PUR3000 Notes for Exam 2 Managing Public Relations Terms Baseline 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 Tactics Goal 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 issue Tactics step by step strategy to overcome an obstacle Requirements for a Good Objective Clearly describes expected results outlines exactly what is expected 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 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 Consistent with management s objectives All minor objectives should hold up the upper management s objective 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 Example Goal 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 Support Internal Practitioners Corporate Public Relations people External Practitioners Firm Public Relations people Both have strengths and drawbacks Internal Practitioners Advantages Know the organization better Knowledge Part of a team they want success for the company Team Available Cost Cost Objective Internal Practitioners Disadvantages Become stale Less innovative They have less contact with media than a firm Less experience resources Too close to the problem Less objectivity Cannot stand up to the boss have to say yes ma am External Practitioners Advantages Cost you can hire them only when they are needed Special skills and experience External Practitioners Disadvantages May not be available Do not have a vested interest in the company Staff paranoia the internal practitioners will not want to help the external practitioners They do not know the company as well Cost Cost 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 Relations Hourly 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 Make Strategic 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 competitor Successful Organizational Model Definitive Mission Statement Value Statements sometimes in the mission statement Organizational and Cultural Statements Shared Values Got the right strategic planning without the employee buy in Expressed values Public relations needs to get the organization coverage Positive Public Relations Reputation Understood values The best places to work are where the management CARES and PAYS ATTENTION TO their employees Example Moore Company Every Friday they would do something special with their employees ex pumpkin carving with their families The Strategic Plan Strategic Planning produces a Strategic Plan This should all be placed in a small binder Page 1 1 Positioning Statement 2 Themes and Messages The 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 do What 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 2 1 Public Relations Goals 2 Audiences Focus on employees Who are the most important employees Most organizations have about six publics Ex Alumni Association listed 22 different audiences when truly the number was much smaller Audience 1 just pick an audience it doesn t matter which one 1 Objectives 2 Research 3 Evaluation Page 3 Page 4 Page 5 1 Objectives 2 Research 3 Evaluation Page 6 Audience 1 Program and Inventory Form Audience 2 Just pick the next audience Audience 2 Program and Inventory Form CONTINUE THIS PROCESS WITH ALL OF THE DIFFERENT AUDIENCES So for a six audience organization there should be 14 pages in the binder Public Relations Law Example of why Public Relations Law is important Tire Kingdom and Norton s Tires had a law suit in which Rayburn was asked to be an expert witness The case involved Bait Switch and Defamation of Character In the end the case was thrown out John Trine printed a book saying if the king does something wrong then you should kill the king This was graphic writing Title 18 of the US code makes it a criminal offense to broadcast or publish an obscene profane material Section 1462 1464 How the court system works First you are arrested and brought to court and they make the first decision if you are guilty or not guilty You may appeal to see if they followed the
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