MSCO 220 Weekly Reminders

Hi Everyone!!

This is your 12th weekly reminder for November 16-22. 

Tuesday: Discuss Chpt. 19: Crisis Management (Seitel text). A few of you will present your webby awards assignment. Project team time. Please bring text to class. You are welcome to attend the ad campaign pitches at 6pm, CCB 100. 

Thursday: Observe campaign pitches. You are welcome to arrive at 2pm, CCB100, to attend the pitches. They begin at 2pm and will continue till about 5:30 pm.  

Blogs due this by Thursday, November 19. There are no other assignments due this week. 

PR Chapters 12, 14, 17 and 19 outlines are below. You will need to format them. You may print them out, bring them to class, and take notes on them. 

How are your team projects coming along??

Sakai: https://sakai.pepperdine.edu/portal

Can't wait to see you this week!! God bless.

Dr. Rosenkrans

Pre-and Post-test survey: http://www.surveymonkey.com/s.aspx?sm=_2bcNOfXVD7XABVh0lyqzv7w_3d_3d

Final exam: see master schedule: http://seaver.pepperdine.edu/academics/schedule/content/2092finalexamsched.pdf 

PR
Chapter 12: Multicultural Community Relations

MSCO 220 | Dr. Rosenkrans

Community Social Responsibility

Profit and nonprofit must become more diverse

Must learn to communicate with diverse groups

Giving back to the community

Many companies donate a % of their profits to nonprofit organizations

volunteerism

What the Community Expects

Appearance (attractive facilities, clean air, etc.)

Participation (civic functions, education, park and rec activities, etc.)

Stability in employment

Pride (ex: Hershey, Penn, means chocolate)

What organizations expect

Adequate municipal services

Fair taxation

Good living conditions for employees

Good labor supply

Reasonable degree of support from businesses and its products

Community Relations Policy/Objectives

See pages 248+

Community Relations Online

See examples on p. 249+

Serving Diverse Communities
(see page 251+)

Women

African Americans

29 million

Latinos

35 million

Other Ethnic Groups

Asian population 7 million and expected to climb to 32 million by 2050

Gays, Seniors, Others

12-20 million gay pop

35 million over 50 years old

Nonprofit PR

Serve social, educational, religious, and cultural needs of the community around them

 

Many institutions

Hospitals

Schools

Trade assoc.

Labor unions

Chambers of commerce

Religious institutions

Social welfare agencies

Cultural organizations

Environmental

wildlife

Nonprofit

They seek to broaden volunteer participation

Use controversial communication tactics to raise awareness through media advocacy

Media advocacy: public relations without resources. Protests, marches, stealth Internet campaigns, etc.

Nonprofits

Not much money

Positioning: Must stand out from the rest

See p. 258

Develop a marketing/promotions plan

Often in nonprofits, the pr director is the marketing director, the advertising director, and the promotions director

Nonprofits

Media relations

Use of free media is critical pr function for nonprofits b/c they often lack sufficient resources for advertising or formal marketing

Talk radio

Cable TV talk shows

Op-eds

Cable access

Internet

Nonprofits

Fundraising

Depend on donors for support—fund raising is essential

See pages 260+

Case Study

P. 362

Chapter 14: Consumer Relations (Seitel text)

MSCO 220 | Dr. Rosenkrans

Why is dealing with consumers so important for PR?

Objectives

Keeping old customers (respond to customers’ concerns)

Get new customers

Marketing new items or services

Handling complaints

Reduce costs

Ombudsmen

Complaint handling center for an organization

Consumer generated media

Encompasses the millions o consumer-generated comments, opinions, experiences posted online

Federal consumer agencies (p. 298)

Justice dept

FTC

SEC

FDA

n    Consumer Product Safety Commission

n    Office of Consumer Affairs

Chapter 17: IMC

MSCO 220 | Dr. Rosenkrans

What is IMC?

n   Interrelationship of marketing, advertising, and public relations

What is Marketing?

n   Selling of a service or product through pricing, distribution, and promotion.

n   Marketing can range from free samples to buzz campaigns

What is Advertising?

n   Subset of marketing.

n   Paying to place your message in media formats: internet, out of home, print, broadcast TV and radio

What is Public Relations?

n   Marketing of an organization and the use of unbiased, objective, third part endorsement to relay information about an organization’s products and practices.

Integrating Marketing with PR

n   Article reprints

n   Trade show participation

n   Spokespeople (advertising does this too)

n   Cause-related marketing (advertising does this too): supporting a worthwhile cause, iften donates a % of product sales

n   In-Kind promotions (like bartering)

Chapter 19: Crisis Management

MSCO 292/Dr. Rosenkrans

Issues Management

l Definition by W. Howard Chase:

“Issues management is the capacity to understand, mobilize, coordinate, and direct all strategic and policy planning functions, and all public affairs, public relations skills, toward achievement of one objective: meaningful participation in creation of public policy that affects personal and institutional destiny.”

Issues Management

l Counseling management

l Reputation management

l Reducing risk

Issues Management Elements

l  Anticipate emerging issues

l  Identify issues selectively  (like 5-10 specific priority issues to deal with)

l  Deal with opportunities and vulnerabilities

l  Plan from outside in: driven by external factors

l  Bottom line orientation (defend organization  and enhance business)

l  Action  timetable

l  Deal from top: Chief executive involvement critical

Managing in a Crisis

l Crisis: major accident or disaster

l Harvard Business Review’s definition: “A crisis is a situation that has reached a critical phase for which dramatic and extraordinary intervention is necessary to avoid or repair damage.”

See side bar

l Figure 21.2

Recognizing a crisis

l   Usually unexpected

l   Insufficient information: rumors fly, everyone wants to know what’s happening

l   Escalating events: crisis expands. News services want to know if organization will issue a statement

l   Loss of control: erroneous errors hit news wires

l   Increased outside scrutiny: media feed on rumors

l   Siege mentality: organization feels surrounded

l   Panic

Planning in a crisis

l Define the risk (ex: the poison in the pill will make you sick)

l Describe actions that will mitigate risk (ex: don’t take the pill)

l Identify cause of risk

l Demonstrate responsible management action (be in control—let people know the organization has a plan and is implementing it)

Communicating in a crisis

l Tell it all and tell it fast

l Terminate the crisis quickly

l Limit damage

l  restore credibility

l Communicate through media

Engaging the media in crisis

l  Set up media headquarters where all authorized communication will flow

l  Establish media rules: which parts of organization are off limits. Which execs will not be available, etc.

l  The grislier the crisis specifics the better (how many fired, cost of damage, etc.)

l  Don’t speculate

l  Feed the media

l  Speed triumphs

l  Cable rules

Case Study