Maximize your success with these five simple tips.
by CR 'Cataunya' Ransom
Mosnar Communications
A mass explosion of free publicity is the best reward to launching a successful
PR campaign. The ultimate goal of a PR campaign is to receive loads of free publicity about your book, product, service, or cause.
This type of free publicity most often leads to more sales, brand awareness, strategic alliances, and so on. Making headlines is the greatest and fastest way to make people want to do business with you.
Achieving free publicity success often involves research and doing your homework. However, the rewards are well worth all the time and effort you
put in. Imagine receiving a feature story about your book, product, service, or cause in a newspaper or magazine for free? Advertising is expensive and most likely would cost a pretty penny to publish a full feature article in a newspaper
or magazine. Learning how to successfully pitch stories to the media could bring in tons of free publicity.
Here are some tips to guide you on how to pitch stories for maximum PR media placement:
1. Release
The first step is to prepare a media or press release about an announcement. It is important to consider that your release should be telling a newsworthy story. New additions, breakthroughs, mergers, acquisitions, research findings, etc. A media or press release will tell the story that you are trying to pitch.
2. Research
Make sure to find media publications that are related to your story pitch. Look for chemistry by matching publications that focus on your industry, topics, reviews, etc. This is the single most important step to receive the most free publicity exposure. A great release and story that is pitched to the wrong media source will never get picked up.
3. Pitch
When pitching your story remember you only get one opportunity to make a first impression. Be ready to pitch your story in 30 seconds or less. Identify why your story pitch is significant to the media source and how readers can benefit from your story pitch.
4. Promote
Allow media publications to find you by promoting your release. Try using press release wire services to help promote your release. There are a number of free press release wire services like http://www.prlog.org/ or http://www.i-newswire.com/.
5. Build
Start building relationships with the media and become a lead source for media publications. Give them what they want: a great story!
Media publications run on news and supplying news is what will get you free publicity. Mastering how to strategize to receive the best media publicity involves knowing how to match your story pitch to the right publications. Keep researching, keep pitching!
--------------------------------------------------------------------------------
CR "Cataunya" Ransom is the Co-founder and Chief Marketing Officer
of Mosnar Communications, Inc. in metro Atlanta, Georgia.
CR consults clients and speaks to audiences relating to
global marketing and public relations practices. CR is the creator of
the Mega Powerhouse Marketing system at www.megapowerhouse.com
--------------------------------------------------------------------------------
Monday, April 12, 2010
The Joy Of Teaching...
Hello all... okay some of you are complaining that I havent updated to comment on the other campaigns.. so sorry la.. miss busy la.. anyhoo.. here it goes...
Okay, to be honest, I truly am proud of all the groups...whether you are in my PR1, PR2 or media relations class. I think that all the campaigns were done well and managed to create awareness on the message that was presented.
The anti-discrimination campaign, created a good buzz and got much attention.. however, im still not sure as to how the message got to the public aka students of Segi...but I am waiting for the reports to here the inside story.. hehehe.. especially since Irfan wasnt in class to give more explanation..:P but all in all.. good job guys and girls!
As for the Anti-stress campaign, when I first walked into the area.. I was a little shocked to see how ¨quiet¨ it was.. then i realised that .. it was supposed to be lah.. and yes, i think you managed the campaign well creating a peaceful, relaxing area for the students.. Good job gang!
I must apologise for not being able to fully participate on that day (would have loved to get a manicure, kaki urut and have a try on bashing the pinata...:( )as we were busy trying to tie up loose ends for the Malaysian-Lah! campaign.. (oh yes, thank you to all my PR1 students to dropped by the event)
So now, the Malaysian-LAH! Campaign.. Yes, it was a journey kan.. it took a while to get you all geared up but once you guys got the picture and were more focussed, we managed a wonderfully brilliant campaign and the message was communicate!
All in all, I never thought that teaching would bring me so much joy.. the joy of sharing my knowledge and the joy of learning from you all.. I have learnt so much.. thank you gang!
For me, anything is possible if you put your mind to it and believe you can.. God willing...if you believe you can, you surely can one lah! ... hehehe...cheers gang!
Love you all..
Okay, to be honest, I truly am proud of all the groups...whether you are in my PR1, PR2 or media relations class. I think that all the campaigns were done well and managed to create awareness on the message that was presented.
The anti-discrimination campaign, created a good buzz and got much attention.. however, im still not sure as to how the message got to the public aka students of Segi...but I am waiting for the reports to here the inside story.. hehehe.. especially since Irfan wasnt in class to give more explanation..:P but all in all.. good job guys and girls!
As for the Anti-stress campaign, when I first walked into the area.. I was a little shocked to see how ¨quiet¨ it was.. then i realised that .. it was supposed to be lah.. and yes, i think you managed the campaign well creating a peaceful, relaxing area for the students.. Good job gang!
I must apologise for not being able to fully participate on that day (would have loved to get a manicure, kaki urut and have a try on bashing the pinata...:( )as we were busy trying to tie up loose ends for the Malaysian-Lah! campaign.. (oh yes, thank you to all my PR1 students to dropped by the event)
So now, the Malaysian-LAH! Campaign.. Yes, it was a journey kan.. it took a while to get you all geared up but once you guys got the picture and were more focussed, we managed a wonderfully brilliant campaign and the message was communicate!
All in all, I never thought that teaching would bring me so much joy.. the joy of sharing my knowledge and the joy of learning from you all.. I have learnt so much.. thank you gang!
For me, anything is possible if you put your mind to it and believe you can.. God willing...if you believe you can, you surely can one lah! ... hehehe...cheers gang!
Love you all..
Wednesday, March 24, 2010
Feeling Proud as a Teacher...
Today, two groups from my PR1 class executed their campaigns. Yes, perhaps there were a few bumps here and there.. but overall.. both campaigns were successful. Yes, I am a very proud lecturer! hehehe.. I would just like to congratulate both groups for a job well done! Bravo gang, you guys did well! Now, lets wait for the other two groups to execute their campaigns.. hehehehe..
Okay, as for my darling PR2 class...their campaign is less than a week away..Things arent all perfectly there, but i now can see that they are working hard to make sure its one bloody success! hahaha...no matter what though, I am proud of all of you..
I did some googling and I am very proud once more by the amount of publicity my media relations class has gained for their campaign.. You all did a wonderful job in securing press publicity.. BRAVO!!!
All I can say is that today, I am a very proud teacher..and that I am honoured to be part of all their campaigns.. i think i can meletup with pride lah! hahaha..
okay, so just a reminder.. be supportive of your peers.. encourage one another and help each other..life is not all about competing.. but alot more about accepting and celebrating..
so, dont forget the PR1 campaigns next wednesday and also the PR2 campaign on 3rd April at e@ curve...See you all there!
Make me proud again! hehehe..
Okay, as for my darling PR2 class...their campaign is less than a week away..Things arent all perfectly there, but i now can see that they are working hard to make sure its one bloody success! hahaha...no matter what though, I am proud of all of you..
I did some googling and I am very proud once more by the amount of publicity my media relations class has gained for their campaign.. You all did a wonderful job in securing press publicity.. BRAVO!!!
All I can say is that today, I am a very proud teacher..and that I am honoured to be part of all their campaigns.. i think i can meletup with pride lah! hahaha..
okay, so just a reminder.. be supportive of your peers.. encourage one another and help each other..life is not all about competing.. but alot more about accepting and celebrating..
so, dont forget the PR1 campaigns next wednesday and also the PR2 campaign on 3rd April at e@ curve...See you all there!
Make me proud again! hehehe..
Tuesday, March 16, 2010
International PR Tips
Public Relations Across Cultures
Building international communication bridges.
by Neil Payne (Kwintessential)
The Public Relations (PR) industry is responsible for creating and maintaining relationships between clients and customers. Through areas such as brand management, advertising, media relations and crisis management, PR practitioners seek to foster interest, trust and belief in a product or company.
PR practitioners are aware of how best to carry this out when dealing within their own nations and cultures, however, when dealing with a foreign audience it is critical that cross cultural differences are recognised.
By way of illustrating the impact cross cultural awareness can have on the success or failure of a PR campaign a brief example can be cited:
Pepsodent tried to sell its toothpaste in Southeast Asia by emphasizing that it "whitens your teeth." They found out that the local natives chew betel nuts to blacken their teeth because they found it attractive. Had the PR company behind this campaign analysed the cross cultural issues related to Pepsodent's product, the failure of this PR campaign could have been avoided.
Cross cultural differences can make or break a PR campaign. It is therefore crucial that PR practitioners dealing with PR campaigns that incorporate a cross cultural element analyse likely cross cultural differences. A few key areas shall be highlighted in order to help PR practitioners begin to consider how culture may affect future projects.
Language and Culture
In order for a PR campaign to be successful abroad, an appreciation of the target language and its cultural nuances is necessary. The PR and advertising industries are littered with examples of poor translations and a lack of cross cultural understanding leading to PR failure. For example, when Ford launched the 'Pinto' in Brazil they were puzzled as to why sales were dead. Fortunately they found out that Brazilians did not want to be seen driving a car meaning 'small male genitals' and promptly changed the name.
Translation of documents, slogans and literature must be checked and double checked for meanings and cross cultural nuances. This should not only take place between languages but also within languages. Even in English there are cross cultural differences in meanings. For example, the airline UAL headlined an article about Paul Hogan, star of Crocodile Dundee, with, "Paul Hogan Camps it up" which unfortunately in the UK and Australia is slang for "flaunting homosexuality".
The Spoken Word
Areas where the spoken word is used in PR, such as press conferences or interviews, should be prepared for within a cross cultural framework. In short, speaking styles and the content used differs across cultures.
British and American communication styles are described as 'explicit', meaning messages are conveyed solely through words. Correlating background information is deemed necessary and divulged, ambiguity is avoided and spoken words have literal meaning. In many other cultures, communication is 'implicit'. The message listeners are likely to interpret is based on factors such as who is speaking, the context and non-verbal cues. Spoken words do not fully convey the whole story as listeners are expected to read between the lines.
With relation to content, speakers must be aware of the cross cultural differences in humour, metaphors, aphorisms and anecdotes. In addition, references to topics such as politics and/or religion can be a very sensitive issue in other cultures.
When the spoken word is used the cross cultural distinctions of the target culture must be incorporated in order to help the speaker appeal to and identify with the audience.
The Written Word
Press releases, features and copywriting all require a certain amount of cross cultural sensitivity when being applied abroad. Journalistic traditions, writing styles, news worthiness, delivery systems and whether a 'free press' exists are all areas that will affect how the written word is tailored.
In addition, the most important point, from a cross cultural perspective, is how to write in a way that engages the readers in that society or culture. Some cultures may prefer colourful and inspirational writing, others factual and objective. Some may be motivated by language that incorporates a religious or moral tone, others by a money-orientated or materialistic one.
When writing, the first step should always be to look at and integrate the cross cultural particulars of the target audience.
Communication Channels
PR practitioners employ many different communication channels when trying to circulate information relating to their campaign. The main channels of communication in the UK or America are the radio, the press, TV, internet and public spaces. However, these channels may not always be applicable abroad.
In many countries the radio, TV or newspapers may not be the primary source of information. Literacy rates may be poor and/or radios may be expensive. In Africa, only 1.4% of the population have access to the internet. Even where such channels of communication do exist, such as TV, some methods used by PR practitioners, namely guerrilla marketing, would be interpreted differently in foreign countries. For example, interrupting live TV may be laughed at in the UK but in other countries it would be seen as irresponsible and rebellious.
The usual channels of communication in some countries would simply have no effect in terms of PR. In such countries, local alternatives need to be sought such as religious leaders, tribal chiefs, school teachers or NGO's. Information coming from such figures will not only reach the audience but be perceived as more credible than if it were from foreigners.
PR Materials
The use of publicity materials in PR campaigns such as logos, slogans, pictures, colours and designs must all be cross culturally examined. Pictures of seemingly innocuous things in one culture could mean something different in another. For example, a company advertised eyeglasses in Thailand by featuring a variety of cute animals wearing glasses. The ad failed as animals are considered to be a low form of life in Thailand and no self respecting Thai would wear anything worn by animals. Similarly, logos or symbols are culturally sensitive. A soft drink was introduced into Arab countries with an attractive label that had a six-pointed star on it. The Arabs interpreted this as pro-Israeli and refused to buy it.
Conclusion
The above cited areas are but a few of those that require decent cross cultural assessment by PR practitioners if they wish their international and cross cultural campaigns to succeed. The aim of implementing a cross cultural analysis in PR is to build campaigns that target the audience as best as possible, meaning appealing to their world view while avoiding offense.
--------------------------------------------------------------------------------
Neil Payne is Director of Kwintessential,
a UK based cross cultural communications consultancy.
Building international communication bridges.
by Neil Payne (Kwintessential)
The Public Relations (PR) industry is responsible for creating and maintaining relationships between clients and customers. Through areas such as brand management, advertising, media relations and crisis management, PR practitioners seek to foster interest, trust and belief in a product or company.
PR practitioners are aware of how best to carry this out when dealing within their own nations and cultures, however, when dealing with a foreign audience it is critical that cross cultural differences are recognised.
