Category Archives: PR Reflection COMM 2322

“Hear Ye, Hear Ye” Across Multiple Channels

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by Tiverton Town Council

Today in Public Relations Applications, we discussed subjects from chapter 12 in the THINK: Public Relations text by Wilcox. We discussed how Public Relations Professionals act as medieval town criers in terms of getting information out to their public audiences.

by TOMTEC

To do this, PR professionals rely on a toolbox of “tactics” that help them to reach as many people as possible. To name a few: news releases, public service announcements, media conferences, and special events which can be sent to print, TV, and/or radio publishers once they’re written for the correct corresponding channel of communication.

It’s the job of the PR professional to get their messages accessible to the public. Utilizing different channels, other than social media, is a great way to do so. It is important for the PR professionals to understand how to prepare messages for each, but each channel, however, has important requirements that make it unique.

by keepthebyte

For example, printed material, such as news releases, must be written using the Associated Press Style; which has many different requirements from the standard English grammar format most people are used to writing in. Also, news releases need to be written, metaphorically, in the shape of an inverted pyramid. Information needs to be written in order of importance where the most important things are mentioned first and the least important are mentioned last so that people will read the most important information even if they only read the first couple of lines.

News releases prepared for print are very different from those that are prepared for radio. Radio announcements should take about 30 or 60 seconds (about 125 words) to read because broadcasters must fit their messaged in a rigid time frame that is measured down to the second. Strong and short sentences are preferred because they make the message more conversational, they allow the announcer to breathe in between thoughts, and because they help the listener follow what is being said. Television

Getting messages to be aired on TV can be a little more tricky than getting messages printed or read. Luckily, the text mentions four approaches PR pros can use to help get their viewpoints on local television.

1.) Send the same news release the the local print media receive. If the news director thinks the topic is worthy, then it may be mentioned by the news announcer.
2.) Have a media alert/ advisory inform the editor about an event that would lend itself video coverage.
3.) Phone or email the editor and make a pitch to have the station do your story. (The secret to successfully pitching to a TV news editor us ti emphasize the visual aspects  of the story).
4.) Produce a video news release and send it into a station.  This works because it requires minimum effort on the part of the TV station.

To read more about the tactics of PR professionals in terms of reaching their audiences, check out the textbook THINK: Public Relations by Wilcox.

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Class Reflection: Be a Better Persuader

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"Business woman consulting a partner" By inlinguaManchester

The main topic of class today was about Persuasive tactics and skills a Public Relations professional can use when dealing communication between audiences. But we first discussed some of the things a that would help a PR pro when working with a potential client:

1. Do your homework- Research the company by utilizing Google, LinkedIn, Facebook, Twitter or checking out the company’s blog
2. Listen- What is the client looking for? Write down the things they tell you and start formulating questions and ideas.
3. Define the scope of work- How much is your client looking for? What kinds of processes are going to need to be implemented in order to finish the projects?
4. Feedback- Did your client get what they wanted? If so, get a positive reference from them.

"It's going to get worse" By Sumit

Public Opinion refers to the vastly differing opinions of people everywhere. It is very elusive and extremely difficult to measure at any given moment, but, is an important factor in persuasive writing to large publics. According to THINK: Public Relations, understanding and assessing the dynamics of competing or conflicting opinions is a crucial dimension of public relations work. In order to further understand how to be persuasive in a elusively opinionated culture, there are multiple factors that contribute such as  utilizing opinion leaders, mass media, conflict and assessing the factors that go into the communication process in general.

"Now That's Advertising!" By Joits

Opinion leaders are merely knowledgeable experts, celebrities or spokespeople who articulate opinions about specific issues in public discussions. Leaders as these are useful in catalyzing a flow of opinion, starting trends and viral-izing ideas.

Yes, PR people can use opinion leaders to influence their public’s opinions, but they can also reach targeted audiences directly via the mass media such as television, radio, newspapers, blogs and/or magazines. People tend to talk about the things they see or hear from TV or in newspapers and understanding and utilizing who controls the media and who sets the media agenda will help influence public opinion as well.

Conflict is any situation that two or more groups, organizations or committees have a difference of opinion in the same interests. Conflict in the public arena doesn’t necessarily yield negative results but actually creates a constructive process that leads to a consensus.

Lastly, each component, or factor, of persuasive communication process will help a PR pro as well. There are many factors, but to name a few: analyze the characteristics of the audience, clearly define suggested actions, source the credibility of the information, use simple language to avoid misunderstanding and utilize different channels to reach  targeted audiences.

There were many topics that we went over in class, but to discuss all of them would be similar to typing a short book!
To check out more information about persuasive writing, though, check out the THINK: Public Relations textbook 2011 edition or visit blogs from PR professionals such as the Ten Timeless Persuasive Writing Techniques.

3/1/12 Reflection: Communication and Measurement

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Overall the subject of tonight’s class is communicating and how to measure if the communication was successful.

First, we discussed different three similar models of how we communicate with one another and even how to communicate with people across different cultures. Mass Media researcher, Wilbur Schramm, explains communication through three models within the textbook, THINK Public Relations, one being the simple communication model displayed below.

"Shared Fields of Experience" by Wilbur Schramm

Information is sent from a source that encodes the original message through a signal to a  destination that will decode the message. The same color “Field of Experience” that surrounds both entities that the message is sent to and fro denotes the common language/experience that the sender and receiver share. Without a language or overlapping cultural background, the communication will be distorted or unsuccessful.

