COHORT WEBCAST APR Online Study Course

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APR Online Study Course Cohort Webcast

UAB Accreditation in Public Relations

Study Course

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Welcome

Michael Henry

APR Technical Facilitator

FB

Mary Margaret Hull, APR

APR Facilitator

APR TIPS

• Study Process

• Examination Experience

• Tips to study

• Value of the APR

Mary Margaret Hull, APR

APR Facilitator

Improving your Profile (technology!)

Scenario Practice Question Activity

Part of the Reading/Study Process…

Set an objective for the question (KSA)

Think of a situation involving the KSA

Create the question

Make up several “Plausible” options

Determine the MOST appropriate option & mark

Cite the source for the question.

Rhonda Leiberick

“Stem” – Scenario Question

You have been hired to work in the internal

communications department. After researching

the culture of your organization, you find it

represents a high power distance. The CEO

would like the company to function on a low

power distance culture. What are two tactics to

achieve this objective?

Rhonda Leiberick

What are two tactics to achieve this objective? (select 2)

A. To build morale, offer a team building retreat for

managers.

B. Develop a company blog for employees to post

questions for the CEO to respond.

C. Establish an anonymous employee advisory board to

advise management on ways to accomplish short-

terms company goals.

D. Send a survey to stakeholders to gather feedback to

develop an internal communications plan.

What are two tactics to achieve this objective? (select 2)

A. To build morale, offer a team building retreat for

managers.

B. Develop a company blog for employees to post

questions for the CEO to respond.

C. Establish an anonymous employee advisory board to

advise management on ways to accomplish short-

terms company goals.

D. Send a survey to stakeholders to gather feedback to

develop an internal communications plan.

Rationale

Hofstede’s research on culture dimensions revealed

that power distance is the extent to which people see

inequities as natural and unchangeable. A low power

distance organization is one which managers and employees

see each other as equals – despite their positions. Managers

emphasize the common corporate goals and objectives as a

team effort. Employees interact directly with the CEO.

Source: EPR ed. 10, chapter 9

The scenario: You are a member of the Cleveland Clinic’s PR staff

with the task of promoting a new minimally-invasive

spine surgery that alleviates pain associated with

degenerative disc disease. The Clinic will be

performing the nation’s first case in three days.

You’ve gained the appropriate approvals to invite

media coverage of this revolutionary new surgery

including approval from the physician and patient.

What tools will you use to ensure maximum coverage

of this revolutionary surgery from the media?

Author: Michelle Von Tersch KSA: Information Technology

Select the three best choices:

A. Have your CEO blog about the surgery & send to the

nation’s top healthcare Bloggers

B. Send a news release inviting reporters to cover the

surgery live via telemedicine technology

C. Hold a press conference before the surgery and include

the patient and physician

D. Create a VNR of the surgery and distribute “same-day” to

media outlets

E. Send live “tweets” with video from the surgical suite

F. Videotape surgery and post on the hospital’s website

Select the three best choices:

A. Have your CEO blog about the surgery & send to the

nation’s top healthcare Bloggers

B. Send a news release inviting reporters to cover the

surgery live via telemedicine technology

C. Hold a press conference before the surgery and include

the patient and physician

D. Create a VNR of the surgery and distribute “same-day” to

media outlets

E. Send live “tweets” with video from the surgical suite

F. Videotape surgery and post on the hospital’s website

Rationale: The news release is still a mainstay for media

relations and in this case, grants media direct access

to the story by inviting news crews to witness surgery

real-time. For those media outlets that can’t cover the

story “live” supplying a VNR will increase your

chances of getting coverage since you are supplying

video and sound bites to media. Even print media

outlets have online video components. The other

choices are viable but don’t provide timely,

multimedia accessibility for news outlets. APR Study Guide; pg. 102 and EPR 11th Edition, Ch. 10, pg. 220

KSA: RPIE & Information Technology

You are reviewing the strategic public

relations plan for your association’s

latest campaign. In the planning phase

of the document, your association has

outlined social media objectives.

Which of these is the strongest outcome objective?

A. To secure regional coverage in all of the top 10 cities.

B. To earn at least five national media placements about

the Fittest Cities campaign by the end of 2013.

C. To drive 25 percent more traffic and 50 percent more

unique visitors to MoveForwardPT.com site compared

to 2012.

