Public relations a practical guide to the basics_10 pptx

141
Appendix 14
3.1. Main headings.
These should be in capital letters.
3.2. Sub-headings.
In lower case and emboldened.
3.3. Names.
The names of individuals who raise matters should be recorded.
3.4. Action to be taken.
Where any action is required the appropriate persons initials should be recorded
in the right-hand column.
4. Any other business
Any item of business that the Chair or a member wishes to raise, but has not
previously notified.
5. Date of next meeting
The date, time and venue for the next meeting.
*NB If a new committee has been set up and is meeting for the first time, all minutes
should be numbered sequentially from 1; otherwise numbering is continued from
the last minute. This can be very important for future reference.
Refer to any specific house style in use.
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Appendix 15
142
Appendix 15
Contingency Planning
for a Crisis
Before the crisis
1. Identify  look at possible situations.
2. Plan  make simple contingency plans to cover different situations. They
should include:
l the crisis team (who are they?);

l team leader and media spokespersons;
l procedures for handling the media generally;
l facilities available (accommodation, communications);
l background information;
l contact telephone numbers for key personnel.
Backing
l Ensure all plans are agreed, accepted and fully supported at the highest level.
l Copies of plans should be held by all concerned.
l Check and update plans at regular intervals.
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143
Appendix 15
Practice
Remember  practice makes perfect:
l Hold regular practices.
l Involve the emergency services.
l Hold mock press briefings and conferences to familiarize and train media
spokespersons.
l Ensure next-of-kin procedures are known.
During the crisis
When it happens:
l Assemble team quickly  use the call-out system.
l Set up communications  activate all communications systems.
l Establish crisis centre  assemble key personnel. Organize staffing rosters.
l Press and Media packs  assemble background information.
l Press conference  prepare a separate room if possible.
l Log/Diary  start an incident log. Record all events by date/time.
l Synchronize timings  ensure all are on one master clock.
l Monitor the media  remember that deadlines vary between newspapers, TV
and radio stations.

l Community relations  watch this aspect. It could be a vital factor in the credibility
battle.
l Expert advice  have expert advise available to deflect the media in the early
stages.
l Answers  prepare answers to (potentially damaging) questions from the media.
l Blame  do not apportion blame or speculate on this.
l Reporters  new go off the record to the press.
l Compensation  do not reveal details of any compensation to the media. For
insurance claims take advertising space in newspapers.
l Crank calls and letters  ignore all crank calls. Acknowledge all letters of support
through the local press by taking advertisements.
l Next of kin  Always confirm that the next-of-kin have been informed before
releasing any names to the media.
At the finish
l Stand down  Stand down the crisis team/equipment, etc gradually as the situation
eases. Staffing levels can be reduced inside the centre.
l Follow-up action  There will be considerable subsequent follow-up action
needed, such as press conferences, news releases, articles, statements, and general
correspondence.
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Appendix 15
144
l The inquiry  Make preparations for any subsequent inquiry that is to be held.
Collect all logs, diaries, notes and other relevant written material that may be
called as evidence. Keep all such material secure.
l Wash up and analysis  These are operational management lessons to be learnt
from your experiences during the crisis. The outcome of your analysis may
indicate revision of your contingency plans.
In a crisis always remember
Commitment Management backing is vital.

Filing system Have a good one for background information.
The team Keep it small  key people only.
Credibility Important to maintain it.
Clean up Be prompt. It shows you are a responsible, caring
organization.
Advertising Useful and can help save time.
Local press Can give you more aggravation than the nationals.
The local community Dont forget them. Good relations are vital.
The secretariat Sufficient staffing to handle the crisis.
Information provision Everyone must have the same information at the same
time  synchronize.
Training Vital to ensure smooth running when it happens.
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145
Index
acceptance 3
advertising agency 5, 7
agenda, format 137
agreement 26, 11723
appointment and programme 118
commencement and duration 118
photographers 26
supplementary 122
suppliers 17
termination 121
analysis 99
annual meetings 52
approvals 120
artwork 21, 33
camera-ready 36

assessment 967
authority 120
Betting, Gaming & Lotteries Act 1963 116
brief
designers 323
exhibition contractor 49
printers 23
publishers 1920
suppliers 1617
broadcast media see media
Bruce, Liza 12
business writing see writing
camera-ready artwork 36
Ceefax 85
clients, conduct concerning 10911
clients property 121
Coca-Cola Corporation 13
Code of Conduct 11, 10512, 122
colleagues 11112
common law 113
community relations programme 97
competitions 11516
conferences 525
accommodation 53
dates and seasons 53
duration 53
fees and expenses 54
numbers 53
planning 128, 13031
planning guidelines 130

