity
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Campaign
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- special initiative
- time limited - focussed on specific issue or cause |
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Types of Plans
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- Ad Hoc Plan
- Standing Plan - Contingency Plan |
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Ad Hoc Plan
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- address specific situation
- short term, temporary response EX: crisis communication |
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Standing Plan
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- ongoing, long term
- intended to giude organization - reflects values in attempt to fulfill mission |
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Contingency Plan
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- "what if" plans
- meant to be used in event of change, or even crisis EX: Back up plan; Plan B |
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Advantages of Planning
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- provides guidance
- consistency with values, vision & mission - perspective and understanding-> forces to think whats a priority - commitment & consensus - appropriate resource use & allocation - focus on the future; not the past |
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Strategy & Tactics
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Strategy: More the why & What for
Tactics: more w/ the how; specific actions to carry out the plan; "techniques part" |
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Planning & Strategy deals with problems and opportunities
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Problem: something to be solved
Opportunity: a favorable circumstance, a chance to attain goal |
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Goals & Objectives
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Goal: a generalized aim or intent
EX: "for our company to become better known" Objective: more specific, milestones, that can be measured EX: "for 300 people to access our website be Dec. 20th" |
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Values, Mission, Vision
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- Underline everything an organization attempts to do.
* Values: the core belief that guides us * Mission: our purpose * Vision: what we strive for; our ideal - PR people often help to write statements. |
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Reactive vs. proactive approaches
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Reactive: acting in response to something
Proactive: trying to anticipate in order to act before something occurs; may prevent something from occuring |
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Chapter 9: planning and tactics
Tactical considerations |
Tactics are like tools in a tool chest
Many possible tactics are available The strategic task: choose the right tactic for the purpose at hand |
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Choosing a tactic
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1. Public to reach
2. The goals 3. The messages 4. Resources available (money, time, skills) |
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Tactics should be
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- tied to values, mission, vision
- specific - targeted - based on research - constantly evaluated |
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Particular tactics for particular publics
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Types of tactics
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Plant; facility tours
Considerations: Appropriateness Safety Privacy |
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Tactic: institutional advertising
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- advertising-like approach
- not directly related to selling products and services - paid for by organizations |
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Four types of institutional advertisizing
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- identity ad's
- image ad's - issues ad's - advocacy ad's |
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Identity ad
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Focuses on organizations name or key interest
EX:if company changes name or is merged with another |
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Image ad
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Focuses on the way the organization wants to be known
EX: may stress leadership or innovation |
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Issue ad
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Raises an issue and discusses it
Focuses on issues relevant to the organization Ex: may point to the need for a solution to energy problems |
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Advocacy ad
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Focuses on a point of view (specific solution, or answer)
EX: corn syrup producer may argue against its critics |
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Tactics: publics service announcements
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What are they?
Are promotional announcements Strictly for non-profit organizations Similar to ad's but time/ space is free Canberra printer broadcast |
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PSA dynamics
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Messages related to issues ex: quit smoking; vote; avoid drugs
Space is donated by media outlets as public service, saving non-profit $ ...time/ space may not be best |
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Tactic: backgrounder
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Usually single sheet of paper with background info about an organization or situation
Typically provides basic, useful info, largely for journalists |
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Tactic: speeches
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A talk to a public (internal / external)
- can be formal or informal - manuscript or extemporaneous - by CEO or spokesperson |
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Tactic: special event
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- planned happening with a public relations purpose
* pseudo event: - term used by critics - signifies a special event held only to attract media attention |
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Tactic: annual report
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- published by profit & non-profit
- published once a year - particularly important for publicly held corporations |
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Tactic brochure
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Printed message device
Typically a paper folded 3 times * characteristics - highly focused - written in a lean manner - highly informative * related concepts - flier (circular): single sheet, informal, inexpensive - leaflet: sheet folded over once (4 panels) - booklet: pamphlet: small book |
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Tactic: house organ
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A magazine or newspaper produced by the organization
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Tactic: news letter
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- a letter-like periodical
- contains news for publics - print or online |
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The formal plan
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Planning process typically generates a formal or written plan
- various elements in the plan: - goals & objectives - strategy - messages to convey - publics to address - tactics to employ - budget: resources - time frame |
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Choosing a tactic
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1. Public to reach
2. The goals 3. The messages 4. Resources available (money, times, skills) |
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Communication channels
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PR tactics accomplished through communication channels
Channels: pathways for information |
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2 broad types of channels
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1. Controlled channels
2. Uncontrolled channels |
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Controlled channels
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Under an organizations control
Advantage: control, determines content, style, slant, schedule, they have a final say Disadvantage: may have limited credibility and exposure (audience knows you call the shots info assumed to be self-serving |
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Uncontrolled channels
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Channels not under an organization control
Example: city newspaper, TV networks, consumer group newsletters Advantage: possibility of added credibility (endorsement) Disadvantage: you have to interest intervening public; lack of control over final say |
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Media relations
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Involves interaction w/people in the news media
- newspaper - magazines - TV - radio - current-event publishing |
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People in the news media
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- print journals
- broadcast journalists (reporters, editors, producers) |
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Public relations people & media people
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Relate to eachother
Rely on eachother Frequently get to know eachother well |
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PR people