By way of illustrating the impact cross cultural awareness can have on the success or failure of a PR campaign a brief example can be cited:
Pepsodent tried to sell its toothpaste in Southeast Asia by emphasizing that it "whitens your teeth." They found out that the local natives chew betel nuts to blacken their teeth because they found it attractive. Had the PR company behind this campaign analysed the cross cultural issues related to Pepsodent's product, the failure of this PR campaign could have been avoided.
Cross cultural differences can make or break a PR campaign. It is therefore crucial that PR practitioners dealing with PR campaigns that incorporate a cross cultural element analyse likely cross cultural differences. A few key areas shall be highlighted in order to help PR practitioners begin to consider how culture may affect future projects.
Language and Culture
In order for a PR campaign to be successful abroad, an appreciation of the target language and its cultural nuances is necessary. The PR and advertising industries are littered with examples of poor translations and a lack of cross cultural understanding leading to PR failure. For example, when Ford launched the 'Pinto' in Brazil they were puzzled as to why sales were dead. Fortunately they found out that Brazilians did not want to be seen driving a car meaning 'small male genitals' and promptly changed the name.
Translation of documents, slogans and literature must be checked and double checked for meanings and cross cultural nuances. This should not only take place between languages but also within languages. Even in English there are cross cultural differences in meanings. For example, the airline UAL headlined an article about Paul Hogan, star of Crocodile Dundee, with, "Paul Hogan Camps it up" which unfortunately in the UK and Australia is slang for "flaunting homosexuality".
The Spoken Word
Areas where the spoken word is used in PR, such as press conferences or interviews, should be prepared for within a cross cultural framework. In short, speaking styles and the content used differs across cultures.
British and American communication styles are described as 'explicit', meaning messages are conveyed solely through words. Correlating background information is deemed necessary and divulged, ambiguity is avoided and spoken words have literal meaning. In many other cultures, communication is 'implicit'. The message listeners are likely to interpret is based on factors such as who is speaking, the context and non-verbal cues. Spoken words do not fully convey the whole story as listeners are expected to read between the lines.
With relation to content, speakers must be aware of the cross cultural differences in humour, metaphors, aphorisms and anecdotes. In addition, references to topics such as politics and/or religion can be a very sensitive issue in other cultures.
When the spoken word is used the cross cultural distinctions of the target culture must be incorporated in order to help the speaker appeal to and identify with the audience.
The Written Word
Press releases, features and copywriting all require a certain amount of cross cultural sensitivity when being applied abroad. Journalistic traditions, writing styles, news worthiness, delivery systems and whether a 'free press' exists are all areas that will affect how the written word is tailored.
In addition, the most important point, from a cross cultural perspective, is how to write in a way that engages the readers in that society or culture. Some cultures may prefer colourful and inspirational writing, others factual and objective. Some may be motivated by language that incorporates a religious or moral tone, others by a money-orientated or materialistic one.
When writing, the first step should always be to look at and integrate the cross cultural particulars of the target audience.
Communication Channels
PR practitioners employ many different communication channels when trying to circulate information relating to their campaign. The main channels of communication in the UK or America are the radio, the press, TV, internet and public spaces. However, these channels may not always be applicable abroad.
In many countries the radio, TV or newspapers may not be the primary source of information. Literacy rates may be poor and/or radios may be expensive. In Africa, only 1.4% of the population have access to the internet. Even where such channels of communication do exist, such as TV, some methods used by PR practitioners, namely guerrilla marketing, would be interpreted differently in foreign countries. For example, interrupting live TV may be laughed at in the UK but in other countries it would be seen as irresponsible and rebellious.
The usual channels of communication in some countries would simply have no effect in terms of PR. In such countries, local alternatives need to be sought such as religious leaders, tribal chiefs, school teachers or NGO's. Information coming from such figures will not only reach the audience but be perceived as more credible than if it were from foreigners.
PR Materials
The use of publicity materials in PR campaigns such as logos, slogans, pictures, colours and designs must all be cross culturally examined. Pictures of seemingly innocuous things in one culture could mean something different in another. For example, a company advertised eyeglasses in Thailand by featuring a variety of cute animals wearing glasses. The ad failed as animals are considered to be a low form of life in Thailand and no self respecting Thai would wear anything worn by animals. Similarly, logos or symbols are culturally sensitive. A soft drink was introduced into Arab countries with an attractive label that had a six-pointed star on it. The Arabs interpreted this as pro-Israeli and refused to buy it.
Conclusion
The above cited areas are but a few of those that require decent cross cultural assessment by PR practitioners if they wish their international and cross cultural campaigns to succeed. The aim of implementing a cross cultural analysis in PR is to build campaigns that target the audience as best as possible, meaning appealing to their world view while avoiding offense.
--------------------------------------------------------------------------------
Neil Payne is Director of Kwintessential,
a UK based cross cultural communications consultancy.
Monday, March 8, 2010
Custard Crisis
Kohl's Frozen Custard
The story:
Clarence Stowers found a finger in his custard at Kohl's Frozen Custard in Wilmington, N.C. He thought it was candy and ate all of the ice cream off of it before realizing it was actually a human finger. He only wished his find was a hoax. But an employee had lost part of his index finger in a freak custard accident and Stowers was the lucky finger finder.
The damage:
Kohl's Frozen Custard only has locations in North Carolina. The story, while disgusting to most of us, wouldn't have made such a huge media splash had it not occurred right on the heels of the Wendy's chili finger claims.
What makes this story even more bizarre and has kept it in the media spotlight is that Stowers won't return the finger to Brandon Fizer, the 23-year-old employee who lost it to a custard machine. Now it's too late for Fizer to get the digit re-attached but Stowers says he's keeping it as evidence and it's been reported that he's hired an attorney to sue the custard company.
Another employee lost part of his finger on the same custard machine less than a year ago. While it was determined he was negligent and it wasn't the store's fault, the images of cut off fingers are still there for consumers.
The story:
Clarence Stowers found a finger in his custard at Kohl's Frozen Custard in Wilmington, N.C. He thought it was candy and ate all of the ice cream off of it before realizing it was actually a human finger. He only wished his find was a hoax. But an employee had lost part of his index finger in a freak custard accident and Stowers was the lucky finger finder.
The damage:
Kohl's Frozen Custard only has locations in North Carolina. The story, while disgusting to most of us, wouldn't have made such a huge media splash had it not occurred right on the heels of the Wendy's chili finger claims.
What makes this story even more bizarre and has kept it in the media spotlight is that Stowers won't return the finger to Brandon Fizer, the 23-year-old employee who lost it to a custard machine. Now it's too late for Fizer to get the digit re-attached but Stowers says he's keeping it as evidence and it's been reported that he's hired an attorney to sue the custard company.
Another employee lost part of his finger on the same custard machine less than a year ago. While it was determined he was negligent and it wasn't the store's fault, the images of cut off fingers are still there for consumers.
Houston, we have a PROBLEM...
Crisis Communication Plan: A PR Blue Print
by Sandra K. Clawson Freeo (vfandsc@msn.com)
Short Web address for this page: NewsPlace.org/crisis.html [or NewsPlace.org]
Introduction
This crisis communication plan will outline a generic, basic crisis communication plan. To apply it to your situation you may need to adjust some things and add your own information. It is not intended to answer all questions or fill all needs it is just a basic outline of options you might consider if and when you are in the midst of a crisis and need help.
A crisis is any situation that threatens the integrity or reputation of your company, usually brought on by adverse or negative media attention. These situations can be any kind of legal dispute, theft, accident, fire, flood or manmade disaster that could be attributed to your company. It can also be a situation where in the eyes of the media or general public your company did not react to one of the above situations in the appropriate manner. This definition is not all encompassing but rather is designed to give you an idea for the types of situations where you may need to follow this plan.
If handled correctly the damage can be minimized.
One thing to remember that is crucial in a crisis is tell it all, tell it fast and tell the truth. If you do this you have done all you can to minimize the situation.
When a situation arises that may be a crisis the first thing you should do is contact your CEO and the chief of your public relations department. The sooner you get those two organizations involved the sooner you can implement this plan.
The Crisis Communication Team
This team is essential to identify what actions should be taken. the team should be comprised of individuals who are key to the situation. They should include as a minimum the CEO, the chief of Public Relations, the Vice President, the Senior manager from the division in charge of the area that was involved in the situation that has brought about the crisis, the safety and/or security officer, the organization Lawyer, and anyone else who might be able to shed some light on the situation such as eye witnesses.
The job of this team is to come up with a plan of action and decide who the spokesperson should be.
A copy of the management recall roster should be attached and should include cellular phone numbers and beeper numbers if each team member has one (either one or the other should be issued to the primary team members at least). As you will find out a crisis is not always at the most convenient time and place. A complete management list is recommended as you never can tell who may be needed.
Once the crisis communication team is selected a list should be made of the people on the team and what each team member is responsible for. This document contains a sample form.
Sample form: 1. Name________________ home_______________work______________
2. Name_________________ home_______________work______________
In addition to the crisis communication team the Public Relations or Communications department should be supplemented with competent people who can answer phones and if required escort media. Having calls from the media answered promptly is essential. As soon as possible a prepared statement should be given to this staff. This statement should be something such as "Facts are still being gathered but there will be a press conference before 4:00, give me your name and number and I will call you back to let you know when."
One of the first responsibilities of the crisis communication team should be to determine the appropriate positioning or message to address the emergency. Things to think about:
This is where "Tell it all, tell it fast and tell the truth" begins.
It is always best when a mistake has been made to admit it up front, and begin doing whatever is possible to re-establish credibility and confidence with internal and external audiences. This may be difficult for senior management to do, especially if the Lawyers are involved since it is their job to minimize the eventual legal cost to the company. However, if you do some homework you will find that following the advice in this plan will minimize the legal costs. Many Public Relations case studies are made of issues where the lawyers had too much say in what was done and upper management didn't get involved from the beginning.
The first and foremost goal is protecting the integrity and reputation of the Company.
Never try to lie, deny or hide your involvement.
If you ignore the situation it will only get worse.
Don't let the lawyers make the decisions. While they are good intentioned it may cause the crisis to escalate.
The cause of almost all crises fall into two broad categories:
Overt acts and acts of omission.
Issues of competence or lack thereof in matters of public perception.
[Back to the top]
Positioning
To decide on a position, it is important to step out of your role in the company and put yourself in the situation of whom ever was involved in the crisis or try to view the crisis from the eye of the public. Ignoring the situation will only make things worse.
Examples of categories to consider for positioning are:
Human error
Clerical error
Unauthorized procedures
Inadequate supervision
Inadequate quality control
Misuse of confidential information
Errors of judgement
Inadequate standard operating procedures
As you are considering the position it is important to consider the wide range of consequences (e.g., legal, financial, public relations, effects on administration, effects on operations).
Keep in mind that people tend to remember what they hear first and last.
Designated Spokesperson
One individual should be designated as the primary spokesperson to represent the Company, make official statements and answer media questions throughout the crisis.
A back-up to the designated spokesperson should also be identified to fill the position in the event that the primary spokesperson is unavailable.
In addition to the primary spokesperson and the backup spokesperson, individuals who will serve as technical experts or advisors should be designated. These resources might include a financial expert, an engineer, a leader in the community or anyone your company deems necessary during a specific kind of crisis. This will take some brainstorming by the crisis communication team since what is needed may not always be apparent. There should be an authority or technical expert in their field and be available to supplement the knowledge of the spokesperson.
Criteria for the spokesperson, backup spokesperson and crisis communication expert is:
Comfortable in front of a TV camera and with reporters. Preferably, skilled in handling media, skilled in directing responses to another topic, skilled in identifying key points, able to speak without using jargon, respectful of the role of the reporter, knowledgeable about the organization and the crisis at hand Able to establish credibility with the media, able to project confidence to the audience, suitable in regard to diction, appearance and charisma, sincere, straightforward and believable, accessible to the media and to internal communications personnel who will facilitate media interviews, able to remain calm in stressful situations.
In addition to the designated spokesperson and backup, it can be anticipated that other parties involved in the crisis; police, fire department, health officials, etc., will also have a spokesperson. It is important to obtain the identity of that individual as early as possible so all statements and contacts with the media can be coordinated between the two individuals and their organizations/interests whenever possible.
[Back to the top]
Media Policies and Procedures
Select a place to be used as a media center. It should be some distance from offices of the crisis communication team, spokesperson and emergency operations center to ensure that media are not in the middle of the action if they happen to take the wrong turn or have to pass by those offices or areas on the way to the restrooms. If there is a visual (a fire or rescue operation) don't make the media center in such a remote site that they can't see what is going on because they may not show up and if they do you will loose their confidence and it may appear that you are hiding something.
Locations for interviews and press briefings will be decided by the crisis communications team.
Don't change the rules that you already have established for the media. If the media are currently required to be escorted then during a crisis they should be required to be escorted. These things should be considered and preparations made now to find people who can escort media during a crisis. If they are not required to be escorted now then don't require them to be in a crisis. If there are special circumstances that would require them to be escorted such as a safety hazard, they should be advised of this up front. Any change in the way the media is dealt with during a crisis may change the views of the reporter. It is important that they feel that you aren't trying to hide anything.
