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Public relations

Week 10, class 1 — April 4, 2013

Stacy Forster

on 2 May 2013

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Transcript of Public relations

PR Press conference Tuesday, April 16 5 p.m. Planning day Thursday, April 11 Public relations Public relations planning How is PR different from advertising?
How is PR used for relationship management?
How do you manage a press conference?
What should you include in a press release? What comes to mind when you hear "public relations" What do you think of when you hear "PR"? Public relations is... A wide range of activities and communications that connect an organization with the people involved with it.
An ongoing, constant process of managing relationships between a company, an organization or an institution and its stakeholders.
Helps an organization and its audiences adapt to each other and win the cooperation of groups of people.
Creates goodwill for your organization.
Manages reputation as an organization's asset. Key stakeholders How PR is different from advertising Media aren't usually purchased – try to persuade gatekeepers to cover story in free media; publicity vs. institutional ads
Less control over message content an audience
More credibility – people view it as objective, credible
Primary focus is to influence attitudes (in advertising, attitude change is intended to change behavior)
Need regular contact with media to establish credibility JetBlue JetBlue's response to ice storm "Humiliated" and "mortified"
Introduced Customer Bill of Rights
Ad campaign JetBlue's response to ice storm 1.Its highest-ranking official took responsibility, doing a round of interviews.
2.The airline apologized.
3.The airline showed it cared about its customers by putting in new safeguards to prevent a similar incident from happening again. 14 interviews and a press conference in one day Pilot breakdown = same playbook Sukh Chandler/Flickr Hyku/Flickr Pylon 757/Flickr JetBlue's response Posted message to blog
about ongoing situation
Answers to Top 10 questions
Passengers given
refunds and vouchers
Responded to questions
via social media
CEO went on Today Show How did he do?
What did he do well?
Did he add to JetBlue's problems?
What changed between 2007 and 2012? JetBlue: “Flight 191 departed New York’s JFK airport at 7:28 am ET (was scheduled to depart 6:55 am ET). At roughly 10 am CT/11 am ET, the pilot in command elected to divert to Amarillo, TX for a medical situation involving the Captain. Another Captain, traveling off duty, entered the flight deck prior to landing at Amarillo, and took over the duties of the ill crewmember. The aircraft arrived Amarillo at 10:11 am CT, and the crewmember was removed from the aircraft and taken to a local medical facility.

Customers have safely deplaned and we’re sending a new aircraft and crew to Amarillo to continue the flight to Las Vegas.” Wall Street Journal “A JetBlue Airways flight was diverted Tuesday after passengers had to restrain a pilot who was behaving erratically, running up and down the plane’s aisles and banging on the cockpit door, according to accounts from passengers and others familiar with the situation.” Types of PR planning Relationship management (media relations) Crisis management Reputation management Issue management Marketing public relations (sales promotions) The role of research Understand your audiences
before deciding on a strategy
If you don't, you risk a disaster Relationship management Managing relationships with stakeholders Government relations: Regulators, legislators, lobbyists, activists Media relations: Media contacts who cover stories in your area Employee relations: Human resources and employee groups/unions Financial relations: Financial markets, financial press, analysis, investors Crisis management The process by which an organization deals with a major unpredictable event that threatens to harm the operation Surprise
Insufficient information
Escalating events
Loss of control
Increased outside scrutiny
Panic The key to crisis management is preparation Jeff Miller/University Communications Tylenol recall 7 people in Chicago died from poisoned Tylenol
Johnson & Johnson immediately alerted media,
health professionals, FDA and the public
Recalled every Tylenol nationwide
(cost more than $100 million)
Halted production and advertising
Triple-sealed, tamper-resistant packaging Toyota recall Daniel CTW/Flickr What should Toyota do? If you were part of the Toyota PR team, what would you have done to deal with the crisis?
How would you have carried out your crisis management plan? Problems with Toyota's crisis management Reacted too slow
Management was invisible
Evasive, withholding
Stuck to narrow position
Upset its stakeholders Toyota's response First letter http://www.toyota.com/recall/ToyotaCustomerLetter.pdf Second letter http://www.toyota.com/recall/v2/pdf/commitment-letter.pdf Toyota turned it around Helped by longstanding reputation
Stopped production
Offered extended warranties
Emphasized safety in its advertising messages
Used social media to respond to questions
Made top executives more visible Prepare and practice for a crisis Do the work to anticipate, have a plan ready
Create an internal culture trained to spot
potential problems
Stay ahead of the story
Make sure your spokespeople are prepared
to answer all questions How to manage a crisis Speak first and often
Be open, concerned – never defensive
Alert stakeholders, provide updates
Stick to the facts – NEVER lie
Don't pick fights with media
Clearly state steps to be taken,
but don't overpromise Issues management Monitor public opinion about issues that are central
to the organization's interests
What publics are important?
What do these publics think?

Take time to understand where public opinion lies on issues and matters important to your organization and stakeholders How to do issues management Develop programs to communicate to
and with the public about the issues Identify issue trends
Establish company (or industry) position
Understand issue evolution and develop a strategy that fits Fast food business and obesity In response to FDA and CDC regulatory efforts, and growing public concern about obesity, fast food operators saw public opinion shifting

McDonald's new slogan: "It's what I eat, what I do, I'm lovin' it."
Also increased the number of lower calorie, lower fat options on its menu Reputation management Takes a long time to build
Creating goodwill is central goal
Corporate image is fragile
With development of new technology, such as social media, it is harder than ever How to do reputation management It is the sum total of a company's identity, branding efforts and stakeholder interaction

It is earned, not created

One slipup can ruin years of work United Breaks Guitars http://video.today.msnbc.msn.com/today/46877638 JetBlue on Today Show Wildly comfortable, ironically relevant.
Full transcript