1-22

Let’s Review

• What is advertising?

• What are some methods for advertising?

• When are some methods for advertising more effective and why?

2-19

Public Relations & Crisis Management

3-22

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.

4-22

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.

5-22

Sample Public Relations Activities

• Press releases/stories

• Press/media kits

• Public service announcements

• Feature or news stories

• Newsletters

• Bulletin boards• Familiarization tours

• Displays• Talk shows• Distribution of

collateral materials at no cost locations (e.g. visitor centers)

• Media relations• News conferences• Interviews• Photographs

Pick 4 of these and write them down

6-22

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.

7-22

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

8-22

• 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!

9-22

Public Relations

In any Type of Medium

EditorialsFamiliarization ToursMedia KitsNewslettersBulletin BoardsDisplaysDistribution of Collateral at

No-cost LocationsNews ConferencesRemote BroadcastsSpeaker Bureaus

Print Pubs

Letter to the Editor

Special Columns

Features or News Stories

Press Releases

Interviews

List Serves

10-22

1st Key to a Good Story/ Release

InterestInterest• What interests people innately• Anything that affects me directly• Universal themes: love, sex, money, death

– Also, conflicts, people, change, mystery, surprise, tales

• Be unusual, interesting, important, and/or informative

LeadLead• First few sentences should be interesting• Gives readers a sense of the mood of a piece• Length is the enemy of interest

11-22

2nd Key to a Good Story/ Release

ClarityClarity

a. Vividness• I feel like I’m there – smell, feel, hear• Create the image in people’s minds

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, “titles”

12-22

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

13-22

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

– Follow Up!

14-22

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!

• You have 15 minutes….Get your brains fired up and GO!!!!!!!!!!!

15-22

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

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Principles of Crisis Communication

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

17-22

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

18-22

Bad…but why was it bad?

• Do you remember the Exxon Valdez Oil spill in 1989?

19-22

• Now, one that hit close to our leisure home….September 11th….– how did this affect the travel industry?

20-22

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.

21-22

Crisis Communication Exercise

With a partner…..review the crisis and respond to the questions...

22-22

Recap……

• What are the benefits of PR?

• How does PR differ from advertising?

• What are the major components of crisis communication?