Reporters may ask to speak to staff or at a school, faculty or students who are involved with or have been affected by the crisis. It is best to restrict all interviews to the primary spokesperson, back-up spokesperson or technical expert. Controlling the interview process is key to managing the crisis.
However, remember that reporters have the right to interview anyone they want to and if they don't get the answers they want from you they will get them somewhere. They are all after the scoop. They all want a different angle than the reporter standing next to them. They will try for that scoop with you. If the possibility is there to provide them with what they want, consider it very carefully. All media should be treated equally. What is given to one (such as access to an area effected by the crisis) should be available to all media.
Practicing Tough Questions
A crisis situation is always difficult when dealing with the media. Therefore, tough questions and rehearsals are necessary to help the spokesperson prepare.
It is important, at the onset of the crisis, that the spokesperson, backup and advisors spend some time rehearsing prepared statements and answers to possible "tough" questions that may be asked by reporters. If possible, similar rehearsals should be conducted prior to each media interview, briefing or news conference. It is also important to anticipate and practice new questions as the story evolves.
It is better to over-prepare than to be surprised by the depth of questioning by the media. Be tough and be prepared.
The Communications/Public Relations staff should prepare questions and answers for the practice sessions. These questions and answers should be for internal use only and not for distribution outside the organization.
Don't volunteer information unless it is a point the company wants to make and the question hasn't been asked.
Don't talk off the record.
Prepared Statements
If you don't communicate immediately, you lose your greatest opportunity to control events. (Attached is a fill-in the blanks news release that can be used with little or no preparation as your first news release). Your first news release should include at a minimum the who, what, when and where of the situation.
You must give the facts that have been gathered from reliable sources and confirmed. Don't over reach and don't speculated. There is a limit to your role. To exceed that limit is a mistake. If you do nothing more than show concern for the public and for your employees in your first press interaction, you are already on the right track. The corollary of expressing concern and generating good will at the consumer level is securing the loyalty of your customers and employees by taking the initiative to share information with them. If your employees and customers don't feel like insiders, they are going to act like outsiders.
You must have a prepared statement on hand that can be used to make an initial general response to the media when knowledge about the crisis first becomes known on a widespread basis or by reporters.
As the crisis progresses and new information and facts become available, it is also advisable to develop prepared statements to be made by the spokesperson at the onset of any media interview, briefing or news conference.
These prepared statements also can be read over the telephone to reporters who call to request information but are not represented at news conferences or briefings. The statement can also be sent by FAX or e-mail upon request.
[Back to the top]
Sample News Release
A ___________________ at ____________________ involving __________________ occurred today at ________________ . The incident is under investigation and more information is forthcoming.
A (what happened) at (location) involving (who) occurred today at (time). The incident is under investigation and more information is forthcoming.
For instance:
An explosion at 1210 Market Street, the main plant for the Acme Toy Company occurred today at 3 p.m. The incident is under investigation and more information is forthcoming.
You could put down a definitive time for the next news conference or release of information if you know it but it is not necessary. This will not solve your problems, but may buy you enough time to prepare for the next news conference or release.
You could also add information if it is available such as how many casualty's there are known up to this point or any other pertinent information available. Once again, this information should be definitive and not speculative, verify everything you say. This will help your credibility in the long run.
Collateral Materials
Information brochures or fact sheets about the company or the area in which the crisis has occurred are helpful in informing the reporters or anyone else seeking information about the company.
In some cases it might be necessary to create materials that explain technical systems or in-house procedures. If we explain how a technical system or in-house procedure works and point out where a breakdown occurred, there is less chance of a reporter interpreting the situation erroneously.
If one is not already in place a generic fact sheet about the company should be created and made available.
Always do what you can to make a complicated issue as simple as you can for reporters. If the crisis was caused by a piece of equipment consider bringing in a similar piece of equipment to show reporters. At the very least provide a schematic or drawing. If you give them a visual that may keep them from seeking one out themselves. Try not to use the actual piece of equipment that failed since that is morbid and allows an opportunity to an over zealous reporter to do some yellow journalism. It may also me traumatic to the relatives of victims.
Key Audiences
Below is a list of publics served by many public affairs or communications departments. When you are working on a crisis consider what the most effective method of communication would be for each group. Ensure that you communicate with each group that is part of your audience.
Employees: management, hourly/prospective/salaried employees, families, Union members, and Retirees
Community where employees live, neighborhood coalitions, community organizations, plant locations, Chambers of Commerce
Customer:
Geographical
Local, regional, national, and international
Functional:
Distributors, jobbers, wholesalers, retailers, and consumers
Industrial/Business
Suppliers, teaming partners, competitors, professional societies, subcontractors, joint ventures, and trade associations
Media:
General, local national and international; foreign trade; specialized
Academia
Trustees, regents, directors, financial supporters, students, prospects, administration, faculty and staff, alumni
Investment/Financial:
Analysts - buy and sell side, institutional holders, shareholders, bankers - commercial and investment, stock brokers, portfolio managers, potential investors
Governmental:
Geographical
Local, state, regional, national, international
Functional
Legislative, regulatory, executive, and judicial
Special Interests
Environmental, safety, handicapped/disabled, minority, think tanks, consumer, health, senior citizens, and religious.
Contact Log
A log should be established to record all telephone calls from the media or other parties inquiring about the crisis. This will help to ensure that the many callbacks required are not overlooked. It will also assist in the post-crisis analysis.
The contact log should contain the following information:
Date | Name of caller | Questions(s) asked | Telephone number
Person responsible for response | Additional follow-up needs
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Speaker Presentations
CHECKLIST OF DO'S AND DON'TS
The Do's
When preparing to give a speech,
- Use a full script with LARGE TYPE for easy reading.
- Leave wide margin for notes to yourself.
- Leave pages unstapled for easier handling at podium.
- Highlight and mark your script to guide your delivery.
- Time your presentation to fit the program schedule of the group you will address.
- Practice: Read it aloud using a mirror and tape recorder until it sounds like you are talking, not reading.
- Be sure you have the facts about your audience-size, contact person's name, facility, etc.
- Based on your audience and your presentation, determine what, if any, equipment you will use. If you are not familiar with the equipment, contact the Communications Department to arrange a briefing on how to use slide projectors, video players, or overhead equipment.
When you arrive at your engagement,
- Be at least 15 minutes early.
- Check equipment in advance if possible.
Slides:
- Be sure slides are in correct order and clearly focused.
- Be sure slide advance mechanism is convenient to you where you are speaking, or arrange for someone else to advance the slides.
- Check the lighting in the room to be sure the slides will be visible to the audience.
- Check microphone (whether it is free standing or lavaliere) before beginning- "Can you hear me?"
- Check lighting to podium to be sure you can read.
Overhead Transparencies:
-Be sure the type of room and size of crowd are appropriate for the use of overhead equipment.
-Be sure the words/graphics are large enough for people to read.
- Check to be sure you are situated correctly in the room with the overhead projector, screen, microphone and audience.
When you are speaking,
- Stand erect and direct voice toward audience.
- Speak loudly, slowly and distinctly.
- Establish eye contact (or appear to do so) with audience from time to time.
- Stay within the allotted presentation time.
When you are answering questions,
- Remain friendly, cool-headed and confident.
- Answer only the questions asked and do so as succinctly and clearly as possible.
- Remember that you do not always have to know everything. You can say "I will have to check that out for you--please see me after the meeting.
- Avoid allowing one person to dominate the questions by moving on: "Thank you for your interest. I'll be glad to talk to you about your concerns after the meeting. Right now let's see if anyone else has questions for the group.
When you are finished with your presentation,
- Remain long enough to give individuals an opportunity to talk with you.
- See to it that arrangements are made for distributing information materials to the group, if requested/appropriate.
The Don'ts:
When preparing to give a speech,
- Assume that you can "wing it"-- almost no one can.
- Decide you are better "off the cuff"--almost no one is.
- Use type that is too small to read with a dim light and margins too narrow for notes.
- Leave too little time to practice adequately.
When you arrive at your engagement,
- Be late.
- Forget the group's contact person's name.
- Fail to check your equipment.
When you are speaking
- Mumble your remarks to the podium.
- Speak to loudly into the microphone.
- Allow yourself to wander away from your prepared text.
- Tell an unprepared anecdote or joke, or make "top of mind" remarks.
- Speak longer than time allotted.
When you are answering questions,
- Become defensive or emotional.
- Assume that tough questions are personal.
- Answer more than the question itself.
- Allow one person to dominate the question period.
Handling Media Interviews
Tips and Guidelines
How To prepare for Broadcast Interviews
- Prepare "talking paper" on primary points you want to make.
- Anticipate questions--prepare responses.
- Practice answering questions.
- Cover controversial areas ahead of time.
- Know who will be interviewing you, if possible.
- Determine how much time is available.
- Audiences often remember impressions, not facts.
Do's and Don'ts During the Interview process
- Do build bridges.
- Do use specifics.
- Do use analogies.
- Do use contrasts, comparisons.
- Do be enthusiastic/animated.
- Do be your casual likable self.
- Do be a listener.
- Do be cool.
- Do be correct.
- Do be anecdotal.
- If you don't have the answer or can't answer, do admit it and move on to another topic.
- Don't fall for that "A or B" dilemma.
- Don't accept "what if" questions.
- Don't accept "laundry list" questions.
- Don't go off the record.
- Don't think you have to answer every question.
- Don't speak for someone else --beware of the absent-party trap.
How To Handle Yourself During A TV Talk Show Interview
- Talk "over " lavaliere mike.
- Audio check-- use regular voice.
- If makeup is offered, use it.
- Sit far back in the chair, back erect...but lean forward to appear enthusiastic and force yourself to use hands.
- Remember... TV will frame your face--be calm, use high hand gestures, if possible.
- Keep eyes on interviewer-- not on camera.
- Smile, be friendly.
Tips On Appearance
- Avoid wearing pronounced strips, checks or small patterns.
- Grey, brown, blue or mixed colored suits/dressed are best.
- Grey, light-blue, off-white or pastel shirts or blouses are best.
- Avoid having hair cut right before interview.
How To Respond During A Newspaper Interview
- Obtain advanced knowledge of interview topics.
- Make sure you are prepared in detail; print reporters are often more knowledgeable than broadcast reporters and my ask more detailed questions.
- Begin the interview by making your point in statement by making your major points in statement form.
- Try to maintain control of the interview .
- Don't let reporter wear you down.
- Set a time limit in advance.
- Don't let so relaxed that you say something you wish you hadn't.
- Avoid jargon or professional expressions.
- Reporter may repeat self in different ways to gain information you may no want to give.
- Don't answer inappropriate questions; simply say it is "not an appropriate topic for you to address at this time," or "it's proprietary" for example.
- Be prepared for interruptions with questions...it is legitimate for reporters to do that.
- Do not speak "off the record."
- Remember, the interview lasts as long as a reporter is there.
After The Interview
- You can ask to check technical points, but do not ask to see advance copy of the story.
- Never try to go over reporter's head to stop a story.
- Do not send gifts to reporters--it is considered unethical for them to accept them.
by Sandra K. Clawson Freeo (vfandsc@msn.com)
Short Web address for this page: NewsPlace.org/crisis.html [or NewsPlace.org]
Introduction
This crisis communication plan will outline a generic, basic crisis communication plan. To apply it to your situation you may need to adjust some things and add your own information. It is not intended to answer all questions or fill all needs it is just a basic outline of options you might consider if and when you are in the midst of a crisis and need help.
A crisis is any situation that threatens the integrity or reputation of your company, usually brought on by adverse or negative media attention. These situations can be any kind of legal dispute, theft, accident, fire, flood or manmade disaster that could be attributed to your company. It can also be a situation where in the eyes of the media or general public your company did not react to one of the above situations in the appropriate manner. This definition is not all encompassing but rather is designed to give you an idea for the types of situations where you may need to follow this plan.
If handled correctly the damage can be minimized.
One thing to remember that is crucial in a crisis is tell it all, tell it fast and tell the truth. If you do this you have done all you can to minimize the situation.
When a situation arises that may be a crisis the first thing you should do is contact your CEO and the chief of your public relations department. The sooner you get those two organizations involved the sooner you can implement this plan.
The Crisis Communication Team
This team is essential to identify what actions should be taken. the team should be comprised of individuals who are key to the situation. They should include as a minimum the CEO, the chief of Public Relations, the Vice President, the Senior manager from the division in charge of the area that was involved in the situation that has brought about the crisis, the safety and/or security officer, the organization Lawyer, and anyone else who might be able to shed some light on the situation such as eye witnesses.
The job of this team is to come up with a plan of action and decide who the spokesperson should be.
A copy of the management recall roster should be attached and should include cellular phone numbers and beeper numbers if each team member has one (either one or the other should be issued to the primary team members at least). As you will find out a crisis is not always at the most convenient time and place. A complete management list is recommended as you never can tell who may be needed.
Once the crisis communication team is selected a list should be made of the people on the team and what each team member is responsible for. This document contains a sample form.
