Public Relations Exam Two Managing Public Relations Baseline a point against which all future efforts aspects are measured Benchmarks the standards set from looking at the best practices in other organizations other o The baseline and the benchmarks are often confused for each Goal the outcomes we can measure but not specifically Comes 1st Objective the outcomes we measure specifically Comes 2nd o Within a goal there are many objectives Strategy a broad approach to accomplish the goal and objectives Tactics the step by step plan of what to do o All four G O S T work together o Ex G to create broad awareness O to increase awareness by 40 by December 2015 S use media sources T by using radio spots then newspaper then social media Good Objectives Cleary describe the expected results Understandable to everyone in the organization Lists a firm completion date Are realistic obtainable and measurable based on the budget Are consistent with the management s objectives Public Relations Support Internal practitioners within the company o Advantages know the organization know the culture loyalty focus cost and control know the team atmosphere o Disadvantages Yes Ma am have to agree with them stale ideas not needed all the time lack of focus sometimes not an expert can be too close to the problem cost External practitioners hired from outside the company o Advantages objective cost skills experiences contacts neutral opinion location o Disadvantages cost availability lack knowledge of company staff paranoia resistance to advice COST reappears because it varies some PR jobs cost more than others The cost depends on your needs If you need a lot of PR INTERNAL IS BETTER If you do NOT need a lot of PR EXTERNAL IS BETTER Paying for Public Relations Hourly all PR is based on hourly pay o As you get more experience you can charge more hourly o Extremely important to keep track of your hourly time from start to finish Project set time price for the project plus extra expenses Retainer guarantee for a fee that you PR person will be available for a certain time each month for the client o Even if the company does not use all the paid for PR service they are still billed for the set retainer o Similar to monthly rent Blended rate set hourly price including the service of multiple people in the PR firm o Some do not like this payment method because not everyone in the firm deserves the same level of hourly payment Ex A 40 an hour intern may be being paid 100 an hour because of blended rate Do not forget overhead Planning Research 1st most important aspect Working off a good plan 2nd most important aspect o Strategic Long Term Planning Strategic Planning o Started at 5 10 year plan o In modern time it is much less around 2 3 years o It is not a thing it is a process that is constantly being evaluated to better itself o Many models Statements Organizations Make Mission this is who we are and what we do o Simple o Short enough that the entire organization can quote it Vision this is where we are going Value this is what we believe in the grand beliefs of company Position what makes us different from anyone else that does what we do o Ex Burger King Have it your way o Ex Publix Where shopping is a pleasure Successful Organizational Model Definitive mission statement o Value statements Organizational and cultural statements o Shared values statements about themselves Positive public relationships o Expressed values tell the world about the company Reputation o Understood values MOST IMPORTANT PUBLIC EMPLOYEES The Strategic Plan Use a three ring notebook to easily change out papers as things change Page 1 Page 2 o Positioning statement o Themes and messages o PR goals o Audiences key publics most organizations have about 6 key o Pick the FIRST audience o List objectives research evaluation o FIRST audience program o Inventory form GANT PURT charts publics Page 3 Page 4 Page 5 Page 6 o REPEAT PAGE 3 WITH SECOND AUDIENCE o REPEAT PAGE 4 WITH SECOND AUDIENCE The process continues with however many audiences there are Two pages per audience Public Relations and the Law John Twyn book publisher o Said it was OK for people to go against the king o Got arrested o Example of government regulation on speech Censorship Definition prior restraint stopping speech before it is made o Ex 18 USC1462 illegal to publish censored materials 18 USC1444 illegal to broadcast o Just because something is not censored before it is said usually related to broadcast does not mean it is not punishable First Amendment Considerations Schenek vs USA o Schnenek handed out pamphlets saying if you are drafted in to the war you do not have to go o Resulted in CLEAR AND PRESENT DANGER TEST if speech creates clear danger it falls outside of the constitution o So far test has only been seen during wartime government only cares because it effects their war efforts Gitlow vs New York o Due Process o State had criminal anarchy stature saying you can t help overthrow the government o Said Supreme Court had jurisdiction because of the 14th amendment Due processing o Basically meant the Supreme Court could end any law Near vs Minnesota o Changed the clear and present danger test o Near created a tabloid about everything Ex city commission was run by Jewish mafia he was very racist very anti women s rights etc o Minnesota used the public nuisance stature if you are create a public nuisance you can be arrested But Supreme Court said this was not valid o SO the Supreme Court changed the clear and present danger test to say something is illegal IF 1 Obscene longer definition below 2 Incitement to violence it is OK to talk about the theory of a revolution but you can t advocate it 3 Threat to national security during wartime never actually been tested must be used in time of a technical war OBSCENITY Whether to the average person a jury of your peers applying the contemporary standards of the community taken as a whole what is socially correct here and today because it changes also the location matters because of differing morals in different locations appeals to the prurient interest in sex creates an unnatural craving for Redrup vs New York o Court could not decide what obscenity actually was so they decided as long as the material is not pandered using sensationalism to sell is not shown to children and is not thrust on disagreeing adults it is fine to be published Investor Relations Rules lobs of Securities and Exchange Act o No dissemination of false
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