D. Move Forward PT social media followers increase to

50 percent by the end of

October 2013.

Which of these is the strongest outcome objective?

A. To secure regional coverage in all of the top 10 cities.

B. To earn at least five national media placements about

the Fittest Cities campaign by the end of 2013.

C. To drive 25 percent more traffic and 50 percent more

unique visitors to MoveForwardPT.com site compared

to 2012.

D. Move Forward PT social media followers increase to

50 percent by the end of

October 2013.

You are requesting funds for an ‘online pressroom.’ Which benefit do you identify as a justification. [Select one]

A. Cuts down on work for the practitioner

B. Eliminates the need to create one-on-

one relations with the media

C. Online press rooms are available 24

hours a day

D. A press room will results in more media

hits for your company.

MH

You are requesting funds for an ‘online pressroom.’ Which benefit do you identify as a justification. [Select one]

A. Cuts down on work for the practitioner

B. Eliminates the need to create one-on-

one relations with the media

C. Online press rooms are available 24

hours a day

D. A press room will results in more media

hits for your company.

MH

RATIONALE: Although they may cut down on work for the

practitioner, the 24 hour aspect is extremely beneficial to both

the media accessing or using the press rooms, as well as the

practitioners and their organizations.

Discussion

Michael Henry

APR Technical Facilitator

FB

Mary Margaret Hull, APR

APR Facilitator

Module 9 Notes MEDIA RELATIONS & INFORMATION TECHNOLOGY

Media Relations KSAs Media relations – Understand relationships; build effective relations w/ media

News sensibility – Relate current events/trends to your work. Analyze events/trends for opportunities & threats.

Understands media – Consider strengths/weaknesses of various media, and select appropriately. Distinguish lead times for different media. Identify major changes resulting from the widespread use of new communications technology. Understand the roles of current and emerging technologies.

Understands distribution systems – Understands information distribution systems including: publicity, advertising, special events, face-to-face communication, third-party communication, promotion, and other distribution techniques between sender and receiver.

Media Relations Key changes to the media landscape:

• Fragmented audiences – choosing smaller niche media vs. undifferentiated mass

• More active audiences – choosing two-way media that permit interactivity, as opposed to one-way media that permitted only passive reception of information

• “Journalists” are anybody with a smartphone, vs. trained professionals who report the news

Mass media = Key component in our public information system

Traditional media is not dead

• “Bread and butter” of PR practice

• Majority of consumers watch local TV news (73%), read local newspaper (69%)

Newspapers • Workhorse of the public information system; foundation of most information programs

• Dailies read by opinion leaders – most influential citizens

• About half of adults read daily (37% of 18- to 24-year-olds, and 68% of those over 65)

• US circulation peaked in 1993 (63 million)

• US dailies are declining, but worldwide newspaper circulation continues to grow

• Powerful force in shaping the public agenda and influencing the outcome of debate

• No other medium offers comparable audience size, breadth, and range/depth of content

• Editors provide a distinguishing advantage for newspapers (over blogs and social media)

Other print media Wire Services

• For timely stories, not limited to a locale – increase likelihood of immediate and wide coverage

• AP, UPI, Reuters

Commercial wire services

• PR Newswire, Business Wire

• Offering fast, simultaneous distribution; good for major corporate developments, earnings reports, emergencies (such as product recalls)

News syndicates (feature, photo, specialized news)

• North American Precis Syndicate

Magazines • 19,000+ in the US

• Offering effective specialized channels to narrowly defined audiences (consumer and trade)

• Read by opinion leaders

• Provide more durable information than newspapers

• Read, reread, discuss, and debate

• Readers w/ special interests turn to magazines for in-depth treatment of topics

• Most prefer print magazines to online (three-quarters)

• Freelancers, interested in: • National importance or significance • Elements of struggle, conflict, contest or drama • Anecdotal enrichment and entertainment value

TV/Radio TV

• Became primary source of news in 1963, providing “window on the world”

• 1,700+ TV stations in US

• Provides immeasurable potency

• Vast range of possibilities for storytelling, worldwide

• Oversimplification and distortion of news – Program has just 4,000 words (equivalant of four columns)

