Strategic Communication 101: Public Relations Tools and Tactics - Press Release and Media Advisory Writing

What This Is

A press release and media advisory are essential tools in strategic communication, used to share information with the public, media, and stakeholders. Effective writing and distribution of these documents can enhance an organization's reputation, build relationships, and drive business outcomes. For instance, Johnson & Johnson's crisis communication response to the Tylenol tampering incident in 1982 set the gold standard for crisis communication, demonstrating the importance of transparency, accountability, and swift action in mitigating reputational damage.

Key Theories & Models

• Image Repair Theory (Benoit): This theory outlines five strategies to repair an organization's image after a crisis: denial, evasion, reducing offensiveness, corrective action, and mortification. The choice of strategy depends on the severity of the crisis and the available evidence. Strategic implication: Develop a crisis communication plan that incorporates these strategies to mitigate reputational damage.
• PESO Model: This model categorizes media into four categories: Paid (advertising), Earned (media coverage), Shared (user-generated content), and Owned (company-controlled media). Strategic implication: Plan integrated campaigns that leverage all four categories to maximize reach and engagement.
• Situation Room Model: This model outlines the steps to manage a crisis: situation assessment, strategy development, message development, and execution. Strategic implication: Develop a crisis communication plan that incorporates these steps to ensure effective crisis management.
• Crisis Communication Pyramid: This model outlines the steps to manage a crisis: containment, control, and recovery. Strategic implication: Develop a crisis communication plan that prioritizes containment and control to minimize reputational damage.
• Media Relations Pyramid: This model outlines the steps to build media relationships: research, pitching, and relationship-building. Strategic implication: Develop a media relations plan that prioritizes research and relationship-building to secure media coverage.
• Public Affairs Model: This model outlines the steps to engage in public affairs: research, planning, and execution. Strategic implication: Develop a public affairs plan that prioritizes research and planning to maximize impact.
• Social Media Crisis Communication Model: This model outlines the steps to manage a social media crisis: situation assessment, strategy development, message development, and execution. Strategic implication: Develop a social media crisis communication plan that incorporates these steps to ensure effective crisis management.
• Crisis Communication Continuum: This model outlines the steps to manage a crisis: prevention, preparedness, response, and recovery. Strategic implication: Develop a crisis communication plan that prioritizes prevention and preparedness to minimize reputational damage.

Step-by-Step Application

1. Write a press release: Identify the key message, target audience, and distribution channels. Use a clear and concise writing style, and include essential elements such as a headline, dateline, and boilerplate.
2. Develop a social media content calendar: Plan and schedule social media content in advance to ensure consistency and engagement. Use a mix of promotional, educational, and engaging content to build relationships with followers.
3. Create a crisis communication plan: Identify potential crises, develop a response strategy, and establish a crisis communication team. Use the Image Repair Theory and Situation Room Model to guide the development of the plan.
4. Measure campaign ROI: Use metrics such as engagement rates, website traffic, and media coverage to evaluate the effectiveness of a campaign. Use the PESO Model to categorize media and track ROI across all four categories.
5. Develop a media relations plan: Research and identify key media contacts, develop a pitch, and build relationships with media professionals. Use the Media Relations Pyramid to guide the development of the plan.
6. Create a public affairs plan: Research and identify key stakeholders, develop a strategy, and execute a plan to engage in public affairs. Use the Public Affairs Model to guide the development of the plan.

Common Misconceptions

• Misconception: "PR is just spin."
• Correction: Public relations is about building relationships and trust with stakeholders, not just manipulating information to achieve a desired outcome. Example: The Dove Real Beauty campaign, which used real women to promote body positivity and self-acceptance.
• Misconception: "Advertising is dead."
• Correction: Advertising is still a powerful tool for reaching and engaging with target audiences. Example: The Nike Colin Kaepernick ad, which used social media to promote social justice and activism.
• Misconception: "A crisis will never happen to us."
• Correction: Crises can happen to any organization, and it's essential to be prepared. Example: The Cambridge Analytica scandal, which highlighted the importance of data protection and transparency in crisis communication.

Exam / Accreditation Tips

• Typical case-study prompts: Write a press release, develop a social media content calendar, or create a crisis communication plan in response to a hypothetical scenario.
• Tricky distinctions: Understand the difference between outputs, outcomes, and outtakes in evaluating campaign effectiveness. Example: A press release is an output, while media coverage is an outcome.
• Demonstrate strategic thinking: Use theories and models to guide your response to a case study or scenario. Example: Use the Image Repair Theory to develop a crisis communication plan.

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. Situation assessment: Gather information about the incident and assess the severity of the crisis. 2. Strategy development: Develop a response strategy that incorporates the Image Repair Theory, including denial, evasion, reducing offensiveness, corrective action, and mortification. 3. Message development: Craft a message that acknowledges the incident, apologizes for any offense caused, and outlines corrective action.

Rationale: Grounded in the Image Repair Theory and Situation Room Model, this response prioritizes containment and control to minimize reputational damage.

Last-Minute Cram Sheet

• PESO Model: Paid, Earned, Shared, Owned media categories
• Image Repair Theory (Benoit): Five strategies to repair an organization's image after a crisis
• Situation Room Model: Steps to manage a crisis: situation assessment, strategy development, message development, and execution
• Crisis Communication Pyramid: Steps to manage a crisis: containment, control, and recovery
• Media Relations Pyramid: Steps to build media relationships: research, pitching, and relationship-building
• Public Affairs Model: Steps to engage in public affairs: research, planning, and execution
• Social Media Crisis Communication Model: Steps to manage a social media crisis: situation assessment, strategy development, message development, and execution
• Crisis Communication Continuum: Steps to manage a crisis: prevention, preparedness, response, and recovery
• APR 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."