ISC Topic #5   1 comment

5 Pieces of advice I would recommend to a future integrated strategic communication student about their blog

  1. Stay on top of work. It’s easy to possibly put some of the reading off, but its in your best interest to get them done when they are assigned. This will make sure that you aren’t up all night doing them the night before they are due. This will also help you because the week they are assigned you will be talking about that topic in class and doing a lab on the topic as well. This way your be more prepared that week.
  2. Jazz up your blog, Dont make it boring and stale.
  3. Use Dr. McArthurs hints to help you with your blog.
  4. Be sure that it is organized and simple. There a lot you can do with blogs but try not to make your blog to busy or overcomplicated it with too many widgets or designs.
  5. Let your personality show in your blog, give you personal experiences. This will personalize your blog and make it more interesting.

Posted December 8, 2010 by mellis210 in ISC Topics

Chapters 5 & 20 Reading Notes   Leave a comment


“Like other management processes, professional public relations work emanates from clear strategies and bottom-line objectives that flow into specific tactics, each with its own budget, timetable, and allocation of resources. Stated another way, public relations today is much more planned, persuasive social managerial science than a knee-jerk, damage control reaction to sudden flare-ups”(81)

The public relations management process involves four steps:

Defining the problem or opportunity——>Programming—–>Action——->Evaluation

The duties and responsibilities of PR practitioners are very diverse, here is a list of PR duties:

  • Media relations
  • Social network marketing
  • Internal communications
  • Government relations and public affairs
  • Community relations
  • Investor relations
  • Consumer relations
  • Public relations research
  • Public relations writing
  • Special publics relations
  • Institutional advertising
  • Graphics
  • Web site management
  • Philanthropy
  • Special events
  • Management counseling


Launching a career

The seven keys to a succesful public relations career

  1. Diversity of experience
  2. Performance
  3. Communication skills
  4. Relationship building
  5. Proactivity and passion
  6. Teamliness
  7. Intangibles

Quotes in this section were used from Fraser Seitel’s, The Practice of Public Relations(11th Edition)

Posted December 8, 2010 by mellis210 in Reading Notes

Chapter 19 Reading Notes   1 comment

Crisis Management

“In the 21st Century, thanks to the digital speed of the Internet and the pervasiveness of social media and viral communications, organizations and individuals are always on step away from crisis”(381)

The term issues management was coined in 1976 by public relations counselor W. Howard Chase, who defined it this way:

Issues management is the capacity to understand, mobilize, coordinate, and direct all strategic and policy planning functions, and all public affairs/public relations skills, toward achievement of one objective: meaningful participation in creation of public policy that affects personal and institutional destiny.

Issues management is a five step process that:

  1. Identifies issues with which the organization must be concerned
  2. Analyzes and delimits each issue with respect to its impact on constituent publics
  3. Displays the various strategic options available to the organization
  4. Implements an action program to communicate the organizations views and to influence perception on the issue
  5. Evaluates its program in terms of reaching organizational goals

Issues management encompasses the following terms:

  • Anticipate emerging issues
  • Identify issues selectively
  • Deal with opportunities and vulnerabilities
  • Plan from the outside in
  • Bottom -line orientation

My Thoughts: Our lab was perfect example of this. We saw how basically overnight Steak and Shake has a national crisis on its hands. The story went from local to national very quickly. Its extremely important that your PR professionals are ready for a crisis by having its staff prepped and ready should a situation arise. Seitel tells us that The crisis plan should include the following watchwords: Be Prepared, Be available, Be credible, Act appropriately

Link to youtube video about Karen Putz

When planning in a crisis pay attention to these five steps

  1. For each potentially impacted audience, define the risk
  2. For each risk, describe the actions that mitigate the risk
  3. Identify the cause of the risk
  4. Demonstrate responsible management action
  5. Create a consistent message

Quotes in this section were used from Fraser Seitel’s, The Practice of Public Relations(11th Edition)

Posted December 8, 2010 by mellis210 in Reading Notes

Chapter 18 Reading Notes   1 comment

Public Relations and the Social Media

4 reasons why use of the internet by public relations practitioners inevitably will grow:

  1. The demand to be educated rather than sold
  2. The quest for conversation
  3. The need for real-time performance
  4. The need for customization

For individual PR practitioners then, familiarity with the internet, mastery of it, and knowledge of its effective use have become frontline requisites of the practice. Should you need to make a website Seitel gives us some strategic questions to develop a winning website which are as follows:

  1. What is our goal?
  2. What content will we include?
  3. How often will we edit?
  4. How will we enhance design?
  5. How interactive will it be?
  6. How will we track use?
  7. Who will be responsible?

