Reading Notes Ch 14-15

Ch. 14

The news release is the most commonly used public relations tactic

The target audience is the editor as they are the ones who will decide to publish it, so make it interesting

Pictures help to create interest so, use them

A mat release is formated differently than other news releases, the feature angle is usually used instead of a lead that gives a key message

Media alerts are usually short bulleted items instead of long paragraphs

Ch. 15

PSA’s can be used for radio and television to. A basic PSA is done by a nonprofit organization and is typically 20-60 seconds long.

A video news release includes: 90-second report with voiceover narration on an audio channel separate from that containing soundbites and natural sound, a b-roll which is video only, clear identification of video source, script, spokespeople information, media contacts, extra sound bites, and story background.

Product placement is used in TV alot like when a character drives a certain car or in American Idol how you see Coke everywhere.  Sometimes product pacement can be mutual, like when the cast needs a place to stay so they film at a resort. Other times the company must pay a fee to have their products in the show.

Podcasts and Blogs have become increasingly popular forms of publicity.

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CH. 12 Reading Notes

A public relations person can be named as a coconspirator with other organizational officials if he or she:

  • participates in an illegal action such as bribing a government official or covering up information of vital interest to the public health and safety
  • counsel and guides a policy behind an illegal action
  • takes a major personal part in the illegal action
  • helps establish a “front group” whereby the connection to the public relations firm or its clients is kept hidden
  • cooperates in any other way to further an illegal action

Common legal problems: libel and defamation suits, invasion of privacy suits, copyright law violations, trademark law violations, and governement regulations violations.

A person filing a libel suit must prove that: the false statement was communicated to others through print, broadcast, or electronic means, the person was identified or identifiable, there is actual injury in the form of money loses, loss of reputation, or mental suffering, and that the person making the statement was malicious or negligent.

The word authorship is defined in seven categories: literary works, musical works, dramatic works, pantomime and choreographic works, pictoral, graphic, or sculptural works, motion pictures, and sound recordings.

Some government agencies that regulate product publicity and financial information are: Federal Trade Commission (FTC), Securities and Exchange Commission (SEC), and the Federal Communications Commission (FCC).

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Reading Notes Ch.11

Diversity is the most significant aspect of the mass audience in the United States.

Americans spend an average of 3,518 hours using media broken down as follows:

  • 1,555 watching TV
  • 974 listening to radio
  • 195 using internet
  • 175 reading newspaper
  • 122 reading magazines
  • 106 reading books
  • 86 playing video games

Television has the strongest emotional impact of all media. The personality of a TV person creates influence that no print media can touch.

Typical Demographics: Youth and Young Adults, Baby Boomers, Seniors, Racial, and Ethnic Groups.

Emerging Audiences: Catholic and Evangelical Groups, Gay/Lesbian Community, Disability Community, and Women.

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Reading Notes Ch. 10

  • Kathleen Hearn-Banks says, “A crisis is a major occurence with a potentially negative outcome affecting the organization, company, or industry as well as its publics, products, services, or good name.”
  • Four phases of conflict management are: proactive, strategic, reactive, and recovery.
  • According to a study by Weber Shandwick the top three triggers of a crisis were: financial irregularities, unethical behavior, and executive misconduct.
  • Timothy Coombs’ strategies for crisis communication are: attack the accuser, denial, excuse, justification, ingratiation, corrective action, and full apology.
  • Reputation management and image restoration will usually follow a crisis.

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Reading Notes Ch. 8

  • Evaluation is the fourth step in the public relations process and is usually allocated around 5% of a company’s budget-estimated that it should be 10% in 2010.
  • There are five forms of measurement used in PR activities: compilation of print and broadcast mention, communication audits, pilot tests and split messages, meeting and event attendance, and readership.
  • The most common form is compilation of print and broadcast mentions.
  • Media impressions, hits on the internet, systematic tracking, AVE, and return on investments are some of the ways of compiling mentions.

Notes from Public Relations: Strategies and Tactics

Reading Notes Ch. 7

  • An effective communicator should have a basic knowledge of: what constitutes communication and how people receive messages, how people process information and change their perceptions, and what kinds of communication tools are most appropriate for a particular message.
  • Cognitive dissonance focuses on messages that are contrary to a persons dispositions.
  • It is important to avoid use of jargon, clichés, and discriminatory language.
  • It is important to know your audience.
  • A passive audience will need something with style and creativity to capture and hold their interest.

Notes from this book:

Reading Notes Ch. 6

  • Program Planning is the step that follows research.
  • Program planning involves 8 basic elements: situation, objectives, audience, strategy, tactics, calendar, budget, evaluation
  • One common approach to planning is the management by objective model that categorizes objectives, communication strategies, audiences, and the essence of the message.
  • A program can be either a brief outline or a detailed document.

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