Busıness Communıcatıon (ENG) — Ünite 6 Soru-Cevap

1. Everyone knows what they are supposed to do.
2. Everyone knows what is being done and why it is being done; in addition to knowing how much they align with the goals of the institution.
3. Resources are used at the right time and place.
4. All ideas that can increase productivity are welcome and they are being utilised.
5. Individuals improve their skills at a faster rate.
6. Problems are solved at a faster rate by using the information accumulated within the institution.
7. The institution is flexible and can react to changes in a short time.

1. Individuals do not have clear information about what it is they are supposed to do, which causes loss of time and resources.
2. Individuals misunderstand the things others say; the interpersonal relationships are negative.
3. Individuals do not explain their ideas and skills. The delay that occurs in skills development means coming up with solutions for problems take too long.
4. Individuals do not know what they do and why they do it. There is no thought given to what is being done and there is a lack of consciousness.
5. The employees have a low morale and the turnout is high.
6. The institution is not flexible and cannot react quickly to changes. This creates a negative image in the eyes of the customers, and that results in loss of revenue.

1. Strategic Planning and Assessment
2. Leadership Communication and Planning
3. Investor Relations Management
4. International Projects Consultancy
5. Corporate Social Responsibility Management

Applied communication solutions encompass all communication activities that are needed to be managed by the institution, corporation, business or individual.

The one-directional communication flow was replaced with interaction; individuals could be content creators, the number of channels increased, the business models in the media such as advertising, and the perception of time changed.

Roger Fidler’s six principles of mediamorphosis addresses the large-scale effects on society of technological change in the media environment.

Media relations is one of the most basic topics of public relationsbecause media institutions and organisations offer the opportunity to reach millions of people at once.

• Accessibility
• Honesty
• Transparency
• Fairness
• Paying attention to timing
• Providing content with appropriate format

• Disliking a news story
• Using advertisements to make news
• Discriminating between newspapers and journalists
• Asking for the media upper echelon to attend the press meetings
• Asking for news to be made in exchange for money
• Giving journalists expensive gifts
• Giving different answers according to the newspaper or the journalist
• Demanding to know the source
• Complaining about a journalist to their boss
• Making statements without the knowledge of public relations professionals
• Not leaving media relations to the professionals
• Giving information on the condition that “it will not be published”
• Leaking information
• Media companies overlooking public relations

Traditional media generally appeals to anonymous users. It means that these cultural products that are created through and put into circulation by this type of media are also consumed anonymously and the receivers are shaped by these products.

A press and media relations officer is responsible for maintaining the image of a company or organisation, gaining publicity and disseminating information to members of the press or other media representatives.

Strong interpersonal skills are essential for a press and media relations professional because a big part of the job is networking and promoting the work of the company.

• Developing media contacts.
• Building positive relationships with stakeholders, public and the media.
• Answering enquiries from the press or other media representatives.
• Preparing press releases and news reports about the work of an organization.
• Edit and update publications (social media posts, videos, brochures etc.) and promotional material.
• Preparing keynote speeches.
• Monitoring media coverage and following industry trends.
• Preparing media evaluation reports.
• Writing letters and invitations.
• Arranging meetings and events (open days, press conferences etc.) and serve as the company’s front face.
• Distributing media releases.
• Attending public committee meetings as a representative of the company or organization.
• Keeping up- to- date with all issues that affect the company or organization.
• Informing the press and the public about events and initiatives.
• Leading a team to organize media events.
• Generating ideas to gain more media coverage.

• Press Release
• Press Conference
• Press Tour
• Advertorials
• Newsletters
• Business Events
• Telling the story
• Newspaper
• Magazine
• In-House Publication
• Books
• Film
• Radio
• Television
• Sponsorships or Partnerships
• Spokesman
• Social Media

• Created content
• Curated content
• Commissioned content

The material and activity that the PR professional generates such as a press release, email, events etc. as well as the ensuing media coverage that is generated. Outputs will also include proactive communication by an organisation on its owned media channels and properties.

What an audience now understands having been exposed to content about an organisation or a brand. Outtake occurs before an outcome, although some pundits ignore outtake and just discuss outputs and outcomes.

Something that has happened as the result of a campaign. In public relations this would typically be defined as a measurable change in awareness, knowledge, attitude, opinion, behaviour or reputation metrics.

• Real-time following
• Media, circulation and user
• Positive, negative, neutral
• Word based
• Campaign analyses
• Feedback
• Updates

Advertising value equivalency is calculated by multiplying the column/centimetres in printed press, and multiplying seconds in radio and television, with the advertisement rates.