Download Public Relations & Crisis Mgmt

Let’s Review
• What is advertising?
• What are some methods for advertising?
• When are some methods for advertising
more effective and why?
1-22
Public Relations & Crisis
Management
2-19
Objectives for Today
1. To understand the benefits of public relation
(PR) and how PR differs from advertising.
2. To describe several pubic relations methods.
3. To identify 5 major principals of crisis
communication.
3-22
Public Relations
Public relations is working with the
media and others to gain free,
positive attention/coverage for an
agency.
It is about the relationship that an
agency has with stakeholders.
4-22
Sample Public Relations Activities
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5-22
Press releases/stories
Press/media kits
Public service
announcements
Feature or news
stories
Newsletters
Bulletin boards
Familiarization tours
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Displays
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Talk shows
Distribution of
collateral materials at
no cost locations (e.g.
visitor centers)
Media relations
News conferences
Interviews
Photographs
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Pick 4 of these and write them down
Now that we have discussed some
activities….
Please get with a partner and come up with
4 examples of how you may incorporate
Public Relations in your future career
Example: Pitch a story to the local
editor about a “newsworthy” event
your staff has volunteered for.
6-22
Media Relations
Media Liaison
Media Relations Policy
– The KEY is knowing what is attractive to
the media….and to find the STORY
within the leisure experience.
– Example: 15th Annual Daddy-Daughter
Date Night
7-22
• Leisure experiences have tremendous
benefits for people, communities and
society…and we need to do a better job of
communication this through the media!
• 1st step to a comprehensive PR plan
– Develop a list of relevant media in your area
that your market may use…Keep it handy!
8-22
Public Relations
In any Type of Medium
9-22
Editorials
Familiarization Tours
Media Kits
Newsletters
Bulletin Boards
Displays
Distribution of Collateral at
No-cost Locations
News Conferences
Remote Broadcasts
Speaker Bureaus
Print Pubs
Letter to the Editor
Special Columns
Features or News
Stories
Press Releases
Interviews
List Serves
1st Key to a Good Story/ Release
Interest
• What interests people innately
• Anything that affects me directly
• Universal themes: love, sex, money, death
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•
10-22
Also, conflicts, people, change, mystery, surprise, tales
Be unusual, interesting, important, and/or
informative
Lead
• First few sentences should be interesting
• Gives readers a sense of the mood of a piece
• Length is the enemy of interest
2nd Key to a Good Story/ Release
Clarity
a. Vividness
• I feel like I’m there – smell, feel, hear
• Create the image in people’s minds
11-22
b. Ease
• Don’t make people work at understanding
• Shouldn’t have to re-read to understand
• Major problems: unfamiliar words,
acronyms, long sentences/paragraph, junk
quotes, wordiness, too many numbers,
3rd Key to a Good Story/ Release
Authority
a. Context
• What makes this unique – 1st, best, last,
one of many, etc.
b. Importance
• This is important because . . .
• Put facts together for reader
12-22
Public Relations Reminders
• Think like an editor/reporter and send it to a specific
person without errors
– Think like the media’s audience
– Think like your target audience
– Write about the 5 W’s (keep it short and simple)
– Use standard acceptable format(s)
– Check publication deadlines
– Be creative not cute
13-22
– Follow Up!
Work into Action!!!!!!
• Using the 3 keys to a good story/release, in
groups of 3 write a press release for the 2nd
Annual Tour de Boro!
• Each person should write a separate portion of
the release (ex. Each person write up one of the
“keys”)…then put your story together….
• Finally, identify the benefit(s) of this PR effort
AND how this does or does not differ from
advertising!
14-22
• You have 15 minutes….Get your brains fired up
and GO!!!!!!!!!!!
Crisis Management
Crisis management is the strategic, pro-active way in which
agencies prepare for and reduce the likelihood of crisis
situations occurring.
Strategies to reduce the likelihood of crisis occurring:
• Establishing strategies for ensuring a crisis does not occur
• Develop standard operating procedures for crises
• Train staff on crisis communication issues
• Establish a crisis management team
15-22
Principles of Crisis Communication
16-22
1.Be prepared with a crisis plan
2.Be honest, because cover-ups look
worse
3.Apologize, and show you mean it with
action
4.Move quickly, because perception
sets after a few hours
5.Communicate with the press and
other constituencies
Good …but why is it good?
• A huge crisis occurred for Johnson & Johnson in
1982, when seven people in the Chicago area died
after taking Extra-Strength Tylenol capsules that
had been laced with cyanide.
– Johnson & Johnson was entirely honest with the public,
took immediate action by taking the product off the
market in the Chicago area, and did telephone surveys to
measure public opinion.
– The fault appeared to lay with an individual beyond the
span of the company’s control.
– Johnson & Johnson succeeded in protecting its brand
and reputation
17-22
Bad…but why was it bad?
• Do you remember the Exxon Valdez Oil
spill in 1989?
18-22
• Now, one that hit close to our leisure
home….September 11th….
– how did this affect the travel industry?
19-22
Crisis Communication Plan
A crisis communication plan is an agency’s
documented policy on how they will
handle any type of crisis situation when
communicating with the media as well as
any of their stakeholders.
20-22
Crisis Communication Exercise
With a partner…..review the crisis and
respond to the questions...
21-22
Recap……
• What are the benefits of PR?
• How does PR differ from advertising?
• What are the major components of crisis
communication?
22-22