Chapter 11 Tactics and Techniques: Details That Make PR Strategy Work
Chapter Objectives
Appreciate the distinctions among various tactics and techniques, and their requirements for preparing messages. Recognize the best tactics and techniques for mass media messages. Understand how journalists and media workers and PR practitioners work together.
Chapter Objectives cont.
Develop sensitivity to how cultural differences among audiences can affect the way PR messages are interpreted and perceived.
PR’s Primary Tactics
Advertising Publicity Hybrids that include a bit of both
Advertising
Paid-for time or space Except for PSAs, which are time and space donated to a nonprofit organization or cause May look like publicity: special section that includes what looks like editorial copy as well as ads Controlled
Publicity
Handled by editorial staffs of news media Editorial copy Uncontrolled
Special Editorial Sections
Combination of advertising and publicity Display advertising Editorial copy devoted to a particular topic or event, written by or for those who have paid for the display ads May look very much like “regular” print content Broadcast version is an advertorial or infomercial
PSAs
Publicity-generating copy Placed through advertising staff (print) or public service director (radio and TV) Space or time donated by media to nonprofit organizations or nonprofit events sponsored by commercial organizations
Preparing Successful Ads
Be clear about the purpose. Be clear about which public you are targeting. Use an organization’s logo to create identity with the ad unless it might be misunderstood in cross-cultural communication.
Publications as Publicity
Brochures In-house magazines, newspapers, newsletters Annual reports All may be used to generate publicity
Producing Brochures
Determine purpose and audience. Determine distribution. Visualize, with mockup, what the brochure might look like. Determine what needs to be said, and whether it can best be said with text or visuals.
Producing Brochures cont.
Decide about design features: color, paper, type. Create text and gather visuals. Enlist layout artist or handle design and layout directly using a computer. Obtain printer estimates. Proofread, edit, proofread again. Distribute.
Producing House Publications
They are distributed to employees or members: internal audiences. Determine purpose. Determine budget. Determine format – newsletter, tabloid, magazine – after studying media habits of audience. Determine distribution.
Producing House Publications cont.
Develop content: both what the audience wants to know and what it needs to know.
questionnaire or other research technique can be used to survey audience may use employee correspondents or PR staff only
Prepare a mockup: text, visuals, cover. Obtain printer estimates.
Producing House Publications cont.
Design, edit, proof. Distribute.
Producing Annual Reports
Shared task of PR and financial officer PR is communications expert, and is responsible for design and language Financial officer is fiscal expert, and is responsible for the content Key consideration is report’s impact on priority publics: investors, financial community, SEC
Producing Annual Reports cont.
Planning begins almost a year in advance: report is a process almost as much as it is a publication May be distributed in printed form but also in digital or video formats A separate version may be done for internal audiences
Content of Annual Reports
Letter from the CEO Auditor’s report Financial statements Narrative section commenting on the year’s operations and accomplishments Photos and charts The best also include an “executive summary” that boils everything down to a concise, clear summary
Speeches as Publicity
Executive speech may receive onetime media coverage Speech may be videotaped and distributed to target audiences Text of speech may be reprinted in brochure format and distributed to target publics Copies of the speech may be distributed internally
Speech Checklist
Set up a day ahead of time. Find out what events are going on next door, and get them (or your event) moved if needed to avoid noise distractions. Check out the sound system. Check out the lighting. Check access to electrical outlets. Check out the projection, computer system.
Speech Checklist cont.
Make sure proper chairs, tables, etc. are on hand and placed correctly. Arrange for water, glasses. Locate nearest restrooms, telephones. Prepare name tags. Set up registration area, and have ready a list of guests invited.
Speech Checklist cont.
Provide place cards or seating charts. Prepare an agenda/program of all activities to take place during the event, and distribute to all participants. Prepare information kits for attendees.
Special Events as Publicity
Speeches Open houses Celebrations Celebrity visits Conventions or trade shows
Planning Special Events
Start planning early: for large events, a year in advance is not too soon. Create a blueprint plan and a timetable.
assign every detail walk through the event mentally to make sure you don’t overlook anything
Form committees or groups to implement the plan.
Planning Special Events cont.
Use company artists, designers, copywriters, exhibit specialists, etc when they exist and are available. Provide special attractions to ensure attendance: celebrities, concerts, exhibits, tours, awards, prizes, etc. Provide giveaways and souvenirs. Arrange to move people to and from the event.
Planning Special Events cont.
Publicize the event well in advance, using advertising to supplement as necessary. Thank everyone when the event is over.
Publicizing Special Events
Establish a timetable to ensure that all details are addressed. Prepare mailing lists for media and guests. Plan the promotional plan in detail: which information will go to which media in what formats.
consider all formats of information: advertising, publicity, letterhead, invitations, posters, etc.
Publicizing Special Events cont.
Develop a media kit: mailed in advance, handed out at event, mailed after the fact to no-shows. Set up a newsroom if live coverage is anticipated. After the event, send clippings, stories to special, trade publications and special audiences such as shareholders to extend coverage.
Visual Presentations
Using easel pads
remember to provide markers plan ahead for how to display multiple pages if you want people to see all the ideas jotted down on pages of the easel pads
transparencies must be readable from a distance few words, lots of charts, graphs, visuals
Using overhead projectors
Visual Presentations cont.
Using PowerPoint slides
type size should be large for legibility provide handout that is a copy of slides used may be transferred to CD or digital file for further distribution
Audio Presentations
Thoroughly test the equipment. Rent high quality equipment if the equipment provided by the meeting space is poor. Keep it simple and direct for easy understanding.
