MKT690 Module 6 SNHU How To Generate Good PR

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Instructions

Review the articles available on the following websites:

*Links to the websites above are being shared in order to strive to provide sources with diverse perspectives for this assignment.

Choose one article that is of interest. Evaluate the message of the article regarding "newsworthy effectiveness" and how that particular article may be favorable or not favorable to the company's reputation. In addition, describe the tool and/or technique that was used in the public relations article. For example, did it include an interview, or was it a press release or a press conference?

The following critical elements must be addressed specifically:

  • Message: Describe the overall message of the article and explain it’s effectiveness in communicating it.
  • Reputation: How does the article impact the company’s reputation?
  • Techniques: What tools and techniques were used and why?
Guidelines for Submission: Short papers should be formatted to be a double-spaced Word document, with 12-point Times New Roman font, one-inch margins, and APA format. Page length requirements: 1-2 pages, not including title page and references

Required Resources

Textbook

Corporate Communication: A Guide to Theory and Practice, Chapter 8

eBook: Reputation Management: The Key to Successful Public Relations and Corporate Communication

MKT 690 Short Paper: How to Generate Good PR Guidelines and Rubric Review the articles available on the following *websites:  The Center for Media and Democracy’s PR Watch  Watchdog  The Daily Wire *Links to the websites above above are being shared in order to strive to provide sources with diverse perspectives for this assignment. Choose one article that is of interest. Evaluate the message of the article and how that particular article may be favorable or not favorable to the company’s reputation. In addition, describe the tool and/or technique that was used in the public relations article. For example, did it include an interview, or was it a press release or a press conference? The following critical elements must be addressed specifically: 1. Message: Describe the overall message of the article and explain it’s effectiveness in communicating it. 2. Reputation: How does the article impact the company’s reputation? 3. Techniques: What tools and techniques were used and why? Guidelines for Submission: Short papers should be formatted to be a double-spaced Word document, with 12-point Times New Roman font, one-inch margins, and APA format. Page length requirements: 1–2 pages, not including title page and references. Critical Elements Message Proficient (100%) Describe the overall message of the article and explains it’s effectiveness in communicating it. Needs Improvement (75%) Describe the overall message of the article, but lacks explanation regarding it’s effectiveness in communicating. Not Evident (0%) Does not describe the overall message of the article Value 35 Reputation Explains how the reputation is impacted by the article using clear examples Explains the tools/techniques used using specific examples Submission has no major errors related to citations, grammar, spelling, syntax, or organization Includes information on how the article impacts reputation, but lacks examples or is unclear States tools/techniques used, but does not explain why and/or use examples Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main idea Does not include information on how the article impacts reputation 35 Does not state tools/techniques used 20 Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas 10 Tools/Techniques Articulation of Response Earned Total 100%
Introduction The relationship a corporation has with the media is a key component of its corporate communications strategy, because at some point every corporation needs to utilize the media to get its message across. As you learned in Module Five, it is important to ensure consistency in the communicated message and that this, in turn, is consistent with the brand. Failure in either of these can lead to mixed messages and potential damage to the corporate reputation. Media’s Importance in Corporate Communications Why should a corporation initiate contact with the media? Due to today’s rapidly changing communications environment, information about a corporation can be sent everywhere very easily and very quickly, with or without the consent of the corporation. That is simply because, behind the scenes, intense lobbying of politicians or networking of all types of stakeholders occurs all around the world, 24/7. Eventually, every corporation and organization is confronted with the need to get its point of view across to the largest possible audience. Such scenarios call for a proactive image-building strategy that leverages and requires an already established positive rapport with the media (Fernandez, 2004). Achieving Consistency From the point of view of a corporation, the news media is an important outlet for generating publicity because its coverage of business news may influence many important stakeholders, including investors, customers, and employees (Cornelissen, 2014). In order to ensure that any corporate communication to the media is accurate, the organization should not communicate through the news media until it knows the facts, and then only when the organization is prepared to disclose those facts (Doorley, 2010). It should also communicate with a single voice (i.e., have one point in the organization where that communication originates and is provided to the media). This requires the corporation to already have in place guidelines regarding the contact person for communication with the media regarding its activities, products, policies, and position on related issues. Consequently, it is important to also have previously developed media relations or communication pieces that could be used when the need arises to ensure that communications are consistent with the firm’s image and reputation (Argenti, 2009). Building Media Relations There are several tools and techniques used by companies seeking to develop effective media relations, such as press releases, press conferences, interviews, and media monitoring and research (Cornelissen, 20014). Each of these is overviewed in more detail below: Press releases: