MOS 3322 - INTEGRATED MARKETING
COMMUNICATIONS
Crisis Types in PR - Answer -Natural disasters, rumours, workplace violence, product
tampering/malevolance
Conspicuous Apology - Answer -Corporate apology - organization has committed aa
serious wrong doing
What is crisis management? - Answer -Realigning your identity and reputation with the
normative expectations of consumers and other stakeholders
Examples of "news worthy" information - Answer -Discovery
Celebrating success
Company growth
Milestones
New product launches
When does a company generate it's own publicity? - Answer -When an organization
has news:
Product, service, or person that appears in the media deemed to be "newsworthy"
New product launch is good timing
Types of product placement - Answer -Placement: Visible placement of product within
content
Integration: Product woven into the story line
Seeding: Giving product away to generate word-of-mouth and influence others, aka
Influencing
How can a company show relations within their community? - Answer -Supporting and
sponsoring community events, groups, or sports teams
Integrating as fabric of the community
Helps generate goodwill (Goodwill is an intangible asset when one company acquires
another. It includes reputation, brand, intellectual property, and commercial secrets
which the company can use in corporate communications)
Being socially responsible is important!
Has indirect and long term effect on sales
, What are some important factors in a press release (important for exam) - Answer -
Include 5Ws about news that you're trying to share.
These are written and spread broadly for media outlets to pick up
What is a press conference - Answer -You invite specific media people to attend.
Because it is interactive, there is an opportunity for demonstrations and questions
Website - in relation to press execution. What should be included? - Answer -Most
companies have a news section or blog where they have a history of all the press
releases they have written, share stories or news
What are newsletters? What is included in them? CTA? Best way to write them? -
Answer -Newsletters are not direct response emails. They include multiple stories
without a specific call to action. The best way to write newsletters is to encourage the
layer cake spotted or marking patterns, so use headings, images, and links to more info
to break up the text
Booklets & Brochures. Costs? Targeted at who? - Answer -Usually distributed for free
and contain product publicity-like information
Annual reports: Best for corporate communications targeted at community and
investors, and internal communications to know what the company is hoping to
accomplish in the future and has accomplished in the previous year
Social media in PR - Answer -Can be used for product publicity, placement
9 Types of press releases - Answer -New Product Launches
Mergers and Acquisitions
Product Updates
Events
Grand Openings
New Partnerships
Rebranding
Executive Promotions/Hiring
Awards
What is included in an annual report and special interest report? - Answer -Summarize
company's achievements in a year
Discusses future plans
Great for donors, investors, or community partners
Available for download or mailed
Advertising channels - Answer -TV, billboards, posters, online ads, etc
In particular, good for product publicity
COMMUNICATIONS
Crisis Types in PR - Answer -Natural disasters, rumours, workplace violence, product
tampering/malevolance
Conspicuous Apology - Answer -Corporate apology - organization has committed aa
serious wrong doing
What is crisis management? - Answer -Realigning your identity and reputation with the
normative expectations of consumers and other stakeholders
Examples of "news worthy" information - Answer -Discovery
Celebrating success
Company growth
Milestones
New product launches
When does a company generate it's own publicity? - Answer -When an organization
has news:
Product, service, or person that appears in the media deemed to be "newsworthy"
New product launch is good timing
Types of product placement - Answer -Placement: Visible placement of product within
content
Integration: Product woven into the story line
Seeding: Giving product away to generate word-of-mouth and influence others, aka
Influencing
How can a company show relations within their community? - Answer -Supporting and
sponsoring community events, groups, or sports teams
Integrating as fabric of the community
Helps generate goodwill (Goodwill is an intangible asset when one company acquires
another. It includes reputation, brand, intellectual property, and commercial secrets
which the company can use in corporate communications)
Being socially responsible is important!
Has indirect and long term effect on sales
, What are some important factors in a press release (important for exam) - Answer -
Include 5Ws about news that you're trying to share.
These are written and spread broadly for media outlets to pick up
What is a press conference - Answer -You invite specific media people to attend.
Because it is interactive, there is an opportunity for demonstrations and questions
Website - in relation to press execution. What should be included? - Answer -Most
companies have a news section or blog where they have a history of all the press
releases they have written, share stories or news
What are newsletters? What is included in them? CTA? Best way to write them? -
Answer -Newsletters are not direct response emails. They include multiple stories
without a specific call to action. The best way to write newsletters is to encourage the
layer cake spotted or marking patterns, so use headings, images, and links to more info
to break up the text
Booklets & Brochures. Costs? Targeted at who? - Answer -Usually distributed for free
and contain product publicity-like information
Annual reports: Best for corporate communications targeted at community and
investors, and internal communications to know what the company is hoping to
accomplish in the future and has accomplished in the previous year
Social media in PR - Answer -Can be used for product publicity, placement
9 Types of press releases - Answer -New Product Launches
Mergers and Acquisitions
Product Updates
Events
Grand Openings
New Partnerships
Rebranding
Executive Promotions/Hiring
Awards
What is included in an annual report and special interest report? - Answer -Summarize
company's achievements in a year
Discusses future plans
Great for donors, investors, or community partners
Available for download or mailed
Advertising channels - Answer -TV, billboards, posters, online ads, etc
In particular, good for product publicity