Sample form: 1. Name________________ home_______________work______________
2. Name_________________ home_______________work______________
In addition to the crisis communication team the Public Relations or Communications department should be supplemented with competent people who can answer phones and if required escort media. Having calls from the media answered promptly is essential. As soon as possible a prepared statement should be given to this staff. This statement should be something such as "Facts are still being gathered but there will be a press conference before 4:00, give me your name and number and I will call you back to let you know when."
One of the first responsibilities of the crisis communication team should be to determine the appropriate positioning or message to address the emergency. Things to think about:
This is where "Tell it all, tell it fast and tell the truth" begins.
It is always best when a mistake has been made to admit it up front, and begin doing whatever is possible to re-establish credibility and confidence with internal and external audiences. This may be difficult for senior management to do, especially if the Lawyers are involved since it is their job to minimize the eventual legal cost to the company. However, if you do some homework you will find that following the advice in this plan will minimize the legal costs. Many Public Relations case studies are made of issues where the lawyers had too much say in what was done and upper management didn't get involved from the beginning.
The first and foremost goal is protecting the integrity and reputation of the Company.
Never try to lie, deny or hide your involvement.
If you ignore the situation it will only get worse.
Don't let the lawyers make the decisions. While they are good intentioned it may cause the crisis to escalate.
The cause of almost all crises fall into two broad categories:
Overt acts and acts of omission.
Issues of competence or lack thereof in matters of public perception.
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Positioning
To decide on a position, it is important to step out of your role in the company and put yourself in the situation of whom ever was involved in the crisis or try to view the crisis from the eye of the public. Ignoring the situation will only make things worse.
Examples of categories to consider for positioning are:
Human error
Clerical error
Unauthorized procedures
Inadequate supervision
Inadequate quality control
Misuse of confidential information
Errors of judgement
Inadequate standard operating procedures
As you are considering the position it is important to consider the wide range of consequences (e.g., legal, financial, public relations, effects on administration, effects on operations).
Keep in mind that people tend to remember what they hear first and last.
Designated Spokesperson
One individual should be designated as the primary spokesperson to represent the Company, make official statements and answer media questions throughout the crisis.
A back-up to the designated spokesperson should also be identified to fill the position in the event that the primary spokesperson is unavailable.
In addition to the primary spokesperson and the backup spokesperson, individuals who will serve as technical experts or advisors should be designated. These resources might include a financial expert, an engineer, a leader in the community or anyone your company deems necessary during a specific kind of crisis. This will take some brainstorming by the crisis communication team since what is needed may not always be apparent. There should be an authority or technical expert in their field and be available to supplement the knowledge of the spokesperson.
Criteria for the spokesperson, backup spokesperson and crisis communication expert is:
Comfortable in front of a TV camera and with reporters. Preferably, skilled in handling media, skilled in directing responses to another topic, skilled in identifying key points, able to speak without using jargon, respectful of the role of the reporter, knowledgeable about the organization and the crisis at hand Able to establish credibility with the media, able to project confidence to the audience, suitable in regard to diction, appearance and charisma, sincere, straightforward and believable, accessible to the media and to internal communications personnel who will facilitate media interviews, able to remain calm in stressful situations.
In addition to the designated spokesperson and backup, it can be anticipated that other parties involved in the crisis; police, fire department, health officials, etc., will also have a spokesperson. It is important to obtain the identity of that individual as early as possible so all statements and contacts with the media can be coordinated between the two individuals and their organizations/interests whenever possible.
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Media Policies and Procedures
Select a place to be used as a media center. It should be some distance from offices of the crisis communication team, spokesperson and emergency operations center to ensure that media are not in the middle of the action if they happen to take the wrong turn or have to pass by those offices or areas on the way to the restrooms. If there is a visual (a fire or rescue operation) don't make the media center in such a remote site that they can't see what is going on because they may not show up and if they do you will loose their confidence and it may appear that you are hiding something.
Locations for interviews and press briefings will be decided by the crisis communications team.
Don't change the rules that you already have established for the media. If the media are currently required to be escorted then during a crisis they should be required to be escorted. These things should be considered and preparations made now to find people who can escort media during a crisis. If they are not required to be escorted now then don't require them to be in a crisis. If there are special circumstances that would require them to be escorted such as a safety hazard, they should be advised of this up front. Any change in the way the media is dealt with during a crisis may change the views of the reporter. It is important that they feel that you aren't trying to hide anything.
Reporters may ask to speak to staff or at a school, faculty or students who are involved with or have been affected by the crisis. It is best to restrict all interviews to the primary spokesperson, back-up spokesperson or technical expert. Controlling the interview process is key to managing the crisis.
However, remember that reporters have the right to interview anyone they want to and if they don't get the answers they want from you they will get them somewhere. They are all after the scoop. They all want a different angle than the reporter standing next to them. They will try for that scoop with you. If the possibility is there to provide them with what they want, consider it very carefully. All media should be treated equally. What is given to one (such as access to an area effected by the crisis) should be available to all media.
Practicing Tough Questions
A crisis situation is always difficult when dealing with the media. Therefore, tough questions and rehearsals are necessary to help the spokesperson prepare.
It is important, at the onset of the crisis, that the spokesperson, backup and advisors spend some time rehearsing prepared statements and answers to possible "tough" questions that may be asked by reporters. If possible, similar rehearsals should be conducted prior to each media interview, briefing or news conference. It is also important to anticipate and practice new questions as the story evolves.
It is better to over-prepare than to be surprised by the depth of questioning by the media. Be tough and be prepared.
The Communications/Public Relations staff should prepare questions and answers for the practice sessions. These questions and answers should be for internal use only and not for distribution outside the organization.
Don't volunteer information unless it is a point the company wants to make and the question hasn't been asked.
Don't talk off the record.
Prepared Statements
If you don't communicate immediately, you lose your greatest opportunity to control events. (Attached is a fill-in the blanks news release that can be used with little or no preparation as your first news release). Your first news release should include at a minimum the who, what, when and where of the situation.
You must give the facts that have been gathered from reliable sources and confirmed. Don't over reach and don't speculated. There is a limit to your role. To exceed that limit is a mistake. If you do nothing more than show concern for the public and for your employees in your first press interaction, you are already on the right track. The corollary of expressing concern and generating good will at the consumer level is securing the loyalty of your customers and employees by taking the initiative to share information with them. If your employees and customers don't feel like insiders, they are going to act like outsiders.
You must have a prepared statement on hand that can be used to make an initial general response to the media when knowledge about the crisis first becomes known on a widespread basis or by reporters.
As the crisis progresses and new information and facts become available, it is also advisable to develop prepared statements to be made by the spokesperson at the onset of any media interview, briefing or news conference.
These prepared statements also can be read over the telephone to reporters who call to request information but are not represented at news conferences or briefings. The statement can also be sent by FAX or e-mail upon request.
[Back to the top]
Sample News Release
A ___________________ at ____________________ involving __________________ occurred today at ________________ . The incident is under investigation and more information is forthcoming.
A (what happened) at (location) involving (who) occurred today at (time). The incident is under investigation and more information is forthcoming.
For instance:
An explosion at 1210 Market Street, the main plant for the Acme Toy Company occurred today at 3 p.m. The incident is under investigation and more information is forthcoming.
You could put down a definitive time for the next news conference or release of information if you know it but it is not necessary. This will not solve your problems, but may buy you enough time to prepare for the next news conference or release.
You could also add information if it is available such as how many casualty's there are known up to this point or any other pertinent information available. Once again, this information should be definitive and not speculative, verify everything you say. This will help your credibility in the long run.
Collateral Materials
Information brochures or fact sheets about the company or the area in which the crisis has occurred are helpful in informing the reporters or anyone else seeking information about the company.
In some cases it might be necessary to create materials that explain technical systems or in-house procedures. If we explain how a technical system or in-house procedure works and point out where a breakdown occurred, there is less chance of a reporter interpreting the situation erroneously.
If one is not already in place a generic fact sheet about the company should be created and made available.
Always do what you can to make a complicated issue as simple as you can for reporters. If the crisis was caused by a piece of equipment consider bringing in a similar piece of equipment to show reporters. At the very least provide a schematic or drawing. If you give them a visual that may keep them from seeking one out themselves. Try not to use the actual piece of equipment that failed since that is morbid and allows an opportunity to an over zealous reporter to do some yellow journalism. It may also me traumatic to the relatives of victims.
Key Audiences
Below is a list of publics served by many public affairs or communications departments. When you are working on a crisis consider what the most effective method of communication would be for each group. Ensure that you communicate with each group that is part of your audience.
Employees: management, hourly/prospective/salaried employees, families, Union members, and Retirees
Community where employees live, neighborhood coalitions, community organizations, plant locations, Chambers of Commerce
Customer:
Geographical
Local, regional, national, and international
Functional:
Distributors, jobbers, wholesalers, retailers, and consumers
Industrial/Business
Suppliers, teaming partners, competitors, professional societies, subcontractors, joint ventures, and trade associations
Media:
General, local national and international; foreign trade; specialized
Academia
Trustees, regents, directors, financial supporters, students, prospects, administration, faculty and staff, alumni
Investment/Financial:
Analysts - buy and sell side, institutional holders, shareholders, bankers - commercial and investment, stock brokers, portfolio managers, potential investors
Governmental:
Geographical
Local, state, regional, national, international
Functional
Legislative, regulatory, executive, and judicial
Special Interests
Environmental, safety, handicapped/disabled, minority, think tanks, consumer, health, senior citizens, and religious.
Contact Log
A log should be established to record all telephone calls from the media or other parties inquiring about the crisis. This will help to ensure that the many callbacks required are not overlooked. It will also assist in the post-crisis analysis.
The contact log should contain the following information:
Date | Name of caller | Questions(s) asked | Telephone number
Person responsible for response | Additional follow-up needs
[Back to the top]
Speaker Presentations
CHECKLIST OF DO'S AND DON'TS
The Do's
When preparing to give a speech,
- Use a full script with LARGE TYPE for easy reading.
- Leave wide margin for notes to yourself.
- Leave pages unstapled for easier handling at podium.
- Highlight and mark your script to guide your delivery.
- Time your presentation to fit the program schedule of the group you will address.
- Practice: Read it aloud using a mirror and tape recorder until it sounds like you are talking, not reading.
- Be sure you have the facts about your audience-size, contact person's name, facility, etc.
- Based on your audience and your presentation, determine what, if any, equipment you will use. If you are not familiar with the equipment, contact the Communications Department to arrange a briefing on how to use slide projectors, video players, or overhead equipment.
When you arrive at your engagement,
- Be at least 15 minutes early.
- Check equipment in advance if possible.
Slides:
- Be sure slides are in correct order and clearly focused.
- Be sure slide advance mechanism is convenient to you where you are speaking, or arrange for someone else to advance the slides.
- Check the lighting in the room to be sure the slides will be visible to the audience.
- Check microphone (whether it is free standing or lavaliere) before beginning- "Can you hear me?"
- Check lighting to podium to be sure you can read.
Overhead Transparencies:
-Be sure the type of room and size of crowd are appropriate for the use of overhead equipment.
-Be sure the words/graphics are large enough for people to read.
- Check to be sure you are situated correctly in the room with the overhead projector, screen, microphone and audience.
When you are speaking,
- Stand erect and direct voice toward audience.
- Speak loudly, slowly and distinctly.
- Establish eye contact (or appear to do so) with audience from time to time.
- Stay within the allotted presentation time.
When you are answering questions,
- Remain friendly, cool-headed and confident.
- Answer only the questions asked and do so as succinctly and clearly as possible.
- Remember that you do not always have to know everything. You can say "I will have to check that out for you--please see me after the meeting.
- Avoid allowing one person to dominate the questions by moving on: "Thank you for your interest. I'll be glad to talk to you about your concerns after the meeting. Right now let's see if anyone else has questions for the group.
When you are finished with your presentation,
- Remain long enough to give individuals an opportunity to talk with you.
- See to it that arrangements are made for distributing information materials to the group, if requested/appropriate.
The Don'ts:
When preparing to give a speech,
- Assume that you can "wing it"-- almost no one can.
- Decide you are better "off the cuff"--almost no one is.
- Use type that is too small to read with a dim light and margins too narrow for notes.
- Leave too little time to practice adequately.
When you arrive at your engagement,
- Be late.
- Forget the group's contact person's name.
- Fail to check your equipment.
When you are speaking
- Mumble your remarks to the podium.
- Speak to loudly into the microphone.
- Allow yourself to wander away from your prepared text.
- Tell an unprepared anecdote or joke, or make "top of mind" remarks.
- Speak longer than time allotted.
When you are answering questions,
- Become defensive or emotional.
- Assume that tough questions are personal.
- Answer more than the question itself.
- Allow one person to dominate the question period.
Handling Media Interviews
Tips and Guidelines
How To prepare for Broadcast Interviews
- Prepare "talking paper" on primary points you want to make.
- Anticipate questions--prepare responses.
- Practice answering questions.
- Cover controversial areas ahead of time.
- Know who will be interviewing you, if possible.
- Determine how much time is available.
