INTRODUCTION TO PUBLIC RELATION Question Paper Solution Semester-3

Transcription

1 INTRODUCTION TO PUBLIC RELATION Question Paper Solution Semester-3 Q.1. What is crisis communication? How should a PR person make a crisis communication plan? Give an example of a company that was successful in solving its crisis through good PR. What is a crisis? An unexpected problem that will lead to chaos and disaster. Crisis may occur either by negligence, by natural event or fatal act or any factor beyond the control of human beings. Crisis Communication Plan Step 1: Plan ahead of time and create crisis communication plan Step 2: Put crisis communication team in place Step 3: Manage the message and the media Step 4: Communicate early and often Step 5: Prioritize the audience and carter the message Suggested Examples: OR Pepsi Syringe Fiasco Campaign: In 1993, a Seattle TV channel reported that a man and his wife in Washington had found a syringe in a can of Diet Pepsi. This was soon followed by a spate of reports that claimed that consumers had found objects such as a wood screw, a bullet, a cracked vial, and a broken sewing needle in the Diet Pepsi cans. Within no time, 52 such cases were reported from 23 states in the US Johnson & Johnson Tylenol Cyanide Nightmare Crisis Campaign: In 1982, Tylenol, the leading pain-killer medicine in the United States at the time, faced a tremendous crisis when seven people in Chicago were reported dead after taking extrastrength Tylenol capsules. It was reported that an unknown suspect/s put 65 milligrams of deadly cyanide into Tylenol capsules, 10,000 more than what is necessary to kill a human. The tampering occurred once the product reached the shelves. They were removed from the shelves, infected with cyanide and returned to the shelves. In 1982, Tylenol controlled 37 percent of its market with revenue of about $1.2m. Immediately after the cyanide poisonings, its market share was reduced to 7%. Q.1. 'PR creates the environment for brand activation.' Explain with the help of suitable social media and offline media examples.

2 PR & Branding PR plays a long-term role in creating a positive perception for new brands. We now live in a more communications conscious society where people come across several commercial messages on hourly and daily. For a brand to lunch itself into limelight and create a chance in the much saturated marketplace, it must be able to generate and command favourable publicity in the media amongst other things. Powers of PR in Building Brands PR creates the environment for brand activation, brand exhibition, brand education and brand after sales-services. 1. PR helps to create brand understanding & education and also build customer loyalty to the brand. 2. PR can be effectively used to mitigate and manage brand related crisis. 3. PR shapes opinion, inspire action and change perspectives about brands. 4. PR in a way strategically helps the company to hold on to its brand promise, credibility and consistency. 5. PR is about building perception and managing reputation. 6. PR places more emphasis on two way communication, that is, it completes the communication cycle by ensuring feedback from customers to ascertain brand experience and value. 7. PR enforces strong and constructive relationship between the company, brand and customers, suppliers and dealers and to a larger number of interested publics. 8. PR includes a variety of programs to promote and protect a company brand image. Examples Social Sharing With Press Releases If you need to write a press release, find a way to support and extend the message via social sharing. Journalists rely heavily on Twitter, Facebook and other platforms to source and research stories. When you share your story socially, you are meeting them where they are instead of interrupting them in their inbox.

3 Halogen includes social options for a recent research report. For example, a story about a charitable contribution would translate very well to video (building up your YouTube channel). Or you can share data via an infographic that fans can pin, tweet and share from your blog or Facebook. The marketing team at Halogen Software tries to make every story visual and social. The company released an industry report in June 2014 and added social components with a Twitter campaign, an infographic and a blog post. 2. Explain the significance of public relations in an organization and brief the causes responsible for the Growth of PR. What is Public Relations? Public relations (PR) is the practice of managing the relationship between an organization and the public. It is the rearrangement of the truth to be liked. It is an attempt by information persuasion and adjustment to engineer public support for a cause or activity. Eg: Pink & White Consultancy Agency. Importance 1. To raise awareness 2. Build credibility 3. Tailors information. 4. Helps manage reputation 5. Helps shape a likable image 6. Cost-effective 7. Promote brand values 8. Strengthens community relations 9. Boost your niche authority 10. Know your competition up-close and personal Causes For Growth Of PR 1. Changing Perceptions and Social Attitudes 2. Increasing Consumerism that is the consumer movement

