Archive for the ‘Reading Notes’ Category

Chapter 14

In my intro to public relations class we just finished up reviewing chapter 14: News Releases, Media Alerts, and Pitch Letters. THe information discussed comes from our book we use in the introduction course called Public Relations: Strategies and Tactics. The book can be found at http://www.amazon.com/Public-Relations-Strategies-Tactics-9th/dp/020558148X

What I found most interesting from chapter 14 was all the different rules when doing a press release, the do’s and do not’s. The list was created by Lisa Barbadora, the director of public relations and marketing for Schubert Communications. I will list the ones that really stuck out to me:

*Use descriptive and creative words to grab an editor’s attention, but make sure they are accurate and not exaggerated.

*Tell the news. Focus on how your announcement affects your industry and lead with that rather than overtly promoting your product or company.

*Don’t use lame quotes. Write like someone is actually talking-eliminate the corporatese that these editors love to ignore. Speak with pizzazz to increase your chances of being published.

These stuck out to me because they seem to be what I would even expect if i were writting a normal paper, be descriptive but don’t over do it, hook the reader in by being extemporaneous in your writting, etc.

This chapter was also a repeat of what is taught in my journalism classes, so it was interesting to see that its true that pr and journalism share some aspects of conducting their business.

The other section that was interesting to me was media kits. It is usually used to launch a new major product or a company. “For instance, Jack Horner Communications, on behalf of their client Heinz (ketchup company), sent editors a wine box stlye kit to introduce the ketchup’s personalized label’s website,” Public Relations: Strategies and Tactics. In the wine box was Heinz Ketchup. Kind of catchy and corny, but altogether effective, use an abnormal situation to draw attention to your product or company. I thought that this was awesome.


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Chapter 11

In chapter 11, Reaching a Multicultural and Diverse Audience, several interesting things stood out to me. I found how companies reach diverse age groups from young adults, baby boomers, all the way to seniors. An interesting fact I found out through this chapter was that seniors form an excellent source of volunteers for social, health, and cultural organizations because they have time and often are looking for something to do, according to Public Relations Strategies and Tactics.

When Ketchum communications was describing women they stated, “Today’s women hold an overwhelming share of consumer purchaasing influence, making more than 80% of household purchase decisions, and spending over $3.3 trillion annually.” This was funny to me because I knew that ladies liked to spend money, but now I have numbers to back my assumptions.

Thirdly, I found in the section of my book in ch.11, matching the audience with the media, several interesting facts I didn’t know about before.

*Cable TV news is the most used form of media.

*Television has the strongest emotional impact of all media.

*Print media are the most effective for delivering a message that requires absorption of details and contemplation by the receiver.

*About 16% of the world’s pop. has Internet access.

Throughout chapter 11 I found some eye-openers, with facts and information that I did not know about before when having to reach out to diverse audiences. If you would like to see what the book used in my intro to PR class has to offer follow this link: http://www.amazon.com/Public-Relations-Strategies-Tactics-9th/dp/020558148X

Public Relations: Strategies and Tactics (9th Edition)

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Chapter 10

In my intro to PR class we just covered ch. 10 in our textbook, Public Relations Strategies and Tactics. The chapter covered conflict management. The three key points that stood out to me in this chapter were the strategic conflict management highlights:

*strategic: for the purpose of achieving particular objectives

*management: planned, deliberate action

*competition: striving for the same object, position, prize, as others

*conflict: sharp disagreements or opposition resulting in a direct, overt threat of attack from another entity

Above are the guidelines of public relations to influence the course of conflict, and ultimately a crisis, states authors Dennis Wilcox and Glenn Cameron.

Also, there are two factors or principles that play are role in PR when dealing with a conflict: the contingency theory(Contingency Factors and Contigency Continuum). 

When dealing with a conflict in a crisis situation you must go through a cycle. The cycle is as follows: proactive phase, strategic phase, reactive phase, and recovery phase.

Before coming into this chapter I didn’t realize or begin to think that when dealing with a crisis or problem it took so much deliberation or planning out how you were going to solve it. I know a little planning is neccessary, but I’ve always approached a problem in the quickest fashion, getting it solved as soon as possible. I now see that in this field of work dedication and delicacy when dealing with such problems are essential to carrying on with a company or keeping one aloft. A crisis can ruin an image or an entire company, so these steps and the approach to problems defined in this chapter are key to a strong company.

