Public Relations and Communications From Theory to Practice
Chapter 12: Media Relations
7. Situational judgement test
7.3 Behaviour
a) Key messages
Chapter 12: Media Relations
Choose the THREE most appropriate key messages that you think would be most effective in your communication with the media (all three choices are equal in importance).
A: This was not our fault. The third party is to blame.
B: We had known about this for some time.
C: We apologise.
D: We are making changes to ensure nothing like this happens again.
E: A list of top ten security concerns for users.
b) Angle / top-line
Choose the THREE most appropriate angles to consider as your top-line from the below options:
A: This is not good enough, we apologise.
B: This is not our fault. A third party is to blame.
C: We have many other brands and we need to make sure that they are not involved in any data breaches.
D: There is an investigation in progress and we have no further comment at this time.
E: We have great respect for our users and their trust in us is important.
c) Marrying the public interest with the organisation’s interest
Your client wishes to portray themselves as a trustworthy organisation and to protect its other brands from the crisis ensuring that there is no reputational damage to them as a result. The journalist however is only interested in if and how people (its readers) can trust the organisation again. How do you develop the message for the media to ensure you match the reputational requirements of the organisation with the journalist’s needs?
Chapter 12: Media Relations
Choose the most appropriate response from the options below.
A: Provide details of the other brands’ activities and what they are doing to encourage trust at this time. Provide the journalists with exclusive access to sensitive information on the other brands and their activities to date.
B: Provide the journalist with an exclusive up-to-date summary of the key findings of the report (good and bad) and what the company in question is doing to mitigate and ensure this will never happen again. Offer an exclusive interview with the CEO. Develop the key messages for the company and ensure they are communicated with the journalist and the CEO is trained and prepared for delivery.
C: Present the journalist with top five reasons for why the organisation can be trusted. Pitch an interview with one of the organisation’s employees to the journalist to present the human face of the brand and position it as trustworthy.
d) Aftermath
The immediate crisis is over and media attention has been diverted to another issue.
Rank the most appropriate course of action for your organisation now (1= most appropriate. 5 = least appropriate).
A: Correct a journalist regarding one radio interview in which on one occasion, they mispronounced your name.
B: Assess and analyse the media coverage and the reaction of your stakeholders/audiences.
C: Immediately launch a high visibility campaign to launch a new product.
D: Seek corrections in any significant inaccuracies in the media coverage.
E: Keep a low profile in the media and focus on fixing the issue.
Chapter 12: Media Relations
References
Carayol, T (2021) Naomi Osaka will not speak to French Open press due to mental health impact.
Available at https://www.irishtimes.com/sport/other-sports/naomi-osaka-will-not-speak-to-french-open-press-due-to-mental-health-impact-1.4576745
Cutlip S., M. (1994) The Unseen Power: Public Relations. A History. Routledge Taylor & Francis Group: New York and London.
Dietrich, G (2021) Why communications must (finally) embrace the PESO Model. Available at https://spinsucks.com/communication/pr-pros-must-embrace-the-peso-model/
Madden, D (2021). Watch Roger Federer and Robert de Niro team up in hilarious new Switzerland tourism film” No Drama. Available at
https://www.forbes.com/sites/duncanmadden/2021/05/10/watch-roger-federer-and-robert-de-niro-team-up-in-hilarious-new-switzerland-tourism-film-no-drama/?sh=79e5a46b2eea
McKinnon, J., & Tracy R (2021) Facebook Whistleblower’s Testimony Builds Momentum for Tougher Tech Laws. Available at https://www.wsj.com/articles/facebook-whistleblower-frances-haugen-set-to-appear-before-senate-panel-11633426201
Milmo, D (2021) Mark Zuckerberg hits back at Facebook Whistleblower claims. Available at https://www.irishtimes.com/business/media-and-marketing/mark-zuckerberg-hits-back-at-facebook-whistleblower-claims-1.4692728
Ovida, S. (2021). Facebook is hated and rich.
https://www.nytimes.com/2021/01/28/technology/facebook-earnings-reputation.html
Patterson, F., Zibarras, L., Ashworth, V. (2016) Situational judgement tests in medical education and training: Research, theory and practice. AMEE Guide No. 100. Med. Teach. 38, 3–17.
https://doi.org/10.3109/0142159X.2015.1072619
Power, J (2017) HPV vaccine uptake increases following information campaign
https://www.irishtimes.com/news/health/hpv-vaccine-uptake-increases-following-information-campaign-1.3314148
Chapter 12: Media Relations
PRCA (2019) PR and Communications Census 2019. P.20.
