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CONTENTS UNIT
1. INTRODUCTION TO PUBLIC RELATIONS UNIT
13. HOW TO WIN OVER AND WOW A CROWD |
REVIEW units 1 -3 1.
Match the word/phrase to its definition.
2.Do the quiz. 1.
«Public relations» can be defined as a. a collection of
techniques for persuading people to buy products they don’t need. b. a collection of
techniques for persuading news organizations to give space or time to people
or products that are not inherently newsworthy. c. planned and
continuous communication to provide information about an organization, issue
or product to the public. d. planned and
continuous communication to obscure the inadequacies of an organization or
product. 2.Public relations professionals
often deal with either internal or external communications. Which of the
following best describes those two types of communications? a. Internal communications deal with
investors, clients, customers or contributors, and external communications
keep company employees informed about the company. b. Internal communications always flow from
the top of the organization down, and external communications always flow
from the bottom to the top. c. Internal communications always are
carried out by e-mail, and external communications always are carried out
through the mass media. d. Internal communications keep company
employees informed about the company, and external communications deal with
investors, clients, customers or contributors. 3.Effective
public relations practitioners first a. send as many
press releases as possible to as many people. b. determine which
media outlets best serve their purposes. c. ask editors to
promise to use their press releases. d. find out which
media have been most friendly to their client in the past. 4.Which of the following is NOT
among the reasons often cited by journalists for rejecting news releases? a. They are not newsworthy. b. They are too well written. c. They are sent to the wrong person. d. They fail to include important
information. 5.Public
relations professionals should send news well in advance of the publication
date because a. news
organizations move slowly and need plenty of time to rewrite the release. b. a release received
close to a deadline is likely to be thrown away. c. a release
received close to a deadline leaves news organizations with too little time
to plan special coverage. d. a release
received too close to a deadline is less likely to be published. 6.When
localizing news releases, public relations professionals should consider a. psychological as
well as geographical closeness. b. only
geographical closeness. c. only
psychological closeness. d. financial and
geographical closeness. 7.The
ratio of news releases that are rejected by print or broadcast news
organizations is about a. 100 to 1. b. 100 to 4. c. 10 to 3 d. 1 to 1. 8.When
journalists say a news release lacks newsworthiness they often mean it a. has limited
interest, describes important events or is written to inform the public. b. has wide
interest, describes contrived events or is written to please the company’s
bosses. c. has limited
interest, describes contrived events or is written to inform the public. d. has limited
interest, describes contrived events or is written to please the company’s
bosses. 9.Which of the following is NOT
among the reasons journalists complain about a lack of objectivity in news
releases? a. The release describes an event or product
that might interest the public. b. The release is little more than a blatant
advertisement. c. The release is laden with adjectives and
puffery. d. The releases is
telling the public what to do. 10.If a
news release contains a statement such as «Parents are worried about the
amount of violence in our society», that release is of questionable news
value because it is a. probably a
one-sided story. b. stating the
obvious. c. full of puffery.
d. reporting a
contrived event. 11.If a news
release contains a statement such as «Quantities are limited, so buy yours
now», that release is of questionable news value because it is a. stating the
obvious. b. reporting a
contrived event. c. telling the
public what to do. d. lacking attribution.
12.If
the most newsworthy information in a news release is in the middle or toward
the end of the release, the reporter should a. rewrite the
release to put the news in the lead. b. publish the
release as it was written. c. throw the
release in the wastebasket. d. send it back to
whomever it came from and ask that it be rewritten. 3. Problem solving. Read the
following information carefully and suggest your own solution. JOHNSON & JOHNSON’S CYANIDE-LACED TYLENOL CAPSULES (1982) by Arash Davar The
crisis: Seven
people died after taking extra-strength Tylenol capsules that had been laced
with potassium cyanide, a deadly poison. The killer was never found. How
J&J responded: The
company put customer safety first. It quickly pulled 31 million bottles of
Tylenol – $100 million worth – off the shelves and stopped all production and
advertising of the product. It also got involved with the Chicago Police,
FBI, and FDA in the search for the killer, and offered up a $100,000 reward. Post-crisis, the company
reintroduced Tylenol with new tamper-resistant packaging and $2.50-off
coupons. The
result: A go-to
case study in MBA classes worldwide, Tylenol’s response to the tragic 1982 Chicago
murders is regarded as one of the most successful sequences of crisis
management in history. The media appreciated the lengths
J&J went to and its concern for the public interest, so the company was
portrayed generally in a good light, helping the Tylenol brand to recover. 4.
Make up a dialogue.
5.
Role-play. 1.
Due to the rise of social media, Public Relations (PR) has become an even
more promising and in-demand career choice and skill. In fact, the Bureau of
Labor Statistics estimates that employment in the PR industry will grow 12%
by 2022 and that jobs will provide a median income of over $60,000 dollars.
This is because it’s no longer limited to making press releases, meeting with
clients, and answering phone calls although those things are still just as
important. Modern PR also means operating Facebook
pages, sending out tweets, managing online communities and conversing with
other companies and consumers via social media. If you want a great job in
PR, you need to understand these things and know exactly what to expect and
what to say when you’re asked about them.
2.
Act out a situation. You may use the questions below to help you.
1. Why
do you want to work in PR? 2. How
would you balance advocacy and objectivity? 3. What
writing experience do you have? 4. How
would you put together a pitch? 5. What
media outlets do you follow on a regular basis? Why those ones? 6. Is
there anything our organization has been doing lately that you find
interesting? 7. How
would you prioritize and start your work day? 8. What
skills do you have that would help communicate a client’s message? 9. How
would you go about finding relevant contacts and sources? 10. How
would you contact and communicate with a reporter? 11. How
would you deal with a PR crisis? 12. What
are your favorite social media platforms? |