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公共關系管理案例及公共關系道德

時間:2013-06-10 20:48來源:livesitehelp.com 作者:didi 點擊:
本文以德比動物園的一次危機為案例,講述了什么是公共關系管理,以及如何處理,處理中需要注意的問題,并講述了公共關系與道德的關系.

<标题> 德比動物園的公關管理Public relations management at Derby Zoo


德比動物園的公關管理   第1部分Public relations management at Derby Zoo: part 1
該模塊的評估作業是在完成教程的基礎上獨立完成一篇批判性反思。本教程任務會在課上討論,然后你在作業中反饋你的意見。在團隊合作中,你將扮演德比動物園的新聞發言人。在四周內,你都要對該案例負責。這是整個案例的第一個任務。The assessed coursework for this module is an individual critical reflection based on a portfolio of tasks completed in and between tutorials. The tutorial tasks will be discussed in class and you will have feedback on your work as you go along. Working in teams, you will play the role of the press office at Derby Zoo. Over a period of four weeks, you will manage the press for an evolving scenario. This is the first task that forms part of the portfolio.
簡介Brief
德比動物園有兩只大黑豹,他們有一只幼崽。這在英國歷史上是第一只誕生在動物園內的黑豹。德比動物園全體工作人員都很高興,顯然這也是一個吸引游客的好機會。
Derby Zoo has two black panthers and they have had a cub. It is the first black panther cub to be born in captivity in the UK. Derby Zoo is delighted about this, and it clearly presents opportunities for attracting visitors to the zoo.
任務Task
新聞辦公室必須對此發一個新聞稿,你需要考慮以下內容:
The press office must put together a press release about this. You will need to consider:
• what the zoo might do to mark the occasion and draw more visitors
• how the press release would fit within an integrated marketing communications plan
• to whom you will send the release and/or where you will place it so that the right people will see it.
你需要了解一下黑豹及德比動物園的背景資料。You may wish to do some background research to establish some facts about black panthers and about Derby Zoo.
Outputs
For inclusion in your portfolio you should create:
• 新聞稿不超過300字a press release of no more than 300 words
• any notes you have made or background information you have gathered
• a brief integrated marketing communications plan to show where the press release fits with other activities planned to promote the zoo.
德比動物園的公關管理   第2部分Public relations management at Derby Zoo: part 2
Brief
黑豹幼崽慶生活動的推廣非常成功,大量游客涌入動物園。不幸的是,一些動物維權主義者混入游客中,搞破壞,驚動了其他游客,并將成年黑豹放出籠子。這給游客帶來了危險。目前,黑豹仍逍遙法外。
The promotional activities for the birth of the black panther cub were a great success and a huge number of people visited the zoo. Unfortunately, some animal rights activists infiltrated the crowds that came to see the baby panther. They did some damage, alarmed other visitors and managed to release an adult panther. This caused immediate alarm and distress to visitors. The black panther is still on the loose.
新聞辦公室必須針對此事件發布一則新聞稿。
The press office must put together a press release to manage the situation.
任務Task
新聞稿字數不超過500字。你需要考慮的有以下內容:
Write a press release of no more than 500 words. You will need to consider:
• 對當天入園游客所需負的責任。your responsibility to the visitors to the zoo on the day
• 對動物維權主義者的回復。your response to the animal rights campaigners
• 如何處理動物園內的刑事毀壞事件。(造成了何種破壞,及修復所需費用?)how you will deal with the criminal damage at the zoo (what kind of damage was it and what might it cost to repair?)
• 如何安撫公眾?(他們會害怕些什么?)how you will calm the public’s fears (what might they be afraid of?)
• 如何與其他部門一起處理該事件?(有哪些部門?)how you will work with other agencies to resolve the situation (and which agencies are they?)
• 你最關注的是哪方面?(這應該是你整篇新聞稿的重點)what is your most important concern? (This should be the most prominent part of your press release.)

 

Outputs

 

