Ch14 Coping with unexpected

PR -- COPING WITH UNEXPECTED Overview Public relations profession is very demanding and has to remain always on its toes as it will and can always be confronted with unexpected situations. The students will be prepared how to face and counter these eventualities. In this lecture they will also be explained about the emerging public relations trends and responsibilities in this very competitive world. It would be very appropriate to say that a PR professional has to always remain on “Red Alert!”. Moreover, the students will also be apprised about today’s technology and its advantages for the public relations professional. “It is good thing to make mistakes, so long as you find out & rectify quickly”. --- John Keynes. The Golden Rule: Be Prepared •Know your local press contacts. •Know the people personally. •Decide on the spokesperson. •Imagine worst case scenarios. When The Worst Does Happen? •Avoid a cover-up. •Do not alienate the press. •Give the basic facts. •What to say if confronted. •When to take legal advice. •Your right to silence. •Wrapping up the bad news. Some Possible PR Ideas •Setting up a social interest group. •Offering achievement awards. •Setting up an amenity scheme. •Supporting a special interest group. •Donating materials to a good cause. •Donating funds. •Protecting the environment. •Nominate a special day. •Devise a competition. •Offer a special skill. •Produce a mini business mini-guide. •Obtain professional membership. •Smarten up your premises. •Offering advice. •Attend meetings. •Sponsor a team. •Organize a race/walk. •Involve a celebrity. •Celebrate a birthday. •Go “Green” •Link to an educational program Emerging PR Principles & Trends •Acceptability. •Compatibility. •Intensity. •Pervasiveness. •Variety of impressions. •Persuasiveness. Evaluation Of PR Services 6 criticisms of PR •Too Much a “Yes Man” •PR man often not very articulate. •PR man has inadequate grasp of business & economics generally. •PR man does not often understand the operations of the company. •PR man frequently remains ignorant or unaware about company’s immediate problems. •PR man is too sensitive on the point of whether his advice is taken or not. Moves Towards Professionalism. 5 major factors that retarded maturity of PR as a profession. •Grew very rapidly. •Covers exceedingly wide scope. •Forces within & outside created misunderstanding. •Best pr service is often intangible & comparatively immeasurable. •Very little enforement of defined standards pr professionals required to meet Measurability •Public Relations must deal with changes in attitude. •Public Relations must lead its target and not follow it. •Public Relations should probe into the minds of people. •Public Relations should make use of the greatest resource i.e. human intellect & creativeness. Today’s Technology & PR Today’s PR Professional should know •Use of computers for storing, sending, receiving & printing information & art. •About growth of satellite transmission, cable video. •Growth of specialized pr services. •Computerized graphic design services. Key Points -- Six “S” Theory •Strong competition. •Stiff opposition. •Serious opinion leaders. •Systematic evaluation. •Social demands. •Skeptical press. DREAMS & REALITIES OF PR Overview In this lecture the students will be apprised of the dreams and realities of PR. The difference between image and reputation will be explained, besides informing them regarding the ways in which PR professional can take charge of the identity of an organization. What do you mean “That’s good PR”? • We sense presence of good PR because it gives us a favourable impression. We approve of it because it confirms our needs & wants of the moment. We do or admire PR for its planned effect on others. Why Bother About Finer Points If PR Does The Trick? • PR offers no quick fix even when it promises to. PR does not just happen, nor is it result of an aptitude or instinct. PR is unable to do a good job with substandard materials. In fact it exposes weaknesses. PR can be the impetus to getting the product right first by attending to finer points before developing the PR policy. Difference Between Image & Reputation Reputation is based on all impressions gained by the publics. Image is based on awareness, perceptions & approval. Reputation is based on beliefs developed from distance, without benefit of contact. Image is composite perception of a company, its products & services. Can PR Be Self Taught? But patience & application is needed for sustained success. PR techniques are easy to learn. How to books & courses can be used. PR practice is wide ranging & concentration on certain areas is likely to secure satisfying results earlier than expected. PR Irons Out Ups & Downs Of Daily Operations? Understanding of human behaviour. Anticipation of future trends & their consequences. Harmonization of conflicting private & public interests. Generation of greater goodwill internally & externally. Avoidance of misunderstandings & disputes. Promotion of positive corporate culture. What Has PR To Do With Education? There are 3 Key areas where PR supports education Lobbying of decision-makers in Government & local government. Issues management, which is probably of greatest importance internally. Community relations, where emphasis is likely to be on support for parent oriented events & interests. Do Small Businesses Need PR