If you wish to learn more about PR or would like to obtain the book used in my PRCA 2330 class follow this link: http://www.amazon.com/Public-Relations-Strategies-Tactics-9th/dp/020558148X

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If you are interested in Public Relations, or learning more about PR click this link to purchase the book used in my intro. to Public Relations class: http://www.amazon.com/Public-Relations-Strategies-Tactics-9th/dp/020558148X


In the book for my PR class everything seems linked together or in order. Chapter one is followed by capter two and rightly so. It is in succession of most important to what follows that in importance.

In chapter eight and nine we find ourselves looking at two topics that tie into one another as well as the previous seven chapters before them.

In chapter eight, evaluation, we read how the evaluation process plays a major role in the Public Relations field. It is described by Professor James Bisslandas, “the systematic assessment of a program and its results. It iss a means for practitioners to offer accountability to clients-and to themselves.”

The key aspects of chapter eight to me were the measurements of production, exposure, audience awareness, audience attitudes, and audience action.

Measurement of Production: this kind of evaluation is supposed to give management an idea of a staff’s productivity and output.

Measurement of message exposure: The most widely practiced form of evaluating public relations programs is the compilation of print and broadcast mentions.

Measurement of audience awareness: To determine whether the audience actually became aware of the message and understood it. Through surveys or day-after recall.

Measurement of audience attitudes: Changes in audience’s perceptions and attitudes. A major techinque to determine such changes is baselinestudy. A baseline study is a measurement of audience attitudes and opinions before a campaign.

Measurement of audience action: To have an impact on the audience in a way so that they change their ways.

In chapter nine, public opinion and persuasion, we learned that the use of persuasion can influence public opinion in several ways.

What stood out to me as important in this chapter was the mass media’s role in PR and the how to use persuasion throughout the field.

Firstly, the mass media means that information from a public relations source can be efficiently and rapidly disseminated to literally millions of people. There are several theories with in mass media that aid in PR: agenda-setting theory, media-dependency theory, framing theory, and the conflict theory.

Persuasion is used to change or neutralize hostile opinions, crystallize latent opinions and positive attitudes, and conserve favorable opinions.

These were the points in both chapters that stood out to me.

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If you are interested in Public Relations, or learning more about PR click this link to purchase the book used in my intro. to Public Relations class: http://www.amazon.com/Public-Relations-Strategies-Tactics-9th/dp/020558148X


In the book used in class, Public Relations: Strategies and Tactics, we discussed the use of communication in PR. We learned the effectiveness of good communication and how you can improve it to benefit the individual and companies globally.

There are five key components of good communication:

*appropriate= for the situation and the topic at hand

*meaningful= not a waste of time and has a purpose of being important

*memorable= make it have an impact and touch home with your audience, repeat main points to keep it fresh in the audiences head

*understandable= use- proper language, write clearly, use symbols/slogans/acronyms   avoid- cliches, hype words, and discriminatory language

*believable: make sure your message establishes credibility and is easily understood as truthful toward the audience


The objective when recieving message: you as the communicator want the message to be exposed, spread, accepted, and to change the behavior of those recieving it.

In this chapter these are the highlights that stood out to me. I now realize why it is a good character to have effective communication.

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If you are interested in Public Relations, or learning more about PR click this link to purchase the book used in my intro. to Public Relations class: http://www.amazon.com/Public-Relations-Strategies-Tactics-9th/dp/020558148X


-Five communication elements: comm. has a source/sender, a message, a channel, and a receiver.

-Communication should have the senses in mind when delivering a message (sight, hearing, smell, touch, and taste).

-You have to use effective language and write clearly in order for the targeted audience to understand the message you are trying to get across.

-The message has to be believable and it has to stick with the audience, they have to be able to rememeber it even when it is no more. Messages through communication has to have an impact on the publics opinion and choices to be effected.

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If you are interested in Public Relations, or learning more about PR click this link to purchase the book used in my intro. to Public Relations class: http://www.amazon.com/Public-Relations-Strategies-Tactics-9th/dp/020558148X


Chapter six proved to once again have some enlightening information in it:

*PR planning has eight categories: situation, objectives, audience, strategy, tactics, calendar, budget, and evaluation.

*Strategy: how an objective is to be achieved

*3 traditional situations in a pr program

*Calendar or timetable: helps set dates and points to finish the objective or job.

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