- Audiences often remember impressions, not facts.
Do's and Don'ts During the Interview process
- Do build bridges.
- Do use specifics.
- Do use analogies.
- Do use contrasts, comparisons.
- Do be enthusiastic/animated.
- Do be your casual likable self.
- Do be a listener.
- Do be cool.
- Do be correct.
- Do be anecdotal.
- If you don't have the answer or can't answer, do admit it and move on to another topic.
- Don't fall for that "A or B" dilemma.
- Don't accept "what if" questions.
- Don't accept "laundry list" questions.
- Don't go off the record.
- Don't think you have to answer every question.
- Don't speak for someone else --beware of the absent-party trap.
How To Handle Yourself During A TV Talk Show Interview
- Talk "over " lavaliere mike.
- Audio check-- use regular voice.
- If makeup is offered, use it.
- Sit far back in the chair, back erect...but lean forward to appear enthusiastic and force yourself to use hands.
- Remember... TV will frame your face--be calm, use high hand gestures, if possible.
- Keep eyes on interviewer-- not on camera.
- Smile, be friendly.
Tips On Appearance
- Avoid wearing pronounced strips, checks or small patterns.
- Grey, brown, blue or mixed colored suits/dressed are best.
- Grey, light-blue, off-white or pastel shirts or blouses are best.
- Avoid having hair cut right before interview.
How To Respond During A Newspaper Interview
- Obtain advanced knowledge of interview topics.
- Make sure you are prepared in detail; print reporters are often more knowledgeable than broadcast reporters and my ask more detailed questions.
- Begin the interview by making your point in statement by making your major points in statement form.
- Try to maintain control of the interview .
- Don't let reporter wear you down.
- Set a time limit in advance.
- Don't let so relaxed that you say something you wish you hadn't.
- Avoid jargon or professional expressions.
- Reporter may repeat self in different ways to gain information you may no want to give.
- Don't answer inappropriate questions; simply say it is "not an appropriate topic for you to address at this time," or "it's proprietary" for example.
- Be prepared for interruptions with questions...it is legitimate for reporters to do that.
- Do not speak "off the record."
- Remember, the interview lasts as long as a reporter is there.
After The Interview
- You can ask to check technical points, but do not ask to see advance copy of the story.
- Never try to go over reporter's head to stop a story.
- Do not send gifts to reporters--it is considered unethical for them to accept them.
Tuesday, February 23, 2010
Working during the holidays...
Hello gang...I miss you all lah!!!.. Didn't realise that I would be missing you all just during a one week break.. But I do.. Cant wait to see you all tomorrow for updates on campaign and juicy gossips from your holiday.. hehehe.. please share juicy gossips ya.. HAHAHAA!!!.. Anyway, I am so proud to say that PR 2 campaign is receiving more and more support on FB.. Bravo guys and gals!!.
So, what did I do during the break? I worked.. and worked and worked more.. hehehe.. yes, I was busy with two different PR work for the same company.. so, in a week I had helped organise press for two events.. one for the announcement of amaxAV (mobileTV) soon to launch in Malaysia.. and also the launch of amaxCity at Tech Park Malaysia.. I am so thankful that media turn out was great for both events.. Alhamdullilah..
Tomorrow will be the presentation of our campaigns to SEGIUC.. I hope all group leaders are ready.. I know you will all do great!.. See you all tomorrow..
Eena
So, what did I do during the break? I worked.. and worked and worked more.. hehehe.. yes, I was busy with two different PR work for the same company.. so, in a week I had helped organise press for two events.. one for the announcement of amaxAV (mobileTV) soon to launch in Malaysia.. and also the launch of amaxCity at Tech Park Malaysia.. I am so thankful that media turn out was great for both events.. Alhamdullilah..
Tomorrow will be the presentation of our campaigns to SEGIUC.. I hope all group leaders are ready.. I know you will all do great!.. See you all tomorrow..
Eena
Wednesday, February 10, 2010
PR & Performance
PR & Performance
Success In PR
How to Measure PR Performance within a corporate body and Campaign
Tips to ensure effective PR
Know your brand/ company or campaign you are working with.
Identify the appropriate media to invite for your event/brand.
Identify the key points you wish to highlight regarding you brand or campaign.
cont.
Research and development of the campaign or product from all various medias. Look at foreign and local trends of the product, brand or campaign.
Ensure a well-written, informative and easily read Press release is sent out to the appropriate media.
Organise a media launch or campaign to support your PR strategy.
How do you define publicity success or failure?
There are five key measurement points you should use to determine your level of satisfaction with the effectiveness of your publicity efforts. 1. The first point is when you transmit the release. Do you feel like the costs of performing the publicity outreach are reasonable? Do you feel like the service has been responsive to your needs? 2. The second point is immediately after the release is distributed and you can identify the number and quality of the media responses to your news release.
Cont.
3. The third point is when articles are actually published or when your interviews have been conducted. 4. The fourth point is when you determine whether enough of the right people respond to your message. 5. The fifth and final point is sometime later still, when you are finally able to somehow determine the overall benefits of your outreach effort and experience. It is only now you can truly ask “Was it worth it?”
How to measure PR performance?
1) DOLLAR VALUE RESULT (DVR)
By far the standard measurement test across the PR industry today is the dollar value result. It is simply the value of the media coverage based on the advertising rates of each media. It gives you a base level measurement on how each coverage is worth – if you were to advertise instead. Obviously, the higher the value, the more successful a campaign. But is dollar value result as a metric enough?
2) MEDIA COVERAGE INDEX (MCI)
Dollar Value Result may indicate the value of press coverage you receive, but it masks the breadth of such exposure. Today’s audience is no longer glued to the same channel, or to the same newspaper. In fact, they may not be glued at all considering the countless media options on display today. Suppose your entire dollar value is concentrated on a single source, or on publications that has little or no relevance to your target market, what good is that dollar value to your business?
cont.
Media Coverage Index gives you a metric that tracks how well you’re reaching a fragmented audience. With a media list agreed upon at the start, you can track how well your campaign is reaching that media list. A high index means that you’re successful in reaching a higher proportion of the media, while a low index means the breadth of your coverage is too narrow.
3) SHARE OF VOICE RANKING (SOV)
The last metric, perhaps the most important is Share of Voice. It’s important because it’s the only measurement that acts as a benchmark – against your competitors, your industry. It represents a tool that gives you a rather accurate picture on whether you’re a leader in your segment, or a laggard.
Share of Voice ranking is simply a rank measured against your closest competitor, and using the earlier metrics of DVR and MCI to see where you stand among your peers.
cont.
A low ranking may mean that you have issues with your product, or that you have little news angle to share. It shows that despite your best efforts, your competitors are doing better. Perhaps a change in strategy is required.
A high ranking on the other hand gives you confirmation on your strategy. It allows you to own the opinion space, to act as key thought leaders in your segment. It gives the impression of leadership among stakeholders, customers, even employees.
Twitter PR Case Study Success Story
Using Twitter and Viral Marketing For Public Relations Outreach
How Tweets Were Used:
a) Client informative
b) Call to action to book actual interviews
c) Marketing driven – generate foot traffic to booth
Successes
Twitter resonated with the online media community more so than with “traditional” media outlets.
Through twitter, we successfully booked 16 interviews and had a higher PR response rate versus traditional “e-mail” pitching. We also generated more PR and a different caliber of reporter than originally targeted – including an increase in blogger and gaming oriented media interest.
Discussion
How to ensure your PR strategies result in a successful PR campaign?
Name brands or companies you know or read with successful PR methods. What did they do?
Success In PR
How to Measure PR Performance within a corporate body and Campaign
Tips to ensure effective PR
Know your brand/ company or campaign you are working with.
Identify the appropriate media to invite for your event/brand.
Identify the key points you wish to highlight regarding you brand or campaign.
cont.
Research and development of the campaign or product from all various medias. Look at foreign and local trends of the product, brand or campaign.
Ensure a well-written, informative and easily read Press release is sent out to the appropriate media.
Organise a media launch or campaign to support your PR strategy.
How do you define publicity success or failure?
There are five key measurement points you should use to determine your level of satisfaction with the effectiveness of your publicity efforts. 1. The first point is when you transmit the release. Do you feel like the costs of performing the publicity outreach are reasonable? Do you feel like the service has been responsive to your needs? 2. The second point is immediately after the release is distributed and you can identify the number and quality of the media responses to your news release.
Cont.
3. The third point is when articles are actually published or when your interviews have been conducted. 4. The fourth point is when you determine whether enough of the right people respond to your message. 5. The fifth and final point is sometime later still, when you are finally able to somehow determine the overall benefits of your outreach effort and experience. It is only now you can truly ask “Was it worth it?”
How to measure PR performance?
1) DOLLAR VALUE RESULT (DVR)
By far the standard measurement test across the PR industry today is the dollar value result. It is simply the value of the media coverage based on the advertising rates of each media. It gives you a base level measurement on how each coverage is worth – if you were to advertise instead. Obviously, the higher the value, the more successful a campaign. But is dollar value result as a metric enough?
2) MEDIA COVERAGE INDEX (MCI)
Dollar Value Result may indicate the value of press coverage you receive, but it masks the breadth of such exposure. Today’s audience is no longer glued to the same channel, or to the same newspaper. In fact, they may not be glued at all considering the countless media options on display today. Suppose your entire dollar value is concentrated on a single source, or on publications that has little or no relevance to your target market, what good is that dollar value to your business?
cont.
Media Coverage Index gives you a metric that tracks how well you’re reaching a fragmented audience. With a media list agreed upon at the start, you can track how well your campaign is reaching that media list. A high index means that you’re successful in reaching a higher proportion of the media, while a low index means the breadth of your coverage is too narrow.
3) SHARE OF VOICE RANKING (SOV)
The last metric, perhaps the most important is Share of Voice. It’s important because it’s the only measurement that acts as a benchmark – against your competitors, your industry. It represents a tool that gives you a rather accurate picture on whether you’re a leader in your segment, or a laggard.
Share of Voice ranking is simply a rank measured against your closest competitor, and using the earlier metrics of DVR and MCI to see where you stand among your peers.
cont.
A low ranking may mean that you have issues with your product, or that you have little news angle to share. It shows that despite your best efforts, your competitors are doing better. Perhaps a change in strategy is required.
A high ranking on the other hand gives you confirmation on your strategy. It allows you to own the opinion space, to act as key thought leaders in your segment. It gives the impression of leadership among stakeholders, customers, even employees.
Twitter PR Case Study Success Story
Using Twitter and Viral Marketing For Public Relations Outreach
How Tweets Were Used:
a) Client informative
b) Call to action to book actual interviews
c) Marketing driven – generate foot traffic to booth
Successes
Twitter resonated with the online media community more so than with “traditional” media outlets.
Through twitter, we successfully booked 16 interviews and had a higher PR response rate versus traditional “e-mail” pitching. We also generated more PR and a different caliber of reporter than originally targeted – including an increase in blogger and gaming oriented media interest.
Discussion
How to ensure your PR strategies result in a successful PR campaign?
Name brands or companies you know or read with successful PR methods. What did they do?
Monday, February 8, 2010
Assignment Brief Media Relations & Publicity
Assignment Brief – Media Relations and Publicity
Coursework: Community Service Awareness Campaign
Weightage: 70% (see breakdown below).
Due date: In class, Week 5 (Feb, 10th 2010) and 11 (30 March 2010)
Brief: Community Service Awareness Campaigns are public service events which is held to create awareness in relations to specific topics and particular target audience. Campaigns can be based on brand, corporate social responsibility and government agencies that which to highlight particular issues to the community. For example, 1 Malaysia, Air Asia’s Everyone Can Fly Now and TM’s “Through My Window” mass sing-a-long.
Requirements: In groups, you are required to creatively come up with an integrated campaign on a community service message of your choice. Each group must complete these components below:
1. A thorough media plan (10%) and a pitch (5%)
- Must be presented and approved on week 5
2. Blog entries on Campaign Blog (5%)- Individual
3. 2 executions of campaign
a. Video News Release (VNR) for Newscast (20%)
b. Pre & Post Press Release (20%)
c. Media Relations on event day (5%)
Bonus marks (5%)
- Will be given to the class if event receives media coverage on event.
You are required to present your campaign on week 11.
Submission: 1. A CD containing the
a. The media plan proposal
2. CD – Video News Release (pre & post)
3. A printed copy of press release (including copy of photos).
Coursework: Community Service Awareness Campaign
Weightage: 70% (see breakdown below).
Due date: In class, Week 5 (Feb, 10th 2010) and 11 (30 March 2010)
Brief: Community Service Awareness Campaigns are public service events which is held to create awareness in relations to specific topics and particular target audience. Campaigns can be based on brand, corporate social responsibility and government agencies that which to highlight particular issues to the community. For example, 1 Malaysia, Air Asia’s Everyone Can Fly Now and TM’s “Through My Window” mass sing-a-long.