To Survive? A food manufacturer may depend upon a few buyers representing major food retailers or department stores. A professional services company may have half a dozen retained clients such as large companies or local authorities. A specialist subcontractor may work mainly for just 2 or 3 of its industry’s leading names. Still PR Will Be Essential...For Start ups --- to lure broad spread of customers. Additionally --how it gets on with its sources of finance ,suppliers & other key publics. Who Takes Charge Of Identity? Corporate values as reflected in the way “things get done?” The brands, to optimize the reputation strengths. Service characteristics, so that the identity complements them. Sponsorships to emphasize corporate social responsibility. Design, for coherent appearance & ready recognition. Age & structure of the organization to ensure consistency & credibility. CHANGING INTO OVERDRIVE Overview In many situations PR acts or moves as an “over drive” mode,In fact it has to be very proactive without proving expensive and ensure results beneficial for the organization. Moreover, it would also be discussed whether exhibitions should be held or not and what are the advantages of such exhibitions. How Proactive Should Be For An Effective PR Presence? •Are we obtaining our fair share of shout? •How much can we turn into usable intelligence? •Does our image & our reputation satisfy our needs? •How are we doing at meeting our customer’s communication expectations? •Can we fairly claim to be creative in what we are doing? How To Maintain Momentum Without Increasing Costs? •Momentum implies a growing level of commitment which might need extra expenditure. •In PR work curtailing cost may be possible for a while. (e.g.) larger the public to be addressed larger the cost.) •Going to opinion leaders direct a good way to cut costs. How International Is PR? •It is said that 100,000 PR students under training in China. •The Russian PR people at the trade’s European federation pass a resolution against providing PR services to terrorist organizations. •Argentinians denied access to their bank deposits demonstrate volubly before the news media. “In fact PR is humanity’s new mechanism for talking with or shouting at , next door or across the world” Should We Do Exhibitions? Think Hard! -- Consider choices! Then ask following questions? •How long has the event been going? •What official support does it enjoy? •Are there any supporting conferences? •Is it a trade, public or combined event? •What is the reputation of organizer? •What have been recent attendances? •What other hard facts can the organizer provide? Important Key Components •Design of the stand. •Management & control of the stand. •PR support before & afterwards. What Is A Design Brief? •Organizational background •Market background •Product background •Existing materials •Present visual symbols & applications •Budget •Timing •Evaluation What If TV Wants Interview At Short Notice? •Which Programme, what transmission time & how long on air? •Is the interview to be in studio, at an outdoor location or on our premises? •What is the subject to be discussed, what are topics to be included? •Does the interviewer has sufficient information to work on •Can we have a “dry run beforehand?” Are There Any Golden Rules To Write Press Releases? •Who did it / is doing it / will be doing it? •What was happening / is happening / will happen? •Where did it happen / is it happening / will it happen? •When did it happen / is it happening / will it happen? •Why did it happen / is happening / will it happen? •How did it happen / is it happening / will it happen? What Is A Press Pack? •A collection of information compiled for use by a journalist. •It may comprise a press release, fact sheets, captioned photographs & relevant printed matter ,e.g. corporate brochure. •Generally prepared for an event like an exhibition or annual general meeting. Why Write A Letter To The Editor? •It reminds the editor of who the sender is,& his or her reputation as a source of “good stories”, well researched & written. •It is a neat way of making an enquiry or offering “follow up”, where seeing the item is necessary first before the receiver can respond. •It can be means of developing the contact further, by sketching possible future contact, availability of more or different material , forthcoming events & so on. How do we know if we are making the most of our PR function? •How often have departments called on PR for support? •Is senior management involving the PR before decisions are taken, or only afterwards? •Does PR get involved in communications between departments? •Are we seeing PR more as a management function or a technical service? •Could we be using PR more in our “futures” thinking? GETTING ON WITH PR Overview There will be lot of upheavals and problems in practicing public relations. Despite all this public relation professionals should not get deterred and they should get on with PR for the achievement of the desired or required objectives. This chapter will explain the problems and methods how to get on in various situations. Why Marketing & PR People See Things Differently? •Marketing is solely concerned with customers, while PR is about creating most favourable overall conditions for the organization. •Marketing is highly focused on delivering sales, while PR scans entire operational environment. •Marketing aims to identify, anticipate & satisfy customer’s needs profitably, while PR embraces all communication designed to best serve the organization’s interests. •Marketing directs its energies towards external markets ,while PR works both outside & inside organization. What Is “Marketing Public Relations”? When PR is part of promotion within marketing mix, to fulfill marketing objectives , as against PR relating to Finance or HRM it is described as “marketing public relations”. PR also has keen interest in other aspects of marketing mix too, e.g. in Physical evidence. ( corporate identity) People. (customer-contacting employees) 3. Process. (service production & delivery) 4. Product. (or service) – 5.Price. 