For inclusion in your portfolio you should create:
• a press release of no more than 500 words
• any further notes you have made or background information you have gathered
• any amendments you feel you need to make to the overall marketing communications plan.
德比動物園的公關管理   第3部分Public relations management at Derby Zoo: part 3
Brief
黑豹仍然未找到。附近農場發現有幾頭羊被殺死,農場主非常生氣。當地媒體介入-當地電臺和電視臺采訪了農場主,農場主希望得到賠償,并說如果動物園不能保證安全的話就不能飼養具有危險性的動物。
The black panther has still not been found. Some sheep have been killed on a nearby farm and the farmer is extremely angry. The local media are heavily involved – the local radio stations and the local TV stations have interviewed the farmer, who is demanding compensation and saying that the zoo shouldn’t be allowed to keep dangerous animals if they can’t manage security.
動物維權主義者已經發布了一則新聞稿,當地的媒體也已報道(報紙和電臺)。他們認為如果不把動物關到動物園,就不會發生這種事情。他們強調:仍然有許多動物被迫呆在非自然環境的動物園內。
The animal rights activists have published a press release, which has picked up some coverage in the local press (print and broadcast). They say that none of this would have happened if the animal had been allowed to live in its own natural habitat instead of a zoo. They make the point that the zoo is still home to many animals ‘forced to live under unnatural conditions’.
當地警方因為被民眾指責沒有投入足夠的時間和人員去追捕黑豹,也發表聲明
The local police have also made a statement, as they have been criticised for not devoting enough time or enough police officers to search for the panther.
BBC要求采訪德比動物園經理,經理已同意。采訪只有幾分鐘時間,將以記錄形式,而非直播,但是可能會有比較難回答的問題。新聞辦公室必須為經理準備一份全面的簡報,以備經理面對任何問題時都能及時回答。
The TV programme BBC Midlands Today has asked for an interview with the zoo’s General Manager and he has agreed. The interview will be recorded rather than live, and will only be a few minutes, but there are likely to be some very difficult questions. The press office must prepare a full briefing for the zoo’s General Manager so he is able to handle any questions asked.
任務Task
為經理準備一份全面的簡報,你需要考慮到以下內容:
Prepare a full press briefing for the zoo’s General Manager. You need to consider:
• 電視節目主持人可能會問的問題-你是否能列一張可能提的問題的表?the questions that the TV presenter might ask in the interview – can you come up with a list of questions that might be asked?
• 經理應該如何回答才能維護動物園的聲譽?what the General Manager needs to say to maintain the zoo’s brand
• how, in general, he should handle the situation – what sort of tone should be use and what should his attitude be?
• what background information he might need about black panthers, the zoo, the search for the animal so far, people the zoo is working with to manage the situation
• remember that TV presenters are broadcast journalists, so they like facts and figures.
Outputs
• a document or selection of documents totalling not more than 1000 words
• clear headings to help the General Manager find information quickly
• a short summary of the main points at the start
<标题> • bullet points of useful information, as necessary

 

道德與公關Ethics and PR

 

• 倫理Ethics
<标题> • “設置判斷對錯的標準”“the set of criteria by which decisions are made about what is right and what is wrong”

• Mark McElreath
• (Managing Systematic and Ethical Public Relations)
• 公關道德Ethics in PR
• 公關從業者代表組織對他們服務的公眾進行道德監察PR practitioners should act on behalf of the organisations as the ethical ombudsman for the publics they serve
• 因此公關從業者應該是組織中最遵守道德的人… the PR practitioner should therefore be the MOST ethical person in the organisation
• 公關的道德原則PR’s Ethical Principles
• 公關從業者必須做到:PR practitioners must :
• ‘遵守道德的意愿,不傷害其他人,誠實守信’‘…have the will to be ethical, intending not to injure others but rather be honest and trust worthy’
• ‘努力避免會對他人產生不良后果的行為’‘… make every effort to avoid actions that would have adverse consequences for others’
•      Grunig & Hunt 1984
• 公關的道德義務PR’s Moral Obligations
• To ourselves
• To clients
• To organisations or employers
• To the profession & professional colleagues
• To society
•       Thomas Bavins 1992
• 關于道德的問題?The Morality Question ?
• 當不同利益相關者的道德義務發生碰撞時,會怎么樣?
• What happens when ethical obligations to different stakeholders collide ?
•  e.g. ‘whistle-blowers’‘astroturfing’
• 道德在公共關系中Ethics in Public Relations
• 我們講的道德到底是什么意思?What do we mean by ethics?
•    The basis of ethics is morality                               i.e. is it morally right to perform some action
• ‘PR actions are more important than words’
•         Ivy Lee
• 公關策劃PR Planning
• 六點公關策劃模型Six-Point PR Planning Model
• Jefkins (1994)


• 行動-形成公關策劃 Action – Forming the PR Plan
• 第1步-建立目標Step 1- Establish the Goals
• 第2步-確定現狀Step 2  - Determine Present Situation
• Step 3  - Determine Aids & Barriers to    Goals
• Step 4  - Forecasting
• Step 1   -   the Goals
• 你想如何被公眾看待How do you want to be perceived by the Public
• Do resources dictate the goals?
• 是否有時間,人員,資金?i.e have you got the time, staff, money available?
• Goals must be defined with a clear understanding of the current situation & resources available
• Step 2 - the Present Situation
• Is the organisation perceived as it wants to be?
• Is the situation likely to change?
• Step 3 – Aids & Barriers to Goals
• What is around to help?
• e.g. do you have sympathetic Publics?
• What is around to hinder?
• e.g. what Pressure Groups could affect your plans and how?
• Step 4 - Forecasting
• Have all possible scenarios been considered?
• What type of plan is needed :
• Financial?
• Policy?
• Communication?
• All of them?
• 公關策劃清單Checklist for PR Planning
• To whom are you talking?
• What do you want them to do?
• Why do you want them to do it?
• What are you going to say to them?
• Where are you going to reach them?
• When are you going to reach them?
• Which techniques will you use?
• How much are you going to spend?
• What if there is an unforeseen problem?
<标题> • How do you do it?

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