1. Communication: The Tactics of Public Relations Chapter 9 Public Relations: A Values-Driven Approach This multimedia product and its contents are protected under copyright law. The following are prohibited by law: any public performance or display, including transmission of any image over a network; preparation of any derivative work, including the extraction, in whole or in part, of any images; any rental, lease, or lending of the program. Copyright © Allyn & Bacon 2000

2. The Public Relations Process Research Planning Communication Evaluation

3. Copyright © Allyn & Bacon 2000 Public Relations Plans Consist of... Goals Objectives Tactics – public relations actions designed to affect an organization’s relationships with particular publics

4. Copyright © Allyn & Bacon 2000 Tactics as Messages and Channels SourceMessageChannelReceiver Feedback The Communication Model

5. Copyright © Allyn & Bacon 2000 Channels of Communication Special events –action versus words Controlled media –words and images –timing –frequency Uncontrolled media –regulated by gatekeepers –third-party endorsements

6. Copyright © Allyn & Bacon 2000 Successful Tactics... are part of a written, approved plan that is tied to an organization’s goals. target publics one at a time. are based on research. send a clear message that –targets a public’s values and interests; and –strives to achieve the specified objective. are evaluated.

7. Copyright © Allyn & Bacon 2000 Employee Relations Tactics Face-to-face meetings Newsletters Magazines Videos Bulletin boards Speeches Intranets Special events

8. Copyright © Allyn & Bacon 2000 Media Relations Tactics News releases Media kits –fact sheets, backgrounders, photo opportunity sheets Media advisories Pitch letters Video news releases Actualities News conferences

9. Copyright © Allyn & Bacon 2000 Media Relations Tactics Public service announcements Guest editorials/commentaries Letters to the editor Interviews –satellite media tours Stories for trade or association magazines

10. Copyright © Allyn & Bacon 2000 Investor Relations Tactics Newsletters and magazines Letters Annual meetings Annual reports Web sites News releases Media advisories Teleconferences and videoconferences

11. Copyright © Allyn & Bacon 2000 Community Relations Tactics Volunteering Donations and sponsorships Cause marketing Speeches Open houses/tours Face-to-face meetings

12. Copyright © Allyn & Bacon 2000 Government Relations Tactics Lobbies and lobbyists Grassroots lobbying Political action committees Soft money Disclosure documents

13. Copyright © Allyn & Bacon 2000 Customer Relations Tactics Product-oriented news releases and media kits Special events Open houses and tours Responses to customer contacts Bill inserts

14. Copyright © Allyn & Bacon 2000 Constituent Relations Tactics Letters Newsletters News releases and media advisories News conferences Speeches Face-to-face meetings Interactive web sites

15. Copyright © Allyn & Bacon 2000 Accomplishing the Tactics Delegation Deadlines Quality control

16. Copyright © Allyn & Bacon 2000 Accomplishing the Tactics Communication within the team Communication with clients and/or supervisors Constant evaluation