This is an overview of Chapters 7-16 of Public Relations Strategies and Tactics.
Chapter 7: Communication
Once a plan is developed and the strategies are worked out, how do you communicate your message? The easiest way to break down the basics of communication is into a simple and easy model:
Active vs. Passive audiences
- Active-are in search of the information you are providing.
- Passive-simply notice your information (advertisements).
Chapter 8 Evaluation
- Whenever you implement a plan or invest time and effort into a project it is vital to evaluate whether or not the investment was wort it. Some people call this the Cost benefit factor. By evaluating strategies and plans, a lot of wasted time and energy can be avoided. Public Relations professionals should see there time as valuable and should avoid wasting it at all costs.
Chapter 9 Public Opinion and Persuasion
- Working in the field of Public Relations it is extremely important that you have a clear understanding as to how people are persuaded and general opinion about your client. There are certain tactics, ideas, thoughts etc… that evoke rage, anger, joy, positive and negative responses. By better understanding the public opinion of the area to which you are marketing, you will be more effective in your approach. Persuasion is a powerful tool and understanding who people follow and why is an absolute necessity to breaking down these two strategies.
Chapter 10 Conflict management
- How do you handle a conflict? How do you handle crisis? Public relations professionals have to deal with crisis and conflict all the time. There will always be negative news, reports etc… about your company or client, when this occurs how you handle the situation can make a world of difference. Poor responses equal poor results. When a situation is handled properly, it can actually turn into a blessing and can shed positive light onto your company.
Chapter 11 Reaching a Multicultural and diverse audience
- One strategy and tactic for one specific group of people will not reach every age group or generation. It is extremely important to understand what age, race, generation, etc… your company is reaching out to. With every culture and sub-culture there are numerous likes and differences among the people. It is important to have multiple strategies to reach each one of these groups or at least narrow the group you are pursuing and making sure your tactics are appropriate for that audience.
Chapter 12 Public Relations and the Law
- Just because you work in the Public Relations field doesn’t mean that you can simply ignore laws that pertain to everyone. Public Relations professionals are constantly writing, filming, photographing etc… and all of these materials they use need to be copyright free. Also when they are dealing with clients it is important not to lead them to market in illegal ways or use illegal methods. It is a responsibility of the PR professional to make sure the services he is providing are the best and legally sound.
Chapter 13 New Technologies in Public Relations
- A lot has changed since Public Relations first came to be. One of the most common and reoccurring changes seems to be the tools used. Internet, computers, cell phones, etc… are all vital tools being used in the PR relations field. Technology is constantly changing and it is vital that all PR professionals keep up with the changing technology and learning to use these tools can further your career and make you more efficient. Learning to use tools more efficiently will make you more viable and desired by other companies.
Chapter 14 News releases, Media alerts, and pitch letters
- Without News releases, Media alerts, and pitch letters, there would not be much word of mouth. These tools are used to spread news about a product or company quickly and create a “buzz.” It is so important that a Public Relations Professional be efficient at these three methods, and that he/she be aware of the certain models and templates used for these venues. When used properly, these can be quite effective and have the potential to reach multiple audiences of all ages and cultures.
Chapter 15 Radio, Television, and the Web
- Radio, television and the web provide multiple venues that a public Relations professional can offer to their client for marketing purposes. Radio allows for interviews and special events to be announced and heard by multiple audiences. Television is a great form of marketing with commercials, talk show interviews. The web offers the best of many worlds with articles, blogs, videos etc… These three methods hold to be among the top venues for marketing, but word of mouth is still the most effective.
Chapter 16 Media, Interviews, News conferences, and Speeches
- Public Relations professionals have many responsibilities including preparing speeches for all kinds of events. Speeches are a vital part of the job as well as being well spoken and prepared to be interviewed. Interviews can be quite intimidating, but are extremely beneficial when approached in the correct manner. Media interviews are very beneficial to your client, and can spread positive news out about their product or services. Public Relations professionals need to be well rounded in all these venues and know how to effectively communicate in multiple settings.