Media and Public Relations

FOREWORD

Public relations (PR) is one of the fastest growing occupations in the United States – employment of public relations specialists is expected to increase faster than the average for all occupations. As organizations throughout Russia and the FSU come to interact more with independent news media, the role of the public relations specialist there will become ever more important as well.

This primer provides some fundamental principles of PR as they have developed in the United States. You will have to be the expert on how – or even if – these principles might be applied in your own homeland.

In any field of expertise, books and charts can only teach so much. The bulk of experience leading to expert levels of performance comes from the direct application of knowledge in the field. This presentation is meant to provide some basic principles of public relations, allowing for a minimum of theory leading to more successful direct practice.

That said, I would like to thank the many insightful writers and instructors who have helped me develop my foundation for public relations; much of what is said here is their contribution, not mine. I am especially grateful to my committee advisors at Jones International University, Drs. Beata Krupa, Lynne Svenning and Paula Noonan. And I thank my professional colleagues in the field who have shared with me their own personal public relations triumphs and disasters along the way.

Source: Steven Van Hook, http://web.archive.org/web/20150326183434/http://wwmr.us/primer/
This work is licensed under a Creative Commons Attribution 3.0 License.

Module 1: Introduction to Public Relations

The Public Relations Society of America (PRSA) provides some useful guidelines in defining the work of the public relations professional:

Effective public relations should encompass the following:

• Anticipating, analyzing and interpreting public opinion, attitudes, and issues that might impact the operations and plans of an organization.

• Counseling management at all levels in an organization with regard to policy decisions, courses of action, and communications.

• Researching, conducting, and evaluating, on a continuing basis, programs of action and communication to achieve the informed public understanding necessary to success of an organization's aims.

• Planning and implementing the organization's efforts to influence or change public policy.

We'll be looking at case examples of these principles applied to strategic public relations campaigns, as well as circumstances that warrant quick spontaneous action. One basic rule of journalism: don't just tell people about something. SHOW them. We'll examine lots of public relations case studies – real life stories providing insight into principles of PR. Let's start with a couple.

Case Studies

There are many case examples of effective public relations. But examples of bad public relations tactics can be more interesting. Here's one:

• The Disney Corporation proposed opening $650-million Civil War theme park in the U.S. state of Virginia. This was greeted by a public outcry and media ridicule. The American Civil War was some 130 years ago, but it is still on many Americans' minds. More Americans were killed in Civil war than World War I, World War II, the Korean and Vietnam wars combined. There were not as many deaths as in the USSR's Great Patriotic War, but it is still a very painful memory for many Americans. Many people perceived the Disney Civil War theme park as trivializing history, exploiting the tragedy. It received lots of bad press. Cartoonists depicted Mickey Mouse on the battlefield. Disney soon backed off the proposal. This demonstrates how even with lots of money for public relations (and Disney has plenty of PR money), you can still wind up looking bad.

And there is no shortage of PR victories. One of the most successful of American media relation campaigns happened right in Russia:

• When McDonalds opened its Moscow restaurant in 1990, opening ceremonies were carried live by all three major U.S. television networks in morning programs, reaching millions of viewers. The program anchors interviewed McDonalds officials and executives (PR people were prominent both in front of and behind the cameras). It was a big story in America. The media used McDonalds as a symbol for capitalism entering Russia, but the important symbol for McDonalds was getting its golden arches on TV to a large viewing audience.

We'll look at many more case studies as we go on.

Module 2: Public Relation Events

Much of public relations is getting people to notice you. You want the public's attention and the media's coverage. How do you do that? Sometimes directly, through media campaigns. Sometimes through clever use of circumstances, such as staged events or publicity stunts – some call them "magnet events" – they attract attention, like a magnet. There is no failproof "how-to" on how to get media and public attention. You have to have an intuitive sense as opportunities present themselves. Let's look at some examples:

You don't need lots of money to carry on a successful promotion campaign, just a few rich ideas.

Module 3: Understanding the media

One sure need at all newspapers, magazines, television and radio stations is material to fill up their pages and their broadcast time. You must only supply them with the material they need in a way they can use it. Let's look at some of the criteria they all use in deciding the stories they cover.

