PR Tactics Survey #2

Outcome-based PR Tactics Survey

Thank you for participating in our survey to further the value of measuring your public relations effectiveness. Your responses will be used in our research to help indicate specific tactics based on PR outcomes. At the end of this survey you will have the opportunity to provide your name and email address. For those who provide their information, we will send you our complete white paper detailing the results of this research. For more information about this study call Austin Gaule, (800) 408-3178.

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* 1. You have a positive event or story receiving favorable attention across most media types. From below, what one tactic would you choose in order to amplify this key message across your own social media channels?

Engage the audience directly through specific messages, tapping into their networks.

Consider boosting the story through social networks by retweeting, quoting, liking, or sharing.

Share the story with potential advocates (key influencers) to push the story through their broader networks

Create unique, live social events, such as Twitter chats or Facebook Live events, to discuss the story with an audience that may amplify your message.

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* 2. As the PR director for a hospital or health institution, what one tactic from below describes how you would manage media relations for a major outbreak or widespread trauma situation?

Respond as quickly as possible, working closely with disease control centers or other involved authorities.

Setup regular reporting to the community using experts and assigned spokespeople to control the message.

Setup a crisis communication center so all incoming questions and requests are answered from a single source or team.

Use social media and press releases to alert the public in realtime and inform the media.

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* 3. What single tactic below would you consider to be your best option for engaging key influencers in order to amplify a specific key message?

First pitch the story exclusively to key influencers with a 24 hour embargo. If no stories are posted within your desired time frame, engage with traditional media and expand your media relations.

Question key reporters or influencers to determine how your story fits into their needs. Consider how you can add value to their audience by tailoring the story for them.

Speak directly to them through social media channels. Support the reporter's or influencer's existing content by sharing or retweeting on your own personal channels.

Leverage existing relationships with influencers and media to gain exposure for specific stories based on your prior relationship.

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* 4. The media runs a story that is either imbalanced against your client/organization, or is untrue. What single tactic from below would you choose in order to regain control of the story or push a message that is more balanced?

Explain why the story is inaccurate as quickly and succinctly as you can via a press conference or news release.

Leverage social media channels to engage with your audience as to why the story is imbalanced or untrue.

Create talking points for spokespeople or those dealing with community and media to have a unified message to counter the original story as needed.

Conduct a media tour with your client or organization to set the record straight with your facts.

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* 5. Your client or organization holds a very newsworthy event, or distributes a newsworthy story, only to be met with very little interest from the media. What single tactic would you choose in order to boost media exposure for this event or story?

Create a piece of owned media that is a follow-up story that highlights results. Include photos, facts, or demonstrate how this event or story topic will benefit the community.

Create social media kits for event or specific story. Promote to key influencers or media to encourage engagement on channels.

Pitch the angle of exclusivity to reporters who aren't aware of the event/story, highlighting benefits that the event or story has to the community.

Promote the event or story yourself by writing an article about the event/story line and pay for boosted posts on Facebook or Twitter.

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* 6. External events, like an industry award, endorsement from a major client, or very positive sales numbers (for public companies) generates an opportunity for you to capitalize on the news. What single tactic from below would you choose to amplify this positive message?

Promote the good news via a wire service.

Announce via social media every step of the way. Use photos, videos, and articles to promote the award to your key stakeholders.

Include the recognition with all collateral material where it can by seen by all stakeholders.

Try to partner with the organization that instigated the news, so you can leverage their credibility across media types.

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* 7. Your planned PR strategy generates a very low number of media mentions in your targeted media outlets. What single tactic would you focus on in order to increase overall media exposure so your results are more in line with your goals?

Follow up on pitches that have already been sent or taken place.

Monitor the news for a potential fit to place someone from your organization into a news story.

Offer exclusive interview with a selected media outlet, featuring someone from your organization.

Put out a press release, followed by strong media relations to push coverage of the story.

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* 8. A client, employee, or municipality where your client or organization is located is getting negative media coverage. If you can choose only a single tactic in order to manage the negative publicity, which tactic would you choose?

Release a statement on your owned media channels with the facts and a statement from the CEO/Key Stakeholder.

Monitor any resulting negative articles/mentions then respond with affirmative messages through targeted traditional and social/digital media.

Schedule a media tour, where client meets with 4-5 key reporters to make sure they understand the issues.

Narrow the communications channel through your PR office only. Supply updates on negative story line to key reporters by phone. Update social channels as news is reported.

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* 9. Register if you want to receive the white paper detailing the impact of your responses on PR measurement, outcomes, and tactics.

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