PR Management 4 step Process

1. Defining the problem or opportunity

2.Programming

3. Action

4. Evaluation

developed by Charles Gant in 1917 focsues on the sequence of tasks necessary for completion of the project at hand. Each task is represented as a horizontal bar. the length of each bar corresponds with the time necessary for completion.

Used by PR managers

(programming evaluation and review technique)

shows the relationships between each activity, these relationships create pathways through the process. The "critical path" is a series of tasks that must be completed in a certain time period for the project to be completed on schedule.

Ethical theories:

1 The Attorney/Adversary model

by Barney& Black

compares the legal profession to that of PR in that

1. both are advocates in an adversarial climate

2.both assume counterbalancing messages will be provided by adversaries.

-this model suggests that practicioners have no obligation to consider public interest or any other outside view beyond their client.

Ethical Theories

2. two way communication model

by Grunig, based on collaboration, working jointly with different people, and allowing for both listening and give-and take.

-suggests that the practitioner balance his or her role as a client advocate with one as social conscience for the larger public

Ethical Theories

3. Enlightened self-interest model

by Sherry Baker

is based on the principle that businesses do well by doing good.

-suggests that companies gain a competitive edge and are more respected in the marketplace if they behave ethically.

Ethical theories

4. Responisble advocacy model

by Kathy Fitzpatrick and Candice Gauthier

practicioners first loyalty is to their clients.

-suggest that the practicioner's greatest need for ethical guidance is in the reconciliation of being both a professional advocate and a social conscience.

Law v PR

Lawyers- advise clients on what they must do within the letter of legal requirements, to defend themselves in a court of law.

PR- counsel clients on not what they must do but what they should do to defend themselves in the court of public opinion.

describes libel--a printed falsehood-- and slander--an oral falsehood.

TO be proved in court:

1. Falsehood was communicated through print, broadcast or other elctronic means.

2. The person who is subject of the flasehood was identified or easily identifiable.

3. The identified person has suffered injury---in the form of monetary losses, reputational loss or mental suffering.

protects works in the the fixed form:

literary works, musical works, dramatic works, pantomimes and choreography work, pictorial-graphic or sculptural works, motion pictures and sound recordings.

walmart....wamart.... trying to take companies commerce by using their name. Cant copy their domain names.

other problems: censorship, intellectual property, and e-fraud.

managing the media process during the course of any legal dispute so as to affect the outcome or its impacts on the clients overall reputation.

Lawyers have to participate to give their client an advantage.

fairness with the intention of remaining neutral in reporting a story. (journalists)

stonewallers- keep journalists out.

1.Pr costs about 10% of advertising

2.publicity is in the news which carries the thrid party endorsement of the news source that reports it. (walter kronkite)

strategic, honest, open and consistent.

to rebuild employee trust.

Internal Communication Audits

Online Communications (blackberry, palm)

The Intranet- like social media

Print Publications-discouraged--->online

Bulletin Boards

Suggestions Box and Town Hall Meetings

Internal Video (an exec announcing stuff)

Face-to-Face Communications- the best

1.determining what the community knows and thinks about the organization

2. informing the community about the organizations point of view

3. negotiating between the org and the community should there be a problem.

Community: Appearance, Participation, Stability and Pride

Organization: municipal services, fair taxation, good living conditions for employees, a good labor supply, and support of the organization by the community.

*influence a publication to write favorably about the organization

*stimulate editors to consider covering a story

*written in a standard  format

*distributed by email, fax, posting website, wire services

Dont: Big words, cliches, extra words, latin

Do: Active, Simple, Short, Organized, Convincing and Understandable.

PR for Reading:

Media Kit

-used to introduce the org to the media

*The Biography (straight bio-list of facts)

*Narrative Bio (story)

*The Backgrounder

*Fact Sheets, Q&A, Photos

PR for Reading:

The Ptich Letter

PR for Reading:

The Roundup Article

PR for Reading:

Fact Sheets

Case History

Media Alert

fact sheets- quick reference tool

case history- customer story

media alert- invite them in

PR for Reading:

Byliner

Op-Ed

Byliner- written by company staff, often ghost written

OpEd- opinion peice written by company staff

PR for Reading:

White Paper

Standby Statement

White Paper- document of facts and assumptions to support position

Standby Statement- used when an org must take difficult actions that may lead to media inquiries or protests

Bases moral decisions on established rules and policies without

 consideration of consequences or circumstances.  Believes rules are the best way to achieve fairness and consistency and that rules should be universally enforced.