Radio

• Nearly 14,000 stations in US

• Person-to-person medium that flourishes on conversation

• Talk shows – help set public agenda, forum for debate

• PSAs – to promote government & voluntary programs/services

Internet/blogs • PRO – Offering direct & immediate access to target audiences, thus bypassing

journalists/traditional news media

• CON – Requires working with non-traditional media gatekeepers and influencers (bloggers)

• Huge blogosphere – 175K new blogs daily (2008)

• PR monitoring

• Targeting blogs: Research them, understand their opinions, goals and audience; make sure you see eye-to-eye

• Blog creation as part of communications strategy

Media relations guidelines • Shoot squarely – honesty; credibility is your top asset

• Give service – providing newsworthy, timely stories; “be a reporter’s reporter” by asking questions, to get at the root of what’s needed

• Don’t beg – let the story drop if the pitch fails

• Don’t flood the media – pitch appropriately with targeted and updated media lists (don’t flood the whole newsroom)

• Prepare for interview – anticipate questions, develop succinct answers, and role play

• News conferences – use sparingly; seldom needed

• Best when there’s no other means to get breaking story to the media (political announcements, disputes/settlements); or complex matters requiring backgrounding

Information Technology KSAs Information management – Identifies the types of information needed to be collected, evaluated, and retained. Knows how to obtain the information and store it, using information technology, so that it can be retrieved easily for future use.

Knowledge of distribution channels – Selects appropriate traditional and non-traditional media, themes, and strategies to disseminate message. Deploys public relations tools (media kits, news releases, media alerts, backgrounders, biographies, media contact lists, news conferences/briefings/tours) appropriately.

Technology literacy – Understands the power as well as the limitations of the Internet and other technology that can be applied to public relations, as both a tool for clients and a weapon against clients. Properly analyzes Internet usage data and its meaning for the public relations campaign. Uses current technology, as appropriate, to plan, manage, and evaluate public relations programs. Investigates emerging technologies as possible public relations tools.

Misc. Information Technology Intranets

• Disseminates information widely and rapidly

• Empowers employees by providing them with ready access to information they need

• Overcomes geography, allowing distant workforce to collaborate – boosts more frequent/two-way communication

Websites

• Express organization’s position electronically by posting CEO speeches, position statements, news articles (internal and external benefit)

Misc. Information Technology Video News Release (VNR)

• Many concerns: can air without verifying accuracy; can be shown without identifying source; can manipulate media content in favor of VNR source

• But… VNRs can help local stations fill ever-large “news holes”

Satellite Media Tour

• High-concentration of studio guest interviews, nationwide

• Crisis communications, movie openings, product launches

APR Exam

Information Technology

Tips and Perspective

Public Relations and Information

Technology Staff

“Public Relations and Information

Technology staff

should be a working team

coordinating electronic communication”

APR Online Course, Module 9

Information Technology

•Relationship between IT and PR

-Content should be controlled by communications

professionals

-PR/IT must partner on these issues:

• approval process

• archiving strategies

• web statistics

Working With Information Technology

•Permission Marketing

•E-mail lists

•Phishing

•Blogs

•Research tool

•Analytics

Digital Age and PR Role

Internet access makes “self-publishing” a

reality

Traditional media has less control

over public information

system

Diverse point of views

Organizational transparency

Tailored

communication with

stakeholders

Source: EPR, 10th Edition, p.114

New Media / New Challenges

For the public relations professional, new technology

means:

1. Staying abreast of technological development in new media

2. Conducting media relations with untraditional journalists

• Bloggers have the ability to shape an organization’s digital environment

• Citizen journalists: anyone with a camera phone (invited by mainstream

media outlets share news in their community

3. Representing the organization in the new media environment

• Build relationships with the organization publics in the real world and in

the virtual world

Social Media – Web 2.0

• Definition: “Social Media describes the online technologies and

practices that people use to share opinions, insights, experiences,

and perspectives with each other.” (Wikipedia)

• Conversation not organized, not controlled, and not on message

• Opportunity for the public relations practitioner to:

• Participate in social networking sites

• Get feedback

• Build relationships

• And listen in order to assist in conversations between

organizations and their publics

Why SEO? Look at research Top uses of web (Cision webinar, May 2010)

4. Social Media;

3. Web-based software;

2. Web-based e-mail;

1. Search

Top Uses of Web (Pew Internet, Aug. 2012) • Use a search engine - 91%

• Send or read e-mail - 91%

• Look for info on a hobby/interest - 84%

• Search for a map/driving directions - 84%

• Check the weather - 81%

• Look for health/medical info - 80%

http://www.pewinternet.org/Trend-Data-

(Adults)/Online-Activites-Total.aspx

Effective Websites: SEO

Search Engine Optimization

I. Status of your website

II. Keyword research

III. Writing for Web

________________________________________________

Search is the number one activity on the web.

