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 one-
time 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
Using overhead projectors
transparencies must be readable from
a distance
few words, lots of charts, graphs,
visuals
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 pre-
appearance 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
must identify with target media definition of
news
must be prepared in appropriate style, form
must be prepared with media schedules in
mind
Photos, illustrations
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
Information based on promotions
often referred to as “marketing PR”
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