Chapter10

This is PR 11th Edition Newsom, Turk and Kruckeberg

Chapter 10

Tactics and Techniques


Objectives• To appreciate the distinctions among advertising,

publicity, publications, annual reports and special events and understand the unique tactical and technical requirements for preparing messages for each

• To recognize the best tactics and techniques for message presentation in the mass media that are available to public relations practitioners

• To understand how media workers perform their jobs and the best ways that public relations practitioners can help them to do so

• To develop sensitivity to how cultural differences among audiences can affect the way public relations messages are interpreted and perceived


Primary PR Tactics

• Advertising• Publicity• Hybrids that include a bit of both


Advertising

• Paid-for time or space• Except for PSAs, which is time and space

donated to a nonprofit organization or cause

• May look like publicity: Special section that includes what looks like editorial copy as well as ads

• Controlled media


Publicity

• Handled by editorial staffs of news media• Is editorial copy• Is uncontrolled media


Line Between Advertising and PR

• Blurring further as traditional media are used in more unusual ways and consumers of media lose their ability to distinguish between “fair and unbiased” news messages and information that has not been “vetted” by journalists in their traditional role

• “Digital Natives”: get their news from Web portals and from Web media such as blogs


Special Editorial Sections

• Combination of advertising and publicity• Display advertising• Editorial copy devoted to a particular topic or event,

written by or for those who have paid for the display ads

• May look very much like “regular” print content• Broadcast version is an advertorial or infomercial


Public Service Announcements

• Referred to as PSAs• Criticism of use and misuse remains• Publicity-generated copy• Placed through advertising staff (print) or

public service director (radio and TV)• Space or time donated by media to

nonprofit organizations or nonprofit events sponsored by commercial organizations


Preparing Successful Ads

• Be clear about purpose• Be clear about public you are targeting• Use an organization’s logo to create identity

with the ad unless it might be misunderstood in cross-cultural communication

• Be cautious with the use of humor, making comparisons or using negative comments


Publications as Publicity

• Brochures• In-house magazines, newspapers,

newsletters• Annual reports• All may be used to generate publicity


Producing Brochures

• Determine purpose and audience• Determine distribution (check with U.S.

Postal Service)• Visualize with a mockup what the brochure

might look like• Determine what needs to be said and

whether it can best be said with text or visuals


Producing Brochures (cont.)

• Decide about design features: color, paper, typeface

• Create text and gather visuals• Enlist layout artist or handle design and layout

directly using a computer• Obtain printer estimates• Proofread, edit, proofread again• Print• Distribute


Producing House Publications

• Distribute to employees or members of internal audiences

• Determine purpose• Determine budget• Determine format - newsletter, tabloid,

magazine – after studying media habits of audience

• Determine distribution


Producing House Publications (cont.)

• Develop content: both what audience wants to know and what it needs to know– Questionnaires or other research techniques

can be used to survey audience– May use employee/member correspondents or

PR staff only• Prepare a mockup of text, visuals, cover• Obtain printer estimates• Design, edit, proof• Print and distribute


Producing Annual Reports

• Is shared task of PR and financial officer• PR is communications expert responsible

for design and language• Financial person is fiscal expert responsible

for content• Key consideration is report’s impact on

priority publics: Investors, financial community, SEC


Producing Annual Reports (cont.)

• Planning begins almost a year in advance• Report is a process almost as much as it is

a publication• May be disturbed in printed form but also in

digital and video formats and posted to organization’s Website

• Separate version may be done for internal audiences


Contents of Annual Reports

• Letter from the CEO• Auditor’s report• Financial statements• Narrative section commenting on year’s operations

and accomplishments• Photos and charts• Best also to include an “executive summary” that

boils everything down to a clear, concise summary


Speeches as Publicity

• Executive speech may receive one-time media coverage

• Speech may be videotaped and distributed to target audiences or posted on Web

• Text of speech may be reprinted in brochure format and distributed to target audiences

• Copies of speech may be distributed internally


Speech Checklist• Set up a day ahead• Find out what events are going on next door and get

them, or your event, moved if there will be noise distractions

• Check out the sound system• Check out the lighting• Check out access to electrical outlets for broadcast• Check out projection, computer systems• Make sure proper chairs, tables, etc., are on hand and

placed correctly• Arrange for water and glasses• Locate nearest restrooms, telephones• Prepare name tags


Speech Checklist (cont.)

