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GRADUATE SCHOOLBERNARD YUMANG MARILYN ALLANIGUE FIDEL MACATANGAY
Public Relations COMMUNICATION CRISIS
DEFINING....Public AdministrationPublic RelationsCommunication
Public administration deals with the organization of government policies and programs and behavior of
officials who are responsible for this
conduct.
The goal of public administration is to ensure that all the
government bodies’ functions normally and
there is no corruption in handling of government
activities.
Public administration seeks to improve the
effectiveness and efficiency of public services and ensure that members of the general public gains
what are needed from their use of public
services.
Public Relations as “deliberate planned and
sustained effort to establish and maintain mutual understanding
between an organization and its publics.”
“Management of communication
between an organization and its
publics” (Grunig and Hunt, 1984).
“public relations is concern with or
devoted to create mutual
understanding among groups and
institutions.”
Communication is abstract and
like other words,
possesses multiple
meaning (Dance and Carlson, 1976)
The goal of communication is to inform, persuade,
motivate, and achieve mutual understanding
between the sender and the target
receiver.
Communication is the activity of conveying information.
(Wikipedia)
COMMUNICATION THEORIES APPLIED TO
PUBLIC RELATIONS
LASSWELL THEORY
AGENDA-SETTING
MCLUHAN TECHNOLOGICAL DETERMINISM
SERVICE CYCLE OF PR
PUBLIC RELATIONS TO PUBLIC
ADMINISTRATION
The underlying principle of public administration is
management in the public sphere similar
role in the private sector.
The characteristic that differentiates
the public and private sectors is the
role and power of media and the importance of
external communication as an
element of management.
For the business sector, cooperating with the news media and engaging in external communications is a choice.
For public administrators it is a requirement.
Freedom of the press and freedom of information
laws require civil servants to be accountable to the media and the public-at-
large and must be transparent unlike in
private sectors. (Fairbanks, Plowman, & Rawlins,
2007; Liu & Horsley, 2007; Roberts, 2006; Graber, 2003).
According to Peters (2009, Journal of Public Affairs Education - JPAE)
MPA students must have public relations training,
focused on strategic communications
(Raphael and Nesbary, 2005), one of three civic skills that public managers needed
(Kirlin, 2005)
Klingner and Washington (2000)
identified “the need to find ways to influence public
policy decisions” as part of a global
approach to public administration
training
Aristigueta (1997) emphasized the importance of interpersonal
communication skills, which
encompasses, of course, external communications
TWO CATEGORIES OF GOVERNMENT PR PRAGMATIC DEMOCRACY
RESPONSIBILITIES OF PUBLIC RELATIONS IN PUBLIC
ADMINISTRATION
MONITORING MEDIA COVERAGE
BRIEFING AND ADVISING POLITICAL OFFICIALS
MANAGING MEDIA RELATIONS
INFORMING THE
PUBLIC DIRECTLY
SHARING INFORMATION ACROSS THE
ADMINISTRATION
Formulating communication strategies and campaigns
RESEARCHING AND ASSESSING PUBLIC OPINION
FUNCTIONS OF PR IN GOVERNMENT ORGANIZATION
MEDIA RELATIONS
PUBLIC REPORTING
RESPONSIVENESS TO THE PUBLIC
INCREASING THE UTILIZATION OF SERVICES AND PRODUCTS
PUBLIC EDUCATION AND PUBLIC SERVICE
CAMPAIGNS
SEEKING PUBLIC COMPLIANCE WITH LAWS AND REGULATIONS
USING THE PUBLIC
AS THE EYES AND
EARS OF AN
AGENCY
INCREASING PUBLIC
SUPPORT
LEGISLATIVE RELATIONS
Program
ELEMENTS
PRESS KIT (PRINT AND
ELECTRONIC)
DEVELOP MEDIA LISTS
ANNOUNCEMENTSMAJOR ANNOUNCEMENTS“TREND” PRESS RELEASES FEATURE STORY RELEASES B-ROLL OR VIDEO NEWS RELEASES
WEBCASTS
MEDIA TRAINING FOR SPOKESPERSONS
BECOMING A SOURCE
PUBLIC SERVICE ANNOUNCEMENTS
“OP-ED” (OPINION EDITOR) ARTICLES
LETTERS TO THE EDITOR
PRESS CONFERENCES
MEDIA TOURS
PRESS CLIPPING SERVICES
“RIDING” A NEWS STORY
SPECIAL EVENTS
TRADE SHOWS
SPEECH WRITING
PHOTOGRAPHY
AUDIO TAPES FOR
RADIO
INTERNET MONITORING
COMMUNITY MEETINGS
QUARTERLY NEWSLETTERS
PR CAMPAIGN MEASUREMENT
Why
IS IMPORTANT?
