Rock Products

AUG 2019

Rock Products is the aggregates industry's leading source for market analysis and technology solutions, delivering critical content focusing on aggregates-processing equipment; operational efficiencies; management best practices; comprehensive market

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Page 126 of 159 ROCK products • August 2019 • 125 to anticipate a time, location and an agenda for address- ing news media. 60. In a crisis of reputation, almost everything falls under the domain of public relations professionals. They assess the problem, project possible outcomes and plan and imple- ment processes to address and mitigate the issue. This includes developing a message strategy, holding media conferences, prepping executives to address the media and monitoring and adjusting to public feedback. 61. In the power relationship between the reporter and the company spokesperson, it is the spokesperson who has the advantage. 62. Reporters have little choice over what they write about, how they research it, or how it is organized. They are as bound to procedure as any research scientist, financial auditor, or safety engineer. 63. A public relations professional familiar with the jour- nalistic process can predict when the phone will ring, what questions will be asked and how the story will be written. 64. Professional communicators must consider the phe- nomenon of social media. Internet forums, social blogs, forwarded email, Facebook, Flicker, Twitter and LinkedIn are creating a nether-zone between formal and informal communication. Anyone with the job of getting informa- tion to the public has to know how to use all of them. 65. Dealing with bloggers is different than dealing with jour- nalists. You will not get a call asking for the company's side of the story. They are not likely to print retractions if they get their facts wrong. And they will ignore you if you tell them their information was colored by opinion. 66. Making any statement to a blogger is risky. Reporters have rules about on and off the record comments, verify- ing quotes and not taking things out of context. Bloggers have no rules. The only sure thing about talking to a blog- ger is that it will legitimize the blog and make it more likely to attract the attention of web surfers. 67. The significant difference between public relations and advertising is that advertising tells customer publics about products and services and public relations tells all publics about the organization. Additionally, the greater variety of sources and channels used by public relations have a much greater potential for establishing reputation. Media Relations 68. The most important issue in the media conference is not the news story, it is the relationship the company has with the news media. 69. An argumentative atmosphere results in negative news slant and a negative visual image. The company spokes- person has to avoid hostile interactions regardless of how rude the questions are. Keep in mind, when the news footage is edited, the angry question may be cut out, leaving only the spokesperson's angry answer. 70. Media conferences should begin with a planned state- ment. This gives the spokesperson an opportunity to set the agenda for the question and answer session. Do not try to shift focus without addressing the key issues first. 71. Denying a problem extends a crisis and embeds it more deeply into the public consciousness. 72. With an admission of guilt, a company acknowledges it made a mistake, but at the same time affirms its integrity. Information, Communication and Culture 73. Information is a commodity; it can be bought, sold and stolen. 74. Information is more valuable than physical commodities, because it gives value to physical commodities and it can take it away. 75. The more information you give, the more you get. This is the opposite of the strategy for accumulating wealth. When you share information with others, it makes them want to share information with you. 76. Do not wait for a good time to share information. Unless you have a reason not to share what you know, pass it on. 77. Public relations professionals function as a guild con- trolling the exchange of information. 78. Mass communication is an illusion. Mass media make it possible to send messages to millions of people, but they do not allow for two-way discourse. 79. Communication is culture. Companies define their role in the external culture and their identity in their internal culture with the choices they make when they communicate. 80. Designing culture with communication practices is more impactful than the information being communicated or the speed and efficiency with which it is delivered. 81. The processes and patterns of communication establish rules of behavior that govern what we know, how we communicate and even how we define who we are. Rhetoric 82. Rhetorical spin is not the exception in human commu- nication; it is the rule. Scientists and philosophers claim a relatively small pool of information as proven fact. The information and communication that stitches our daily lives together is rhetorical; it defies objectivity and requires interpretation. Community Relations Aggregates Industry Almanac

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