C L A S S   9

A SUMMARY ON CLASS 9 – BY  Dr.  Danai  C.

TOPIC COVERED            :           CRISIS IDENTIFICATION

COMMUNICATIONS

ADVERTISING --> PUBLIC RELATIONS --> DIRECT MARKETING

(awareness)                           (image / credibility)                    (call for action)

PUBLIC RELATIONS IS:

·         A management function  

·         A planned action to gain and keep the goodwill of every section of the public with which the organization comes into contact

·         A sustained effort to establish and maintain mutual understanding between the organization and its publics

·         A deliberate program to communicate facts, including at those times which are unpalatable to the organization’s publics

PUBLIC AFFAIRS’ ROLE  

·         Keep management informed of public opinion and of trends and events likely to affect the organization’s reputation

·         Advise management on policies and actions it should adopt to gain and keep goodwill

·         Apply public relations techniques to problems, to influence public opinion and to maintain a continuing, positive programme of action to secure goodwill

PRODUCT PUBLICITY GOALS

·         Create an environment conducive to sales

·         Obtain 3rd party endorsement and credibility

·         Provide free publicity

·         Communicate information we can’t communicate in an advertisement

·         Answer consumers questions we can’t answer in advertising

SPONSORSHIP VS PHILANTHROPIC

·         Sponsorships directly support marketing and sales efforts such as promotion

·         Philanthropic activities are driven by public responsibility, goals, or goodwill

MEDIA RELATIONS

·         Explains what our services / products are

·         Explains how to use them to maximize their value

·         Its softer approach has more credibility

·         Carries third party endorsement because it uses the press as  a medium

·         The fact that the space in the press is not paid for also gives greater credibility

MEDIA RELATIONS OBJECTIVES

·         Understand the media’s role

·         Identify key media organizations

·         Respond to media inquiries

·         Discover techniques that can help / hurt media relations

·         Analyze and respond to crises

PUBLIC RELATIONS TOOLS

·         NEWS RELEASES / PRESS KITS

·         PRESS CONFERENCES

·         A/V - SATELLITE / RADIO CONFERENCE

·         ONE-ONE-ONES

·         PRESS BRIEFINGS

·         MEDIA TOURS

·         SURVEYS / INDEXES (QUANTITATIVE RESEARCH)

·         OPINION RESEARCH (QUALITATIVE RESEARCH)

·         SPONSORSHIPS / SPECIAL EVENTS

·         ADVERTORIAL

·         BY-LINE COLUMN

·         NEWSLETTER

·         SUPPLEMENT

·         EVENT MARKETING / EXHIBITION MOVIE PROPS

·         MUSIC / SONGS

THE 5  BASICS PR. INGREDIENTS

·         Understand the press

·         Create a style

·         Be Pro-active

·         Be versatile

·         Must be accountable

CRISIS:

·         Any sudden or unplanned event which seriously threatens the commercial viability or reputation of an organization

NATURE OF A CRISIS

·         The requirement to make decisions quickly without necessary information

·         The sheer speed at which events unfold

·         The involvement of many groups, especially those outside the organization

WHAT TO DO FIRST WHEN A CRISIS HITS

    A.      DETERMINE THE SCOPE OF THE CRISIS

    B.       DETERMINE WHO MUST BE CONSULTED

    C.       ORGANISE CRISIS TEAM

    D.      DEVELOP STRATEGY

    E.       DETERMINE WHAT THE MESSAGE WILL BE

    F.       DETERMINE THE SPOKESPERSON

    G.       DETERMINE THE AUDIENCE

    H.      DETERMINE WAYS TO REACH THEM

CRISIS COMMUNICATIONS --->REPUTATION MANAGEMENT

·         Before the event         -understand the issues and plan to prevent business interruptions or to                 minimize damage

·         During the event         -manage the crisis

·         After the event         -restore the business to full operation as quickly as possible

BACK TO ASSIGN..