Week of 12/2

CRISIS COMMUNICATION

Touched on in Thursday, 10/3 class.

2 opportunities:Proactive:

-Pre-plan for what you would do “in case of ________”

-Travel and Hospitality clients will have a contingency plan in case of inclement weather, hurricanes (each level of hurricane), etc.

-Usually includes brief synopsis of the potential situation and steps to take as well as contacts to help implement each step, internally and externally, in the event the problem occurs (i.e. news media, social media, website, etc.) Some will even include in case of

death contingency plans if it is a high probability for the industry.

Week of 12/2

CRISIS COMMUNICATION

Touched on in Thursday, 10/3 class.

2 opportunities:Reactive:

-Unforeseen event occurs, how to handle.

-Identify the problem and gather information-Identify a position -Formulate a response (type of response included in

aforementioned slideshare presentation)-Deliver response-Monitor situation-Provide updates as needed

-Usually a chain of command is already in place which covers who should be the spokes person to deliver communications in the event of a crisis. CEO? CFO? PR Spokesperson? Etc.

Week of 12/2

Zappos

Week of 12/2

MEDIAMedia: Spenders of an ad budget

2 parts: Planning & Buying

Planners- analyze data, develop strategies to deliver message to the right audience in the most efficient and

effective way possible. Look at audience trends and consumption in order to help make determinations. They

plan what buckets the money should be put in whether TV, OOH, Radio, Guerrilla, digital, films, etc. Any where a

message can be placed they are challenged to find it or bring the creative vision to pass. Also determine timing in

that strategy.

Week of 12/2

MEDIA BUYING

Media: Spenders of an agency2 parts: Planning & Buying

Buyers- responsible for the acquisition of the media planned. The planners have decided what buckets to put the money in and how much of it, the buyers have to take that money and maximize it. Meet or beat the goals set for the reaching the

determined target. Work together with planner to determine target (or independently.) Determine where the messaging will specifically be unleashed on the target. Keeps up with KPI (key performance indicators during the campaign to make immediate decisions to move the messaging to

another channel, add more or leave the same. Network with various media outlets in order to establish strong

relationships that will help in negotiating the best prices. Responsible for maintaining and monitoring the budgets that

were allocated for media.

Week of 12/3

Thought of the Day:

Good manners will open doors that the best education cannot.

-Clarence Thomas