Reptrak (July 2020) https://www.reptrak.com/blog/what-companies-can-learn-from-facebooks-latest-reputation-challenge/
Ryan, E (2021) Can a press conference really get to the heart of sport? Available at https://www.irishexaminer.com/opinion/columnists/arid-40304570.html
Wagner, K. (2021) Facebook’s critics are riled up, but investors are happy. Available at
https://www.bloomberg.com/news/newsletters/2021-01-27/facebook-s-critics-are-riled-up-but-investors-are-happy?sref=Qk91czAc
Wong, J., C. (2018) Mark Zuckerberg apologies for Facebook’s ‘mistakes’ over Cambridge Analytica. Available at https://www.theguardian.com/technology/2018/mar/21/mark-zuckerberg-response-facebook-cambridge-analytica
8/19/22, 11:39 AM Swiss German University Mail - Routledge Review Request: "Public Relations and Communications" - New Draft Chapters
Deborah Nauli Simorangkir Ph.D <deborah.simorangkir@sgu.ac.id>
Routledge Review Request: "Public Relations and Communications" - New Draft Chapters
9 messages
Daly, Sean <Sean.Daly@taylorandfrancis.com> Fri, Jan 21, 2022 at 1:36 AM
To: "deborah.simorangkir@sgu.ac.id" <deborah.simorangkir@sgu.ac.id>
Dear Dr. Nauli,
Greetings from Routledge! I’m writing to you from the Communication books list to ask your assistance in reviewing several additional draft chapters from the forthcoming book Public Rela ons and Communica ons edited by Aoife O’Donnell.
We really valued your previous feedback would love your comments on these new chapters.
In return for your review, I’m able to offer you an honorarium of $125, or $250 in Routledge books. We’re hoping to receive your feedback within four weeks, if possible, though please do let me know if you’d be amenable to taking on the review provided a different timeline.
Please let me know if you’ll be able to provide a review as soon as possible. If so, you can find attached the draft chapters for review along with a questionnaire document for you to complete. Your review will remain anonymous unless we receive your permission to reveal your identity.
If you’re not able to take on this review but could take a moment to recommend a colleague who might be interested in providing one, I would greatly appreciate it.
Thank you so much for your time and consideration.
Best, Sean
— Sean Daly
Editorial Assistant, Communication Studies Routledge / Taylor & Francis
sean.daly@taylorandfrancis.com
Information Classification: General
2 attachments
DraftChapters_Questionnaire.docx 35K
DraftChapters_for review.pdf 646K
8/19/22, 11:39 AM Swiss German University Mail - Routledge Review Request: "Public Relations and Communications" - New Draft Chapters
Dear Sean,
I apologize for my late reply. Yes, I will gladly review the draft chapters.
Best,
Dr. phil. Deborah N. Simorangkir
Assoc. Professor, Global Strategic Communications Director, Internship and International Office
Swiss German University
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Daly, Sean <Sean.Daly@taylorandfrancis.com> Mon, Jan 31, 2022 at 10:26 PM To: "Deborah Nauli Simorangkir Ph.D" <deborah.simorangkir@sgu.ac.id>
Hi Dr. Nauli,
Thanks for being willing to take this on! I appreciate your time, and we’re eager to have your perspective on these chapters. Attached to my previous email, please find all materials and the review questionnaire document for you to complete. Do you think you would be able to complete the review by February 28th?
Feel free to contact me with any questions.
Best, Sean
— Sean Daly
Editorial Assistant, Communication Studies Routledge / Taylor & Francis
sean.daly@taylorandfrancis.com
[Quoted text hidden]
Information Classification: General
Deborah Nauli Simorangkir Ph.D <deborah.simorangkir@sgu.ac.id> Tue, Feb 1, 2022 at 6:06 AM To: "Daly, Sean" <Sean.Daly@taylorandfrancis.com>
Hi Sean,
8/19/22, 11:39 AM Swiss German University Mail - Routledge Review Request: "Public Relations and Communications" - New Draft Chapters February 28 sounds good. Thanks.