You should present your story ideas keeping the above angles in mind, and also keeping in mind the different styles of the media:

Module 4: Effective media releases, kits & conferences

Media releases are going to be your primary and most important means of contact with editors and reporters. The American Wall Street Journal estimates 90-percent of its coverage originates with companies making their own announcements. Other media, too, rely heavily on news releases. It's important you are able to do them well, so we are going to spend quite a bit of space now reviewing some techniques of preparing good releases.

Most important is to keep your releases interesting, tease the reporter and editor into wanting to know more about your story. You have about five seconds to sell them on your story, before they move on to the next release.

About the content...

Be sure to put the most important facts in the first paragraph or two. Remember the five important questions of journalism: who, what, where, when, why ... and how, if that's important. If you don't get the important information in there, chances are the story won't make it to print or on the air. You should know that editors start cutting the stories from the last paragraphs first, if there isn't room for the entire story. It's called the inverted pyramid. Most important stuff at the top, narrowing down to the least important. A few more release tips:

Media release format:

1. Clearly identify who is sending out the release through a letterhead. And it should include the organization's name and address.
   
2. Start out the release with a contact person's name, telephone number, and a gripping headline that tells editor what story is all about.
   
3. Type and double space all copy.
   
4. Clearly indicate that another page follows with (MORE) at the bottom of each sheet.
   
5. At the bottom of the concluding page, use "###" or "xxx" to indicate the end.

In module 8 you'll find some sample media releases and formats which have proven successful. For some excellent examples of media releases posted by companies around the world, you might visit PR Newswire or Business Wire.

About news media...

About the follow-up...

1. Don't chastise reporters and/or editors for not running your story. They are the final judge for what is news in their world, and you may need to pitch them again.
   
2. If there is a substantial factual mistake in the way your story was reported, that should be corrected. And you should let the media know in a prompt but respectful and courteous manner. If the issue is clearly a matter of opinion or perspective, however, keep your comments to yourself. A rule of thumb: never argue with anyone who buys their ink by the barrel.
   
3. Be prepared to put the way your story appeared (or didn't appear) in perspective for those for whom you work. Unrealistic expectations frequently sour what was otherwise acceptable coverage.
   
4. It's wisest to consider that everything you say to a reporter is on the record. Always.

And finally...

Take your news release seriously. If you don't feel comfortable putting it out, seek the expertise of a professional communicator who can do it for you. A shoddy piece of writing is no bargain! Make sure it's exciting to you, or it surely won't be exciting to anyone else.

What is news is always defined by the publication or broadcast audience. If your event isn't interesting to an outlet's audience, no editor will readily run a story about it. Period.

Outline your goal in a single sentence. It must be clear to you, and interesting to you, or it will be to no one else. Always decide how you want your release used before you write it.

A standard 300-word release works well for new product news. But don't shy away from writing a full-length feature article concerning your issues, products, and services; lots of editors are hungry for ready-to-use material.

Write your release for its intended market. Every magazine and newspaper has a certain target audience: maybe an older audience, maybe a younger one, maybe liberal, maybe conservative. If you don't target the publication's readership, you're asking the editor to do it. And maybe there's just not quite enough time before the publication deadline.

Remember that your release is only one in a stack of thousands. If you fail the five-second test, into the trash it goes.

Media kits

It's a good idea to always have media kits available, for planned news events, or an unplanned media opportunity. The kit should include:

The news conference

A news conference is where you invite many media at one time to come and hear your exciting announcement. Only hold a media conference if you're absolutely sure the news item is too important to trust it to a release. Make sure the invitation is sent out in plenty of time to give reporters and editors a chance to schedule it – about one week. Give a follow-up phone call a day or two before the conference. Make sure you invite everyone who would have an interest. You might make a hostile contact out of anyone you forget.

Make sure the room or other area for the conference is comfortable with places for reporters to sit and take notes. TV news crews may need power for indoor lights, and will need to string microphones. Provide refreshments (reporters always like to be fed). Make sure your newsmakers are well-prepared to present the information, and to handle any questions.

Keep the speeches short. Provide releases and interview opportunities on the spot. Provide something interesting and graphic if possible, such as a demonstration of your product or service. Reporters are very pressed for time – if they take enough time out of their day to come to your news conference, make sure it's worth it.

A bad news conference can make you look very bad. A good one can make you look very good.

Fyodor Doestoyevsky wrote, "If people around you will not hear you, fall down before them and beg their forgiveness, for in truth you are to blame". It's up to you to make your message interesting enough that people pay attention. Or YOU bear the blame.

