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建立人际资源圈Public relations management at Derby Zoo--论文代写范文
2016-04-29 来源: 51Due教员组 类别: Paper范文
51Due论文代写网精选paper代写范文:“Public relations management at Derby Zoo”。这篇论文以德比动物园的一次危机为案例，讲述了什么是公共关系管理,以及如何处理，处理中需要注意的问题，并讲述了公共关系与道德的关系.
part 1
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.
Brief
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.
Task
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.
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:
•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.
part 2
Brief
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.
The press office must put together a press release to manage the situation.
Task
Write a press release of no more than 500 words. You will need to consider:
• your responsibility to the visitors to the zoo on the day
• your response to the animal rights campaigners
•how you will deal with the criminal damage at the zoo (what kind of damage was it and what might it cost to repair?)
•how you will calm the public’s fears (what might they be afraid of?)
• how you will work with other agencies to resolve the situation (and which agencies are they?)
• 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.
part 3
Brief
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.
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’.
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.
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.
Task
Prepare a full press briefing for the zoo’s General Manager. You need to consider:
• the questions that the TV presenter might ask in the interview – can you come up with a list of questions that might be asked?
• 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
• bullet points of useful information, as necessary
Ethics and PR
• Ethics
• 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)
• Ethics in PR
• PR practitioners should act on behalf of the organisations as the ethical ombudsman for the publics they serve
• the PR practitioner should therefore be the MOST ethical person in the organisation
• PR’s Ethical Principles
• PR practitioners must :
•have the will to be ethical, intending not to injure others but rather be honest and trust worthy’
• make every effort to avoid actions that would have adverse consequences for others’
• Grunig & Hunt 1984
• PR’s Moral Obligations
• To ourselves
• To clients
• To organisations or employers
• To the profession & professional colleagues
• To society
• Thomas Bavins 1992
• The Morality Question ?
• What happens when ethical obligations to different stakeholders collide ?
• e.g. ‘whistle-blowers’‘astroturfing’
• Ethics in Public Relations
• 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
• PR Planning
•Six-Point PR Planning Model
• Jefkins (1994)
• Action – Forming the PR Plan
•Step 1- Establish the Goals
• Step 2 - Determine Present Situation
• Step 3 - Determine Aids & Barriers to Goals
• Step 4 - Forecasting
• Step 1 - the Goals
• How do you want to be perceived by the Public
• Do resources dictate the goals?
• 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?
• 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?
• How do you do it?
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