6. Place. (distribution) Why Should Marketing Take PR Seriously? •Educating markets ahead of marketing activities; •Maintaining & strengthening brand loyalties; •Generating direct sales leads; •Identifying & evaluating potential markets; •Motivating sales force & distribution chain; •Reviving & sustaining mature & declining products. What Can PR Contribute To The Development Of The Marketing Plan? •Provide market intelligence; •Assist in gathering data; •Identify any potential inconsistencies in messages, as between customers & other publics; •Indicate potential communications synergies; •Offer a view based on broader experience of total operating environment. What Are Main Areas Where Other Departments Should Consult With The PR Function? •To obtain advice about a communication problem; •For help in communicating externally e.g. with a supplier; •To facilitate or mediate internal communications between units; •To bring news & views from outside; •To undertake marketing communications. Where does PR fit in the structure? ---- Because PR “spans boundaries” in all directions; it supports all sub systems, including those concerned with production, maintenance, planning & change management So PR people should •Liaise between organization & external publics & individuals; •Assist other sub systems within organization in their communications direct with outside world; •Assist other sub systems in their communications one with another; •PR should be found at any given time working throughout most of the organization. What should we look for in trying to avoid crises? Aim to avoid ----- •Anyone who says that there will be never be one; •Anyone who says crises are strictly for others , not for us; •Anyone who says planning for crises is a waste of time. 12547820203 What makes“good” crises? • WHAT HAPPENED? • WHAT IS BEING DONE ABOUT IT? • ORGANIZATION’S CONCERN & UNDERSTANDING. What makes“good” crises? • WHAT HAPPENED? • WHAT IS BEING DONE ABOUT IT? • ORGANIZATION’S CONCERN & UNDERSTANDING. What Can Go Wrong? •Mass panic, making nonsense of best – laid plans; •Too many people wanting to be spokes persons; •Wanting to run away from media enquiries; •Getting angry with the intrusiveness of media; •Speculation about causes to satisfy media demands or personal motives; •Not being prepared to ask for help; •Not listening to friends who want to help; •Allowing lawyers to dictate how to deal with the problem; FUNDAMENTALS OF A SUCCESSFUL NEWSLETTER Overview The most important tool of public relations is newsletter .Despite various developments in the technique and applications of PR newsletter stills maintains significant importance as a public relations tool.In this lecture fundamentals of a successful newsletter will be highlighted besides explaining its role,importance,different types and kinds. Important Segments RESEARCH PLANNING WRITING PRODUCTION DISTRIBUTION EVALUATION Definition By Purpose. Demographic distribution of the reading audience. Psychographic consideration- of why the audience is reading your newsletter. 4 categories --- Constituency newsletter. Employee or member newsletter. For profit newsletters. Advocacy newsletters. Defined By Distribution Vertical Publications Newsletters that are distributed within the organization…as these are for everyone from clerk to CEO. Horizontal Publications Newsletters that are distributed to a more narrowly defined group with a common interest. Defined By Format. 2 Elements. Size. • Cover Design. Common design 8 1/2 X 11 inch page. Using 11 x 17 inch paper Defined By Frequency Published on a regular basis. Information should be timely. Can be published weekly, monthly or quarterly. Primary purpose to keep in touch. Management By Objective ( MOB ) 3 Objectives: Entertainment. Information. • Persuasion. The Right Questions Is newsletter a proper medium for your Message? Defining target audience. Defining a goal. Setting objectives & evaluate techniques to achieve the goals set. Developing editorial statement. Planning --- Making the Right Choice. • Determining quality. • Determining format. • Determining frequency. • Determining budget for publication. • Selecting content. • Deciding on a design. • Selecting an effective name. Implementation - Doing Right Things Gathering information for stories. Writing stories & editing them. Writing headlines. Arranging or taking photos. Obtaining additional artwork. Copy fitting stories. Typesetting stories. Printing the newsletter. Distributing the newsletter. Evaluation --- Keeping It On Right Track. Testing your message in advance of distribution. Monitoring effectiveness of the newsletter. Evaluating messages during & following the Programme.