Managing Public Relations We can look at public relations in two ways how we manage it strategic viewpoint Terms Baseline the point against which we measure all future successes or failures Where we are right now and how we are going to get to where we want to be in the future Where everything starts overtime awareness of something will go up the first of the awareness is the baseline Benchmark examining best practices from other organizations Goal an outcome that can be measured but we do not know exactly or specifically of what to accomplish Sometimes goals only have one objective or numerous objectives there is not a set number It is how many objectives you need to accomplish your goal Objective an outcome that can be measured but we know specifically what we are trying to accomplish Strategy broad approach we use to accomplish our goals and objectives broad o The army how to win a war Tactics step by step procedure in order to accomplish our goals and objectives specific o When the guns start at 5 am then the next set goes in 30 min later Requirements for a Good Objective Clearly describes expected results o We want at least 49 name recognition Understandable to everyone o Everyone needs to be on the same page Lists firm completion date o A date by which we want to accomplish what we have identified Realistic attainable and measurable o Sometimes objectives aren t measurable but we want to try to make them all measurable because then how do you know you succeeded Hard to young PR people to be realistic with the resources they are given Consistent with management s objectives o It needs to support the mission statement Choosing Public Relations Support Internal practitioners o Advantages May be more cost effective Trust Team Knowledge Available o Disadvantages Inundated stale Too close to problem Less objective Too conservative yes man Not an expert for example most public relations people will know something about research but they are not expert researchers Cost External practitioners o Advantages Broader aspect of expertise Different prospective more objective May be less expensive More variety skill Location sometimes where you need the public relations is not where your organization is Example RVs sold in Wedabango Idaho is in the middle of nowhere They need to have PR help in New York and Florida because that s where the customers are o Disadvantages need Lack knowledge Lots of other clients may not give you as much attention as you Not available at exactly the time you need them Staff paranoia staff from the inside get paranoid when people from the outside come in Resistance to advice especially bosses Cost Cost Internal is sometimes more cost effective because you have them there all the time but external is sometimes more cost effective if you only need them for a certain amount of time Paying for Public Relations Hourly depends on who you are in the organization ceo vs intern Project pay to get started pay in the middle pay when finished Retainer fixed amount of hours per month that the client is buying so that you and the client figure out how much time you need to spend This is just fees for doing the work It helps you run your business better because you know how many people you need for the time they need Blended rate only one hourly rate does not matter if the intern is doing the work or the senior person in the firm is doing the work Opposite of this is either hourly or project Don t forget overhead Statements Organizations Make Mission says this is who we are and this is what we do Vision this is where we are going this is what we want to be when we grow Value guts of everything the core a way to tell people this is what we truly believe in from an ethical position Position this is what makes us different from everybody that does what we up do Organizational Cultural Statements usually people forget this step Successful Organizational Model Definitive Mission Statement o Value Statements o Shared Values Positive Public Relationships o Expressed Values Reputation o Understood Values The strategic plan it is an on going process changes almost every 2 3 years Peter Hollister created this model The Strategic Plan Page 1 o Positioning Statement o Themes Messages key things want to be emphasized Questions how many audiences Usually have a half of dozen key audiences Page 2 o Public Relations Goals o Audiences Page 3 o Audience 1 Objectives Research Evaluation Page 4 o Audience 1 Program Inventory Form Same thing as a program inventory form PERT form or GRANT People learn in different ways some people are visual learners some people are auditory learners Page 5 o Audience 2 Goes on until all publics are completed 14 pages of paper total Identify measurable outcomes and when you can tie it to the bottom line of the company you will be successful Public Relations Law First Amendment Considerations Schenck v United States Clear and Present Danger Test o Schenk was secretary of the American Socialist party the government heard that he was going to publish some materials that the government took as a threat to the government They arrested him and took the papers away o Censorship prior restraint o Espionage Act made it illegal to talk about things that could affect the o 18 USC 1462 makes it a criminal offense to publish an indecent or o 18 USC 1464 criminal offense to broadcast an indecent or profane government profane remark remark o There are no laws yet on the internet except child pornography Gitlow v New York Due Process Near v Minnesota changed the Clear and Present Danger Test o Obscenity o Incitement to violence o Threat to national security during times of war Speech caused clear danger o Schenck disagreed draft o No troops no protection o Danger 1915 Gitlow v New York o Crime for violent overthrow of Government o 14th Amendment says cannot pass until due process o Supreme Court ultimate ruler o Constitution ultimate rules Near v Minnesota o After anyone who was not a white Anglo Saxon male o Convicted under public nescience statue o Statue found un constitutional o Schenck test present day Near test Three circumstances for Gov to stop and obscene War Congress must sign off Vietnam police action Violence falls out can only talk theoretical protection of WWII was last war 1st amendment Obscenity lacking social artistic etc means not to social norm to the average person jury of your peers In court the jury is not criminals like the guilty person What is
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