Requirements: In groups, you are required to creatively come up with an integrated campaign on a community service message of your choice. Each group must complete these components below:
1. A thorough media plan (10%) and a pitch (5%)
- Must be presented and approved on week 5
2. Blog entries on Campaign Blog (5%)- Individual
3. 2 executions of campaign
a. Video News Release (VNR) for Newscast (20%)
b. Pre & Post Press Release (20%)
c. Media Relations on event day (5%)
Bonus marks (5%)
- Will be given to the class if event receives media coverage on event.
You are required to present your campaign on week 11.
Submission: 1. A CD containing the
a. The media plan proposal
2. CD – Video News Release (pre & post)
3. A printed copy of press release (including copy of photos).
Assignment Brief PR1
Assignment Brief – Public Relations I
Coursework: Community Service Awareness Campaign
Weightage: 70%
Due date: In class, Week 6 (24 February 2010), Week 13 ( 7 April, 2010)
Brief: Community Service Awareness Campaigns are public service events
which is held to create awareness in relations to specific topics and particular target audience. Campaigns can be based on brand, corporate social responsibility and government agencies that which to highlight particular issues to the community. For example, 1 Malaysia, Air Asia’s Everyone Can Fly Now and TM’s “Through My Window” mass sing-a- long.
Requirements: In groups specific to your campaign, you are required to
prepare a proposal in regards to campaign idea. You will need to include your task and what strategies you have thought of in executing your event ideas.
Individually you will need to submit a press release prior to the campaign and a separate report based on your assessment of the campaign and its outcome.
Assignment 1:
1. A power point proposal 10%
2. Presentation of Proposal 5%
--Group work—
3. Individual Press Release 5%
(Bonus marks (5%) will be given if your proposal contains relevant
creative ideas, research and execution methods which is suitable to the
campaign idea.)
Assignment 2:
1. Mini campaign implementation (Group work) 40%
2. Campaign Report (Individual) 5%
(A successful campaign will result in receiving distinction in campaign
implementation.)
Note: You are required to present your proposal in class in Week 5. Campaign report to be submitted Week 12.
Submission : Printed copy of individual Press Release.
CD containing the power point Proposal.
A printed report based on the event/campaign.
Coursework: Community Service Awareness Campaign
Weightage: 70%
Due date: In class, Week 6 (24 February 2010), Week 13 ( 7 April, 2010)
Brief: Community Service Awareness Campaigns are public service events
which is held to create awareness in relations to specific topics and particular target audience. Campaigns can be based on brand, corporate social responsibility and government agencies that which to highlight particular issues to the community. For example, 1 Malaysia, Air Asia’s Everyone Can Fly Now and TM’s “Through My Window” mass sing-a- long.
Requirements: In groups specific to your campaign, you are required to
prepare a proposal in regards to campaign idea. You will need to include your task and what strategies you have thought of in executing your event ideas.
Individually you will need to submit a press release prior to the campaign and a separate report based on your assessment of the campaign and its outcome.
Assignment 1:
1. A power point proposal 10%
2. Presentation of Proposal 5%
--Group work—
3. Individual Press Release 5%
(Bonus marks (5%) will be given if your proposal contains relevant
creative ideas, research and execution methods which is suitable to the
campaign idea.)
Assignment 2:
1. Mini campaign implementation (Group work) 40%
2. Campaign Report (Individual) 5%
(A successful campaign will result in receiving distinction in campaign
implementation.)
Note: You are required to present your proposal in class in Week 5. Campaign report to be submitted Week 12.
Submission : Printed copy of individual Press Release.
CD containing the power point Proposal.
A printed report based on the event/campaign.
Ammended Assignment Brief PR2
Assignment Brief – Public Relations II
Coursework: Community Service Awareness Campaign
Weightage: 70%
Due date: In class, Week 5 (10 February 2010), Week 13 ( 3 April, 2010)
Brief: Community Service Awareness Campaigns are public service events
which is held to create awareness in relations to specific topics and particular target audience. Campaigns can be based on brand, corporate social responsibility and government agencies that which to highlight particular issues to the community. For example, 1 Malaysia, Air Asia’s Everyone Can Fly Now and TM’s “Through My Window” mass sing-a- long.
Requirements: In groups specific to your task for the campaign, you are required to
prepare a proposal in regards to your task and what strategies you have thought of in executing your ideas. For example, the Events team should prepare a complete proposal of things/ideas they wish to execute in regards to the campaign and how they are going to make it happen.
Individually you will need to submit a report based on your assessment of the campaign and its outcome.
Assignment 1:
1. A power point proposal 10%
2. Presentation of Proposal 5%
--Group work--
(Bonus marks (5%) will be given if your proposal contains relevant
creative ideas, research and execution methods which is suitable to the
campaign idea.)
Assignment 2:
1. Campaign implementation (Group work) 40%
2. Campaign Report (Individual) 10%
(A successful campaign will result in receiving distinction in campaign
implementation.)
Note: You are required to present your proposal in class in Week 5. Campaign report to be submitted Week 12.
Submission : CD containing the power point Proposal.
A printed report based on the event/campaign.
Coursework: Community Service Awareness Campaign
Weightage: 70%
Due date: In class, Week 5 (10 February 2010), Week 13 ( 3 April, 2010)
Brief: Community Service Awareness Campaigns are public service events
which is held to create awareness in relations to specific topics and particular target audience. Campaigns can be based on brand, corporate social responsibility and government agencies that which to highlight particular issues to the community. For example, 1 Malaysia, Air Asia’s Everyone Can Fly Now and TM’s “Through My Window” mass sing-a- long.
Requirements: In groups specific to your task for the campaign, you are required to
prepare a proposal in regards to your task and what strategies you have thought of in executing your ideas. For example, the Events team should prepare a complete proposal of things/ideas they wish to execute in regards to the campaign and how they are going to make it happen.
Individually you will need to submit a report based on your assessment of the campaign and its outcome.
Assignment 1:
1. A power point proposal 10%
2. Presentation of Proposal 5%
--Group work--
(Bonus marks (5%) will be given if your proposal contains relevant
creative ideas, research and execution methods which is suitable to the
campaign idea.)
Assignment 2:
1. Campaign implementation (Group work) 40%
2. Campaign Report (Individual) 10%
(A successful campaign will result in receiving distinction in campaign
implementation.)
Note: You are required to present your proposal in class in Week 5. Campaign report to be submitted Week 12.
Submission : CD containing the power point Proposal.
A printed report based on the event/campaign.
Saturday, February 6, 2010
A quick note about my FB...:)
Hey you all..
Okay just a quick note that I wont be adding any students I am currently teaching on my FB.. Hope you all dont mind ya.. only because I would like to keep some things private for now.. I however will share anything you want to talk about on this blog.. So sorry dears...Jangan merajuk tau.. hehehe.. see you in class...
Note to class PR 2 & Media Relations:
I have a small request, can we move class on 23rd Feb to Monday, 22nd Feb? I kinda have a work thing to attend.. I dont want to cancel class as every class is important to me... so, do think about it and let me know k..
Eena
Okay just a quick note that I wont be adding any students I am currently teaching on my FB.. Hope you all dont mind ya.. only because I would like to keep some things private for now.. I however will share anything you want to talk about on this blog.. So sorry dears...Jangan merajuk tau.. hehehe.. see you in class...
Note to class PR 2 & Media Relations:
I have a small request, can we move class on 23rd Feb to Monday, 22nd Feb? I kinda have a work thing to attend.. I dont want to cancel class as every class is important to me... so, do think about it and let me know k..
Eena
Tuesday, February 2, 2010
Origins of Public Relations
Check out this SlideShare Presentation:
Origins of Public Relations
View more presentations from ksburns71.
Monday, February 1, 2010
ECO-FRIENDLY CAMPAIGN
FOR PR1 ECO-FRIENDLY CAMPAIGN
MALAYSIA COMMITTED TO ADOPTING RENEWABLE ENERGY AND GREEN TECHNOLOGY - NAJIB
PUTRAJAYA, Jan 26 (Bernama) -- Malaysia is committed to adopting renewable energy and green technology to become a leading nation in the 21st century, said Datuk Seri Najib Tun Razak.
The prime minister said the government realised that in the 21st century, renewable energy and sustainable energy as well as green technology would be the core of economic growth for all countries.
"This is not an option but a reality that all nations must face up to.
"Only those who master the application of green technology and sustainable energy will be the winner in the 21st century," he said at the launch of the Green Technology Financing Scheme (GTFS), here Tuesday.
Also present was Energy, Green Technology and Water Minister Datuk Seri Peter Chin Fah Kui.
Najib also witnessed the signing of a memorandum between the Finance Ministry and the Credit Guarantee Corporation.
The prime minister said the government realised that it was not sustainable to be over-reliant and over-dependent on fossil fuels.
"During the recent conference of the parties in Copenhagen, I was pleased to join world leaders, academics and NGO leaders to consider these opportunities.
Although the outcome was rather disappointing, at least there is additional commitment by many countries in the sense that all nations believe that we must somehow put together a legally binding commitment soon after the Copenhagen summit," he said.
Najib said the threat was real and these discussions must continue because, around the world, the effects of climate change were being seen.
"From melting polar ice caps to loss of endangered species to unprecedented numbers of natural disasters, it is all around us. We are seeing more severe, more deadly results than ever before," he said.
Najib said the investment of RM1.5 billion for the GTFS would encourage business investment in green technology, green construction and innovation.
"The government will play its role, covering two per cent of the loan's interest rate and providing a guarantee of 60 per cent on the financing. The remaining 40 per cent will be covered by banks," he said.
He said that since the scheme opened on Jan 1, some 186 companies had responded to the initial soft loan offer.
"I am confident that in the long-term strengths and benefits of this scheme for companies that invest in green technology as well as financial institutions that see green technology as a smart, strategic investment," he said.
He said the second reason for Malaysia to move forward swiftly in green technology development was because jobs, industry opportunities and economies of the future would be vastly different from those of today.
"As a government, we are putting an emphasis on high-potential sectors of growth - Islamic finance, biotech and high technology, and advanced manufacturing processes along with green technology.
"We do this not only because they are industries of the future, but also because we know Malaysia can compete and succeed in them," he said.
The GTFS is a special financing scheme introduced by the government in the 2010 Budget to promote and support the development of green technology in Malaysia.
Earlier, Najib, who chaired the first National Green Technology Council meeting, also announced Putrajaya and Cyberjaya as pioneer townships in green technology in the country.
Source : Bernama
MALAYSIA COMMITTED TO ADOPTING RENEWABLE ENERGY AND GREEN TECHNOLOGY - NAJIB
PUTRAJAYA, Jan 26 (Bernama) -- Malaysia is committed to adopting renewable energy and green technology to become a leading nation in the 21st century, said Datuk Seri Najib Tun Razak.
The prime minister said the government realised that in the 21st century, renewable energy and sustainable energy as well as green technology would be the core of economic growth for all countries.
"This is not an option but a reality that all nations must face up to.
"Only those who master the application of green technology and sustainable energy will be the winner in the 21st century," he said at the launch of the Green Technology Financing Scheme (GTFS), here Tuesday.
Also present was Energy, Green Technology and Water Minister Datuk Seri Peter Chin Fah Kui.
Najib also witnessed the signing of a memorandum between the Finance Ministry and the Credit Guarantee Corporation.
The prime minister said the government realised that it was not sustainable to be over-reliant and over-dependent on fossil fuels.
"During the recent conference of the parties in Copenhagen, I was pleased to join world leaders, academics and NGO leaders to consider these opportunities.
Although the outcome was rather disappointing, at least there is additional commitment by many countries in the sense that all nations believe that we must somehow put together a legally binding commitment soon after the Copenhagen summit," he said.
Najib said the threat was real and these discussions must continue because, around the world, the effects of climate change were being seen.
"From melting polar ice caps to loss of endangered species to unprecedented numbers of natural disasters, it is all around us. We are seeing more severe, more deadly results than ever before," he said.
Najib said the investment of RM1.5 billion for the GTFS would encourage business investment in green technology, green construction and innovation.
"The government will play its role, covering two per cent of the loan's interest rate and providing a guarantee of 60 per cent on the financing. The remaining 40 per cent will be covered by banks," he said.
He said that since the scheme opened on Jan 1, some 186 companies had responded to the initial soft loan offer.
"I am confident that in the long-term strengths and benefits of this scheme for companies that invest in green technology as well as financial institutions that see green technology as a smart, strategic investment," he said.
He said the second reason for Malaysia to move forward swiftly in green technology development was because jobs, industry opportunities and economies of the future would be vastly different from those of today.
"As a government, we are putting an emphasis on high-potential sectors of growth - Islamic finance, biotech and high technology, and advanced manufacturing processes along with green technology.
"We do this not only because they are industries of the future, but also because we know Malaysia can compete and succeed in them," he said.
The GTFS is a special financing scheme introduced by the government in the 2010 Budget to promote and support the development of green technology in Malaysia.
Earlier, Najib, who chaired the first National Green Technology Council meeting, also announced Putrajaya and Cyberjaya as pioneer townships in green technology in the country.
Source : Bernama
MALAYSIAN-LAH! Campaign
FOR PR2 MALAYSIAN-LAH! CAMPAIGN
Article taken from The Malaysian Insider:
Suggestions for 1 Malaysia
JAN 22 — The recent controversy over the “A” word, and the inability of the authorities to resolve it from the start has further damaged the credibility of the 1 Malaysia campaign.