• Set up registration area and have list of invited guests

• Provide place cards or seating charts• Prepare an agenda/program of all activities to take

place during the event and distribute to participants• Have writing materials available for last-minute notes• Prepare information kits for attendees• Have easy-to-read clock• Be sure all computer components are compatible


Special Events as Publicity

• Speeches• Open houses• Celebrations• Celebrity visits• Conventions or trade shows


Planning Special Events

• Start planning early– For large events, a year in advance is not

too soon• Create a blueprint plan and timetable

– Assign every detail– Walk through the event to make sure you

don’t overlook anything• Form committees or groups to implement

the plan


Planning Special Events (cont.)

• Use company artists, designers, copywriters, exhibit specialists, etc., when they exist and are available

• Provide special attractions to ensure attendance: Celebrities, concerts, exhibits, tours, awards, prizes, etc.

• Provide giveaways and souvenirs• Arrange to move people to and from the event• Publicize the event well in advance using

advertising to supplement as necessary• Thank everyone when the event is over


Visual Presentations

• Using easel pads– Remember to provide markers– Plan ahead for how to display multiple pages if

you want people to see all ideas jotted down• Using overhead projectors

– Transparencies must be readable from a distance

– Few words, lots of charts, graphs, visuals


Visual Presentations (cont.)

• Using PowerPoint slides– Type size should be large for legibility– Provide handout that is copy of slides

used– May be transferred to CD or digital file for

further distribution


Audio Presentations

• Thoroughly test equipment• Rent high-quality equipment if the

equipment provided by the meeting space is poor

• Keep the presentation simple and direct for easy understanding


Institutional Video

• Be specific about needs: audience, purpose, etc.

• May be done by in-house staff or outside specialists

• May be video version of previously produced printed publication like annual report


Judging Video Quality• Attention span: gripping? interesting?• Subject: adequately covered?• Audience suitability: properly targeted?• Visuals: quality? clarity?• Timeliness: visuals, text up to date?• Talent: participants, actors believable?• Sound: appropriate? balanced?• Editing: flow? pace?• Script content: right quantity of words vs. visuals?• Believability: honest? plausible?


Celebrity Appearances• Presence guarantees publicity• May make arrangements through agent or

through organization with which celebrity is involved

• Request bio info, photos for pre-appearance publicity

• Provide all background information to celebrity or agent

• Provide special amenities: from limo to special foods to special host or “handler”

• Develop a schedule and stick to it


Successful Publicity

• Is it important to the medium's audience?• Is it local if a local medium?• Is it timely?• Is it accurate, truthful and complete?


Judging Value of Publicity Information

• Does it have news value?• Does it have human interest?• Does it have humor?• Does it meet the needs of the media?• Is it being delivered to the media at an

appropriate time in their schedules?


PR Wire and Video Services

• Carry PR news directly into newsrooms, often computer to computer

• Distribute both text and video releases• Can result in national, even international, coverage• Can also result in greater credibility for PR sources

because material is carefully checked before transmission

• Some include clipping, videotaping, monitoring services

• May deliver digital photos as well as text• Disadvantage: don’t always know who received


Public Relations and the Internet

• A “network of networks” that no one manages

• Distributes text but also sound and video content

• Many organizations maintain Websites that are used for communication, sales, etc.


Websites

• Method of attractively presenting organization to millions around the world

• Consulting, Web design firms available to develop sites if in-house capability lacking

• Has 24/7 nature so is available on demand• Cheaper than most advertising and publicity• Web manager must constantly update, correct• Need to develop happy medium between breadth

and depth


Working with the Media

• Requires some basic training in journalistic techniques for gathering, reporting information

• Requires being able to identify news• Requires keeping background, historical,

factoid material ready at all times• Requires familiarity with intended media

target: style, timing, content focus


Materials for Media

• News releases– Must identify with target media’s definition of news– Must be prepared in appropriate style, form– Must be prepared with media schedules in mind

• Photos, illustrations– Some media will accept; others prefer to take their

own– Be careful of arrangement as to who owns photos

or illustrations– Know media specifications


Materials for Media (cont.)

• Video news releases– Often outsourced to enhance

international distribution• Information based on promotions

– Often referred to as “marketing PR”• Image marketing• Publicity spin-offs• Celebrity spin-offs


Publicizing Special Events

• Establish a timetable to ensure all details are addressed

• Prepare a mailing list for media and guests• Plan the promotional plan in detail: Which

information will go to which media and in what formats

• Consider all formats of information: advertising, publicity, letterhead, invitations, posters, etc.


