03 Case Review Prep-1

03 Case Review Prep-1 - Event-based(hard • Non...

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Case Review Preparations
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Audiences and Persuasion Hostile Neutralize, rational arguments Friendly Fortify, capitalize on emotion Neutral Swing your way, attention getting, convince
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Basic Strategies Compliance (neutral audiences) Enticement, possibility of negative impact Argument (hostile audiences) Reasoned, fact-based Emotional Appeals (friendly audiences) Humor, anger, pathos, etc.
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Media Relations Research Client Background Strengths Weaknesses Audiences Focus on media outlets KNOW THE OUTLET Orientation during quiet times No obligations Mass and Specialized Local and National
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Media Relations Objectives Impact To increase knowledge of … To enhance credibility of … Output To respond to queries in (timeframe) To distribute # stories to target media
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Types of News
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Unformatted text preview: Event-based (hard) • Non event-based (feature/soft) • Uncontrolled – News release, photo ops, photos, news conferences, interviews • Controlled ??? – Media kits (fact sheets, backgrounders) Media Relations Evaluations • Based upon objectives – Did they program to meet objectives? – Were the objectives suitable? Good Case Evaluations • A good evaluation is a reasoned and supported examination of:-- The research strategies and methods applied-- The measurability of goals and objectives-- The the identification of publics-- The the adequacy of public relations strategies -- The the application of tactics Shifting Gears! • Now, YOU as groups and individuals get to start evaluating and advising • Thus: – You are the PR pros – I am the CEO...
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This note was uploaded on 07/14/2011 for the course ISC 441 taught by Professor Hutchinson during the Spring '11 term at Kentucky.

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03 Case Review Prep-1 - Event-based(hard • Non...

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