Module 5: Preparing for media interviews

Keep in mind the medium; newspaper reporters will approach your story different than broadcast reporters. But be assured they will all ask the same sorts of questions: who, what, where, when, why, how. Most important is to ask yourself hard questions before the reporter arrives – what do you least want to answer? Be prepared for it.

Ten steps to successfully managing the interview with a reporter.

1. Understand why the reporter is there. Is it to find the "hidden story" or simply get more information than was in the press release? Reporters are like the publications they write for. If it's a muckraker or gossipy publication, have your public relations counsel or attorney present at all times. But if a reporter is coming at your invitation or following up on a media release, it's likely he or she is looking for interesting angles to write about – not attempting to dig up secret information.

2. Understand the basic truth about most reporters: they're overworked, underpaid, and usually facing a deadline they don't know how they're going to meet. To be on their "good side," don't push them. Give them as much information as you can. Provide your home phone number in case they want to ask you a follow-up question as they're writing the story. Often, even though they may ask good questions, they don't really understand what they're writing about. Find out what they know coming into the interview and build their base of knowledge from there. They can't be instant experts on everything, and chances are they'll have done little research on your business or topic before the interview starts.

3. Understand the limitations of journalists. For example, they cannot show you the article before it goes to press. They may include interviews with your competitors in the same article. And they often don't know when the article will appear. They're typically too busy to send you clippings of the article after it is printed.

4. Sometimes you will be asked a question you don't want to answer. It's okay to tell them you don't want to provide that information. For example: "How much profit did you make last year?" or "How many customers do you have?" may not be public information. Instead, stop the interviewer when one of those questions is asked and firmly tell the reporter that the information is private and will not be provided.

5. Mistakes occur. Reporters are human. Something you said will likely show up in the article wrong. Maybe the reporter wrote it correctly and an editor changed it.

6. Anticipate reporters' questions and have materials ready. The reporter probably has a fixed time for the interview and then must go. Brainstorm the kinds of questions a reporter is likely to ask ahead of time. Remember the basic formula for a reporter's questions: Who, What, When, Where, Why, and How. If you've got your papers or other resources ready, you'll be able to respond quickly.

7. Tell everyone who should know ahead of time that a reporter is coming. To see your business the way the reporter will, walk through your office or business space as though you were there for the first time. Is everything neat? Organized? Are people dressed appropriately? In most small businesses, reporters seldom come – so it's understandable that your employees may have questions or concerns.

8. Understand journalistic ethics. Lying is not acceptable. Reporters feel a responsibility to their readers and you cannot provide false information to them.

9. Get the reporter's name, address, telephone and fax numbers – most will usually be on their business card. You may find information after the interview to send along or fax. At the very least, you want to write the reporter a "thank you" note immediately after the interview. Don't wait until the article is printed – that's time for a second note.

10. Don't expect too much from the interview. After your preparation, you may feel let down when the hour is past. And the article may not be perfect. Understand that publicity creates more publicity, and that future articles can spring from previous ones. Publicity is powerful, but you cannot always control it. If you want total control, buy an ad. Publicity is not free advertising – it's more for the reader's benefit than yours. But handled well, it can be a powerful way for more people to learn about you and your business.

Here's something I tell clients when they're about to be interviewed. It's named the "Rather Rule" after Dan Rather, a US network news anchor, who reportedly laid the rules down.

Inevitably, some stories will contain inaccuracies; some may be minor, others major. Sometimes a "Letter to the Editor" will be the best remedy. At other times, direct contact with a reporter or editor is called for. Informing the media of errors will help the publication correct the mistakes for its readers and to avoid such errors in the future. Even if you are not successful in getting a correction printed, you have at least gone on record as trying to establish the facts.

Special tips for broadcast interviews

You may meet some hostile interviewers like these:

Finally...

Here are three mistakes people often make in interviews with reporters:

Remember:

If media get your story at least half right, count your blessings, and send them a thank you note.

Module 6: Crisis management

For most organizations, a crisis is a barrage of urgent, unexpected unpleasant events that allows no time to think, organize, or plan appropriate actions. Unfortunately most organizations begin to plan for crisis after the crisis hits. This is a mistake.

