Chapter 7-16 overview

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:

  • Source—>Encoder—>Signal—->Decoder—>Destination

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.

Program Planning in chapter 6

It’s important to have a plan when you are embarking on a new advertising tactic.

Here is a checklist of parts of the organization to consider provided by Public Relation Strategies and Tactics.

  • Client/employer objectives
  • Audience/publics
  • Audience objectives
  • Media channels

Media Channel objectives

  • sources and questions
  • communication strategies
  • essence of the message
  • nonverbal support

This list can be broken down individually and can serve as a great tool to use when checking to se what audiences that need to be considered in the planning stages.

Research within chapter 5

Let’s talk about Research. In chapter 5 of Public Relations Strategies and Tactics the main focus is on research.

Uses for research:

  • “To achieve credibility with management, to define audience and segment publics, to test messages…”
  • Basically research can be used to discover who it is your advertising to and how to effectively do so.

Some Techniques

  • “Library and online databases and Archival Research…”
  • There are many ways to go about research, it is best to become familiar with all the tools available.

Quantitative vs. Qualitative research

  • quantitative give you numbers and how much/many, while quality gives more opinion and results.

Spring Break!!! And a forum?

Spring Break for me was really interesting. I spent the first few days chilling and pretty much doing nothing. As the week continued I prepared myself for the events of Wednesday afternoon.

From Wed. to Friday I spent countless hours (all amazingly worth it) sitting and listening to some of the greatest leaders in our time. I heard from Erwin Mcmanus, Jim Collins, Joyce Meyer, and oh yeah….President Bush. These were only some of the many speakers I was privileged to listen to. I learned so much that it is impossible to write everything down, except I kind of need to because I actually did the forum for three college credits!!!!

As I work through all the material and discussions I intend to write a series on my blog dedicated to the forum and leadership. I hope all of you will enjoy it and you can be looking for it in the next few weeks!!!

1st critique: Erwin McManus

2nd critique: Craig Groeschel

3rd critique: Joyce Meyer

4th critique: Patrick Lencioni

5th critique: Andy Stanley

Let’s see your resume

So you are graduating college soon like me, and you have no idea where to even start on writing a resume. Now worries it is not that bad of a process and honestly this shouldn’t be to hard considering your writing a document….on yourself.

Let’s start with our basics.

  • Be Creative and original
  • 10 Really cool Resumes
  • In being creative keep in mind your audience, if you are writing for a very serious business be professional and use traditional styles. If you are going for a more creative job, then don’t be afraid to think outside the box.

There are man examples of how to write a good resume, every resume has some basic elements which I will list here:

  • Your full name, address, email and phone number
  • College education (leave high-school stuff off)
  • Experience

Now experience is hard to narrow down, but it is usually good to include everything that you have done that relates to the job you are applying for.

These are just some basics to how to write a Resume, this post is not necessarily intended to be the perfect resume style, it is more of my thoughts and ideas to help get you started in your quest to writing a better resume. Hope this helps in some way, here are some links to help.

Hope this helps and the first link I mentioned will probably benefit a lot of you who like creative ways to express boring information.

Chapter 2 & 3 of “Public Relations Strategies and Tactics”

These are some notes from chapters 2 & 3 of Public Relations Strategies and Tactics 9th edition .

Chapter 2 “The evolution of Public Relations”

  • “…Rosetta Stone, which provided the key to modern understanding of ancient Egyptian hieroglyphics, was basically a publicity release touting the pharaoh’s accomplishments” (40).
  • Something I don’t know if I agree with but worth noting…”Saint Paul, the New Testament’s most prolific author, also qualifies for the public relations hall of fame” (40).
  • Teddy Roosevelt …”was the first president to make extensive use of news conferences and press interviews to drum up public support when Congress was often critical or non supportive”  (48).
  • “…Edward L. Bernays who, through brilliant campaigns and extensive self-promotion, became known as the “father of modern public relations” by the time of his death in 1995 at the age of 103” (52).

Chapter 3 “Ethics and Professionalism”

Advocacy, Honesty, Expertise, Independence, Loyalty, Fairness (78).