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Lecture 5

COMM 4304 Lecture Notes - Lecture 5: Reputation Management, Fleishmanhillard, List Of Muppets

Communication Studies
Course Code
COMM 4304
Georgina Grosenick

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Key messages
Power of 3s
Short, memorable sentences of about 7-10 words
Name of organization count as one word
Try to relate to your audience
Make them remember able and relatable
If they are generic, aren't going to mark you down, but try and
relate it to your audience
Don’t want all them to be taglines
Use multiple opportunities in the tactic to send the key messages (not
In the tactic, introduce these taglines or bumperstickers, which
Don’t take longer message and cut it into three parts
Three distinct messages
This is what the strategic communications connects:
• Objective
Target Audience
Key Messages
• Tactic
• Outcome
How the tactic described is delivering the key messages you have
identified to the people you want to connect, to the objective
Outcome is the connections - but still put the connections within
the tactic
Asking Critical Questions
Relates to power, discourse and opportunity
If it is specifically about how to conduct the strategy or the outcome of the
strategy, it is functional
Critical is about the "so what". What does this tell us about how our
society functions?
What can we explore from a critical perspective about how the PR
process is connecting with society and power and opportunity, and
Ask self: Is this focused on the way and the means through which
the organization is communicating?
How it creates/perpetuates certain power relationships,
meanings, how we understand the world, etc.?
Ex. By doing this, are they taking focus away from those with less money
Is this message getting out because of the ability they have to gain
more traction due to money?
Are they trying to direct or change understanding of what is out
Is it the effective communication that creates certain
communications out there that doesn’t have the opportunity to be

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Final Project
Identify some PR activiy in the last year that you see aspects of public
relations being engaged
Research on that campaign
Find out what the organization did to strategically communicate
what they did
Pick one actor
Go on corporate website to see if there are any press releases,
Do a media search to find out who said what to whom?
Find out what the outcome was
Come to agreement what they achieved or failed to achieve
Identify the main key functional public relations strategy that you
want to focus on (7 we are dealing with here)
Choose one of the theories that we have talked about that we can
use to analyze the practice from a critical perspective
Critical questions (review of event)
Final presentation
Introduce event
What happened
Report on research of functional tactic
Analyze what they did back to the best practices of your research
Present research on critical theory beyond what is in the island
Analyze the practice based on critical theory
Incredibly smart conclusion
Functionally, they either did or didn’t do what was
expected from a PR perspective, but critically it raises these
issues about public communication in our society
2 presentation dates
At least 5-6 good solid academic sources on the functional practice
At least 5-6 good solid academic sources on the theoretical practice
- includes going back to seminal sources
At least 6-8 sources references around the research about how the
actual event played out
Must cite any newspaper articles, youtube, etc.
Provide a copy of the ppt. and an annotated bibliography showing
how you used the sources
Nicole Christofilos, Jamie Fielding, Joanna Lansche, Charles
Montmigny, Mireille St-Cyr
Image and Reputation Management
4 images - write down first individual words that pop into your head - 3
words per image
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