-Research suggests that more than 90% of adults “regularly” use E-mail. This is why Email newsletters have become more and more popular. The Email newsletters should be no more than one page. They should link content and be sent out regularly so people know when to expect their online newsletters.

-Social Networking Sites essentially began with young people reaching out to one another. The usage and growth of sites has increased in the 21st century. So, too,  has the use of social networking sites by public relations practitioners. (370)

Additional web-based communication vehicles

  • Intranets
  • Extranets
  • Wikis
  • Podcasting
  • RSS
  • SEcond Life

Quotes in this section were used from Fraser Seitel’s, The Practice of Public Relations(11th Edition)

Posted December 8, 2010 by mellis210 in Reading Notes

Chapters 9 & 17 Reading Notes   Leave a comment

Media relations/ Print  & Broadcast

The internet has forever changed the public relations practice of dealing with the media”(170)

An organization must establish a philosophy for dealing with the media,  they must also keeping in mind the following 12 principles:

  1. A reporter is a reported
  2. You are the organization
  3. There is no standard issue reporter
  4. Treat journalists professionally
  5. Don’t sweat the skepticism
  6. Don’t try to “buy” a journalists
  7. Become a trusted source
  8. Talk when not “selling”
  9. Don’t expect “news” agreement
  10. Don’t cop a ‘tude
  11. Never lie
  12. Read the paper

The value of publicity

  1. Announcing a new product or service
  2. Reenergizing an old product
  3. Explaining a complicated product
  4. Little or no budget
  5. Enhancing the organization’s reputation
  6. Crisis response


Integrated Marketing Communications

In these days of 24/7 media, social media networks and uber competition among products and services in every sector have caused the marketing environment to evolving rapidly. Marketing can help you build your brand which is so important so you can “create a differentiable identity or position for a company of product”(346)


Public Relations vs Marketing vs Advertising

Public Relations-Is the marketing of an organization and the use of unbiased, objective, 3rd party endorsement to relay information about that organization’s product and practices

Marketing-The selling of a service or product through pricing, distribution, and promotion.

Advertising-A subset of marketing that involves paying to place your message in more traditional media formats, from newspapers and magazines to radio and televisions to Internet and outdoors.

Quotes in this section were used from Fraser Seitel’s, The Practice of Public Relations(11th Edition)

Posted December 8, 2010 by mellis210 in Reading Notes

Chapter 12 & 14 Reading Notes   Leave a comment

Public Relations in Government

“If the army is good, the story will be good, and the public relations will be good. If the army is bad, the story will be bad, and the public relations will be bad”(244) -President Dwight D. Eisenhower

Government Practitioners-Two Prominent Departments

The State Department-The state department has an extensive public affairs staff, responsible for press briefings, maintaining secretary of state home page content, operating foreign press centering in Washington, New York, and Los Angeles, as well as managing public diplomacy(247).

The Defense of Department(DOD)-Communications are intense during war times. The DOD’s public affairs is massive and is headed by an assistant secretary of defense for public affairs(one of six who reports directly to the deputy secretary of defense).


International Relations

Communications media around the world have truly converted the globe into one large “village” united by satellite and Internet technology. What happens in one corner of the globe is instantly transmitted to another.(297)



Quotes in this section were used from Fraser Seitel’s, The Practice of Public Relations(11th Edition)

Posted December 8, 2010 by mellis210 in Reading Notes

Chapter 11 Reading Notes   2 comments

“The best companies donate as much as 2 percent or more of pretax profits”(222)

A few quick facts from a poll done by the Conference Board about philanthropic numbers in 2004:

  • $12 Billion total estimated corporate charitable contributions in the world
  • $7.8 Billion corporate giving in the United States and abroad
  • 54% of U.S. companies giving to health and human services
  • 22% rise in U.S. giving from 2003 and 2004.

To an extent the community is expecting a relationship with an organization. They look forward to receiving their tangible commodities(wages, employment, and taxes) but also look have come to expect cetain intangibles too(Appearance, Participate, Stability, and Pride).

My thoughts: The poll from the Conference board shows that philanthropic work is now the norm and has come to be expected from organizations. Donations are great PR for an organizations and charitable events give the company a chance to interact even more with the community.


Nonprofit companies Public Relations differ a little bit from regular organizations. Nonprofits seek to win public support of their mission and programs through active and open communications. They seek volunteer participation and may use controversial communications tactics to raise public awareness.


The steps to a successful fund-raising campaign:

  1. Identify campaign plans and objectives
  2. Organize fact-finding
  3. Recruit leaders
  4. PLan and implement strong communication activities
  5. Periodically review and evaluate.



Quotes in this section were used from Fraser Seitel’s, The Practice of Public Relations(11th Edition)


Posted December 7, 2010 by mellis210 in Reading Notes