CONTENTS

TITLE PAGE

INTRODUCTION

UNIT 1. INTRODUCTION TO PUBLIC RELATIONS

UNIT 2. HISTORY

UNIT 3. CRISIS COMMUNICATION

REVIEW units 1-3

UNIT 4. TACTICS

UNIT 5. ETHICS

UNIT 6. PR SPIN

REVIEW units4-6

UNIT 7. «BLACK PR»

UNIT 8.PROPAGANDA

UNIT 9. BRAND MANAGEMENT

REVIEW units 7-9

UNIT 10. PROMOTION

UNIT 11. MEDIA MANIPULATION

UNIT 12. AUDIENCE TARGETING

REVIEW units 10-12

UNIT 13. HOW TO WIN OVER AND WOW A CROWD

UNIT 14. A PUBLIC RELATIONS SPECIALIST

REVIEW units13-14

CONCLUSION

REFERENCES & RESOURCES

REVIEW units 6-9

 

1. Match the word/phrase to its definition.

1.                Earned Media

a)                The amount of time needed by reporters to gather information for their story; varies by type of outlet, with magazines having the longest lead times and online the shortest.

2.                Launch

b)                Third-party endorsement for your client, whether from the sharing of media coverage or tweets, reviews and posts from consumers of your client’s product.

3.                Lead time

c)                 Short for editorial calendars, ed cals are a schedule of topics media will cover at a certain publication for the entire year. These can give PR pros a starting point for reaching out to an editor about a story.

4.                Embargo

d)                The sharing of unannounced, relevant information between a PR pro and the media that cannot be published before an agreed upon time and date. For example, if you have a new phone model coming out, you contact reporters asking if they are interested in information, reach an agreement that they won’t post the news before a certain time and then give them a preview of the information to be announced.

5.                Ed Cals

e)                 Offering first-look information or samples to a single, usually major, media outlet. This means that the information or product won’t be shared with any other outlets until the original outlet has posted their story. Can be a good way to kick off a campaign.

6.                Exclusive

f)                  The official announcement, usually jump started with a press release, about a new product or service.

7.                Paid Media

g)                Content created by you and your client, such as company blogs, company website and corporate social media profiles.

8.                Owned Media

h)                Not just your traditional advertising, this can encompass Facebook, YouTube, LinkedIn and Twitter ads that can work as part of an integrated PR and social media strategy.

9.                Glittering Generalities

a)                This is a technique in which you argue against your opponent’s ideas by attacking your opponent’s character with claims that may or may not be true.

10.           Personal Attack

b)                Political ads are filled with misleading propaganda. But sometimes it’s difficult to identify what is misleading about it.

11.           Recognizing Specific

c)                 In this technique, you try to take the positive or negative feelings associated with a particular symbol or image and tie those feelings to a candidate-either yourself or your opponent.

 

12.           Transfer

 

d)                In this technique, you try to incite strong emotions using specific stories or images. Often, an appeal to emotions takes the form of a tragic or inspiring personal story.

 

13.           Card Stacking

e)                 This is a technique in which you distract the audience from the issue at hand by changing the subject to a completely unrelated issue. It’s a way of taking attention away from policy ideas that might not be popular.

14.           False Cause

 

f)                  This technique implies that because B came after A, A must have caused B–even though the two events might be completely unrelated. It’s often a way of blaming an incumbent for things that happened during his first term that he had no control over.

15.           Red Herring

 

g)                This technique refers to arranging a deck of cards so that you end up dealing yourself all the good ones. It consists of focusing only on key words or statistics that help your case and leaving out any words or statistics that hurt your case. It’s a way of telling half of the truth.

16.           Appeal to Emotions

 

h)                This technique uses positive-sounding words that seem important but mean very little and are impossible to prove or disprove.

17.           Loaded Words

 

i)                  With this technique, you persuade people with fear by saying, «If you vote for my opponent, something terrible will happen!» .

 

18.           Appeal to Fear

 

j)                  This technique relies on using words with strong positive or negative connotations. Name calling is an example. So is any use of a word that has a powerful emotional connection.

19.           Quotes out of Context

 

k)                With this technique, you make a statement over and over again until it sticks in people’s heads (even if it isn’t true.) In campaigns, these are often called «talking points»–simple, easy-to-remember statements that get repeated endlessly.

20.           Repetition

 

l)                  This technique is a way of saying that your claim must be (or might be) true only because no one can prove that it isn’t true.

21.           Arguing from Ignorance

m)             This technique consists of using only part of a quotation from your opponent and editing it in such a way that makes the statement sound worse than it originally was.

 

3. Work in groups of three or four. Discuss the following situation.

Based on common-sense principles, crisis communication aims to minimize risk. De la Cierva highlights a series of action items that consider the person, the organization and society carefully. In times of crisis, key actions include:

Address perceptions. The gravity of a crisis is directly proportional to the public’s perception of it, rather than to what has actually happened on the ground.

Listen to the people who are complaining. It is very important to try to understand what is making people angry. Anger hinders communication, and the person you are addressing will not listen to your message until they have had their say.

Tune in emotionally. You need to know how to interpret the public’s mood. Communication should not be treated as an impersonal means for spreading ideas.

Reason from the point of view of those you represent. Make it clear that the company is defending the interests of the people it serves.

Distinguish between law and public opinion. You may be in the right, and yet be wrong. It’s best to have both legal advisers and communications experts on hand.

 

Video: How great leaders inspire action

1. You are going to watch Simon Sinek telling how great leaders inspire action.  Watch the video and fill in the missing information.