There are three best ways to approach crisis situations:

For example:

It was in Los Angeles, California, in the middle of a drought, when a huge water pipe burst right in the middle of one of the busiest streets, the Ventura Blvd, causing the road to split apart. Water flooded the street and sidewalks, closing all the businesses. The area was blocked off, so no customers could get to any of the businesses. But the news media were everywhere. One of the businesses in the flood area was a hamburger restaurant called Mel's Diner. Since he didn't have any customers, Mel started giving away free hamburgers to the workers repairing the water pipe. The TV news crews took video of this, and that evening thousands of viewers saw a happy report on what a fine citizen Mel's Diner is. For the cost of a few hamburgers, Mel got the kind of media coverage you just can't buy, because he did the right thing at the right time.

Five critical steps in crisis management

The goal of a crisis management plan should be containment and positive counteraction. Here are the five critical steps:

Crisis Case Study

Let's say you are a developer who bought a large apartment building in the middle of Moscow occupied primarily by elderly people, and you plan to turn it into a luxury hotel. You are going to throw the old folks out so you can do this. The media love this kind of story, and they will likely portray you as a villain. Reporters will ask you why you are throwing the old people out on the street.

How would you respond to reporters' questions?  Consider one possible message strategy we've provided.

One final instance of how a crisis can be turned into an opportunity for good PR:

Johnson and Johnson is a large medicine company in the United States. Several years ago (1986) someone put capsules poisoned with lethal amounts of cyanide in Johnson and Johnson medicine bottles of Tylenol on store shelves. Before anyone could do anything, seven people died from the poisoned medicine. The company met the crisis head-on. First, they spent $300-million recalling all samples of the medicine bottles. Then they introduced new tamper-proof medicine containers that changed the entire industry. But most importantly, the company was prepared, it acted coolly, they answered the tough questions, and in the end maintained their dominance in the market. They used the media to demonstrate their concern and their determination to resolve the crisis. It was a message of courage and leadership through effective public relations.

Remember the old rule: the best defense is a good offense. And always look for a new opportunity in the middle of a crisis.

Module 7: Candidate & issue campaign strategy

The PR and media worker in a political/issue campaign:

This person manages contact with the free media, as opposed to paid advertising. He/she schedules press conferences, identifies and contacts all reporters and news media publications, radio stations or TV stations that have any impact on the campaign district.

This person writes all press releases and assists in writing speeches. And, working with the researcher, maintains an eye for media opportunities that stem from news events. A news event someplace else might prompt the candidate to respond with proposed legislation, an opinion, or a visit to the news site.

Strategies

The first priority is to get to know the candidate, understand the office you are seeking, and do a comprehensive profile of the incumbent now holding the office. (In the event of incumbents, profile the challengers). On an issue campaign, the same process applies to all sides of the issue (often more than two).

You need to talk with your candidate's past staff people and inventory his/her strengths and weaknesses. You must ask about any "problem areas," to determine what sort of help the candidate might need.

It is helpful to get your candidate to tape record an outline of his position on what he thinks are the major issues. (You need very controlled circulation of the tapes, of course). You should sit back and listen to him talk -- not just to get familiar with his views, but his way of speaking, his style; this will help you in making decisions about how he best presents himself. Anyone who might be writing speeches for him is better able to do quality work with this background. The alternative is to just spend a lot of time with the candidate talking and listening carefully.

Use every media and public speaking opportunity to present the best aspects of your candidate or issue. Always keep an eye open for the weaknesses in your own campaign, as well as those in your opposition. Identify what the voters are looking for, and try to provide it, align yourself with it, or lead them to a better way.

Module 8: PR tool kit

The difference between an amateur and a professional, so they say, is that the amateur borrows while the professional steals. Go ahead and help yourself to any of the following ideas and formats that may help your efforts.

Media releases

These two sample releases received good media response and placement.

The PR Newswire and the Business Wire provide extensive repositories of media releases and corporate news from companies worldwide.

Campaign scripts

These scripts are from a series of nationwide television public service announcements on behalf of the government of Ukraine, attempting to generate general public support for economic reforms. We knew we had a successful campaign going when a popular national newspaper ran a parody of our spots.

Commentaries

This is a ghostwritten piece prepared on behalf of a client organization, submitted to nationally respected American broadcaster Paul Harvey. He used the commentary on his syndicated radio show reaching millions of listeners.