Institutional Video, Film
Be specific about needs: audience, purpose, etc. May be done by in-house staff or by outside specialists May be video version of a previously produced printed publication (like annual report)
Judging Video Quality
Attention span: gripping? interesting? Subject: adequately covered? Audience suitability: properly targeted? Visuals: quality? clarity? Timeliness: visuals, text up to date? Talent: participants, actors believable? Sound: appropriate? balanced?
Judging Video Quality cont.
Editing: flow? pace? Script content: right quantity of words vs visuals? Believability: honest? plausible?
Celebrity Appearances
Celebrity presence guarantees publicity May make arrangements through agent or through organization with which celebrity is involved Request bio info, photos for preappearance publicity Provide all background info to celebrity or agent
Celebrity Appearances cont.
Provide special amenities: from limousine to special foods to special host or “handler” assigned for the visit Develop a schedule and stick to it
Criteria for Successful Publicity
Is it important to the medium’s audience? Is it local (if a local medium)? Is it timely? Is it accurate, truthful and complete?
Judging Value of Publicity Info
Does it have news value? Does it have human interest? Does it have humor? Does it meet the needs of the media? Is it being delivered to the media at an appropriate time in their schedules?
PR Wire Services
Carry PR news directly into newsrooms, often computer to computer Distribute both text and video releases Can result in national, even international coverage Can also result in greater credibility for PR sources because material is carefully checked, re-checked
PR Wire Services cont.
Some also include clipping, videotaping, monitoring services Disadvantage: don’t always know who received May deliver digital photos as well as text
PR and the Internet
A “network of networks” that no one manages Distributes text but also sound and video content Many organizations maintain Web sites that are used for communication, sales, etc.
Web Sites
Method of attractively presenting organization to millions around the world Consulting, Web design firms available to develop sites if in-house capacity lacking Because of its 24/7 nature, it is available on demand It’s also cheaper than most advertising and publicity
Web Sites cont.
Webmaster must constantly update, correct Develop a happy medium between breadth and depth
Media Relations Work
Requires some basic training in journalistic techniques for gathering, reporting information Requires being able to identify news Requires keeping background, historical, “factoid” material ready at all times Requires familiarity with intended media target: style, timing, content focus
Materials for Media
News releases
Photos, illustrations
must identify with target media definition of news must be prepared in appropriate style, form must be prepared with media schedules in mind
some media will accept photos, others prefer to take their own be careful of arrangements re who owns the photos or illustrations know media specifications
Materials for Media cont.
Video news releases
often outsourced, especially to enhance international distribution
often referred to as “marketing PR”
Information based on promotions
Publicity spin-offs Celebrity spin-offs
Relationships With Media People
A good PR person knows a journalist’s job almost as well as the journalist. A good PR person knows which specific journalist covers his/her organization, industry, etc. and maintains contact even when there is no news. A good PR person develops a media list of relevant reporters, editors and keeps it current.
Relationships With Media People cont.
A good PR person is available to a journalist whenever the journalist needs information or assistance. A good PR person immediately responds to media requests or needs.
Relationships With Production Pros
Good PR people know and understand the production process: for print, for broadcast, for digital media. Good PR people are able to articulate clearly what they want. Good PR people understand that the higher the quality of work desired, the higher the cost.
Relationships With Other PR Pros
An in-house PR practitioner may have to work with an agency brought in for a special project or event. Who is responsible for what must be spelled out immediately to avoid confusion and misunderstanding between client and PR services provider.
Relationships With Freelancers
PR people may be asked by a freelancer to provide information and/or access.
check out their legitimacy first make sure both you and the writer agree on scope, focus of article
PR people may hire freelancers to write for the organization.
Contracts
PR people arrange contracts with suppliers of services: freelancers, printers, AV services, etc. Everything should be spelled out, including deadlines.
Media Interviews
Role of PR practitioner
preparer: briefs executive to be interviewed, provides information to executive facilitators: arranges interview, provides follow-up information, materials clarifier: interprets facts, technical language PR person should not inject himself/herself into the interview
Interview Guidelines for PR People
Select an appropriate place for the interview: comfortable for interviewee. Allow sufficient time for interviewer to complete the assignment. Know the topic of discussion and have supporting material, info on hand. Coach the person being interviewed beforehand as to what questions to expect.
Interview Guidelines for PR People cont.
Know the reporter’s habits and quirks, and brief the interview subject. And vice versa: brief the reporter on the subject of the interview. Set ground rules for the interview and make sure both parties understand them.
is anything off the record?
Make sure the reporter gets what he/she came for: the story he/she wanted.
Interview Guidelines for PR People cont.
Stay in the background. Don’t answer questions or intrude unless the subject begins to divulge information that is against company policy to reveal. Offer to provide answers to future questions that might arise. Do NOT ask the reporter when the story will run or ask him/her to send a copy.
Tips for Executive Interviewees
Know the topic you’re to discuss. Anticipate touchy questions. Be honest. Answer questions directly, and if you cannot, say you cannot. If you don’t know an answer, say you don’t but offer to get the information and then follow up by providing the info later.
Tips for Executive Interviewees cont.
Keep the interview as relaxed and cordial as possible. Avoid off-the-record remarks. Don’t try to avoid answering questions that are public record. Offer help, additional information later if the journalist needs it.
News Conferences
Schedule them only when legitimate news is involved. Choose a site and time convenient to news media. Cover the news conference for your own organization: videotape, audio recording, etc. Assemble and have available all background information.
News Conferences cont.
Offer a story and visuals or sound bites to those media unable to attend. Rehearse your spokesperson(s). Share the results of the news conference with management immediately after the conference.
Talking Back to the Media
What to do when news media make a mistake?
suffer in silence respond with information campaign of your own to correct if serious enough, a lawsuit may be necessary