Archive for the ‘Reading Notes – COMM 2322’ Category

News Releases, Media Alerts & Pitch Letters

November 17, 2010 Leave a comment

Reading Notes # 13 – COMM 2322

Chapter 14 in Public Relations: Strategies and Tactics talks about each document sperately, including some background information and definitions.

News Release – same is a Press release and is the most common tactic in the Public Relations industry.

When planning a news release, you have to ask yourself what the key message is, along with the primary audience.

Be descriptive and have a clearly stated summary in the beginning. Be particular about your information, double check all the information, and use 8.5 x 11 inch paper.

Publicity photos are  distributed as part of press kits by celebrities, corporations, candidates for political office, and others.

More people read photos than articles, so including these are key in publicity. Quality, lighting and color are all integral when including the pictures with media alerts and pitch letters.

Media kits are pre-packaged sets of promotional materials of a person, company, or organization distributed to members of the media for promotional use.

Included are the main news releases, a news feature, facts sheets, background information, photos and drawings (make sure to include captions), and brochures for the event.

Pitch letters are short letters to the editors to grab their attention.



Multicultural and Diverse Audiences

November 17, 2010 Leave a comment

Reading Notes #12 – COMM 2322

According to Public Relations: Strategies and Tactics, there are many diversities in our society.

Age Diversities

  • Importance nagging – appeals to parents’ desire to provide the best for their children.
  • Generation Y – people born after 1980.
  • Generation X – people born between 1965 and 1980.
  • Baby boomers – born 1946 and 1964 high rush of babies after World War II.

Global Audiences

  • Be culturally sensitive.
  • Russia is a cultural challenge – They have alot of black market.
  • Understand the cultural values and routines.

Matching Audience with the Media

  • Americans spend about 3,500 hours a year consuming media, in all forms.
  • Television and Radio is majority of consumed time.
  • Radio is the best for mobility.
  • Internet is good for fast breaking news.
  • Print media is effective when trying to retain and remember information.

How To Handle A Crisis

November 17, 2010 2 comments

Reading Notes #11 – COMM 2322

Public Relations: Strategies and Tactics dedicates chapter 10 to the process of dealing with a crisis and conflict management. This takes up a great portion of a Public Relations professional, even though it is not all they are responsible for.

Managing the amount of issues for your client, the better in some cases.

Strategic Conflict Management

  • Strategic – To achieve a specific goal.
  • Management – Dilibretely done in order to recieve an answer
  • Competition – Working for the same object, position, prize, as others
  • Conflict – sharp disagreements or opposition resulting in a direct overt threat of attack from another entity.

Internal Variables

  • general corporate characteristics
  • characteristics of public relations department
  • top management characteristics
  • internal threats

External Variables

  • external threats
  • industry-specific environment
  • general political/social environment
  • external public characteristics

The Conflict Management Life Cycle

  • Proactive Phase – the way people prevent conflicts from arising.
  • Strategic Phase – An emerging issue in the background that is identified as needing concerted action by the public relations professional.
  • Reactive Phase – An issue is unfolding currently and the public relation professional has to react and respond.
  • Recovery Phase – the aftermath of the crisis and the organization repairs its reputation in the eyes of key publics.

Crisis Management applies to natural disasters, accidents and terror attacks, along with other situations.

Important to handle the situation with poise and professionalism for the sake of the company or client.

  • Need to communicate to the public first
  • Take the responsibility for solving the problem
  • Be honest and do not obscure the facts
  • Never say, “No Comment.” Looks as if there is something the organization is hiding
  • Be accessible
  • Communicate with key publics
  • Provide a constant flow of information. When information is withheld the cover up becomes the story.
  • Designate a single spokesperson


Drea ! xoxo

The Art of Persuasion

November 5, 2010 Leave a comment

Reading Notes #10 – COMM 2322

Chapter 9 in Public Relations Strategies and Tactics-9th Edition-Wilcox, D. & Cameron, G. talks aout the art of persuasion as it applies to PR.

This chapter also highlights the meaning of public opinion, which is “the collective expression of many individual’s opnions. This binds people to certain aims, apirations and goals.”

According to sociologists, opinion leaders have more information on an issue than the average person, usually are early adaptors when a new idea presents itself and are extremely organized so they can encourage others to take action.

8 Basic appeals that people are motivated by are:

  • power
  • respect
  • well-being
  • affection
  • wealth
  • skill
  • enlightenment
  • physical and mental vitality

This textbook can be found here.



Purpose of Evaluation

November 5, 2010 Leave a comment

Reading Notes #9 – COMM 2322

From Public Relations Strategies and Tactics-9th Edition-Wilcox, D. & Cameron, G., the term evaluation is defined as the fourth step of the public relations process.

This is the step where all the data and is measured and the planning process goes under scrutiny, so the results are tested against the objectives.

This comes in handy in the Public Relations industry because it gives a PR company or agent the ability to show their client the accomplishments and current statuses.

Evaluations can be conducted using the 5 communicator objectives, and would be taking note of the measurement of productions.

One of the driving facotrs for better ways to evaluate production is so they can improve on the next public relation event. This will show them the weaknesses their event had and the specific areas they need to improve on.

There are ways to measure how well your message is exposed to the public. Some include the amount of hits it recieves on the inernet and even the actual event attendance, both are just as important when trying to get accurate evaluations of the event’s success.

This textbook can be found here.

Effective Communicators

November 5, 2010 Leave a comment

Reading Notes #8 – COMM 2322

In chapter 7 of Public Relations: Strategies and Tactics, it discusses the way to be an effective communicator.

As a communicator we need to effectively send our message to the receiver, without static so they will fully comprehend.

This effective communication includes ensuring each message is appropriate, meaningful, understandable, believable, and memorable.

5 Communicator Objectives

  • Message exposure being sent to the receiver.
  • Having the correct message sent, seeing in a certain light.
  • Having the receiver accept the messages.
  • Attitude change.
  • Change in choices and behavior.
    This textbook can be found here.

ALL About the Planning

October 13, 2010 Leave a comment

Reading Notes #7 – COMM 2322

If you fail to plan, you plan to fail 😀

In Chapter 7 of Public Relations: Strategies and Tactics the authors discuss the planning portion of Public Relations.

  • As a professional, it is very important to keep planning events to publicize our clients and other companies.
  • Each client needs to have their own calendar for events and then strategically plan and budget for their events.
  • As a Public Relations agent, we need to take each objective one at a time and execute them properly.
  • For each evernt, you need to plain a certain crown to be in attendance and know that there will be enough media coverage for each.