Speeches

Should you put words in your newsmaker's mouth? You bet. Especially if that's what you're paid to do. Here's a sample speech written for an organization president to deliver at an annual membership gathering.

Case Study

Did you complete the crisis case study exercise in Module 6? Suggest your idea on a crisis situation media strategy, and find a possible solution we've provided.

Media Releases

Worldwide Media Relations
Media Release Samples

[For Immediate Release]

Krieble Institute Update

'AGENTS OF INFLUENCE' TO TELL ALL AT MOSCOW PRESS CONFERENCE

In 1992 Russian propagandists and newspapers angrily branded leaders of the Krieble Institute as "agents of influence" who had contributed to the demolition of the Soviet empire. These leaders gladly accept the charge in a tell-all book soon to be released.

(Washington, D.C.) The KGB, top Soviet officials, communist editors of party organs and newspapers -- many suspected and warned that the Krieble Institute posed a threat to the continued existence of the Soviet empire. Undercover operatives would attend Krieble Institute training seminars and accuse the trainers of insidious secret motives.

Now a new book, Agents of Influence by Arthur Matthews, explains just what the Krieble Institute trainers have been working to accomplish, how they've gone about it, and why so many top American experts volunteer their time to hold Institute seminars free of charge throughout the FSU and Eastern Europe -- all without a penny of government support.

"I took great pride in this remarkable tribute of being personally blamed for my influence in the fall of their beloved Soviet Union," said Dr. Robert Krieble, chairman and founder of the Washington, DC-based Institute. "Though they greatly exaggerated my importance in these string of events, I thanked them very much for their kind tribute ... it was one of the highest compliments of my life".

Since 1986, Krieble and his cadre of volunteer American trainers have held seminars at no charge, teaching 12,000 citizens of the former Soviet empire the basics of business and leadership skills. Many Krieble Institute alumni have used their new knowledge to launch political campaigns bringing democratic reforms to the Soviet Union. Others have applied new business skills to start entrepreneurial free-market projects.

Agents of Influence is a real-life adventure story -- leading from a small, white-walled interrogation room to the uppermost offices of Russian power.

Krieble Institute officials will release their book and answer questions at a press conference to be held Wednesday, June 7, 1995 at 4:00 PM at the Institute's Moscow office in the Freedom and Democracy House, 44 Gercen Street.

For more information on the Krieble Institute, call Steven R. Van Hook at
Worldwide Media Relations: (805) 966-3404.

[For Immediate Release]

Project Moscow Medicine

US Physicians Bring Life-Saving Expertise & Equipment to Russia

A team of California doctors and medical technicians is taking medical supplies, a dialysis machine and expertise to Russia in a people-to-people humanitarian exchange ... it’s a matter of life and death.

(Santa Maria, California) A five-person team of American doctors, nurses and medical experts in diabetes are taking their know-how, supplies and equipment to Russia this week in a grassroots drive by Project Moscow Medicine that could help save thousands of lives. The team will hold training sessions over five days for some 200 physicians from throughout the Moscow region, and will help to establish a diabetic education program.

Among the medical supplies and equipment brought for the Russians will be the first of many dialysis machines the project will be delivering over the next several months. Stanford University Medical Center has donated 21 surplus dialysis machines to the project, to help alleviate the dire shortage of such equipment in Russian medical facilities.

“Though they are very advanced in their medical techniques, the shortage of this type of equipment is causing an unfortunate and unnecessary loss of life,” said Dr. Bill Okerblom, founder of Project Moscow Medicine.

Among some of the supplies already delivered by Project Moscow Medicine include ventilators, hospital beds, cardiac monitors, a complete neurosurgical instrument tray, a chem panel analyzer, a spirometer, plus 5000 doses of intravenous antibiotics, a thousand pairs of surgical gloves, and more than 300 endotracheal tubes.

Project Moscow Medicine receives no government funds, and is launching a fund drive to help raise the $15,000 necessary to ship the remaining dialysis machines, and set up and maintain a dialysis unit in a Russian hospital for the first year.

The project was founded in 1993, and has made six prior trips to Russia. The training team will be in Russia from April 22 until April 29.

For more information on Project Moscow Medicine, call Steven R. Van Hook at
Worldwide Media Relations: (805) 966-3404.

