Assessment:
Media Relations
United Polaris Final Project: Individual Deliverables
Present (in writing) an the outline of an integrated media relations solution that provides ongoing support for United Airlines Polaris business class rollout - and its hiccups.
Your solution should tap and leverage the entire media ecosystem that is tied to this portion of the airline and travel industries.
Your solutions should reach audiences who would be United Polaris customers. As our background videos explain, these are any airline's most profitable customers and we need to connect and build/maintain a good reputation with them.
All of the videos, including the CNN Business Traveller exclusive with Richard Quest
Messages:
Provide the key messages United needs to convey. Create at least five
Your messages
• Should be about two (maximum three) sentences each.
• Should fact-based and credible.
• Could be points that United CEO Oscar Muñoz would deliver during an interview or the paragraphs/main ideas in a news release.
• Should take into account the promises and goals of Polaris. These are covered in the videos about Polaris, as well as United's news releases, especially this one that launched PolarisInternational-Travel-Experience-United-Polaris-Business-Class
All of these are in the background that was introduced last week and posted on D2L.
(We looked at real messages that were created for a former client of mine, Bay Valley Foods, when it launched Relish It More. I used those messages in actual spokesperson training and written materials, such as news releases and press kits. The document outlining the class session is on D2L under CONTENT - MARKETING MEDIA RELATIONS SAMPLES AND CASES - DP-RIM-CASE STUDY.)
• Should take into account media, influencer and customer reactions since the launch of Polaris. These can be accessed using Twitter and Google Alerts.
• Should take into account challenges faced by the Polaris rollout. This includes the time lag in refitting existing aircraft with the new seats, remodeling airport lounges and passenger disappointment. Careful: United does not want to apologize that way it would for catastrophe like the bloodied passenger being removed by force from an aircraft. United might, however, want to explain, what's going on with Polaris and why. Telling the truth - or having the appearance of caring and being honest - usually helps in PR.
Media
List the five top media outlets that you would reach out to. These should include prominent outlets that cover airlines, business travel etc. and that would be read by our audience(s.) Ten points each.
For each outlet:
List the media outlet.
• List the reporter by name. Include their Twitter handle and a link to a previous story that shows they cover this sort of thing.
• Explain in a sentence why you selected this outlet.
Tactics
Explain how you would deliver the messages to media outlets and influencers. In other words, what would be your specific tactics to make this media relations effort work.
These include and might blend the following:
• Issuing news releases. Be specific.
• Pitching specific story ideas to specific media outlets and reporters.
• Settling up interviews with managers and employees.
• Providing tours.
• Holding a media event, ranging from intimate to a big blowout like the Polaris launch events.
• Creating a media relations initiative via social media channels.
Be creative and be detailed. Provide a paragraph or two explaining tactic. Create five tactics. Ten points each.
Assessment:
Messages: Will be assessed on understanding of the challenge United faces. The better you background yourself, the better that understanding will be. All of the tools for can be found on D2L. They're all real-world and no reading is longer than a news release. Many are short videos.
Media: Will be assessed on completeness, accuracy and relevance. Are these influential media outlets/reporters who figure to reach the audience? Have you checked them and read their stories?
Tactics: Will be assessed on potential effectiveness blended with practical creativity. Tap not only what we've covered in this course but all of your PRAD courses.