During the second half of class, the two owners of Linda Marie Weddings and Events visited and asked the class for help with the social media aspects of their business. Grouped in pairs, the class then brainstormed ideas for the company and presented them to the owners.

Adrian and I discussed how they can better use their Twitter account, such as engaging in Twitter chats, as well as how to better make use of Pinterest, their blog and how to get more traffic to their affiliates. The entire class presented awesome ideas and everyone learned something new. It was great to brainstorm ideas as if we were working for a client! I know I’ll be able to utilize what I learned in class today in the future when I engage in a Public Relations/Marketing career.

Reflection 2/23/12: Research

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'Cats are reading a book' by Catunes

In class we discussed different aspects of researching. For a Public Relations professional, using research achieves credibility, develops strategy, prevents crisis, monitors the competition and generates publicity.

There are different types of research and ways to conduct it. The types and ways mentioned in class were secondary, primary, qualitative and quantitative research. Secondary data is information that already exists, primary research is putting together original/new information, qualitative research is observable and often not generalizable and quantitative research in descriptive/explanatory and is generalizable.

We also created a  Zoomerang account, which is a website that is useful for sampling and gathering data for research in a systematic way. One can create their own survey through the associated website, Survey Monkey, and to make things easier, one can even use the provided templates For a fun way to design and create a survey, check out Zoomerang.com.

After we learned how to create a survey with survey monkey we went over the eight elements of a program plan:

by woodleywonderworks

1. Situation
2. Objective(s)
3. Audience
4. Strategy
5. Tactic(s)
6. Calendar/Timetable
7. Budget
8. Measurement

We analyzed these themes in hand out of  Cisco’s corporate advertising road map as well as the HP messaging guide for marketing and communications professionals. This was the most interesting part of the class because we were dealing with real life marketing plans of existing companies and how learned how important research is in the process of a marketing plan.

 

 

 

 

 

 

 

 

 

PR Applications Class Reflection

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Today in Public Relations Applications, we discussed departments and firms that deal with public relations.

Getting into the details, we talked about how the names of many departments now include the term ‘communications’ in place of ‘public relations’. Some of the  titles one will come across for PR departments in the corporate world include corporate relations, investor relations, public affairs, marketing communications and external affairs. I think that any of these terms are appropriate for a job title; the title a company chooses to use should depend on the responsibilities of the job or jobs within the department. For example, the title ‘corporate communications’ conveys that that department primarily facilitates the company communicate with the public, other companies, etc. ‘Public affairs’, however, is a more specific job title that conveys that those in this department help the company establish a relationship with peoples in their public.

Adrian Garza and I worked together to research and create a powerpoint presentation two PR companies. I discussed Duarte Design, a company that does, assists, and teaches its clients how to put together presentations. Remember the documentary, An Inconvenient Truth by Al Gore? Well this is the company that assisted in creating that presentation! Some of their other clients include “…innovative Fortune 1000 companies in diverse industries, such as Adobe, Disney, Facebook, Twitter and Wells Fargo.” Adrian talked about American Society of composers, authors and publishers (ASCAP) and their departmental structure within their company.

Overall, it was a great class!

 

Feb. 2 Class 2322 Reflection

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In this class we discussed conflict management in terms of Public Relations (PR). “PR can be defined as the strategic management of conflict and competition”. Here, conflict is about confrontation and attacks and confrontation is about obtaining a goal sought by another such as customers.

We talked about some Real World examples of a PR conflict management, one of them being the lock down that occurred after a basketball game on Jan. 28, 2012  at Southeastern University. The SEU Facebook page blew up during and after the lock down with all kinds of comments from students and parents. Some were extremely concerned and almost angry while others were humorously indifferent about the whole event. These comments provided a threat for the University’s image, especially with Preview Days right around the Corner, but the PR management team did a great job by providing as much information as possible about the event and even gave credit to those that helped resolve the situation and the level of seriousness of it.

Conflict Management Life Cycle By Professor Childs

Based on the above visual example we reviewed later in class, the SEU PR team did a pretty good job with their conflict resolution because they were proactive, strategic, and reactive to the issue and made a good recovery in time for preview days.

Overall, conflict resolution for any PR represenative is an important part of the job in order to maintain a high level of public opinion for a company or its brand(s).

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Jan. 26 Class 2322 Reflection

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In the last Public Relations (PR) Applications class, I can remember discussing the different types of Social Medias and how they are used in Public Relations. We learned ( As depicted below) that at the center of any Social Media conversation is a brand which leads to the marketing, PR, and/or the support of that brand. These help bring about ongoing insight and feedback about the brand from the public, which can be seen through different Social Medias.

The Conversation Prism by Brian Solis and Jesse Thomas

I learned that, although there are so many types of Social Medias, many of them can connect to the another so that an audience can find you or your brand easier and read everything about you, your company, or your brand.

For example, say “ABC, Inc.” has a Facebook that updates events and news. Anyone who stumbled upon that page and was interested in what they saw could travel to other sites used by that company such as the company’s Twitter, website, or Blog with one click of their mouse!

In order to better put myself out there, and fulfill the requirements of this course, last class I created a Twitter and Gravatar account and linked them to this blog. By doing that, I’ve allowed and given the context of my face to be seen with what I say on Twitter and on this blog. This will slightly expand my potential audience as well as increase the search outcomes of my name. ( If I were a brand being marketed, that would be optimal! )