S
Media coverage increases credibility
Media coverage helps you attract "quality"
prospects
Media coverage makes you a player
Coverage in publications or on TV can make your
organization look much
larger than it is.
TYPES
PUBLIC SAFETY EMERGENCIES
ISSUE CRISIS
POTENTIAL ISSUE CRISIS
THINGS TO DO IN A CRISIS
COMMUNICATION
ASSESS THE
CRISIS
IDENTIFY THE LEVELS OF AUDIENCES
ASSEMBLE A CRISIS COMMUNICATION TEAM
IDENTIFY YOUR CRISIS COMMUNICATIONS TEAM
IDENTIFY SPOKESPERSONS
SPOKESPERSON TRAINING
ESTABLISH NOTIFICATION
SYSTEMS
IDENTIFY AND KNOW YOUR STAKEHOLDERS
ANTICIPATE CRISIS
DEVELOP HOLDING STATEMENTS
ASSESS THE CRISIS SITUATION
SWOT analysis (alternately SLOT analysis) is a strategic planning method used to evaluate the... •Strengths•Weaknesses/Limitations•Opportunities and •Threats
involved in a project or in a business venture.
It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieve the objective.
The technique is credited to Albert Humphrey, who led a convention at stanford university in the 1960s and 1970s using data from Fortune 500 companies.
Review the set objectives after the SWOT analysis.
This would allow achievable goals or objectives for the
organization
STRENGTHS:
characteristics of the business, or project team that gave advantage over
others
WEAKNESSES OR LIMITATIONS:are characteristics that place the team
at a disadvantage relative to others
external chances to improve performance
(e.g. make greater profits) in the environment
THREATS:
external elements in the environment that could cause trouble for the business or project
MATCHING AND
CONVERTING
INTERNAL AND
EXTERNAL FACTORS
USE OF SWOT
ANALYSIS
CRITICISM OF SWOT
SWOT-LANDSCAPE ANALYSIS
IDENTIFY KEY
MESSAGES
MEDIA POLICIES AND PROCEDURES
PRACTRICING TOUGH QUESTIONS
DON’T TALK OFF
THE RECORDS
COLLATERAL MATERIALS
KEY AUDIENCES
CONTACT LOG
DEVELOPING YOUR PLAN
BLUE PRINT
PRE-CRISISINITIAL PHASE
CRISIS MAINTENANCE
PHASE
EVALUATION PHASE
EXECUTION OF CRISIS
COMMUNICATION PLAN
1. Signed endorsement from the director
2. Designate staff responsibilities
3. Information verification and clearance or release procedures
4. Agreements on information
release authorities
5. Media contact list
6. Procedures to coordinate with public organization response teams
7. Designated spokespersons
8. Emergency response team after-hours contact numbers
9. Emergency response information partner contact numbers
10. Partner agreements
11. Procedures and plans on how to get resources you need
12. Pre-identified vehicles of information dissemination
HOW TO CONDUCT
AN EFFECTIVE MEETING
SPEAKERS PRESENTATION
HANDLING MEDIA
INTERVIEWS
HOW TO HANDLE
YOURSELF DURING A
TV INTERVIEW
TIPS ON APPEARANCE
HOW TO RESPOND DURING AND AFTER
THE INTERVIEW
Feel free to approach us for further details and
or explanation.
Thank you!BERNARD YUMANGFIDEL MACATANGAYMARILYN ALLANIGUE
Summer, 2012