Discussion

Michael Henry

APR Technical Facilitator

FB

Mary Margaret Hull, APR

APR Facilitator

Case Presentation

Practice for Readiness Review

Jennifer Bocanegra

APR Online Study Course

Case Study

“USO of North Carolina Celebrates its 75th

Anniversary” November 29, 2015

Jennifer Bocanegra U.S. Army Fellow FleishmanHillard

For nearly 75 years, the USO of North Carolina has provided programs and services to lift the spirits of America’s Troops and their families.

Despite the efforts the USO has made to modernize the services and critical programs it provides to

the military community, many service members view the USO as an entertainment service or an airport rest area.

When soliciting support from civic or business leaders and other potential donors, the USO must

compete with multiple charities that offer similar services to the same population. The 75th Anniversary of the USO provides an opportunity to increase awareness among North

Carolina’s military supporters and to inform service members of the current array of critical programs and services the USO provides.

Situation:

Conducted a media scan of news clips over the past 12 months Used secondary research from USO online survey

Conducted a content analysis of historical publicity campaigns

and current online and social media presence

Held informal discussions with service members who visit the various USO centers.

Research:

Problem Statement:

Despite the efforts the USO has made to modernize the services and critical programs it provides to the military community, many service members view the USO as an entertainment service or an airport rest area which affects the amount of support the organization receives from donors and business leaders compared to similar charities that cater to the military and veteran population.

Position the USO of North Carolina as the leading provider of programs and services and for North Carolina-based active-duty, National Guard, and Army Reservists and their families in order to increase brand awareness and donor support for the organization’s mission.

Goal:

1. Philanthropic Military Supporters- Those who support the U.S. military and are willing to donate time, resources, and finances to support the military community. • Local and State Government leaders • Business owners • Veterans • Relatives to military families 2. Military leaders- This group has served in the military for 10 to 25 years and has experienced the programs and services the USO provides. This group has the ability to serve as brand advocates for the USO when engaging junior troops, family members or community leaders. 3. Service members- Those who are currently serving in the military. This group is a mix of Generation Y, Generation X, and Millennials. • Active-duty • National Guard • Reservists

4. Volunteers and Staff - This group supports the USO mission and are willing to contribute time and resources towards the organization. In many ways, this group is the “face” of the USO during day-to-day encounters with service members and military family members. This group should serve as the brand ambassadors for the organization.

Target Audiences:

1. Position the USO of North Carolina as a military charity of choice among military supporters by increasing financial and resource support by 15% over the next 13 months.

2. Grow participation of Troops and family members in the USO of NC programs and events and visits to centers by 50% over the next 13 months.

3. Reinvigorate support for the USO of NC and Troops by North Carolina communities over the next 13 months.

4. Develop active USO of NC brand advocates among 100% of the volunteers and staff

and North Carolina military and government leaders over the next 13 months.

Objectives:

For 75 years, The USO of North Carolina has led the way in lifting the spirits of America’s Troops and their families. • North Carolina is the birthplace of the USO and is currently home to the oldest continuously operating USO in the world. • Works to bring a touch of home for service members who are separated from loved ones

The USO of North Carolina serves the fourth largest U.S. military population in the United States and is the lead organization that supports the military community statewide.

• Serves an average of 650,000 Troops annually • Operates six service centers, two satellite centers and a mobile center • Compliment and reinforce military-sponsored programs

The USO of NC has remained relevant since 1941 by providing impactful services designed to meet evolving Troop and family needs.

• Provides comprehensive health and well-being programs for Troops and family members • Partnered with state-run organizations and business leaders to provide financial education, holistic wellness seminars, and job fairs

Top Line Messages:

1. Media Relations – Leverage relationships with media to highlight 75th Ann. Events and progress of USO of NC programs and services.

2. Digital/Social Media- Using owned and shared online tools, position the USO of NC as an established, evolving organization that has continued to lift the spirits and provide critical programs for Troops and family members.