These are typically written by members of the communications team when there is something newsworthy to announce to the company’s stakeholders. For example, a press release of “newsworthy events” might include a buyout, takeover, or even changes or layoffs in the corporate hierarchy. Factual news releases that have a clear headline and message are more likely to be published. Submission timeframes for press releases will depend on the media used. For example, newspapers are daily, but a magazine may be published only once a month. Press conference: This is usually used when the information being relayed involves some type of issue or controversy, but it may also be used if the company wants to present itself “in person” rather than in a written document. This usually entails a “meeting” with the media—bringing different news sources together in one place to make some type of announcement. For example, a press conference could involve new players that have signed athletic contracts with professional teams. Interviews: Requests for interviews happen quite frequently when journalists seek to obtain feedback from the company’s CEO or other senior level executives. Careful planning and preparation are necessary in conducting interviews, as the CEO or other senior executives will be exposed to questions from the media. Thus, organizations need to anticipate the questions that will be asked and then prepare statements for the CEO to respond to these questions. Media monitoring can also be helpful in the quest to ensure that a positive image is maintained, and it is a way that a corporation can keep up with current developments. One media monitoring service site states that a company can “[k]eep track of breaking news about your company, competitors and industry with online media monitoring. Identify news and social media trends to design your PR campaigns for maximum impact” (Meltwater, 2014). Corporations also want data on how successful or unsuccessful their attempts have been to develop great media relationships, and there are several services available that evaluate this. For example, CARMA is a company that offers media measurement analysis tools to determine the level of quality of the company’s media relations, and it offers global services for those companies looking to evaluate which markets are better served in the international arena. This company describes its services as enabling the corporation to monitor, manage and measure media coverage using any combination of news media sources (CARMA Global Media Analysis, 2014). Coordination of all the techniques and tools used is necessary when developing media relations. This means that companies need to involve their internal corporate communication departments, marketing departments, public relations personnel, and any other areas that might be involved in the “news story.” For example, research and development might be included if the company is releasing a new product. If the firm does not have these specialty departments, it will often opt to develop in-house capabilities. Research is another technique that involves corporations actively researching various media to determine the type of interviews they conduct and who normally conducts them. This research allows the company to have a better knowledge of the characteristics of that media’s press releases, thus giving the company the ability to “get through the gate” and have its communication pieces published. This type of research will allow companies to increase their chances of having a press release published. Financial matters regarding firms are more likely to be published than press releases on new product development or management changes within the firm. The more specific the news in the press release, the more likely the media will use it. However, it is important to remember that editors typically shorten or rewrite the press release depending on the information contained and the space available, so conciseness is important. Conclusion At some point, a corporation is going to need to utilize the media to get its message across and attempt to maintain its positive image with its stakeholders. For that to be effective, the messages produced must be consistent in the information the corporation provides and with the brand image of the corporation. This also requires a good relationship with the media, which can be achieved in various ways. Finally, the corporation needs to understand what is being communicated about it in the media, so it should take advantage of tools available to monitor the media. References Arens, W. F. (2009). Contemporary advertising (11th ed.). New York, NY: McGraw-Hill/Irwin. Argenti, P. A. (2009). Corporate communications. New York, NY: McGraw-Hill. CARMA Global Media Analysis. (2014, August 23). Media monitoring. Retrieved from http://www.carma.com/mediamonitoring/ Cornelissen, J. (2014). Media relations. In J. Cornelissen, Corporate communication: A guide to theory & practice (pp. 145–162). London, UK: Sage. Doorley, J. G. (2010). Reputation management. In J. G. Doorley, Reputation management: The key to successful public relations and corporate communication (pp. 2–35). London, UK: Routledge. Fernandez, J. (2004). The image builder. In J. Fernandez, Corporate communications: A 21st century primer (pp. 132– 135). New Delhi, India: SAGE India Pvt Ltd. Meltwater. (2014, August 23). Never miss a mention. Retrieved from http://www.meltwater.com/products/meltwaternews/online-media-monitoring/

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Professor_Markins
School: UC Berkeley

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Running head: HOW TO GENERATE GOOD PR

How to Generate Good PR
Name of Student
Institutional Affiliation
Instructor ‘
Date

1

HOW TO GENERATE GOOD PR

2

How to Generate Good PR
Strategic corporate communications can be achieved through a good relationship between the
corporate company and the media. The corporate consistently passes across its information
through the media. If the media fails to uphold the consistency of the message, mixed messages
are likely to be generated, and this leads to potential damages to the reputation of the company
(Cornelissen, 2014).
Due to the fact that the communication environment is rapidly changing, the media is
used to pass acros...

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