Some say it’s beyond repair. But let’s not be too negative; after all, our dwindling taxpayer’s money has already been painfully spent on it.
In crucial situations like these, one should “go for broke.” Here are some desperate measures to help spur the 1 Malaysia campaign along its current trajectory.
SPEEDY AND CONSISTENT MEASURES FOR CONFLICT RESOLUTION
Religious and racial disputes are a sure-fire way to leave any unity plans in disarray. The mature way to deal with it is through dialogue and to come to an agreement; to prevent what could have been a non-issue from becoming an international embarrassment.
This must also be explained well to the public, where mainstream media publishes analytical pieces on all sides of the issue. Oops, too late — that didn’t happen.
But surely there are merits to a heavy-handed approach in the use of banning? Banning is after all the easiest way, not to mention the laziest, which uses the least brain cells in dealing with something. No need for long painful processes and dialogues with everyone at stake — just ban it and let someone else deal with the mess later. More resources can then be spent on, say, 1 Malaysia campaign billboards.
So we must be consistent and go all the way. All “inappropriate” use of religious names and symbols practised in Malaysia should be banned as well, starting with the “B” word since Buddha’s image and name has been most widely appropriated by Western culture.
His followers may be confused, mistaking bars, restaurants and spas to be places of worship. Not to mention the “B” word being used for chill-out music and its associated Zen-like music that may, in some insidious manner, seep into unsuspecting minds as true religious messages.
REPETITION IS KEY
There is a 1 Malaysia ad with excerpts of our prime minister’s speech being played on radio these days — something about unity and helping those who need help (as opposed to those who don’t need help). Not quite Martin Luther King, one might say, but that speech was surely clear and strong enough.
It elicited an equally strong response from listeners around me, although not quite in the same spirit. There’s something almost weird about the whole experience, evoking a surreal and lasting magical feeling, i.e. something unbelievable that just won’t go away. But like they say, repetition is key; if we play that speech over and over again, it may actually sink into the Malaysian consciousness.
Crank up the volume of this ad at every street corner, pasaraya and hypermarket. I mean, Malaysians can be a stubborn lot; you really need to hammer it in sometimes. Whoever survives this will form the new Malaysia.
BETTER REPRESENTATION
It must have been a challenge trying to find an inclusive representation for all Malaysians. But we must think out of the box. Everyone must be bored to their wits by now, in always seeing the same old stereotype of a Malay, Chinese, and Indian.
After all, we know in reality we are much more than three races alone, or in wearing traditional clothes. Must it always be in that sequence? It’s like a hypnotic mantra ingrained whenever we describe Malaysians — Malay, Chinese, Indian, Malay, Chinese, Indian. Zzzz. And lately, we hear attempts to be more inclusive, with Iban and Kadazan added at the tail end.
I propose we do away with this concept altogether and find a better representation that is more inclusive to all. A visual representation that would not put one race above the other. One which honours that which is truly Malaysia and has sacrificed the most for the rest of us — the orang utan.
After all, the orang utan has done so much to bring in tourist dollars, being used and abused for that end, but never truly recognised as one of us.
Not to mention the rate we’re shrinking areas of their natural habitat for our own economic gains, to the point where they’re left only with “sanctuaries” to exist.
As such, to celebrate diversity and to be truly inclusive, the orang utan should take the lead in the next Merdeka parade march.
So, there. Perhaps these measures can help save the campaign. Incredibly unbelievable, I know, but I guess that’s where the problem is.
*The views expressed here are the personal opinion of the columnist.
Article taken from The Malaysian Insider:
Suggestions for 1 Malaysia
JAN 22 — The recent controversy over the “A” word, and the inability of the authorities to resolve it from the start has further damaged the credibility of the 1 Malaysia campaign.
Some say it’s beyond repair. But let’s not be too negative; after all, our dwindling taxpayer’s money has already been painfully spent on it.
In crucial situations like these, one should “go for broke.” Here are some desperate measures to help spur the 1 Malaysia campaign along its current trajectory.
SPEEDY AND CONSISTENT MEASURES FOR CONFLICT RESOLUTION
Religious and racial disputes are a sure-fire way to leave any unity plans in disarray. The mature way to deal with it is through dialogue and to come to an agreement; to prevent what could have been a non-issue from becoming an international embarrassment.
This must also be explained well to the public, where mainstream media publishes analytical pieces on all sides of the issue. Oops, too late — that didn’t happen.
But surely there are merits to a heavy-handed approach in the use of banning? Banning is after all the easiest way, not to mention the laziest, which uses the least brain cells in dealing with something. No need for long painful processes and dialogues with everyone at stake — just ban it and let someone else deal with the mess later. More resources can then be spent on, say, 1 Malaysia campaign billboards.
So we must be consistent and go all the way. All “inappropriate” use of religious names and symbols practised in Malaysia should be banned as well, starting with the “B” word since Buddha’s image and name has been most widely appropriated by Western culture.
His followers may be confused, mistaking bars, restaurants and spas to be places of worship. Not to mention the “B” word being used for chill-out music and its associated Zen-like music that may, in some insidious manner, seep into unsuspecting minds as true religious messages.
REPETITION IS KEY
There is a 1 Malaysia ad with excerpts of our prime minister’s speech being played on radio these days — something about unity and helping those who need help (as opposed to those who don’t need help). Not quite Martin Luther King, one might say, but that speech was surely clear and strong enough.
It elicited an equally strong response from listeners around me, although not quite in the same spirit. There’s something almost weird about the whole experience, evoking a surreal and lasting magical feeling, i.e. something unbelievable that just won’t go away. But like they say, repetition is key; if we play that speech over and over again, it may actually sink into the Malaysian consciousness.
Crank up the volume of this ad at every street corner, pasaraya and hypermarket. I mean, Malaysians can be a stubborn lot; you really need to hammer it in sometimes. Whoever survives this will form the new Malaysia.
BETTER REPRESENTATION
It must have been a challenge trying to find an inclusive representation for all Malaysians. But we must think out of the box. Everyone must be bored to their wits by now, in always seeing the same old stereotype of a Malay, Chinese, and Indian.
After all, we know in reality we are much more than three races alone, or in wearing traditional clothes. Must it always be in that sequence? It’s like a hypnotic mantra ingrained whenever we describe Malaysians — Malay, Chinese, Indian, Malay, Chinese, Indian. Zzzz. And lately, we hear attempts to be more inclusive, with Iban and Kadazan added at the tail end.
I propose we do away with this concept altogether and find a better representation that is more inclusive to all. A visual representation that would not put one race above the other. One which honours that which is truly Malaysia and has sacrificed the most for the rest of us — the orang utan.
After all, the orang utan has done so much to bring in tourist dollars, being used and abused for that end, but never truly recognised as one of us.
Not to mention the rate we’re shrinking areas of their natural habitat for our own economic gains, to the point where they’re left only with “sanctuaries” to exist.
As such, to celebrate diversity and to be truly inclusive, the orang utan should take the lead in the next Merdeka parade march.
So, there. Perhaps these measures can help save the campaign. Incredibly unbelievable, I know, but I guess that’s where the problem is.
*The views expressed here are the personal opinion of the columnist.
FOR ANTI-STRESS CAMPAIGN
FOR PR 1 STUDENTS ANTI-STRESS CAMPAIGN
More Malaysians have hypertension due to unhealthy lifestyle
2010/01/29
KUALA LUMPUR: About 4.8 million or 43 per cent of Malaysians aged 30 years and above have hypertension or high blood pressure.
Health director-general Tan Sri Dr Mohd Ismail Merican said the figure was higher by 10 per cent compared to a decade ago.
He said based on the third study under the ''The National Health and Morbidity Survey'', which is conducted every 10 years, the increase was due to many Malaysians having an unhealthy lifestyle and not being concerned about their health.
"We urge all Malaysians to check their blood pressure frequently. It has been revealed through the survey that two-thirds of Malaysians have hypertension and are not aware of the condition," he said.
Speaking at a news conference after officiating the Malaysian Society of Hypertension 7th Annual Scientific Meeting Conference here today, he said of those having hypertension, just 26 per cent took medication to control the condition.
Dr. Mohd Ismail said those with hypertension should not stop taking medication as that contributed to the rise in the percentage of people having hypertension.
"If there are those with hypertension who feel their medication has side-effects, tell your doctors and they will change to another medicine," he said. -- BERNAMA
More Malaysians have hypertension due to unhealthy lifestyle
2010/01/29
KUALA LUMPUR: About 4.8 million or 43 per cent of Malaysians aged 30 years and above have hypertension or high blood pressure.
Health director-general Tan Sri Dr Mohd Ismail Merican said the figure was higher by 10 per cent compared to a decade ago.
He said based on the third study under the ''The National Health and Morbidity Survey'', which is conducted every 10 years, the increase was due to many Malaysians having an unhealthy lifestyle and not being concerned about their health.
"We urge all Malaysians to check their blood pressure frequently. It has been revealed through the survey that two-thirds of Malaysians have hypertension and are not aware of the condition," he said.
Speaking at a news conference after officiating the Malaysian Society of Hypertension 7th Annual Scientific Meeting Conference here today, he said of those having hypertension, just 26 per cent took medication to control the condition.
Dr. Mohd Ismail said those with hypertension should not stop taking medication as that contributed to the rise in the percentage of people having hypertension.
"If there are those with hypertension who feel their medication has side-effects, tell your doctors and they will change to another medicine," he said. -- BERNAMA
PR 2- ASSIGNMENT ONE BRIEF
Assignment Brief – Public Relations II
Coursework: Awareness Campaign Strategy Proposal
Weightage: 20%
Due date: In class, Week 5 (10 February 2010)
Brief: In any campaign, a proper and complete proposal of your idea should
be presented in order to gain feedback on your work. Proposals will, and can also help you notice if your campaign idea is missing any vital issues.Strategy Proposal will include all the various strategies you have chosen to use in order to execute your campaign.
Requirements: In groups specific to your task for the campaign, you are required to
prepare a proposal in regards to your task and what strategies you have thought of in executing your ideas. For example, the Events team should prepare a complete proposal of things/ideas they wish to execute in regards to the campaign and how they are going to make it happen.
Bonus marks (5%) will be given if your proposal contains relevant creative ideas, research and execution methods which is suitable to the campaign idea.
1. A power point proposal 10%
2. Presentation of Proposal 5%
Note: You are required to present your proposal in class in Week 5.
Submission : CD containing the power point Proposal.
Coursework: Awareness Campaign Strategy Proposal
Weightage: 20%
Due date: In class, Week 5 (10 February 2010)
Brief: In any campaign, a proper and complete proposal of your idea should
be presented in order to gain feedback on your work. Proposals will, and can also help you notice if your campaign idea is missing any vital issues.Strategy Proposal will include all the various strategies you have chosen to use in order to execute your campaign.
Requirements: In groups specific to your task for the campaign, you are required to
prepare a proposal in regards to your task and what strategies you have thought of in executing your ideas. For example, the Events team should prepare a complete proposal of things/ideas they wish to execute in regards to the campaign and how they are going to make it happen.
Bonus marks (5%) will be given if your proposal contains relevant creative ideas, research and execution methods which is suitable to the campaign idea.
1. A power point proposal 10%
2. Presentation of Proposal 5%
Note: You are required to present your proposal in class in Week 5.
Submission : CD containing the power point Proposal.
Saturday, January 30, 2010
Why have I chosen to Lecture??
Dear Gang (Yes, you, the students of PR1,PR2 and Media Relations)...
Okay, someone wrote asking if I though you guys were boring...hehehe truth is, even if you dont believe me is that you all inspire me.. Yes! Truth is you are not boring..I know deep in your minds you are all filled with great new ideas.. my task is to extract those ideas and help you find a way to use them wisely and creatively..
I really enjoy going to classes..It makes me feel like I am contributing something to the future generation.. cewahhhhhhh!!!! like real kan me.. anyway, i do hope you all are enjoying class.. and please feel free to leave comments ya.. im always open to new ideas and correcting mistakes.. also share how i can make class more interesting!
Thank you guys for inspiring me always!!!
Eena
Okay, someone wrote asking if I though you guys were boring...hehehe truth is, even if you dont believe me is that you all inspire me.. Yes! Truth is you are not boring..I know deep in your minds you are all filled with great new ideas.. my task is to extract those ideas and help you find a way to use them wisely and creatively..
I really enjoy going to classes..It makes me feel like I am contributing something to the future generation.. cewahhhhhhh!!!! like real kan me.. anyway, i do hope you all are enjoying class.. and please feel free to leave comments ya.. im always open to new ideas and correcting mistakes.. also share how i can make class more interesting!
Thank you guys for inspiring me always!!!
Eena
Wednesday, January 27, 2010
Update on Classes and Campaigns!!!
Hello hello.. as promised, I am updating this blog in regards to classes this week.. So far, I am truly enjoying lecturing.. at first yes, it was kind of nerve wrecking but you have all made it worth my while.. (ehemmm despite the "bored to death" faces I sometimes find in class.. Hehehe..