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- PR people see media people as an intervening public
- the intent: messages sent to the media will be sent to other publics |
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Media people
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Media people see PR People as sources for news
- the intent: that relationships with PR people will yield ideas & resources that can be if interest to media audience |
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PR characteristics
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Value truth
Hard-working Professional Use journalistic (news style if writing) Voice a point of view Represent a particular organization |
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Journalist characteristics
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Value truth
Hard-working Professional Use journalistic (news style if writing) The ideal of of objectivity Audience focus Advertising/ supported |
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News and PR MEDIA realtions hips
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PR & media relationships based on the value of news
News=new; north, east, west, south |
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Traditional journalistic criteria for evaluating news
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To journalist, it may be news if it has:
- novelty - proximity - impact - prominence - tension - immediacy |
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PR: news press release
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- an essential written tactic used throughout oublic relations
- focuses on news of organization - written for news media - Hope: that media will use in articles, broadcasts - media rarely use whole release - usually edit or need more details - often ignore release (waste basket) |
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Typical subjects of a news press release
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- new products
- merger; acquisition - change in management - interesting developments - financial information |
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News release functions
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- relationship management
- addresses values & interests of the organization of targeted publics |
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New release characteristics
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- news story about an organization, written from sources point of view
- written in journalistic style |
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Inverted pyramid
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- most important info goes 1st
- least goes last - practical considerations |
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Use of associated press style guide
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- usage and grammar follow same guide
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Use of summary lead
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- who; what; when; where; why & how
- beginning of release same as beginning of standard news story - 1st couple sentences, 1st paragraph ( first 25 or so words) |
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Elements of new release
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- tightly written (every word counts)
- Highly focused - organization and address at top - contact person & contact information at top |
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Elements of news release (cont.)
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- summary news leads
- text starts 1/3 -1/2 down page - short sentences - news - inverted pyramid format - "more" at end if page - "boilerplate" as last sentence - at the very bottom of release: "end"; "###"; "-30-"; |
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Examples of student press releases
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- PR& cyberspace
- computer-mediated communication system |
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Types of media
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Website: wiki; podcasts
Blog: social network |
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Website
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Internet based collection of files organization or individual
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Blog
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Internet based journal or log
Subject driven; authored |
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Wiki
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Website that can be edited by users
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Social network
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FB;interactive; opinion/ informative
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Podcasts
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Downloadable audio/ visual/ video
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New media characteristics
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- electronically based
- time flexibility (send/receive instantly) - space flexibility (5- 5,000 miles away) distance irrelevant - digital (integrative technologies |
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Problem v. Crisis
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Problem: an "ordinary" challenge; fairly predictable; relatively manageable
Crisis: an "extraordinary" challenge; harder (sometimes impossible to predict); affects an organization at its core |
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Good crisis communication
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Not about:
- denial - putting on a "happy face" About: - promoting understanding - sensitivity to publics - candor: natural - helping - clarifying issues |
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Crisis dynamics & evolution
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Notable crisis communication cases
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- BP oil spill
- hurricane Katrina - china toys - Chernobyl - 3 mile island - Tylenol tampering - vioxx - Exxon Valdez |
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Pro-active
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Helping to prevent a crisis
* pr people as: - trend spotters - analysts - counsels to top decision makers |
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Crisis predictability
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The inst. of crisis management says...
- 14% of crisis are truly sudden, accidental & unexpected - 86% are more or less predictable |
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Roles for PR IN crisis communication
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- spotting potential problems /issues
- planning & coordinating - advising management - linking with key publics - drawing from lessons |
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Elements of Crisis communication
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A. Crisis prevention
- identify potential crisis risks - maintain solid relations with publics - ask "what if." |
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Elements of Crisis communication
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B. develop crisis response plan
- procedures for responding - decision makers; spokesperson - capabilities ready |
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Elements of Crisis communication
(Cont) |
C. If crisis occurs
- implement crisis plan - alert all organization leaders - mobilize crisis response teams - provide information quickly - inform all relevant publics (ESP. Employees and media - express concern (apology) - respond with candor - Verify & recheck as crisis unfolds - communicate quickly, consistently and truthfully - have materials as needed - have service, equipment as needed - be available |
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Elements of Crisis communication
(Cont) |
D. In the wake of a crisis
- identify lessons for the future - move forward |
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Integrated marketing communication (IMC)
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Combination of PR, Marketing and advertising
- brand-focused - relationship building - identities retained, but work together |
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Goal of Integrated marketing communication
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To send well- defined interactive messages to individual consumers
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Challenge of integrated marketing communication
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To gain synergy without compromising identity and integrity of each area
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Characteristics of IMC
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Focus is often on "brand" centered
- uses coordinated and consistent message - draws on joint strengths of PR, marketing and advertising - geared to individual consumers: not mass market - emphasis on consumer preferences - meeting consumer needs through favorite media channels - relies on information about consumers and preferences - information often collected through use of new information technology and databases - adaptable to different situations - can be used for coordinated campaigns - may incorporate social issues - as in other aspects of PR, must stress ethics |
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IMC strategy issues
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- playing to strengths of PR and other fields
- determining which situations are appropriate for IMC treatment - choosing a consistent message - marshaling resources effectively - addressing consumer publics in a genuine and effective way - being sensitive to special consumer concerns, such as privacy |
