Strategic Communication 101: Public Relations Tools and Tactics - Media Kits and EPKs Electronic Press Kits

What This Is

A media kit and EPK (Electronic Press Kit) are essential tools in strategic communication, serving as a centralized repository of information about an organization, its products, services, and key personnel. This kit is designed to provide journalists, influencers, and other stakeholders with the necessary information to effectively communicate the organization's message, build relationships, and maintain a positive reputation. A well-crafted media kit can help mitigate crises, such as Johnson & Johnson's Tylenol recall, by providing accurate and timely information to the public and the media.

Key Theories & Models

• Image Repair Theory (Benoit): This theory proposes five strategies to repair an organization's image after a crisis: denial, evasion, reducing offensiveness, corrective action, and mortification. The strategic implication is to choose the most effective strategy based on the severity of the crisis and the available evidence.
• PESO Model: This model categorizes media into four types: Paid (advertising), Earned (media coverage), Shared (user-generated content), and Owned (company-controlled media). The strategic implication is to plan integrated campaigns that leverage all four categories to maximize reach and impact.
• Situation Crisis Communication Theory (Coombs): This theory proposes that organizations should adopt a proactive approach to crisis communication by acknowledging the crisis, expressing empathy, and providing a plan to prevent future crises. The strategic implication is to develop a crisis communication plan that prioritizes transparency and accountability.
• Social Penetration Theory (Altman): This theory suggests that relationships between organizations and their publics develop through a process of increasing self-disclosure. The strategic implication is to build relationships by sharing information and engaging in two-way communication.
• Public Relations Excellence Model (Fitzpatrick): This model proposes that public relations excellence is achieved through a combination of strategic planning, relationship-building, and media relations. The strategic implication is to prioritize relationship-building and media relations in public relations efforts.
• Crisis Communication Model (Cooper): This model proposes that crisis communication involves a series of stages, including preparation, response, and recovery. The strategic implication is to develop a crisis communication plan that prioritizes preparation and response.
• Social Media Crisis Communication Model (Harrison): This model proposes that social media crisis communication involves a series of stages, including detection, response, and recovery. The strategic implication is to develop a social media crisis communication plan that prioritizes detection and response.

Step-by-Step Application

1. Develop a Media Kit: Create a centralized repository of information about the organization, including its mission, values, products, services, and key personnel.
2. Identify Key Stakeholders: Determine the target audience for the media kit, including journalists, influencers, and other stakeholders.
3. Craft a Compelling Narrative: Develop a clear and concise message that communicates the organization's value proposition and differentiates it from competitors.
4. Design an Effective Visual Identity: Create a consistent visual identity that reflects the organization's brand and values.
5. Measure Campaign ROI: Track the effectiveness of the media kit by monitoring metrics such as website traffic, social media engagement, and media coverage.

Common Misconceptions

• Misconception: "A media kit is just a collection of press releases and photos."
• Correction: A media kit is a comprehensive repository of information that provides journalists, influencers, and other stakeholders with the necessary information to effectively communicate the organization's message.
• Misconception: "A crisis will never happen to us."
• Correction: Crises can happen to any organization, and it's essential to develop a crisis communication plan to mitigate the impact of a crisis.
• Misconception: "PR is just spin."
• Correction: Public relations is a strategic communication discipline that involves building relationships, managing reputation, and communicating value to stakeholders.

Exam / Accreditation Tips

• Case-study prompts: Be prepared to analyze a crisis communication scenario and develop a plan to mitigate the impact of the crisis.
• Tricky distinctions: Be able to distinguish between outputs, outcomes, and outtakes in public relations evaluation.
• Strategic thinking: Demonstrate the ability to think strategically and prioritize relationship-building, media relations, and crisis communication in public relations efforts.

Quick Practice Scenario

Scenario: Your company's CEO is caught on video making an offensive remark. Outline the first three steps your crisis communication team should take.

Answer: 1. Acknowledge the crisis and express empathy. 2. Provide a plan to prevent future crises. 3. Develop a social media crisis communication plan to address the issue.

Rationale: This response is grounded in the Situation Crisis Communication Theory (Coombs), which proposes that organizations should adopt a proactive approach to crisis communication by acknowledging the crisis, expressing empathy, and providing a plan to prevent future crises.

Last-Minute Cram Sheet

• Image Repair Theory (Benoit): Five strategies to repair an organization's image after a crisis: denial, evasion, reducing offensiveness, corrective action, and mortification.
• PESO Model: Paid, Earned, Shared, and Owned media categories.
• Situation Crisis Communication Theory (Coombs): Proactive approach to crisis communication by acknowledging the crisis, expressing empathy, and providing a plan to prevent future crises.
• Social Penetration Theory (Altman): Relationships between organizations and their publics develop through a process of increasing self-disclosure.
• Public Relations Excellence Model (Fitzpatrick): Public relations excellence is achieved through a combination of strategic planning, relationship-building, and media relations.
• Crisis Communication Model (Cooper): Crisis communication involves a series of stages, including preparation, response, and recovery.
• Social Media Crisis Communication Model (Harrison): Social media crisis communication involves a series of stages, including detection, response, and recovery.
• APR Code of Ethics: Professional standards for public relations practitioners.
• PRSA Code of Ethics: Professional standards for public relations practitioners.
• "Two-way symmetrical" is not just "listening" – it's mutual adjustment, not just research to improve persuasion."