Category Archives: COMM 2322

Chapter 16: Media Interviews, News Conferences, & Speeches

Here are some notes from Chapter 16 of Public Relations: Strategies & Tactics (9th Edition):

  • When setting up an interview, the PR professional should get an understanding of the purpose of the interview from the interviewer.
  • Communication is two-way at a news conference, “the person speaking for a company or a cause submits to questioning by reporters, usually after a brief opening statement.”
  • The important steps of speechwriting are (1) research, (2) figure out your objectives and approach, (3) write the speech, and (4) coach the speaker.
  • When giving a speech or presentation, make sure that your message is understood with the language that you use, think about your audience, pay attention to the length of your presentation, remember to keep tabs on your nonverbal communication, and use visual aids.
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Filed under COMM 2322, Reading Notes: Comm 2322

Chapter 15: Radio, Television, & the Web

Here are some notes from Chapter 15 of Public Relations: Strategies & Tactics (9th Edition):

  • Radio and television are important because they reach the “vast majority” of the American public on a day-to-day basis.
  • Some guidelines from the Broadcast News Network on how to write a radio news release include:  Timing your story by reading it out loud (slowly), getting your message across using the smallest amount of words and facts possible, using simple words in your release, and saying what you want and need to say right away.
  • The four approaches for getting an organization’s news and viewpoints on local television stations are (1) send the same news release that the local print media receive, (2) a media alert or advisory informing the assignment editor about a specific event or occasion that could use video coverage, (3) to phone or e-mail the assignment editor and make a pitch for a specific story, and (4) produce a video news release package.
  • A few “do’s” of satellite media tours are (1) get news stations involved by sending them items that will help them perform and promote the interview, (2) be clear in your pitch, and (3) respect producers when they do not immediately accept your pitch.
  • A few “don’ts” of satellite media tours are (1) don’t be dishonest with the producers you pitch your SMT to, (2) don’t pitch your SMT to more than one producer at the same station, and (3) surprise the producer.

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Crisis Management

One of the most essential qualities to have as a public relations professional is definitely the skill of crisis management. This involves many aspects, but one of the leading qualities would have to be reaction time and reaction itself. When something you’ve been working diligently on falls apart, what will you do? When something slanderous is posted about your company or firm, how will you get rid of the scar? How will you tell your employees, or those who work under you? All of these are questions that you must ask yourself when evaluating your own crisis management skills and deciding what your role will be in the public relations field.

How do you react to a crisis? What steps do you take to recover? First, you need to talk about it and be completely open, factual, and truthful (fact/truth does not always mean the same thing). The truth is that if you don’t tell all the facts about your crisis, someone else will, and it will leave you to answer about your own lies. Of course, with telling about the crisis, you also need to be open about what you’re doing to fix it. No one wants to hear that something is broken if the creator has no inclination to mend it, the same applies to crises in the work place. Finally, when the crisis is over, you of course need to notify all involved and all who are interested before you can get back to your work at hand.

Just as there are stages in life, marriage, and parenthood, there are also stages of crisis management. The four stages of a crisis are heroic, disillusionment, honeymoon, and reconstruction. You first need to come up with a swift solution to the problem, you then might have some confusion about what exactly is happening, after that you can get into a rut where you become comfortable with the problem, and then you will finally rebuild and mend whatever “broke” in the daily process of your company or organization.

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Disney Pixar & Another Sequel

Apparently Disney Pixar was so impressed with the feedback from Toy Story 3 that they decided to produce a sequel to their 2006 animated film, “Cars.” Disney Pixar releases one film a year, and personally I look forward to their releases with great expectations. Having said that, “Cars” is one of my least favorite Disney Pixar collaborations and I am disappointed that I’ll have to wait two more years instead of just one for a new instant favorite animated film.

Check out the trailer here:

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How To Do Business in England

Last week in my Public Relations Applications class, we participated in an exercise to learn about business etiquette in countries that we had never been to. My partner and I researched England, here are a few tips for conducting business there:

  1. Avoid wearing striped ties, most British regimental ties are striped and you may look like you are trying to imitate them.
  2. Shake hands with whoever you’re conducting business with, unless it’s a woman. If so, wait for her to initiate the hand-shake.
  3. Do not give gifts at your business meetings, they are not a part of business in England.
  4. Respect personal space and don’t ask personal questions.
  5. Do not rush the business man or woman you meet with to come to a decision on whatever subject you have discussed, the process is much slower in England than in the United States.

Hope you found these tips helpful!

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Chapter 14: News Releases, Media Alerts, & Pitch Letters

Here are some notes from Chapter 14 of Public Relations: Strategies & Tactics (9th Edition):

  • A news release is “a simple document whose primary purpose is the dissemination of information to mass media such as newspapers, broadcast stations, and magazines.”
  • Questions that you should ask before writing a news release, while in the planning stages, are:  (1) What is the key message? (2) Who is the primary audience for this release? (3) What does the target audience gain from the product or service? (4) What objective does the release serve?
  • When writing a news release, use the inverted pyramid structure because the editor won’t use your release if they do not find the first few lines interesting, they cut stories from the bottom, and readers usually don’t read the full story (unless they are intrigued by the beginning).
  • The purpose of a media kit is to “give editors and reporters a variety of information and resources that make it easier for the reporters to write about the topic.”
  • The five methods of news releases, photos, and media advisories are (1) first-class mail, (2) fax, (3) e-mail, (4) electronic wire services, and (5) Web-based newsrooms.

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Chapter 11: Reaching A Multicultural & Diverse Audience

Here are some notes from Chapter 11 of Public Relations: Strategies & Tactics (9th Edition):

  • Emerging audiences in the American society include Catholic and Evangelical groups, the Gay/Lesbian community, the disability community, and women.
  • “The enormous impact of television on daily life has increased visual orientation, with many people obtaining virtually all of their news from the television screen.”
  • The three major age groups that require “special attention” are youth and young adults, baby boomers, and seniors.
  • Fernando Figueredo, head of the multicultural practice for Porter Novelli, gives five basic concepts that should be taken into account when developing a communications campaign for multicultural consumers: (1) Organize a team that understands the customs and values of the demographic groups that you are trying to reach. (2) Understand that consumers that have a diverse cultural background will respond better to messages that are “culturally relevant.” (3) Remember that consumers of diverse cultural backgrounds are incredibly loyal and most likely will be the same way with your products. (4) Use the first language of your audience. (5) Utilize spokespersons who represent the audience.

 

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Filed under COMM 2322, Reading Notes: Comm 2322