Anyway, as you would know, PR 1 and PR 2 class will both be doing campaigns this semester.. PR 1 on campus and PR2 out of campus.. I do hope being PR students in general that you all be supportive of each others campaign yaaaa... (i mean it!)
Just a recap, PR 1 will be doing campaigns on environment, stress, discrimination and animals.. I wont give away all the details as it wouldnt be fair and will take away the fun of having it..
As for PR 2, we have decided... yes, we all.. as ONE.. have decided to support the 1Malaysia campaign by having our very own campaign with a youthful twist, not forgetting to truly represent us all as Malaysians-LAH! hehehe..
So, please feel free to share your views and update me on stuff.. this is the main reason of this blog.. so we can communicate all the time.. hehehe.. I am now haunting you on the net too.. hehehe
Good luck ALL!!!! I trust that you will all do great!
Eena
Anyway, as you would know, PR 1 and PR 2 class will both be doing campaigns this semester.. PR 1 on campus and PR2 out of campus.. I do hope being PR students in general that you all be supportive of each others campaign yaaaa... (i mean it!)
Just a recap, PR 1 will be doing campaigns on environment, stress, discrimination and animals.. I wont give away all the details as it wouldnt be fair and will take away the fun of having it..
As for PR 2, we have decided... yes, we all.. as ONE.. have decided to support the 1Malaysia campaign by having our very own campaign with a youthful twist, not forgetting to truly represent us all as Malaysians-LAH! hehehe..
So, please feel free to share your views and update me on stuff.. this is the main reason of this blog.. so we can communicate all the time.. hehehe.. I am now haunting you on the net too.. hehehe
Good luck ALL!!!! I trust that you will all do great!
Eena
Monday, January 25, 2010
LECTURE THREE (PR2)
WHAT IS ORGANISATIONAL CULTURE?
organizational culture is the personality of the organization.
Culture is :
assumptions,
values,
norms and tangible signs (artifacts) of organization members
behaviors.
Corporate culture can be looked at as a system.
How to identify the culture of an organisation?
feedback from, e.g., society, professions, laws, stories, heroes, values on competition or service, etc .
The process of identifying is based on our assumptions, values and norms, e.g., our values on money, time, facilities, space and people.
Types of Culture…
Academy Culture
Employees are highly skilled and tend to stay in the organization, while working their way up the ranks. The organization provides a stable environment in which employees can development and exercise their skills. Examples are universities, hospitals, large corporations, etc.
Baseball Team Culture
Employees are "free agents" who have highly prized skills. They are in high demand and can rather easily get jobs elsewhere. This type of culture exists in fast-paced, high-risk organizations, such as investment banking, advertising, etc.
Club Culture
The most important requirement for employees in this culture is to fit into the group. Usually employees start at the bottom and stay with the organization. The organization promotes from within and highly values seniority. Examples are the military, some law firms, etc.
Fortress Culture
Employees don't know if they'll be laid off or not. These organizations often undergo massive reorganization. There are many opportunities for those with timely, specialized skills. Examples are savings and loans, large car companies, etc.
Tips for creating a strong organizational culture:
1. Define your goals. What changes are you looking to make to your organizational culture?
2. Identify the gaps. Are there any specific issues that you want to target and solve?
3. Identify strong performers; select, develop, and retain them.
4. Modify day-to-day work procedures. Change meeting locations, go out to lunch, or implement casual and/or spirit days.
5. Communicate effectively on ALL levels. Make sure that communications lines are open and comments and questions can always be heard.
6. Rewards and real-time feedback. Positively reinforce the work that employees do and discuss any issues as soon as they arise.
7. Assess progress of defined goals.
organizational culture is the personality of the organization.
Culture is :
assumptions,
values,
norms and tangible signs (artifacts) of organization members
behaviors.
Corporate culture can be looked at as a system.
How to identify the culture of an organisation?
feedback from, e.g., society, professions, laws, stories, heroes, values on competition or service, etc .
The process of identifying is based on our assumptions, values and norms, e.g., our values on money, time, facilities, space and people.
Types of Culture…
Academy Culture
Employees are highly skilled and tend to stay in the organization, while working their way up the ranks. The organization provides a stable environment in which employees can development and exercise their skills. Examples are universities, hospitals, large corporations, etc.
Baseball Team Culture
Employees are "free agents" who have highly prized skills. They are in high demand and can rather easily get jobs elsewhere. This type of culture exists in fast-paced, high-risk organizations, such as investment banking, advertising, etc.
Club Culture
The most important requirement for employees in this culture is to fit into the group. Usually employees start at the bottom and stay with the organization. The organization promotes from within and highly values seniority. Examples are the military, some law firms, etc.
Fortress Culture
Employees don't know if they'll be laid off or not. These organizations often undergo massive reorganization. There are many opportunities for those with timely, specialized skills. Examples are savings and loans, large car companies, etc.
Tips for creating a strong organizational culture:
1. Define your goals. What changes are you looking to make to your organizational culture?
2. Identify the gaps. Are there any specific issues that you want to target and solve?
3. Identify strong performers; select, develop, and retain them.
4. Modify day-to-day work procedures. Change meeting locations, go out to lunch, or implement casual and/or spirit days.
5. Communicate effectively on ALL levels. Make sure that communications lines are open and comments and questions can always be heard.
6. Rewards and real-time feedback. Positively reinforce the work that employees do and discuss any issues as soon as they arise.
7. Assess progress of defined goals.
LECTURE TWO (PR 1 & PR 2)
Role Of Public Relations Manager:
To help the management in preparing, interpreting adopting and evaluating the public relation policies and programme.
To design an effective performance appraisal system.
To conduct education and training programmer for the staff of the PR department.
To develop a mechanism of personally meeting various public like buyers, institutional investors, communities, consumer organizations, etc.
To develop effective internal and external communication system for timely interaction.
To prepare different literature matter for different media.
To convey and interpret to the management different information on public attitudes and views about the company or industry it serves.
To instruct the company’s financial advertising agents an all matters relating to financial and annual reports, advertising, publicity etc.
ATTRIBUTES OF PUBLIC RELATION:
Imagination.
Verbalizing skills for writing, and speaking
Extroversion, for contact with people.
Sensitivity to people and events.
Organizing and planning skills, including leadership and administrative skills.
Discussion
1. How can PR be improved in today’s fast paced and growing world?
2. What can you do as PR to ensure that you are constantly renewing your skills, ideas and strategies?
To help the management in preparing, interpreting adopting and evaluating the public relation policies and programme.
To design an effective performance appraisal system.
To conduct education and training programmer for the staff of the PR department.
To develop a mechanism of personally meeting various public like buyers, institutional investors, communities, consumer organizations, etc.
To develop effective internal and external communication system for timely interaction.
To prepare different literature matter for different media.
To convey and interpret to the management different information on public attitudes and views about the company or industry it serves.
To instruct the company’s financial advertising agents an all matters relating to financial and annual reports, advertising, publicity etc.
ATTRIBUTES OF PUBLIC RELATION:
Imagination.
Verbalizing skills for writing, and speaking
Extroversion, for contact with people.
Sensitivity to people and events.
Organizing and planning skills, including leadership and administrative skills.
Discussion
1. How can PR be improved in today’s fast paced and growing world?
2. What can you do as PR to ensure that you are constantly renewing your skills, ideas and strategies?
LECTURE ONE (MEDIA RELATIONS)
What is Media Relations?
Media relations is a specialist area of PR that focuses on promoting key messages about your organisation or cause through editorial coverage in the media. Editorial refers to the parts created by journalists, whereas advertisements and advertorials are paid-for sections.
How can media relations be useful?
Raise media awareness of biodiversity which in turn raises awareness among your target audience
Increase understanding of what you offer
Create a positive profile of the organisation through good news stories and ongoing achievements
Media relations is an effective part of any communications plan because:
Editorial tends to be ‘believed’ more than advertising
Editorial provides scope to expand on topics and provide more in-depth information
You can be more targeted with your communications
Examples of Media Relations:
Going Green Campaign
Artiste Album Launch
Golfer goes Pro
Coca cola new product
Discuss in groups which related media is relevant for each category. Give example of ONE story idea media can use in relation to each catergory.
What is Publicity?
At its core, publicity is the simple act of making a suggestion to a journalist that leads to the inclusion of a company or product in a story. Newspapers, magazines, TV programs and radio shows have large amounts of space to fill and depend upon publicists to help provide story ideas, interview subjects, background information and other material.
Good Publicity vs Bad Publicity!
Please do research of various sectors and the good vs bad publicity they have received. Give or bring along examples. Eg: Articles, brouchers and what you think is relevent.
Example of Publicity stunt within Malaysia:
Melaka presents Shah Rukh Khan with Datukship.
PM launches 1 Malaysia clinic.
Air Asia sponsors Manchester United soccer team.
Media relations is a specialist area of PR that focuses on promoting key messages about your organisation or cause through editorial coverage in the media. Editorial refers to the parts created by journalists, whereas advertisements and advertorials are paid-for sections.
How can media relations be useful?
Raise media awareness of biodiversity which in turn raises awareness among your target audience
Increase understanding of what you offer
Create a positive profile of the organisation through good news stories and ongoing achievements
Media relations is an effective part of any communications plan because:
Editorial tends to be ‘believed’ more than advertising
Editorial provides scope to expand on topics and provide more in-depth information
You can be more targeted with your communications
Examples of Media Relations:
Going Green Campaign
Artiste Album Launch
Golfer goes Pro
Coca cola new product
Discuss in groups which related media is relevant for each category. Give example of ONE story idea media can use in relation to each catergory.
What is Publicity?
At its core, publicity is the simple act of making a suggestion to a journalist that leads to the inclusion of a company or product in a story. Newspapers, magazines, TV programs and radio shows have large amounts of space to fill and depend upon publicists to help provide story ideas, interview subjects, background information and other material.
Good Publicity vs Bad Publicity!
Please do research of various sectors and the good vs bad publicity they have received. Give or bring along examples. Eg: Articles, brouchers and what you think is relevent.
Example of Publicity stunt within Malaysia:
Melaka presents Shah Rukh Khan with Datukship.
PM launches 1 Malaysia clinic.
Air Asia sponsors Manchester United soccer team.
LECTURE ONE (PR 1 & PR 2)
What is Public Relations?
Public relations involves the cultivation of favorable relations for organizations and products with its key publics through the use of a variety of communications channels and tools. Traditionally, this meant public relations professionals would work with members of the news media to build a favorable image by publicizing the organization or product through stories in print and broadcast media.
The role of public relations today includes:
building awareness and a favorable image for a company or client within stories and articles found in relevant media outlets
closely monitoring numerous media channels for public comment about a company and its products
managing crises that threaten company or product image
building goodwill among an organization’s target market through community, philanthropic and special programs and events
Pro of PR
1.PR is often considered a highly credible form of promotion. One of PR’s key points of power rests with helping to establish credibility for a product, company or person (e.g., CEO) in the minds of targeted customer groups by capitalizing on the influence of a third-party -- the media.
2. A well-structured PR campaign can result in the target market being exposed to more detailed information than they receive with other forms of promotion. That is, media sources often provide more space and time for explanation of a product.
Examples??
3.Depending on the media outlet, a story mentioning a company may be picked up by a large number of additional media, thus, spreading a single story to many locations.
4.Public relations objectives can be achieved at very low cost when compared to other promotional efforts. This is not to suggest public relations is not costly, however, compared to direct advertising, the cost for public relations events is lower and may gain more return in sales and yet establish a brand or company as respectable.
In groups, list a variety of Public Relations campaign you know have been effective over the year.
Discuss why PR is becoming more prominent in today’s society especially with the rise of various media outlets.
Public relations involves the cultivation of favorable relations for organizations and products with its key publics through the use of a variety of communications channels and tools. Traditionally, this meant public relations professionals would work with members of the news media to build a favorable image by publicizing the organization or product through stories in print and broadcast media.
The role of public relations today includes:
building awareness and a favorable image for a company or client within stories and articles found in relevant media outlets
closely monitoring numerous media channels for public comment about a company and its products
managing crises that threaten company or product image
building goodwill among an organization’s target market through community, philanthropic and special programs and events
Pro of PR
1.PR is often considered a highly credible form of promotion. One of PR’s key points of power rests with helping to establish credibility for a product, company or person (e.g., CEO) in the minds of targeted customer groups by capitalizing on the influence of a third-party -- the media.
2. A well-structured PR campaign can result in the target market being exposed to more detailed information than they receive with other forms of promotion. That is, media sources often provide more space and time for explanation of a product.
Examples??
3.Depending on the media outlet, a story mentioning a company may be picked up by a large number of additional media, thus, spreading a single story to many locations.
4.Public relations objectives can be achieved at very low cost when compared to other promotional efforts. This is not to suggest public relations is not costly, however, compared to direct advertising, the cost for public relations events is lower and may gain more return in sales and yet establish a brand or company as respectable.
In groups, list a variety of Public Relations campaign you know have been effective over the year.
Discuss why PR is becoming more prominent in today’s society especially with the rise of various media outlets.
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