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[SOPHIE] Hi I’m Sophie, this is (introduces the rest of us) We are all public relation officers from the company pear P.R and we have been assisting our clients in improving their reputation by using our knowledge of the P.R environment. ||
[SOPHIE] We started off by analysing coverage by different print media ||, where we looked at the blackberry || blackout of October and how different print media interpreted the story. Secondly we || drafted a letter to the sun regarding an article recently published about the poor service of || WHSmith by the “Queen of Shops” Mary Portas. Our last task was to create an event || at a our local school where the MP Alan Keen would be coming to || Cranford Community College in Hounslow to open a new media suite. ||
|| [SOPHIE] Firstly we looked at the blackberry outage of October 2011, we choose this story because it affected so many people worldwide, and we felt that BlackBerrys reputation was highly damaged by this incident. We choose three story’s from three very different news institutes, || they were –
[SOPHIE] || ‘BlackBerry outage for three days caused by faulty router says former RIM staffer’ - published In the guardian ||‘BlackBerry 'in danger of losing more than a quarter of its customers after disastrous week’- Published in the daily mail || and ‘blackberry outage clear but service issues jar customer confidence’ published in the metro…. - -- all were published on the 14 th of October 2011. || Due to the fact that the new papers are all very different and targeted at very different audiences the news out put in each article is different depending on their editorial positioning , their interpretation of news values and their target audience. ||
[SOPHIE] || Daily mail – is a tabloid paper they published an easy reading article which focus’s on the way customers see this outage. || Daily mail are very negative emphasizing the fact that || “Blackberry is in immediate danger of losing more than a quarter of its customers after the disastrous disruptions to its services”. This article is really bad for the company and even report on BlackBerrys inept PR reaction. ||
[SOPHIE] ||The Metro is a free paper and their reports are usually very short, for quick reading. This is the only one of the 3 papers to have an apology quote direct from blackberry’s company founder. || This is however opposed by a quote from twitter saying. || 'Dear #blackberry I am typing this with my middle finger, you are useless.’ Digital media like face book at twitter is a PR officer’s worst nightmare as it cannot be controlled. ||
[SOPHIE] ||The Guardian is aimed at a more educated audience. || This report used very technical language and was very long. It was very negative, it even states how one industry analyst was asked by a reporter desperately looking for someone who would say something positive about the Canadian company to "balance" their output about the problems .|| "I told them no," said the analyst. "I won't. I can't. There's nothing positive about it right now." The reports all take very different angles on the same story but at this time all fail to rescue blackberry’s reputation. Now Leila will talk about the news values of each of this story’s. ||
[LEILA] ||Now we gonna have a look and compare each report in terms of news values. I picked 8 different news values in the list and develop it. Those 8 news values are: || frequency , || threshold ,|| unambiguity , || meaningfulness , || unexpectedness , || continuity , || personalisation and || negativity. In terms of || frequency , all report on that story were around few days that the outage happened but as the instructions told us, we take three stories on the same day which is 14 th the October, few days after the outage. About threshold , || Blackberry outage affected a lot of people, there are millions of blackberry users in the UK. It is a huge event and every report mentioned and emphasize it. In terms of unambiguity,|| Daily mail made a report with a lot of statistics but accessible for everyone.|| Metro is a free newspaper , therefore the report is short and must not be too complicated so everybody can understand it.|| The Guardian is a business newspaper and the report they made about the blackberry outage used a very technological vocabulary. They reached a specific audience. About meaningfulness, because of the amount || of people who were affected we can say that in this case meaningfulness is important. The cultural proximity as well as the relevance are assigned. Now, Unexpectedness: it's the first blackberry blackout so || it's a very rare and huge event. All those three report mentioned it. In terms of continuity, || reports will continue to be published until service is back and press release as well as company apologize. It is the same for the different newspapers. Personalization is evoked only in the metro. || Apologies are given by the Co-CEO Mike Lazaridis and the report can be associated to him. The story are reported very negatively. || Bad news sells newspapers in general. We can even say that for the blackberry outage the negativity is implicit. We can now conclude this section by saying that even if the same event is published on the same day; the way they wright it , the way people read it and therefore make an opinion about the story related is really different. Every newspapers have got a different editorial positioning, interpretation of news values as well as a different target audience. ||
[VICTORIA] Next as a team of public relation officers for WH Smith we found an || explicit criticism reported on the sun website. We used persuasion || and written argument || to write a letter to the sun to help rebuild any damage done to their reputation. ||
[VICTORIA] || On the 17th of November 2011, an article was printed on || The Sun website regarding poor customer service within a WH Smith store in Euston. The article was written and edited by || Steve Hawkes, who writes about Mary Portas harsh comments about WH Smith. The queen of shops hired by Downing Street to rescue the high street launched an astonishing attack on WH Smith. The BBC2 star || branded the chain a ‘dump’ and offering ‘shi**y’ promos. It is vital for the public to know the importance of these false and groundless accusations because Mrs Portas, who is hired to rescue the high street, was supposed to maximise the big retailers’ reputation such as WH smith, but the comments she made was harmful to our company. It means, in a way, that she failed in her own profession. And shows how unprofessional she is in dealing with stores which may require some assistance or guidance. This leads us to question the government about Mrs Portas conflicts of interest. Experts were even stunned when the brief from David Cameron to Mrs Portas to save the high street was harmfully criticising one of the biggest names in the UK. The reason we wrote this letter to The Sun is because as a well known credible and reputable UK store, we can not accept harsh and damaging accusations made to the WH Smith brand name. Even more when these accusations are made by an important figure within the government such as Mrs Portas. Now I will pass you on to Carlos who will explain more about the letter we intend to send to The Sun based on the attack. [CARLOS] We wrote a letter to the Sun which published this article explaining why they were wrong in publishing the accusations made by Mary Portas. We used written and persuasive language to notify the Sun of the article were the accusation made by Mrs Portas || has hindered of the company with fewer sales. Ms Portas and the Sun did not give any respect to WHSmith with the language used to describe the company which has been || a leading brand in the uk for over a decade. We believe the way Mrs Portas and the sun treated the matter was really wrong by publishing this article. And should have for other effective ways to rectify the company or writing a letter of complaint to the way she was treated to better the service of the company