How do you explain when _________ don’t go as we assume? Or better, how do you explain when others are able to achieve things that seem to defy all of the assumptions? For example: Why is Apple so innovative? Year after year, after year, they’re more _________ than all their competition. And yet, they’re just a computer company. They’re just like everyone else. They _________ the same access to the same _________, the same agencies, the same consultants, the same media. Then why is it that they seem to have something different? Why is it that Martin Luther King led the Civil Rights Movement? He wasn’t the only man who suffered in pre-civil rights _________, and he certainly wasn’t the only great orator of the day. Why him? And why is it that the Wright brothers were able to figure out controlled, powered man flight when there were certainly other teams who were better qualified, better funded – and they didn’t achieve powered man _________, and the Wright brothers beat them to it. There’s _________ else at play here.

About three and a half years ago, I made a discovery. And this discovery profoundly changed my view on how I thought the world worked, and it even profoundly changed the way in which I operate in it. As it turns out, there’s a pattern. As it _________ out, all the great inspiring leaders and organizations in the world, whether it’s Apple or Martin Luther _________ or the Wright brothers, they all think, act and communicate the exact same way. And it’s the complete opposite to everyone else. All I did was codify it, and it’s probably the world’s _________ idea. I call it the golden circle.

Why? How? What? This little idea explains why some organizations and some leaders are able to inspire where others aren’t. Let me define the terms really quickly. Every single person, every single _________ on the planet knows what they do, _________ percent. Some know how they do it, whether you call it your differentiated value proposition or your proprietary process or your USP. But very, very _________ people or organizations know why they do what they do. And by «why» I don’t mean «to make a profit». That’s a _________. It’s always a result. By «why», I mean: What’s your purpose? What’s your cause? What’s your belief? Why does your organization exist? Why do you _________ out of bed in the morning? And why should anyone care? As a result, the way we think, we act, the way we _________ is from the outside in, it’s obvious. We go from the clearest thing to the fuzziest thing. But the inspired leaders and the inspired organizations – regardless of their size, _________ of their industry – all think, act and communicate from the inside out.

Let me give you _________ _________. I use Apple _________ they’re easy to understand and everybody gets it. If Apple were like everyone else, a marketing message from them might sound like this: «We make great computers. They’re beautifully designed, simple to use and user friendly. Want to buy one?» «Meh». That’s how _________ of us communicate. That’s how most marketing and sales are done, that’s how we communicate interpersonally. We _________ what we do, we say how we’re different or better and we expect some sort of a behavior, a purchase, a vote, _________ like that. Here’s our new law firm: We have the best lawyers with the biggest clients, we always perform for our clients. Here’s our new car: It gets great gas mileage, it has leather seats. Buy our _________. But it’s uninspiring.

 

2. After watching the video say in what context the following words and phrases were mentioned.

·                   Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly. We just happen to make great computers. Want to buy one?

·                   people don’t buy what you do; people buy why you do it.

·                   a computer from Apple

·                   Gateway came out with flat-screen TVs

·                   Dell came out with MP3 players and PDAs

·                   the goal is not to do business with everybody who needs what you have

·                   the goal is to do business with people who believe what you believe

·                   the best part

·                   the tenets of biology

·                   brain is actually broken into three major components that correlate perfectly with the golden circle

·                   neocortex

·                   trust and loyalty

 

3. Say whether these statements are true or false. Correct false ones.

1.                People can understand vast amounts of complicated information like features and benefits and facts and figures.

2.                When we can communicate from the inside out, we’re talking directly to the part of the brain that controls behavior, and then we allow people to rationalize it with the tangible things we say and do.

3.                The goal is not just to sell to people who need what you have; the goal is to sell to people who believe what you believe.

4.                The goal is not just to hire people who need a job; it’s to hire people who believe what you believe.

5.                I always say that, you know, if you hire people just because they can do a job, they’ll work for your money, but if they believe what you believe, they’ll work for you with blood and sweat and tears.

6.                In the early 20th century, Samuel Pierpont Langley was given 50,000 dollars by the War Department to figure out this flying machine.

7.                Samuel Pierpont Langley hired the best minds money could find and the market conditions were fantastic.

8.                The New York Times followed him around everywhere, and everyone was rooting for Langley. Then

9.                Orville and Wilbur Wright believed that if they could figure out this flying machine, it’ll change the course of the world.

10.           On December 17th, 1903, the Wright brothers took flight, and no one was there to even experience it.

11.           2.5% of our population are our innovators.

12.           The next 13.5% of our population are our early adopters.

13.           The next 34% are your early majority, your late majority and your laggards.

14.           Some people stood in line for six hours to buy an iPhone when they first came out.

15.           Some people spent 40,000 dollars on flat-screen TVs when they first came out.

16.           Dr. King was the only man in America who was a great orator.

17.           250,000 people showed up on the right day at the right time to hear Dr. King speak.

18.           Dr. King believed that there are two types of laws in this world: those that are made by a higher authority and those that are made by men. And not until all the laws that are made by men are consistent with the laws made by the higher authority will we live in a just world. It just so happened that the Civil Rights Movement was the perfect thing to help him bring his cause to life.

19.           There are leaders and there are those who lead.

20.           Leaders hold a position of power or authority, but those who lead inspire us.

 

4. Watch the video once again and answer the questions below.

How come we’ve never heard of Samuel Pierpont Langley?

But why is it important to attract those who believe what you believe?

How do you find the ones that get it before doing business versus the ones who don’t get it?