The document provides guidance for writing a statement of work that is due on Monday. It should include a news release and may include other components. The letter should outline what will be included, what is needed from the client, and the due date. The letter should address how the client can use the provided material. Formatting, conciseness, addressing required items, and tone will be considered in grading. Research basics and analyzing situations and organizations are also briefly discussed.

1. MEDIA RELATIONS 370 January 18, 2011

2. MEMO THOUGHTS Tone Space out paragraphs Watch how you quote websites

3. WHAT IS NEXT Statement of work is due Monday by 3:10 This is a letter to the client about the work you will do this quarter. This would include a news release. It could include other components. Outline what those are. Outline what you will need from the client. Make mention of when this will be due. Address how they can use this material (as they see fit.)

4. HOW WILL I GRADE YOUR LETTER? Formatting Concise, but thorough Did you address the items in the slide above? Does the tone work?

5. BIG PICTURE STUFF

6. ADVERTISING VS. PUBLIC RELATIONS Advertising is “Big Bang” Public Relations is slow and steady

7. ADVERTISING VS. PUBLIC RELATIONS Advertising defends brands. Public relations builds brands. Wal-Mart barely advertised before becoming Wal-Mart. Starbucks spend $10 million on advertising in its first ten years. Harry Potter author is richer than the Queen of England. Bronx Zoo cobra has higher Klout score than Ohio’s Governor.

8. TERMS I HOPE YOU KNOW. IF NOT, YOU KNOW THEM NOW. Project: Single and short lived activity to meet an objective. A press release for instance. Program: Ongoing activity with several objectives that are associated with a goal. Think a community relations program. Campaigns: Set of activities, each with a specific and finite purpose over a set list of time with a set list of objectives.

9. RESEARCH BASICS

10. WHY ARE WE DOING RESEARCH? We want to ID ways to make our agency/department more valuable to the company. This strengthens the client or company. We want to prevent situations from becoming a problem. We want to prevent a problem from becoming a crisis.

11. FORMATIVE RESEARCH FOUNDATION Casual Research: This is stuff you should already know. Picking client and colleague brains or talking with people who have expertise in the area. Secondary Research: Looking for existing info. Previous reports, the web or the library. Primary Research: Info you mold or create. Surveys, focus groups or content analysis.

12. HOW DO YOU TALK TO A CLIENT ABOUT RESEARCH? 1. An initial meeting to develop an understanding of the research needs (What are we doing) , resources (cash) and how it will be used. 2. A second meeting to agree on scope and timeline. 3. A meeting to refine the questions once you’ve developed them. 4. A meeting to agree on the study approach.

13. ANALYZING THE SITUATION

14. ANALYZING THE SITUATION The situation is a set of circumstances facing an organization. A situation is an opportunity to be embraced because it offers an advantage to the organization or its publics. A situation is a obstacle if it limits the organization in realizing its mission. IS IT AN OPPORTUNITY OR AN OBSTACLE?

15. ANALYZING THE SITUATION: ISSUE MANAGEMENT Issue Management explains how an organization anticipates potential trends and reacts to them. Which stakeholders are impacted? Who has an interest? Who exerts influence? Who should care? Who gets the ball rolling to make us act on the plan?

16. ANALYZING THE SITUATION: ISSUE MANAGEMENT Bench-marking explains how other people have handled similar situations. This helps you monitor competitors. This gives you fresh perspective. This prevents internal politics from taking over the situation.

17. ANALYZING THE ORGANIZATION

18. ANALYZING THE ORGANIZATION There are three factors to think about. Internal Environment External Environment Public Environment

19. INTERNAL ENVIRONMENT Performance Are they good at what they do? Are people satisfied with the work? Niche What makes them different from anyone else? Ethical Base Do they have a code of ethics? Does the industry have a code of ethics?

20. INTERNAL ENVIRONMENT Structure. Mission. Role of PR in that mission. Organizational resources (Staff, budget, time and equipment) Internal Impediments

21. PUBLIC PERCEPTION Visibility Reputation

22. MEDIA PERCEPTION Visibility Reputation Do they “like” you? Have you burned them in the past? Hast the media burned you in the past?

23. FOUR EXTERNAL ENVIRONMENTS Supporters Competitors External Impediments.

24. FOUR EXTERNAL ENVIRONMENTS: OPPONENTS Advocates support something else, and you stand in the way of that. Activists are advocates who want change, not dialogue . Dissidents oppose you based on the actions you’ve taken Antis are dissidents on a global scale…people who oppose everything. Missionaries are acting on moral principle Zealots are single-issue activists Fanatics are zealots without the social stabilizers.

25. ANALYZING THE PUBLIC

26. ANALYZING THE PUBLIC Public: You can’t pick them. They’re just the there. Market: You can pick them. They can pick you. Audience: A member of the public who bothers to pay attention to your message. Stakeholder: Someone who ought to be in the audience.

27. FIVE CHARACTERISTICS OF A PUBLIC Distinguishability: Can you ID them? Homogeneity: Do they have common traits or features? Importance: Are they? Size: Are they large or important enough to merit your time and attention? Accessibility: How can you interact with them?

28. THERE ARE FOUR KINDS OF PUBLICS Customers Producers Limiters Enablers

29. CUSTOMERS THE FOUR KINDS Current Secondary: The customers of your customers Potential Shadow Constituencies: People who may not have a direct link with the organization’s product or services, but they can effect the perception of your organization.

30. PRODUCERS THE THREE KINDS Financiers: Who pays the bills? Personnel: Who keeps the place moving? Suppliers: Who gives you the stuff to do your job?

31. LIMITERS THE THREE KINDS Opponents Hostile Forces Opinion Leaders

32. ENABLERS THERE ARE FOUR KINDS Media Opinion Leaders Allies Regulators