PUR3000 Lecture Notes Exam 2 Jay Rayburn Spring 2015 Lecture 1 Managing Public Relations TERMS All Terms are fundamental to planning Goals are to objectives as strategies are to tactics Goals Objectives Strategies Tactics Benchmark Baseline often confused with each other Baseline Point against which all future efforts are measured o Create awareness on something need to go out and do research ask questions o Pinpoint how many people know about the organization or product today o Compare everything to the baseline see that overtime it is working campaign Benchmark Looking at best practices of other organizations o Want to know what other organizations are doing pick out what you like and don t like combine aspects of each to create your own employee communications Goal Outcome that can be measured lacks how we measure specifically don t know how to o Very Broad o Example Goal to be broadly known Objective Outcome that can be measured and we know how to measure it o Within any goal you will find at least one objective o Goal comes before objective set a goal then classify objective o Objective is often quantifiable o Example Objective to be 40 known Strategy Broad approach to accomplish goals and objectives o Media strategies management o How are we going to accomplish this goal objective Tactics Step by Step how to do it what we intend to do o Specific o Want to have a specific measureable outcome Requirements for Good Objectives 1 Clearly describes expected results a 25 awareness Specific objective b If you get 24 you did not fail just did not meet objective 2 Understandable to everyone company s goal b Need to write objectives so everyone understands 3 Lists firm completion date a Ex by December 31st 2015 on or about that time a Understood by everyone in company everyone is working toward accomplishing PUR3000 Lecture Notes Exam 2 Jay Rayburn Spring 2015 Lecture 2 b Does not stop when reached 4 Realistic attainable and measurable a If you can measure it b Most of what we do is measurable realistic and obtainable c Most things can be obtained if you have the budget d People are over ambitious 5 Consistent with management s objectives a What does management want to happen Create goals based on support from managements objectives b Example CEO of Napalm chemical company that manufactures bomb chemicals awareness for the company is not a good thing If you have all five you have a good objective now go out and do it Choosing Public Relations Support Internal Practitioners Public Relations expert within the company Advantages Disadvantages o Advanced knowledge of organization business o Loyalty to the team o One job one focus Availability o Cost o Control over message o Yes man pleaser o Inundation Stale o Lack of focus too many jobs within organization o Need Cost o Not an expert ex research o Too close to problem do not understand External Practitioners Public Relations expert outside the company private firm Advantages o Objective stand up to management when it is a bad idea o Cost o Skills and Experience contacts o Neutral o Location where you need PR not where organization is located o Cost o Availability o Lack of knowledge of organization o Staff paranoia they see competition o Resistance to advice Disadvantages Cost is up there four times because it depends on your needs If you need PR seven days a week better off internal If you do not need PR often better off external PUR3000 Lecture Notes Exam 2 Jay Rayburn Spring 2015 Lecture 3 Paying for Public Relations 1 Hourly Charge for your time and experience a More experience charge more for your time b Used when If you do not need a lot of work done 2 Project a Example TMH opening new maternity wing hire Public Relations just for that project 3 Retainer Monthly best thing to have public relations firm sets aside certain number of hours per month then payment is due on the first a Helps firm determine how many people they need to do their work b Consistent money comes in c Example Agree to be available 10 hours per month 4 Blended Rate Becoming more common depending on who you are in the firm determines how much you charge per hour then average it out a Example Intern 25 hour vs CEO 250 hour 5 Don t forget Overhead Cost of running business a Normally added percentage to any production cost b Need clause in contract that states overhead rate c Example rent utilities lights etc Planning 1 Research Monitor people in which way they are moving 2 Strategic Communication Planner a Establish this because things are changing so rapidly b 2 3 years and you re visit it throughout this time period c Not a result but a process constantly evaluating what we are doing Statements Organizations Make Statements that drive what the organizations do Organization should be concerned about these Mission and vision often combined Mission Who we are and what we do o Best if one sentence o Everyone in company knows it Vision Where we are growing Important for organization to create their own plan and it starts with these statements o Best if one sentence o Example Leading producer in green widgets in Southeast United States PUR3000 Lecture Notes Exam 2 Jay Rayburn Spring 2015 Lecture 4 Value What we believe in o Core of organization Position What makes us different from anyone else that does what we do o Example Johnson Johnson A Family Company Successful Organizational Model If a plan does not work it is most likely because of company s culture Important publics for a company need to include employees Who is most important public for your company Your Employees 1 Definitive Mission Statements a Value Statements Really clear about what an organization does b That s why it should be 1 2 sentences Doing this Doing this because 2 Organizational Cultural Statements a Shared Values All organization have culture 3 Positive Public Relationships a Expressed Values What public relations people do Look at organization they represent figure out what is good to tell and craft message to tell story a Understood Values What a company is known for 4 Reputation The Strategic Plan Page 1 o Positioning Statement o Themes and Messages Vision values mission etc What makes organization different from other organizations in same industry Example Coca Cola vs all other soda brands Identify key themes and messages over period of time Don t identify everything about organization Focus on handful of things the organization wants to emphasize Example Drilling company emphasizing
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