Campaign scripts

Ukraine Economic Reform Television Infomercial Scripts

Broadcast on National Government and Independent Channels

Format: Cinema veritae (i.e., shakey camera, quick edits)
Running time: 30-seconds

• Old-timer playing chess in park: I may not understand much about economics, but there are some things I know for sure: bad times can get better; important things are worth working for; everything we do matters; and once in awhile, good things do happen.
  [Voice-over: Economic Reform – the time is now!]
  
  
• Farmer standing in wheat field: Economic issues leave me very confused. But I do understand farming. I know that you plant seeds, work each day, and wait through the rains, finally the harvest will come. Isn't that what economic reform means?
  [Voice-over: Economic reform – the time is now!]
  
  
• Ani Lorak/Ukrainian Pop Star in recording studio: I don't know much about economics, but I have learned through my music that if you dream, and work hard, dreams sometimes do come true.
  [Music sample / Voice-over: Economic reform – the time is now!]
  
  
• Middle-income, private industrial manager working in plant: Who's got time to talk about economic reforms? I'm busy every day trying to make a success of my business. I employ people and pay their salaries. Every month we become even busier. Isn't that what economic reform means?
  [Voice-over: Economic reform – the time is now!]
  
  
• Success-story montage (from television program success-story archives): Business is finding success in our Ukraine. Providing more choices for shoppers. Providing jobs. Providing regular salaries. It takes hard work to make a better future. So let's get busy.
  [Voice-over: Economic Reform – the time is now!]

by Steven R. Van Hook
1997

Commentaries

Worldwide Media Relations
Scriptwriting Sample

Do Not Go Gentle
For the Paul Harvey Report

by Steven R. Van Hook

"Do not go gentle into that good night ... Old age should burn and rave at the close of day". That was the advice of poet Dylan Thomas to an elderly father in 1952. And it's still good advice today. There is no reason why as we advance through our golden years that we should tread any lighter upon the earth.

If there ever was a man living up to this standard, it is retired American businessman Robert Krieble. In 1988 when he was only 70 years young, Bob Krieble founded a program to bring a better understanding of business and democracy to people living in the communist republics of the Soviet Union. Since then - in less than seven years - the Krieble Institute has trained more than 10,000 students throughout the fallen Soviet empire in how to start a business, how to distribute goods and services to a demanding public, how to run for public office and bring about democratic reforms. There is no charge for the seminars. These eager students have little to give beyond abundant enthusiasm and a hunger for a new way of life. Bob Krieble has helped feed this desire, and he has bankrolled most of it from his own pocket.

Bob Krieble has met with world leaders including President George Bush and Russian President Boris Yeltsin to discuss economic changes and emerging democracy throughout Russia and the former communist bloc. But he did not begin in such impressive circles. Some 35 yeas ago he managed to borrow a bit of money from his friends and neighbors to start the Loctite Corporation. Through his inventiveness and hard work, Bob Krieble helped to mold this endeavor into a wealthy and successful Fortune 500 company. He has his doctorate in chemistry, and holds a dozen different patents in silicones and anaerobic adhesives.

Bob Krieble says he began his excursions to Russia after retiring from the business world to help ensure that his grandchildren and future progeny never again have to live under the fear of a nuclear cold war. He has taken his seminars to more than 50 cities of 18 countries throughout the former Soviet empire. In spite of his 77 years, Bob Krieble keeps up a hectic pace, traveling to Russia and the region every two months for three day seminars each in three different cities. He carries his own luggage. He flies domestic Aeroflot flights. He stays in old and rugged hotels. He survives the harsh Russian winter weather.

Bob Krieble is not making this trip alone. He has recruited the efforts of other retired and senior executives for his seminar trips. His years in business have supplied him with an impressive rolodex. The names of his trainers read like a who's who in corporate America - Jean-Pierre Van Rooy, President of Otis Elevators; Thibaut de St. Phalle, former director of the U.S. Export-Import Bank; and business luminaries such as James Ballentine, Ed Donley, Tom Claflin, Ken Butterworth.

His trainers pack along their decades of business and political experience plus their personal understanding of what it takes to find success in a competitive world. This they offer freely and generously to the struggling entrepreneurs and democratic leaders of the new and aspiring lands breaking free from communism's restraints. Bob Krieble's trainers don't charge a penny for their tutelage. They even pay their own travel expenses.

