The Public Relations Practitioner's Playbook for (all) Strategic Communicators
A Synergized* Approach to Effective Two-Way Communication (*The whole is greater than the sum of its parts.)
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Establish a Policy Every organization, small and large, should have a media relations policy. It should underscore its commitment to be truthful and to give facts accurately when dealing with the media. The policy should also include a commitment to admit problems and mistakes when asked about them and to explain what is being done to solve them. The act of accepting responsibility when necessary must be included in any media policy. (Examples: Positive - Johnson & Johnson®, which pulled all Tylenol® products from store shelves following product tampering [1982] blamed for seven deaths on Chicago's West Side; Negative -- Ford® and Firestone®, which blamed each other for hundreds of deaths and injuries [2000] attributed to crashes involving Ford Explorers® and Firestone® tires; and Pennsylvania State University [2012], which was slow in reacting to the Jerry Sandusky child-abuse scandal (see Chapter 14). An example of mutual respect between a spokesperson and the media would be Connecticut State Police Lt. Paul Vance reacting to the mass shooting at Sandy Hook Elementary School in December 2012 (see Chapter 14). Every person responsible for dealing with the media - in fact, every PR practitioner, strategic adviser and counselor - should have an understanding of how each vehicle or communication channel (newspapers, magazines, radio and TV news and the Web - podcasts, videocasts and blogs) works and the role it plays in the convergence of distribution (media convergence) and other cross platforming techniques (Chapter 10). When crafting a media relations policy, don't be afraid to discuss its contents with media representatives - editors, news directors, reporters, editorial writers, etc. Their involvement and recommendations add credibility and understanding to the policy because they partnered in drafting it.
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About the Book
Some years ago, a young graduate student contributed to a book for educational public relations specialists. It was a “how-to-do-it book, light on theory and without footnotes” that offered hundreds of tips and “ideas.” Its title evolved into School Communication Ideas that Work. Like that successful and widely used book, published in 1972, The Public Relations Practitioner's Playbook for (all) Strategic Communicators is how-to and hands-on. Edition three was considered for the 2009 Pulitzer Prize. The theory it contains is woven into thousands of proven techniques, tips, tactics, tools and strategies spread over 626 pages. Explanations, examples and anecdotes are in a language that should appeal to experienced practitioners, college students and organization volunteers who assist with public relations, publicity and other strategic communication disciplines. It won't do the work for the would-be publicity or PR practitioner or counselor, but it will make his or her job much easier. Devotees of the Public Relations Practitioner's Playbook may have noticed, its title now includes for (all) Strategic Communicators. That's because the public relations profession has evolved into the more encompassing strategic communication, which includes not only public relations but public affairs, advertising, marketing, social media, graphic and web design and other areas of digital media convergence, strategic planning and campaigns. “Strategic communication occurs in corporate, non-profit, governmental and agency settings,” according to Elon (N.C.) University's website. “Organizations strategically communicate to audiences through publications and videos, crisis management through the news media, special events planning, building brand identity and product value, and communicating with stockholders (and stakeholders), clients or donors.
About the Author
M. Larry Litwin, APR, Fellow PRSA, is an established strategic adviser, teacher, mentor, role model and ethicist, and an award-winning public relations counselor and broadcast journalist, who has left a lasting impression on thousands of students and professionals. He spent 42 years at Rowan (N.J.) University before retiring as associate professor to guest lecture at other universities in public relations, advertising, radio and television. His classroom is considered a “laboratory for practical knowledge” where he implements “edutainment” to motivate his students. He is a member of the Public Relations Society of America College of Fellows, recipient of the National School Public Relations Association's Lifetime Professional Achievement Award, Sigma Delta Chi's Bronze Medallion for Distinguished Service in Journalism, the Public Relations Student Society of America's Outstanding Faculty Adviser Award and Rowan's Gary Hunter Excellence in Mentoring Award for “demonstrating exceptional abilities in supporting, encouraging and promoting the development of students' academic, personal and professional growth.” His The ABCs of Strategic Communication is a compendium of 8,000 terms, tips and techniques that define the communication professions.