3. GROUP PRESENTATION
THOUGHTS
• Think about deadlines.
• Social media isn’t a quick fix.
• Ask if you need the media or not.
• Sometimes, you don’t need public
support to get what you want.
4. GROUP PRESENTATION
THOUGHTS
• Be careful to put all your eggs in a
tiny basket.
• Lobbying is your friend.
• B2B is your friend too.
5. INDIVIDUAL
PRESENTATION
•You will get a real life situation.
•You will present to the class on the following issues.
• What happened?
• What did the PR team do?
• What worked?
• What didn’t?
• What would you have done differently?
•You have eight minutes max to present.
6. INDIVIDUAL
PRESENTATION
•You will be graded on the following
• Your presentation
• Your research
• Your evaluation
• Your perspective on what you would have done differently
•You are going to pick case studies right now.
•The number you select is the order in which you will
present.
•You will email me your case study and number by the
beginning of class Wednesday.
•Otherwise, you lose 5% off your grade.
7. CRISIS COMMUNICATION
EMERGENCY CHECKLIST
•Before the crisis happens.
• Understand what realistic crisis can take place.
• Have PR Emergency Headquarters plans.
• The PR Director stays here and supervises designated staff.
• Know you who need to call.
• Internal: Notify CEO and other top officials on a need to know
basis.
• External: Notify the media, law enforcement, government
agencies, next of kin (announce names to public after
notification or within 24 hours.
• Have company backgrounder, fact sheet and bios of officers
already prepared on the company website and other platform.
9. LET’S TALK PUBLIC
AFFAIRS CLIENT
RESEARCH
• Personnel
•Financial Status
•Reputation with government and community
•Have they played nice in the past?
•What is the company saying they are trying to do?
•What is the company really trying to do?
10. LET’S TALK PUBLIC
AFFAIRS AUDIENCE
RESEARCH
•Political Risk (Can this person get booted from office?)
•How has this person voted in the past?
•What does this client know about the issue?
•Who is in their ear? How do those folks think?
•What is the district vibe?
This is hard to qualify. You are reading
people in an inexact way
11. PUBLIC AFFAIRS
IMPACT OBJECTIVES
• Increase knowledge of current activities
among current and prospective legislators
•Create an enhance opinion of group
•Get votes
13. PUBLIC AFFAIRS THEMES
AND MESSAGING
•You’re dealing with people who are smart or think they are
smart.
•Catchy slogans are nice, but have meat to back up the
message.
•Prepare for a barrage of questions, some of which will be
really dumb.
•You may to a great job and still fail.
•Kill with kindness; don’t burn bridges.
14. PUBLIC AFFAIRS
PROGRAMMING
• Fact-finding
• Attend public hearing
• Attend trade shows
• Schmoozing
•Coalition Building
•Direct Lobbying
• Information exchange
• Schmoozing
16. PUBLIC AFFAIRS
PROGRAMMING
There are five types of people with whom you will
communicate in public affairs:
•Positive
•Somewhat positive
•Undecided
•Somewhat negative
•Negative
19. CRISIS COMMUNICATION
EMERGENCY CHECKLIST
•Before the crisis happens.
• Understand what realistic crisis can take place.
• Have PR Emergency Headquarters plans.
• The PR Director stays here and supervises designated staff.
• Know you who need to call.
• Internal: Notify CEO and other top officials on a need to know
basis.
• External: Notify the media, law enforcement, government
agencies, next of kin (announce names to public after
notification or within 24 hours.
• Have company backgrounder, fact sheet and bios of officers
already prepared on the company website and other platform.
20. CRISIS COMMUNICATION
ONCE CRISIS BEGINS
Prepare Media Materials
1. Prepare basic news release on crisis within an hour
• Include all known facts (who, what, where when, NOT NOT
NOT NOT NOT why...avoid fault)
• Be certain information is accurate
• Clear release with senior management, legal department and
personnel department.
• Issue release to media, employees, community leaders,
insurance company and government agencies. Get it on the
websiteand supporting website (Pitchengine.)
21. CRISIS
COMMUNICATION
2. Issue timely statements in an ongoing crisis. Know what
platforms you plan to use.
3. Use one-voice principle-information only from official
organizational statements.
4. Use full disclosure, but don’t admit fault. Let investigators
investigate. Cooperate with those investigators.
22. CRISIS COMMUNICATION
PUBLIC INFO CENTER
1. Establish a public information center somewhere within the PR
HQ
2. Respond to phone, email and social media inquiries.
3. If you don’t know the answer, it’s OK. Explain how you will get
the info and release it to the public.
4. Hold meetings with groups as needed to clarify misinformation.
5. Have a call center if needed.
6. Direct company employees to make no unauthorized
statements.
23. CRISIS COMMUNICATION
MEDIA INFO CENTER
1. Designate a place where the media can gather. Know they’ll be
all over the place anyway. Know they will try and bypass the one-
voice principle
2. Try and create some distance from the PR HQ. You’ll need the
space. Close, but not too close.
3. Have a sole spokesperson on duty day and night.
24. CRISIS COMMUNICATION
WHAT I WISH I KNEW
1.You have never appreciate the chaos.
2.You can never underestimate how important separation is of the
media center and PR HQ.
3. The more you plan, the better it goes.
4. Consider set press conferences every few hours.
• This helps dispel rumors the media will uncover.
• This symbolizes you’re working.
• This gives a chance to get various stakeholders in front of
the camera to present one voice.