[IMBER] Finally as a team of public relation officers for Cranford Community College in Hounslow, Cranford Our objectives were to || invite the local MP (Alan Keen) to visit the school [IFFI] And to || derive the maximum amount of PR benefit from the event. And have this written as a brief to the head teacher Mr Kevin Prunty
[IMBER] The MP Alan Keen will be coming to Cranford Community College to open a new and improved media suite. [IFFI] The reason behind this is due to the high number of students who gained exceptional grades within the subject in their A-Levels. || 98% of students gained A*-C grades within the subject. [IMBER] To derive maximum PR benefit from the event we have decided to bring along Mr Alan Keen || as he is a devoted and hardworking member of Feltham , Hounslow and the Heston areas in London and very credible and reputable in his work as well as the Hounslow Mayor Amrit Mann || to cut the rope at the event. [IMBER] We have decided to target parents || of already attending pupils as well as potential students. We have also decided to invite local journalists for the Hounslow Chronicle and hopefully the Metro. We believe with this amount of publicity this will gain maximum P.R….We will also be inviting along governors and other important faces to the event because we believe that this night needs to be seen by many people for people to realise how great the technological world has become and how far we have moved on. It also celebrates how students from all sorts of backgrounds are confident that in an age where technology is a must they can exceed. We have also decided to invite a few photographers to help enhance the opening. [IFFI] The event will take place on January 13 th at 6pm which will allow for parents to finish work and make their way to the school, this date was chosen by the students because of the mystery of this date which has been forgotten January 13, 1928 was the first time a TV channel/station || WRGB broadcasted on the first TV's. [IFFI] The event will begin in || Cranford’s memorial garden where students who have had the chance to experience the subject will have the chance to explain the subject to the guests and their benefits of studying the course and how they have wanted change and been given the change they wanted. Awards and prizes will also be given out to students. Categories of prizes will be chosen such as students who have done exceptionally well, students who have improved the most within the subject, students who have made the most contribution to the subject and to the next || Steven Spielberg. [IMBER] After, the guests will be taken to the new media suite where Alan Keen and the Mayor Amrit Mann will cut the red rope to the new media suite which will be viewed by guests. After taking a tour of the new studio and having a go at the new technology guests will be invited to take part in a green screen activity which will enable the user to have any background they want placed behind them and if they wish for a small fee which will go towards the media suite can take the picture in a frame along with them. After the tour guests will be able to get refreshments and food from Cranford’s vibrant café. [IFFI] The new media suite boasts || 15 new Mac PC’s as well as || 31 MacBook's all equipped with the latest in editing programs || final cut pro, || Sony Vegas pro, adobe premier pro and adobe after effects, the latest in audio programs such as || Cubase, || logic pro, sound booth and garage band and as well as the latest in || adobe programs for the photo editor and the web designer. The room also has a separate || audio recording studio with the latest || XENYX X1 sound station mixer and a || green screen room. Furthermore 30 new Flip HD cams are being used by the department as well as 2 Nikon D5100’s. Just like our very busy eye catching slide the event will be a night of unforgettable technology and colours and be very busy and we are more than confident that putting on a show like this and getting Mr Keen involved will boost the schools publicity in the news and most importantly the community.
[IFFI] Thank you Please feel free to ask any questions
Public relations powerpoint
Sophie Carter Imber Gonzalez Leila Maidaine Carlos Wana Victoria Matallah Irfaan Saheb Public Relations MK1003N
TasksAnalysing coverage by different print media Blackberry blackout of October Draft letter to a Newspaper Poor service at WHSmith Plan public event to gain maximum P.R Cranford Community College to open new media suite
Blackberry Identify a current corporate news story Research the range of print media Compare the news outputIdentify the news values of each print media
BlackberryThe three print media stories we look at were… ‘BlackBerry outage for three days caused by faulty router says former RIM staffer’ Published In The Guardian ‘BlackBerry in danger of losing more than a quarter of its customers after disastrous week’ Published in the Daily Mail ‘Blackberry outage clear but service issues jar customer confidence’ Published in The Metro All were published on the 14th of October 2011.
Daily Mail“Blackberry is in immediate dangerof losing more than a quarter of its customers after the disastrous disruptions to its services”
The Metro Dear #blackberry I am typingthis with my middle finger, you are useless.’
The Guardian "I told them no," said theanalyst. "I wont. I cant. Theres nothing positive about it right now."
News Values Mill ions 11 of b be r 20 la c kb e Octo th Apol o gies rry u 14 s er s rybodyDaily Mail – Eve body ant M etro – Every Deep and import pecificThe Guardian - S ns plicatio tive im Con nega tinue Huge to beVery publ r a re is hed and huge even t
WH SmithFind an explicit criticism in major print titlePersuasion and written argument to be used Write draft letter to newspaper
WH Smith “‘dump’ and offering ‘shi**y’ promos.”‘hindered of the company with fewer sales’‘leading brand in the uk for over a decade’
Cranford Community CollegeInvite the local MP (Alan Keen) to the schoolDerive Maximum PR from eventWritten brief to head teacher