public relations for coltrain group
TRANSCRIPT
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+
Building Powerful
Relationships that
Strengthen Your Business
Kyla Cox Deckard
December 10, 2014
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+What is public relations?
“Public relations is a strategic communication process that
builds mutually beneficial relationships between
organizations and their publics.”
–Public Relations Society of America
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+What (or who) are publics?
Can be latent, aware, or active
Customers, producers, enablers, and limiters
Different from “audience”
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+One-way and two-way
communication
One-way communication
Two-way asymmetrical communication
Two-way symmetrical communication
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+Information Model
Sender
(Message
Source)
Receiver
(Message
Destination)
Message
Feedback
Noise
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+Information Model
Based on work of Claude Shannon, Warren Weaver, and
Norbert Wiener, scientists with Bell Telephone Laboratory
Sender sends message encoded in verbal and nonverbal
symbols
Receiver decodes message and responds with feedback
Noise can interfere with the message, and affect encoding or
decoding
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+Persuasion model
Consciously attempts to influence people using ethical means
that enhance a democratic society
Persuasion is NOT deception nor coercion nor propaganda
Deception relies on miscommunication
Coercion relies on force
Propaganda relies on half-truths and hidden agendas
Persuasion is the advocacy or asymmetric approach to
strategic communication
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+Dialogue Model
Symmetrical model of communication
Information exchange
Help partners make responsible and acceptable decisions
Revive a relationship
Foster a deep relationship
Consensus building
Conflict resolution
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+Audience Reach, Persuasive Impact,
and Reach
Advertising and
Promotional Media
News Media
Organizational Media
Interpersonal
Communitcation
Reach
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+How do you know what your publics
want?
Two-way interpersonal communication
Research: Focus groups, surveys, in-depth interviews
Public discussions
Listening!
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+Who is sharing your message?
Your employees
Your customers/constituents
The media
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+Keys to key messages
Clear
Salient
Ethical
Remember nonverbal cues (logos, imagery, music, people…)
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+Crisis preparation
Planning is key
Standby documents are critical
Notification to your producers and customers before media
Identify your vulnerable points, prepare for crisis, but also
improve!
Saying the right thing is no substitute for doing the right thing.
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+Communication tactics
Interpersonal communication
Organizational media
News media
Advertising and promotional media
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+Interpersonal communication techniques
Personal involvement
audience site involvement: door-to-door canvassing
organizational site involvement: open house
Information exchange
Educational gathering
Product exhibition
Meeting
Demonstration
Speech
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+Interpersonal communication
techniques, cont.
Special events
Civic event
Sporting event
Contest
Holiday event
Progress-oriented event
Historic commemoration
Social event
Artistic event
Fundraising event
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+Organizational media tactics
General publications
Serial publication (newsletter, bulletin)
Stand alone publication (brochure, flyer)
Progress report (annual report)
User kit
Research report
Direct mail
Letter
Postcard
Invitation
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+Organizational media tactics, cont.
Electronic media
Audio media
Video media
Digital media
Social media
Wiki
Blog
Social networking
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+More on social media
It is a tactical tool.
It can be used in an interpersonal, organizational media, and
news media tool.
Consider how internal and external publics are affected and
motivated by social media, and how they shape your message.
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+News media tactics
Direct news material
News fact sheet
Event listing
Interview notes
News release
Feature release
Audio news release
Video B-roll
Video news release
Photo and caption
Media kit
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+News media tactics
Indirect news material
Media advisor
Story idea memo
Query letter
Opinion material
Position statement
Letter to the editor
Guest editorial
Interactive news opportunities
News interview
News conference
Studio interview
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+News media tactics, cont.
News includes:
Newspapers (64% age 45 and older, 89% white, 63% married, 69%
with incomes of $40,000 or more, 53% college graduates, according
to the Newspaper Association of America)
Magazines
Radio
Television
Also: community calendars
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+More on Opinion material
White paper
Position paragraph
Contingency statement
Guest editorials and letters to the editor
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+Advertising and Promotional Media
Print advertising
Electronic media advertising
Television commercials
Radio commercials
Digital media commercials
Sponsorship
Out-of-Home advertising
Billboards
Bus signs
Balloons
Aerial advertising
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+Packaging for Strategy
By public
By goal
By objective
By department
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+Evaluation
On what criteria will this be evaluated?
Evaluation of awareness: media coverage, calculations of
impressions, post-awareness survey
Evaluation of acceptance: Tabulation of requests for
information, post-campaign attitude/opinion survey, Tabulation
of letters, e-mails, phone calls, support
Evaluation of action objectives: Measures of results,
improvement, and change.
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+Connect with me
Kyla Cox Deckard
Twitter: @KylaCoxDeckard
(812) 855-1182
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+Resources
Smith, Ronald D. 2009. Strategic Planning for Public
Relations, Third Edition. Routledge.