It’s been a fun and rewarding year in my Intro to PR class. I decided to share with you my Top Ten Take-Aways from the class through Utterli. Enjoy!
Tag Archives: PR
Seth Godin knows what he’s talking about in this post. What your kindergarten teacher taught you at age 5 still rings true. Now, this concept can and SHOULD be applied to all levels of life. Why do you think you learned it before you learned the art of leadership? The art of business? The art of relationships? Be it in your social or professional circles—your actions are what are left after everything else fades away.
Companies that understand this—understand much. You can talk all day about how your product will never fail or about how your customer service model is flawless….but it means little unless you have proof. Do you have satisfied customers? Do you have people outside of your team and your personal circles who believe in what you are doing? If you do, then you understand what a precious commodity that is. If you don’t, then it might be the key in bringing success to what you’re doing.
These are words you never ever want to hear. Be it in your personal life, or your work environment. Unfortuantely, I do not have any saged advice as to what to do when these words are uttered within the context of your family or friend dynamics. But thanks to a class discussion with Professor Nixon, I can help you out when it comes to work life. Well actually, when it comes to PR work life.
There are 4 types of Crises:
The sparks of a Crisis are: -Environmental
Benefits of Planning:
-Flow of Information
In your Crisis Communication Kit you must have 7 items:
1) List of members of crisis management team
2)Contact information for key officers
3) Facts sheet on company:each division, physical location, and each product offered
4) Profiles, bios, ect. for each key member in the company
5)Copies of logos, press release format, and scanned in signature of CEO on disk
6)Pre-written scripts answering key questions
It is VERY important that you have this kit stored OFF-SITE.
The 4 stages of a crisis are:
Understanding what a crisis is and how to tackle it is the first step in crisis management. You must prepare your entire team on how to handle a crisis if/when one ever arises. As the Boy Scout’s always say, “Always Be Prepared!”
We all know the story. Something we once considered the coolest thing since sliced bread is all of a sudden replaced by the latest fad. Take scrunchies. They were once the go-to item for in-style ladies. If you were the uber fashionista—you had one in every color. Now, you would be hard pressed to find a girl sporting such a thing. (Unless of course its the end of the night and shes washing her face over her sink.)
Are blogs headed for this same fate? Other social media devices such as Facebook and Twitter are beginning to overshadow the ‘blogosphere.’ Twitter offers a sort of mini-blog feel that is sharper and more direct, but could it really completely erase the world of blogging?
John Cass, brings up a great point in that blogging isn’t necessarily leaving us, but rather transforming the way we communicate. Thanks to Twitter and Facebook, we now have different ways to communicate different messages. What may be effective to say on Facebook, may not be exactly ‘blogworthy’ or relevant for the blog world.
At any rate, I personally do not believe that blogging is on the way out at all. I do think that Twitter and Facebook may cause blogging to ‘step up its game,’ but roll over and play dead? I think not.
In class, we learned the basics of PR thanks to an acronym: R.A.C.E.
R =Research—Define the problem
A =Action—-What will we do about the problem.
C =Communication—How will we tell the public.
E =Evaluation—Did you reach your audience? What effect did you have?
When we are reasearching, we are figuring out what specifically the problem is. We must discover what kind of info is needed. We need to decide how research data will be analyzed, reported, and applied. We need to establish how soon results need to be reported. And as always, we need to know how much this research will cost us.
PR professionals use research in a few different ways:
-Help management keep in touch
To make things easy, research is generally broken up into two sub-groups:
Secondary Research: Ex: reading
Primary Research: Ex: Research we do ourselves.
I have always loved Toms. It’s a beautiful cause backed with a beautiful message. Toms sells shoes, and for every pair you buy—they’ll give a pair to a child in need. One-For-One is the campaign. What a slogan. What a message. What a movement.
Toms has only been around for a couple years. It’s still a relatively new market. So imagine my suprise when I was watching The Masters on TV and saw a commerical for my beloved Toms. It basically made my day. It was exciting on many different levels, but mainly I was jazzed that Toms snagged a spot during The Masters. What a steal. So many new people learned about Toms and their business model in a matter of seconds. One huge benefit to mass social media. TV commercials have the ability to inform countless people on countless issues in a matter of seconds. Thanks to this one 30 second commercial, the brand of Toms was expanded.
Until this point, Toms-fame has basically traveled by word of mouth. What a testiment to a great business model, as well as a testiment to the human race. People want to be involved in something that is good. Toms even agrees, “For anybody that is starting a small business or has an idea, incorporate giving in what you do.”
In class, we went into great detail about what it means to communicate effectively. We learned that you must always have a very clear objective as well as a means to accomplish this objective. No matter what you’re trying to commuincate, you are always trying to accomplish 4 main goals:
1. Accurate dissimination of info.
2. Accept message.
3. Change attitude based on message.
4. Change behavior based on message.
Audiences are broken into two types: Active and Passive. With a passive audience, you must do something to grab their attenetion.
BE MEMORABLE. BE MEMORABLE. BE MEMORABLE. This little piece of advice cannot be stressed enough. Just like anything else in life, if you are not interesting and speaking in an interesting manner, you will lose your audience.
In the same way that you must be memorable, you must also be understandable. You need to properly and effectively use language, write clearly, use symbols, acronyms, and slogans. You must always avoid jargon, cliches and hype words, euphemisms, and discriminatory language.
The point of communication, is to empower your audience. You want to introduce them to your side. To join your cause. You want to give the ultimate pep-talk, in a sense. We all know that passionate people are the ones that make change happen. They are the ones who get the ball rolling. So you want to always leave your audience motivated and excited to be on your team.