Publicizing Special Events (cont.)

• Develop media kit: mailed in advance, handed out at event, mailed after the fact to no-shows

• Set up newsroom if live coverage is anticipated

• After the event send clipping, stories for special, trade publications and special audiences such as shareholders to extend coverage


Contents of Media Kit• Fact sheet for organization• Fact sheet on occasion• Background and photos of people involved• Background on organization and on event or situation• Program or schedule of events• Complete list of participants• Straight new story• Feature story• Page of facts about event or organization• Visual materials such as logos• Information on cooperating organizations


Relationships with the Media

• Good PR person knows a journalist’s job almost as well as the journalist

• Good PR person knows which specific journalists cover his/her organization, industry, etc. and maintains contact even when there is no news

• Good PR person develops a media list of relevant reporters, editors and keeps it current


Relationships with the Media (cont.)

• Good PR person is available to a journalist whenever the journalist needs information or assistance

• Good PR person immediately responds to media requests or needs


Relationships with Production Pros

• Good PR person knows and understands the production process for print, broadcast, digital media

• Good PR person is able to articulate clearly what he/she want

• Good PR person understands that the higher the quality of the work desired, the higher the cost


Relationships with Other PR Pros

• An in-house PR practitioner may have to work with an agency brought in for a special project or event,

• Who is responsible for what must be spelled out immediately to avoid confusion and misunderstanding between the client and PR services provider


Relationships with Freelancer

• PR person may be asked by freelancer to provide information and/or access– Check out freelancer’s legitimacy first– Make sure you both agree on the scope

and focus of the article• PR person may hire freelancers to write for

the organization


Contracts and Deadlines

• PR person arranges contracts with suppliers of services: freelancers, printers, AV services

• Everything needs to be spelled out, including deadlines

• Meeting deadlines is essential for a smooth operation


Media Interviews

• Role of PR practitioner– Preparer: briefs executive to be interviewed,

provides information to reporter– Facilitator: arranges interview, provides follow-

up information, materials– Clarifier: interprets facts, technical language

• PR person should not inject himself/herself into the interview


Interview Guidelines

• Select appropriate place for interview that is comfortable for interviewee

• Allow sufficient time for interviewer to complete assignment

• Know the topic of discussion and have supporting material and information on hand

• Coach the interviewee beforehand as to what questions to expect


Interview Guidelines (cont.)

• Know the reporter’s habits and quirks and brief the interviewee

• Brief the reporter on the subject of the interview

• Set ground rules for the interview and make sure both parties understand them– Is anything off the record?

• Make sure the reporter gets the story he/she came for


Interview Guidelines (cont.)

• Stay in the background. Don’t answer questions or intrude unless the subject begins to divulge information against company policy

• Offer to provide answers to future questions that might arise

• Do not ask the reporter when the story will run or ask him/her to send a copy


Rules for the Interviewee

• Know the topic you’re going to discuss• Anticipate tough questions• Be honest• Answer questions directly and if you cannot

say so• If you don’t know an answer, say you don’t

know and offer to get the information and then follow up with it quickly


Rules for the Interviewee (cont.)

• Keep the interview as relaxed and cordial as possible

• Avoid off-the-record remarks• Don’t try to avoid answering questions that

are public record• Offer help and additional information later if

the journalist needs it


News Conferences

• Schedule them only when legitimate news is involved

• Choose a site and time convenient to news media

• Cover the news conference for your own organization with videotaping, audio recording, etc.

• Assemble and have available all background information


News Conferences (cont.)

• Offer a story and visuals or sound bites to those media unable to attend

• Rehearse your spokespeople• Share the results of your news conference

with management immediately after the conference


Media Tours• Become thoroughly familiar with the people you will meet• Be sure all arrangements are firm• Take plenty of money and credit cards• Be sure your person keeps on schedule and fulfills all

commitments• Keep up with props, supplies of media kits, luggage, etc.

Make notes of what follow-up is needed• Keep clippings if you are in town long enough to get

them• Be responsive and sensitive to both sides


Talking back to the Media

• What to do when the media make a mistake:– Correct the mistake– Respond with an information campaign of

your own to correct– If serious enough, a lawsuit might be

necessary

Chapter10

Documents

Transcript of Chapter10