Best, Deborah
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Deborah Nauli Simorangkir Ph.D <deborah.simorangkir@sgu.ac.id> Mon, Feb 28, 2022 at 4:59 PM To: "Daly, Sean" <Sean.Daly@taylorandfrancis.com>
Dear Sean,
Please find attached the filled-out draft questionnaire. Thank you.
Regards, Deborah
Dr. phil. Deborah N. Simorangkir
Assoc. Professor, Global Strategic Communications Director, Internship and International Office
Swiss German University
On Fri, Jan 21, 2022 at 1:37 AM Daly, Sean <Sean.Daly@taylorandfrancis.com> wrote:
[Quoted text hidden]
DraftChapters_Questionnaire (Feb 28, 2022).docx 38K
Daly, Sean <Sean.Daly@taylorandfrancis.com> Mon, Feb 28, 2022 at 9:13 PM
To: "Deborah Nauli Simorangkir Ph.D" <deborah.simorangkir@sgu.ac.id>
Hi Deborah,
Thank you! We really appreciate your comments. Would you prefer to receive the honorarium of $125, or
$250 in Routledge books? I have included below the details needed to process each option. Let me know at your convenience!
$250 in Routledge books (Routledge.com) Author, title, and ISBN of each book Address line 1:
Postcode/zip code:
City:
County/State:
Country:
Telephone number:
Email address:
$125 Honorarium
Supplier Trading Name (i.e., the name listed on the account in which you’d like us to send payment):
Address line 1:
Postcode/zip code:
City:
County/State:
Country:
8/19/22, 11:39 AM Swiss German University Mail - Routledge Review Request: "Public Relations and Communications" - New Draft Chapters
Email address:
Supplier Contact Name:
Currency to be invoiced in:
Feel free to contact me with any questions or concerns.
Thank you, Sean
— Sean Daly
Editorial Assistant, Communication Studies Routledge / Taylor & Francis
sean.daly@taylorandfrancis.com
From: Deborah Nauli Simorangkir Ph.D <deborah.simorangkir@sgu.ac.id>
Date: Monday, February 28, 2022 at 4:59 AM To: Daly, Sean <Sean.Daly@taylorandfrancis.com>
Subject: Re: Routledge Review Request: "Public Relations and Communications" - New Draft Chapters
[Quoted text hidden]
Information Classification: General
Deborah Nauli Simorangkir Ph.D <deborah.simorangkir@sgu.ac.id> Tue, Mar 1, 2022 at 9:16 AM To: "Daly, Sean" <Sean.Daly@taylorandfrancis.com>
Dear Sean,
I prefer the honorarium. I am sending you the form containing my banking details. I'd been asked to fill out this form previously when I reviewed other chapters from the same book.
Since I have already reviewed at least 6 chapters of this book, as well as the book proposal itself, I would like to request a letter from Routledge / Taylor & Francis stating that I have served as reviewer for this book (please kindly specify the book). I hope it's not too much trouble.
Thank you.
Best, Deborah
Dr. phil. Deborah N. Simorangkir
Assoc. Professor, Global Strategic Communications Director, Internship and International Office
Swiss German University
8/19/22, 11:39 AM Swiss German University Mail - Routledge Review Request: "Public Relations and Communications" - New Draft Chapters
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! US SSC Supplier Request Form (1) (1).pdf 222K
Daly, Sean <Sean.Daly@taylorandfrancis.com> Thu, Mar 17, 2022 at 12:29 AM To: "Deborah Nauli Simorangkir Ph.D" <deborah.simorangkir@sgu.ac.id>
Hi Deborah,
My apologies for the delay. Please find attached the requested letter. Let me know if you need anything else. Thanks again!
Best, Sean
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Information Classification: General
Peer Review Confirmation Letter_Nauli.pdf 154K
Deborah Nauli Simorangkir Ph.D <deborah.simorangkir@sgu.ac.id> Fri, Mar 18, 2022 at 9:47 AM To: "Daly, Sean" <Sean.Daly@taylorandfrancis.com>
Well received. Thank you very much.
Dr. phil. Deborah N. Simorangkir
Assoc. Professor, Global Strategic Communications Director, Internship and International Office
Swiss German University
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