4 3. Reformations in Political and Economic Environment 4. Integration of business units and Expansion and Diversification 5. Acceleration in development of media communication 6. Consensus with globalisation 7. Corporate ethics and Social responsibility 2. B. Distinguish between Advertising and PR. OR PR: Free coverage AD: Paid space PR: No control over media presentation AD: Creative Tool PR: Only used once AD: Ads can run over and over again depending on budget PR: Consumers are unaware about the selling motive AD: Consumers are aware about the selling motive PR: Hooked editors AD: Target audience PR: Unlimited contacts AD: Limited contacts PR: No nonsense news format AD: Buzzwords. Informal PR: Nose for news AD: Creativity 2. How is PR different from Propaganda, Public Opinion and Publicity? Discuss. PR & Propaganda

5 Pgd: Attempt to persuade individuals PR: Attempt to manage relationships between organization and target Pgd: Manipulation of symbols to transmit accepted attitudes and skills PR: Tool to communicate and win over people PR & Public Opinion PO: Expression of belief held in common by a public PR: Professional maintenance of a favourable public image by organization PO: Forms after controversy, dispute or debates PR: Aims to analyze, influence, measure of change public opinion PR & Publicity Pub: Gaining coverage PR: Strategic communication to build mutually beneficial relationships between organization and public Pub: Not always under control of organization PR: In control of organization to some extent 3. What are the factors to be considered for organizing a successful Press Conference? What is a press conference? A press conference is a meeting organized for the purposes of distributing information to the media and answering questions from reporters. Normally the press conference is led by the company's executive management or their appointed press liaison. Planning and organizing the press conference Define the purpose of arranging a press conference Decide the authorities that will be involved Prepare a notice to be sent to media houses Agenda must be clearly prepared Time management policy to be followed Infrastructural arrangements PR officials appoint volunteers Preparation of media kit

6 Effective coordination Follow-ups 3. B. Describe the factors to be kept in mind for planning a PR campaign? OR 1. Overviews 2. Goals 3. Strategies 4. Target Audiences 5. Key Media 6. Recommendations 7. Action plan 3. What are the various media tools used by a PR Professional? Describe the skills required to be an effective PR professional. Media Tools Social Media Videos and films Webpages Press releases Press conference Media pitch Press kit House journals Non-Media Tools Fairs and exhibitions Sponsorship programmes

7 Meetings and seminars Open houses Qualities of PRP Intellectual curiosity: Check out new ways of thinking about and doing PR Passion Dedication Transparency Humility Generosity Has a desire to learn Ability to embrace a service mentality: A good PR practioner aims to serve both his client and the traditional or social media person he or she is working with and share network even when there s no immediate or apparent payoff. Ability to embrace change 4. Your company has organized a blood donation camp in which over 500 employees with a few of the top level managers donated blood. Prepare a suitable press release on this occasion. Press Release Format Mention name of the company, registered address and correspondence Began with "FOR IMMEDIATE RELEASE" Creative Headline Introductory paragraph followed by paragraphs having detailed information Background information of company to be mentioned 4. B. Explain the objectives of Public Relations. 1. To raise awareness 2. Build credibility

8 OR 3. Manage reputation 4. Create a likable image 5. Promote brand values 6. Strengthen community relations 7. Boost niche authority 8. Know your competition up-close and personal 4. Explain the functions of PR with suitable examples. Why a Public Relation campaign needs the support of Corporate Social Responsibility? Functions of PR Community Relations Investors Relations Guest Relations Public Relations Media Relations Employee Relations Government Relations Formulation of PR Policy Preparation of Corporate Statement Handling Publicity Dealing with Product Promotion Insititutional Promotion What is CSR? Corporate social responsibility is a form of corporate self-regulation integrated into a business model. CSR refers to business practice that involves participating in initiatives that benefit society. Need of CSR

9 CSR gives a good impression Good reputation Ethical company is appealing for clients Competitive advantage 5. Write short note on: a. Corporate Reputation A company's overall reputation among its various stakeholders (investors, customers, suppliers etc) in specific categories (product quality, corporate governance, employee relations etc) Collective assessments of a corporation's past actions Ability of the company to deliver improving business results to multiple stockholders over time b. Content writing in PR Development and distribution of interesting content across multiple channels to increase awareness, establish influence and shape company's story. To draw interest and push messages out Creating content that speaks to the audience c. Ethics in PR Responsibilty towards customers Responsibility towards employees Responsibility towards the board of directors Responsibility towards the community Responsibility towards shareholders d. Internal communication

10 Transmission of information between organizational members or parts of the organization. Takes place across all levels and organizational units of an organization. e. Community Relations A public relations function consisting of an organization s planned, active and continuing participation with and within a community to maintain and enhance its environment to the benefit of both the organization and the community. This can involve partnerships, volunteer activities, philanthropic contributions and public participation.