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Reaching a Multicultural and Dirverse Audience

6 Nov

Chapter 11

Reaching a Multicultural and Diverse Audience

Text: Public Relations Strategies and Tactics- 9th Edition- Wilcox, D. & Cameron, G.

Diverse and Multicultural Nature of the Public Relations Audience

            The audience is a complex intermingling of groups with diverse cultural, ethnic, religious, and economic attributes whose interests coincide at times and conflict at others.

Reaching Diverse Age Groups

            Youth and Young Adults, Baby Boomers, and Seniors.

Reaching Racial and Ethnic Groups

            Understanding Cultural Values, Using Ethnic Media

Other Emerging Audiences

            Catholic and Evangelical Groups

            The Gay/Lesbian Community

            The Disability Community


Reaching Global Audiences

Matching the Audience with the Media


Conflict Management: Dealing with Issues, Risks, and Crises.

6 Nov

Chapter 10

Conflict Management: Dealing with Issues, Risks, and Crises.      

Text: Public Relations Strategies and Tactics- 9th Edition- Wilcox, D. & Cameron, G.

Strategic Conflict Management

  1. Strategic
  2. Management
  3. Competition
  4. Conflict

The Role of Public Relations in Managing Conflict

            The influence of public relations on the course of a conflict can involve reducing conflict, as is often the case in crisis management.

It Depends-A system for Managing Conflict

            The stance depends on many factors, which cause the stance to change in response to changing circumstances. The outstanding practitioner monitors for threats, assesses them, arrives for the organization, and then begins communication efforts from that stance.

                        Figure 10.1

It Depends: 2 Basic Principles

            A Matrix of Contingency Factors

  1. External threats 2. Industry-specific environment 3. General political/social environment 4. External public characteristics, and 5. The issue under consideration.

            The Contingency Continuum

The Conflict Management Life Cycle

            Proactive Phase, Strategic Phase, Reactive Phase, Recovery Phase

Processes for Managing the Life Cycle

            Issues management, risk management, crisis management, and reputation management.

Getting Along with Journalists

6 Nov

 Chapter 11

Getting Along with Journalists

Text: Public Relations Writing and Media Techniques-6th Edition- Wilcox, D.

The Importance of Media Relations

            Media relations is the core activity in many public relations jobs.

The Media’s Dependence of Public Relations

            The reality of mass communications today is that reporters and editors spend most of their processing information, not gathering it. Reporters must gather information from public relations department.

Public Relations’ Dependence on the Media

            The purpose of public relations, as mentioned throughout this book is to infrom, to hape opinions and attitudes, and to motivate. This can be accomplished only if people receive messags constantly and consistently.

Areas of Friction

            Hype and News Release Spam, Name Calling, Sloppy/Biased Reporting, Tabloid Journalism, Advertising Influence.

Working with Journalists

            Media Interviews, News Conferences, Previews and Parties, Press Junkets, Editorial Board Meetings.

A Media Relations Checklist

            Know your media, Limit your mailings, Localize, Send newsworthy information, Practice good writing,  Avoid gimmicks, Be environmentally correct, Be available, Get back to reporters, Answer your own phone, Be truthful, Answer questions, Avoid “of-the-cuff” remarks, Protect exclusive, Be fair, Help photographers, Explain, Remember deadlines, Praise good work, Correct errors politely.

Media Etiquette

            Irritating phone calls, inappropriate requests, lunch dates, gift giving.

Crisis Communication

Distributing News to the Media

6 Nov

Chapter 10 Reading Notes

Distributing News to the Media

Text: Public Relations Writing and Media Techniques-6th Edition- Wilcox, D.

Reaching the Media

            A number of distribution methods can be used. This chapter detail such methods as e-mail, online newsrooms, electronic wire services, feature placement firms, mail, and faxing.

Media Databases

            Provide such essential information as 1. Names of publications and broadcast stations. 2. Mailing addresses. 3. Telephone and fax numbers. 4. E-mail addresses, and 5. Names of key editors and reporters.  

            Editorial Calendars and Tip Sheets

Distribution of Materials

  1. E-mail
  2. Online newsrooms
  3. Electronic newswires
  4. Mat distribution companies
  5. Photo placement firms