Strategic Communication 101: Public Relations Tools and Tactics - Press Conferences and Media Events

What This Is

A press conference or media event is a strategic communication tactic used to share information, build relationships, or manage reputation with external stakeholders, including the media, public, and investors. Effective execution can enhance an organization's credibility, trust, and bottom line. For instance, Johnson & Johnson's crisis communication response to the Tylenol tampering incident in 1982 set the gold standard for crisis communication, demonstrating transparency, accountability, and swift action.

Key Theories & Models

• Image Repair Theory (Benoit): A framework for repairing damaged reputation by employing five strategies: denial, evasion, reducing offensiveness, corrective action, and mortification. Strategic implication: Choose the most effective strategy based on the severity of the crisis and available evidence.
• PESO Model: A planning framework categorizing media efforts into Paid (advertising), Earned (media coverage), Shared (social media), and Owned (company-controlled) media. Strategic implication: Plan integrated campaigns across all four categories to maximize reach and impact.
• Situation Room Model: A framework for managing crisis communication by categorizing situations into four quadrants: predictable, unpredictable, manageable, and unmanageable. Strategic implication: Develop a crisis communication plan that anticipates and prepares for various scenarios.
• Crisis Communication Model (Cooper): A framework for managing crisis communication by focusing on three stages: preparation, response, and recovery. Strategic implication: Develop a crisis communication plan that includes preparation, response, and recovery strategies.
• Public Relations Excellence Model (Fitzpatrick): A framework for evaluating public relations performance by focusing on four dimensions: reputation, relationships, relevance, and resonance. Strategic implication: Develop a public relations plan that prioritizes these dimensions to enhance reputation and relationships.
• Social Media Crisis Communication Model (Coombs): A framework for managing social media crisis communication by focusing on three stages: prevention, response, and recovery. Strategic implication: Develop a social media crisis communication plan that includes prevention, response, and recovery strategies.
• Media Relations Model (Grunig): A framework for building and maintaining media relationships by focusing on three stages: research, relationship-building, and relationship-maintenance. Strategic implication: Develop a media relations plan that prioritizes research, relationship-building, and relationship-maintenance to secure media coverage.
• Public Affairs Model (Grunig): A framework for building and maintaining relationships with publics by focusing on three stages: research, relationship-building, and relationship-maintenance. Strategic implication: Develop a public affairs plan that prioritizes research, relationship-building, and relationship-maintenance to secure public support.

Step-by-Step Application

1. Conduct a Situation Analysis: Assess the organization's current situation, including its strengths, weaknesses, opportunities, and threats.
2. Develop a Communication Strategy: Based on the situation analysis, develop a communication strategy that aligns with the organization's goals and objectives.
3. Create a Media Kit: Develop a media kit that includes key messages, press releases, and other relevant information for media outlets.
4. Host a Press Conference or Media Event: Host a press conference or media event to share information and build relationships with external stakeholders.
5. Measure Campaign ROI: Measure the return on investment (ROI) of the press conference or media event to evaluate its effectiveness.

Common Misconceptions

• Misconception: "PR is just spin."
• Correction: Public relations is a strategic communication discipline that focuses on building and maintaining relationships with external stakeholders to enhance reputation and achieve organizational goals.
• 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 prepare for and respond to unexpected events.
• Misconception: "Social media is just for advertising."
• Correction: Social media is a critical channel for building and maintaining relationships with external stakeholders, and it requires a strategic approach to engagement and content creation.

Exam / Accreditation Tips

• Typical Case-Study Prompts: Be prepared to analyze a real-world scenario and develop a communication strategy to address the situation.
• Tricky Distinctions: Understand the differences between outputs, outcomes, and outtakes, as well as the distinctions between CSR and shared value.
• Demonstrating Strategic Thinking: Show how your communication strategy aligns with the organization's goals and objectives, and how it addresses the needs and interests of external stakeholders.

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. Conduct a situation analysis to assess the severity of the crisis and the potential impact on the organization's reputation. 2. Develop a communication strategy that prioritizes transparency, accountability, and swift action. 3. Create a media kit that includes key messages, press releases, and other relevant information for media outlets.

Rationale: This response demonstrates an understanding of the Image Repair Theory and the importance of swift action in crisis communication.

Last-Minute Cram Sheet

• Image Repair Theory: Denial, evasion, reducing offensiveness, corrective action, and mortification.
• PESO Model: Paid, Earned, Shared, and Owned media categories.
• Situation Room Model: Predictable, unpredictable, manageable, and unmanageable situations.
• Crisis Communication Model (Cooper): Preparation, response, and recovery stages.
• Public Relations Excellence Model (Fitzpatrick): Reputation, relationships, relevance, and resonance dimensions.
• Social Media Crisis Communication Model (Coombs): Prevention, response, and recovery stages.
• Media Relations Model (Grunig): Research, relationship-building, and relationship-maintenance stages.
• Public Affairs Model (Grunig): Research, relationship-building, and relationship-maintenance stages.
• APR Code of Ethics: A professional code of ethics that guides public relations practice.
• "Two-way symmetrical" is not just "listening" – it's mutual adjustment, not just research to improve persuasion.