3. Community Engagement- Secure support from military and government leaders for USO of NC programs and events.

4. Internal audience- Employ volunteers and staff at centers to promote the USO of NC brand.

Strategies:

Tactics: Media Relations Digital/Online Community Relations Internal

Host a media Open house at centers Announcement of 1941 Society Invite media to cover significant USO of NC events focused on 75th Ann. Participate in Bob and Sherry show OPED highlighting last 75 years and looking for to the next 75.

75th Anniversary historical highlights on social media (52 weeks counting down to anniversary) Post photos and personal stories from veterans and Troops Enhanced social media and donor engage-ment/conversion campaigns Roll out new website

Reach out to veterans to collect USO experience stories Work with NC State to collect historical material on USO’s 75 years of service. Worldwide Service Day to engage NC communities in service to members of the military community Create “Wall of Stories”

Create 75th Anniversary branded T-shirt and collateral for volunteers and staff at centers Develop talking points for center staff and volunteers to engage visitors promoting 75th Ann. Visit centers to discuss the USO of NC brand and importance of promoting it whenever possible

Cost/Budget: USO of NC 75th Anniversary Budget

Line No. Budget Line Itemê Cost per item Total Items Manhours

Total Cost (A x B)

Strategy 1. Leverage relationships with media to highlight 75th Ann. Events and progression of USO of NC programs

1. Tactic 1a. Host media open house $0 0 10 hrs. $0

2. Tactic 1b. Announcement of 1941 Society $0 0 3.5 hrs./total $0

3. Tactic 1c. Media Invites to cover key events $0 0 2 hrs/total $0

4. Tactic 1d. Participate in Bob and Sherry Show $0 0 3 hrs./total $0

5. Tactic 1f. OP ED highlighting last 50 years $0 0 6 hrs/total $0

Strategy 2. Using owned and shared online tools, position the USO of NC as an established, evolving organization

6. Tactic 2a. Hire a part-time social media intern $0 0 10 hrs./ semester $0

7. Tactic 2b. Create a calendar to schedule social media posts $0 0 4 hrs./month $0

8. Tactic 2c. Modernize USO of NC website $0 0 8 hrs./week $0

9. Tactic 2d. Collect and post personal stories and photos $0 0 2.5 hrs./week $0

Strategy 3. Secure support from military and government leaders for USO of NC programs and events.

10. Tactic 3a. Reach out to Veterans to collect USO experience stories $0 0 4 hrs./month $0

11. Tactic 3b. Work with NC State to collect historical material on 75th ann. $0 0 1 hr./weekly $0

12. Tactic 3c. Host a statewide service day to engage millitary communities $0 0 20hr./total $0

13. Tactic 3d. Create "Wall of USO Experience Stories" $300 1 10 hr./total $300

Strategy 4 Internal Information Campaign 15. Tactic 4a. Create 75th Ann. Branded t-shirt for staff and volunteers $1,500 1 4 hr./total $1,500

16. Tactic 4b. Develop talking points and conduct communication training for centers

$0 0 2 hr./training $0

17. Tactic 4c. Recognize volunteers who have the most tenure during appreciation lunches and dinners

$200 4 3 hr/event $800

Total: $2,600

Key Tasks/Events

Completed

Working

Not Started

Apr 16

Jan 16

- Armed Forces Week

- Center watch party

- Cherry Point Airshow

-USO birthday February 4

Preliminary Calendar of Events

Feb 16

-USO national worldwide service project

Mar 16

May 16

Jun 16

Jul 16

Aug 16

Sept 16

Oct 16

Nov 16

- Pinehurst Concours d’ Elegance

Dec 16

- Center watch party - Gala

-USO OF NC birthday

-Unveil new website

1. Monthly Media Roll-up

2. Monthly Digital/Social Media Analytics

3. Quarterly Surveys - Troops and family members -Volunteers and staff 4. Assessment of # donations and partnerships

5. Assessment of # engagements with NC government and military leadership

Evaluation:

Comments/Questions

Thank you!

Michael Henry

APR Technical Facilitator

FB

Mary Margaret Hull, APR

APR Facilitator

Nov. 17

Thank you!

Almost done!

Next week: Module Ten

MH

New course platform – Launch in 2016