This senior ambassador of business provides a laudable example of what we all can accomplish well into our golden years. With a clear mind and a clear voice, we can rumble our entire way through life. Why go along quietly? For some good reasons why not, just ask Bob Krieble.

Speeches

Worldwide Media Relations
Speechwriting Sample

Delivered by Chamber of Commerce President
for Contractors Association

(written by Steven R. Van Hook)

THE YEAR AHEAD

For us to talk about the upcoming year, we must do that within the context of the year gone by and the next few years to come. The new year for the Chamber will carry on our productive work of the past year, and we will continue that work in a concentrated effort over the next three years.

Under our past President, the Chamber performed a comprehensive survey of our assets we have supporting us in our work to strengthen the business community. We are now taking that review of our assets, and our programs, and our committees to design a course of action that will take us all the way through 1996.

By approaching our mission with this long-range view, we can ensure our efforts will not get bogged down in the details that can sidetrack us in our day-to-day work.

In our big picture, we will target our efforts at four key priorities. All our projects and programs for 1994 will directly support four primary goals:

All of these are worthy goals, and could well take the full three years of focused effort we've dedicated to them. But goals will never become reality unless we have a solid plan of action to bring them about.

I can sum up our plan of action with five action words: organization, inclusion, representation, communication, and action.

Organization: we have streamlined our committees and issue process. This is an ongoing effort enabling us to address important business issues in a timely manner, while ensuring our positions are well researched and represent the best interests of businesses and our community on the whole

Inclusion: when you look at the diversity of businesses in our Chamber membership -- about 1,000 of them -- you can appreciate how difficult it is to take a position on some issues. Some steps might benefit certain businesses, while costing others. To help ensure our actions serve the greatest good, it's essential we have as many different perspectives represented on our committees as possible. We especially need to see greater representation by businesses in retail, tourism, hospitality, industry and agriculture. We are working to bring in new Chamber members in these areas ... that is a top priority for 1994.

Representation: once a business has been brought into our membership fold, we have to make sure their views are represented in our issue process. We can't afford to be perceived as a back-room organization, where only a handful of members frames the issues and positions. New members are hard to come by. Once included in our membership, all members have to feel their viewpoints matter, and their issues are being addressed. Some in the community may like to point at us as an elitist organization. We must demonstrate that we are not.

Communication: too often we're too busy doing what we do to take a minute and tell others about it. We need to keep ourselves informed, and we need to communicate our message to the greater community -- which also thrives or dies based on how well business is doing. We'll be developing our communication media -- both internal and external. We'll be looking to cooperate with local print and broadcast media to help get our important message out. And we will continue to communicate our concerns to our government representatives, and we will continue our information exchanges and networking with other local business organizations.

Action: by using these tools -- organization, inclusion, representation and communication -- we will make sure our action is the most effective possible with our limited means. Like a laser, if we focus our efforts, we'll find we can accomplish remarkable results with even less energy and depletion of our resources.

The Chamber's mission is to promote a favorable economic climate while making the Santa Maria Valley a better place to live and work. This is a mission we bear not only as members of the Chamber of Commerce, or of the other worthwhile business organizations serving the region. But this is our duty as good citizens so when our brief stewardship is done, we can say we left the "center of the best" a little better than we found it.

Case Study

Crisis Management Case Study

You are a developer who has bought a large apartment building in the middle of Moscow occupied primarily by elderly people, and you plan to turn it into a luxury hotel. You are going to throw the old folks out so you can do this. The media love this kind of story, and they will likely portray you as a villain. Reporters will ask you why you are throwing the old people out on the street.

How might you respond to a reporter's questions?

Your Suggested Strategy:

Name:

Email:

Conclusion

And finally...

Many people perceive public relations as quite less than respectable – as clever strategies to convince the public that something wrong is right. Some see public relations professionals as manipulators of the public mind, rather than conveyors of truth.

Of course it is possible to use public relations skills to advance less than noble causes. All too often, we know that bad people and bad causes are advanced through the adept use of public relations. Therefore it is vital that good people with good intentions also master effective public relations skills.

Remember, too, that public relations is a two way street: not only must you present your organization to the public, but you must also present the public back to your organization and colleagues. Help them understand how the public perceives their actions.

The public relations professional is often the conscience of a company or campaign. It's not always a popular spot to be in, but it's an important job. If done well, your PR work should serve both your organization and the news media, and also be a valuable contribution to the greater public good.