Learning to think like a PR professional
and learning to advise management
A valuable analytical skill not emphasized in
many PR academic programs.
Understanding what works, and doesnt work.
The knowledge necessary to develop your own PR
Government Relations Sp 2011
Discuss the nature of the campaign goals.
Discuss the relationship between research findings and target
Discuss the congressional targets and strategies to
i nf luence/pressu
What is different?
Views PR as part of a whole, not just a part
Interrelated flows of information among functions
PR, Marketing, Advertising, Promotions
Strenghts, Weakness, Opportunities, Threats
Internal Information Campaign Exercise
Air Conditioners Inc.
Air Conditioners Incorporated is a medium-sized corporation that manufactures air
conditioners for nationwide distribution. Their largest manufacturing plant, employing
546 persons, is l
Investor Relations Sp 2011
Describe the nature of the dilemma they faced.
In plain English, what were they trying to accomplish?
What sort of research did they conduct?
What tools did they use in the execu
What is different?
Corporations must conduct specialized PR with
SEC prohibits promotion of corporate stock and
rules about quarterly reports
Designed to make business more transpare
I SC 441 Test Preparation Guidelines
Approximately half of the questions will address principles related to the
following functional areas:
Public Affairs (both as practiced by civil servants and as a facet of
Crisis Managment Affairs Case
The First Woman B-52 Pilot
Prior to class on October 23, please conduct secondary research on the case of Lieutenant
Kelly Flinn. If you google her name, you will find plenty of information about her case:
much of it will be
ISC 441: Case Studies in Public Relations
Tuesday & Thursday 11:00- 12:15 a.m.
Whitehall Classroom Bldg. Room 306 (CB 306)
Dr. Phillip Hutchison
email@example.com or firstname.lastname@example.org
112 Grehan Building
323-3663 (no ans
1. Understand how to evaluate PR campaigns (to include ISC 441 axioms)
2. Understand the types of controlled and uncontrolled information (and how each is
3. Understand the types of qualitative and quantitative resea
SoBe Green Tea Sugar Crisis
11 May 2015
Eastern Kentucky University
SoBe Green Tea
SoBe Green Tea is a product of SoBe owned by PepsiCo. The sugar content of the green
tea is 51 grams of sugar per serving and ther
Media Relations Cases: 3-1, 3-3
Case 3-1: Rock and Roll Hall of Fame:
Group 1: What is the value of museums as a PR strategy?
Group 2: What are the differences between goals and objectives in this case? How are
Best Practices Presentation
What are best practices?
In short, best practices represent a type of case study that emphasizes particularly
successful AND REPLICATABLE strategies or techniques. The operant words are:
efficient and effective
What is PR?
Click to2010 Master subtitle style
The Purpose of PR:
Establish positive relations between an
organization and its various publics
Publics or stakeholders versus targets
How it is done :
ROPE versus RA
The Scope of Public
Relations and key
Scope of PR
Community, Media and Internal Relations
Institutional Programs for Reputation and Brand
Stature, reputation, relations
Special Events and Observances (seven or fewer days
the News Media and
Click to edit Master subtitle style
Media Relations: An Overview
Job 1: Establish positive relations between
an organization and its various publics
Reaches both wide and specific audiences
The Apprentice Exercise #1
The local newspaper has published a series of articles that criticize the quality of
healthcare in the community. Your client, St. Vincents Hospital, was the subject of an
article in which a number of facts wer
Officers-members versus employers-employees
Trade associations, professional associations, interest
groups, religious organizations
Mission drives activities
Nature of the mission, related opportunities and
The most important element?
What it entails
Management and employees
Types of Research
Public Relations in the public sector
Federal, state, local
The Hatch Act
Appropriated fund restrictions
Information versus publicity
Emphasizes continuing programs
Accountable to t
What is different?
Limitations with ROPE Model:
Not a function of marketing
Requires great flexibility
Often requires acknowledging unpleasant factors
But, you MUST plan for crises
Planning for a Crisis
What if? scenarios
How will you
GLORIA S TEINEM
Gloria Steinem was a founding editor of Ms. in 1972 and
is now its consulting editor. She is also at work on The Bedside Book of Self-Esteem for Little, Brown.
bout three years ago, as glasnost was begi
Sobe Green Tea
Information on the product. Sobe Green Tea Product of PepsiCo. 51 grams of sugar per
serving. Serving size is one bottle. As a PR practitioner for Sobe- First we would respond quickly
by choosing our one and only spokesperson for our crisis