Managing Public RelationsTermsRequirements for a Good ObjectiveChoosing Public Relations SupportPaying for Public RelationsStatements Organizations MakeSuccessful Organizational ModelThe Strategic PlanPublic Relations LawFirst Amendment ConsiderationsInvestor RelationsDefamation of CharacterElements of LibelLibel DamagesDefenses against LibelInvasion of PrivacyCopyrightNot Eligible for CopyrightSpecial Requirements for BroadcastersSection 315 of the Communications Act of 1996Appearance ExclusionsFairness DoctrinePublic Relations ResearchMethods of ResearchCharacteristics of Focus GroupsUses of Focus groupsFocus Group ConsiderationsPublic Opinion SurveysTypes of SamplesTypes of Probability SamplesPUR3000 Notes for Exam 2Managing Public RelationsTermsBaseline: Point against which we measure all future efforts. This is the first point that we always compare to.Benchmark: examining best practices in other organizations. Individuals using other industry’s practices. Example: Employee communication practices-Goals are to Objectives, as Strategy is to TacticsGoal: an outcome that can be measured. It does not have to specify how to measure. For every goal you have, you must have at least one objective.Objective: an outcome that can be measured and we know how to measure it. Strategy: overall way to approach an issueTactics: step by step strategy to overcome an obstacleRequirements for a Good Objective-Clearly describes expected results: outlines exactly what is expected, cannot be vague-Understandable to everyone: everyone in the organization needs to understand the objective because everyone participates in accomplishing a goal-Lists firm completion date: requires a baseline go out and research, then figure out how much to increase, and then measure again to see if it succeeded-Needs to be realistic, attainable, and measurable: Young PR specialists have a problem with this. They overestimate their resources. Need to be able to measure: get creative! Quantify what you are doing. Busineses want to know, “What do I get for my money?” Budget starts from the beginning every year; businesses see how far PR budget went the prior year-Consistent with management’s objectives: All minor objectives should hold up the upper management’sobjective. Example: The Napalm Company was located in Lexington. The company wanted good relations but did not want people to know that its headquarters was located in Lexington.Awareness Campaign ExampleGoal: More awareness Objective: 40% more recognition by 12/31/12. Everyone understands the goal and objectives; there are clear expected results. There is a completion date. This is a realistic; there are enough resources available. This is consistent with management’s objectives. If we make 39% more recognition, we did not fail; we did not meet our objective on the completion date when we measured our recognition.Choosing Public Relations SupportInternal Practitioners: Corporate Public Relations peopleExternal Practitioners: Firm Public Relations peopleBoth have strengths and drawbacksInternal Practitioners Advantages:Know the organization better; (Knowledge)Part of a team; they want success for the company (Team)AvailableCostInternal Practitioners Disadvantages:Become stale- Less innovativeThey have less contact with media than a firmLess experience/resourcesToo close to the problem- Less objectivityCannot stand up to the boss- have to say “yes ma’am” CostExternal Practitioners Advantages:Cost- you can hire them only when they are neededObjectiveSpecial skills and experienceExternal Practitioners Disadvantages:May not be availableDo not have a vested interest in the companyCostStaff paranoia: the internal practitioners will not want to help the external practitionersThey do not know the company as wellCost: If you need PR help all of the time, internal practitioners are a better idea than external practitioners.External practitioners are expensive.Paying for Public RelationsHourly: You can hire external practitioners by the hour. The higher up the management you would like working on your project, the more expensive it becomes per hour.Blended Rate: The external firm picks one rate. Then it does not matter who is working on the account. The intern or the vice president could be working on the account and it is still the same hourly rate.Project: One flat rate for the project. Any type of extra purchases is considered expense.Retainer: A Public Relations firm promises so many hours for this organization every week. The organization is billed every month. Don’t forget overhead! Overhead: the cost of doing business. (ex. Utilities, rent, insurance) Everyone has overhead, even if you work from home. Statements Organizations MakeStrategic planning produces a strategic plan.Long range: considered 3-5 years. The communication field changes rapidly. (ex. Social media)Mission Statement: this is who we are and this is what we do. (Ought to be) Short enough to commit to memory. (ex. FSU’s mission statement is too long)Vision Statement: This is where we are going. This gives the organization something to strive for.Value Statement: This is what we believe in Position Statement: This is what sets you apart from a competitorSuccessful Organizational ModelDefinitive Mission StatementValue Statements: sometimes in the mission statementOrganizational and Cultural StatementsShared Values: Got the right strategic planning without the employee buy inPositive Public RelationsExpressed values: Public relations needs to get the organization coverageReputationUnderstood values-The best places to work are where the management CARES and PAYS ATTENTION TO their employeesExample: Moore Company. Every Friday they would do something special with their employees (ex pumpkin carving with their families)The Strategic PlanStrategic Planning produces a Strategic PlanThis should all be placed in a small binder.Page 11) Positioning Statement 2) Themes and MessagesThe organization has to come up with their own plan. Organizations become known in a community in two ways: by what they say and what they doWhat they say must reflect what they do and the inverse must be true.Most organizations can handle about six themes. More or less is acceptable.Page 21) Public Relations Goals2) AudiencesFocus on employees. (Who are the most important employees?)Most organizations have about six publicsEx. Alumni Association listed 22 different audiences, when truly the number was much
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