presentation equipment 55
social programmes 55
speakers 55
sponsorship 54
travel arrangements 54
confidential information 12021
consultancy 59
advantages of using 8
and client relationship 117
disadvantages of using 8
independent 78
mixing and matching 9
reasons for using 67
types 78
contact sheets 28
contingency planning 1424
contracts 12, 11314
Index
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Index
146
for services 124, 125
of employment 124
printers 23
publishers 20
suppliers 17
copyright 1315, 120
assignment 14, 29
duration 14
ownership 14

permission to copy 15
photographs 29
qualification 13
Copyright, Design & Patents Act 1988 13,
29
corporate image 2
costings, suppliers 18
costs, videos 38
counselling service 8
credits 15
crisis management 759
aftermath 789, 1434
assessment 768
checklist 144
contingency planning 78, 1424
how to cope 76
operations centre 78
planning 75
practice 143
procedure 143
training 78
use of term 76
Cronors Guide to VAT Regulation 18
current image 2
deadlines 17
defamation 1112, 11415
design
concept 35
consultancies 31
registers 31

designers 316
brief 323
commissioning 31
exhibition 46
specialisms 31
work process 336
desktop Publishing (DTP) 32
digital photography 91
digital scanning 91
disbursements 119, 121
distribution, publishers 21
documentary file material 83
electronic mail (e-mail) 88
employers
conduct concerning 10911
liability 124, 125
employment law 1245
Employment Protection (Consolidation) Act
1978 125
endorsement 62
ethics 10
evaluation, methods 97100
events, planning 128
exhibitions 412
booking space 44
checklist 1267
contractors 489
contractors manual 445
designers 46
good housekeeping 478

news and events 47
newsletters 47
organizing 489
planning 434, 46
publications 467
stand 428
trade unions 45
types of work 42
expenses 119, 121
experience 978
external sources 59
fair dealing 15, 29
feature articles 7074
advantages 71
hints on writing 714
seven-point model 73
feedback 989
fees 26, 54, 11819, 121
film makers 378
foreign VIPs 59
functions 5057
group image 2
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147
Index
half-tone 28
hostility 3
house rules 70
house styles 69
illustrations 2021, 23

images 23
income tax 124
information provision 3
information technology (IT) 8791
Institute of Public Relations (IPR) 11, 105
guidelines 104
insurance 121
Integrated Services Digital Network
(ISDN) 9091
internal papers 1389
Internet 8790
controls 89
distribution 89
surfing 89
job numbers 94
knockback 28
law 11, 11316
see also specific aspects
liability 122
libel 1112, 114
light-box 28
lotteries 11516
manuscript 20
Marks & Spencer 12
media 8086
audiences 81
impact 80
relations campaign 98
see also radio; television
memoranda 69

minutes 6970
layout 14041
mirror image 2
moral rights 1415, 29
multiple image 2
National Insurance 124
National Lottery 667
note taking 70
objectives, defining 95, 96
observation 978
offers 116
paper specification 23
passing off 12, 115
patronage 6061
PAYE 124
payment terms 119
period of notice 121
philanthropy 612
photographers 2430
fees and agreements 26
location 267
reproduction studios 30
selection 245
studio setting 26
see also digital photography and scanning
photographic libraries 256
photographs
colour or black and white 26
copyright 29
special effects 289

viewing 28
picture libraries 25
planning 925
essentials 92
guidelines 129
see also assessment; evaluation
press kits 467
Prestel 85
printers 223
brief 23
contract 23
professional indemnity 121
programme 925
budgets 94
control 94
design 934
need for 92
planning 51, 95
programming, see also assessment;
evaluation
progress chasing, suppliers 18
promotions 5057
publishers 21
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Index
148
proofs 20, 33
proposals 69
public interest 3
public relations

definition 1, 92
image 23
perceptions of 12
roles 14
Public Relations Consultants Association
(PRCA) 6
publishers 1921
brief 1920
contracts 20
promotion and distribution 21
radio 834
opportunities for coverage 84
raffles 116
rail concessionary rates 128
recruitment campaign 98
reference books 74
reports 69, 136
reproduction studios 30
research 99100
roughs 33
Royal visits 59
planning 1345
Sainsburys 13
self-employed persons 125
seminars 557
sepia finish 28
slander 1112, 114
Social Security Act 1975 124, 125
sponsorship 6066
conferences 54

evaluation 67
forms 646
profile 62
reasons for using 63
types 613
standards 122
statute law 113
subsidy 62
suppliers 1618
agreement 17
brief 1617
contract 17
costings 18
progress chasing 18
timetabling 17
sympathy 4
Teletext 85
television 813
opportunities for coverage 823
30 Minutes to Master the Internet 90
time sheets 94
timetabling
Royal visits 1345
suppliers 17
videos 39
trade fairs 412
trade names 115
misuse 12
trade unions, exhibitions 45
transparencies 28

Unfair Contract Terms Act 1977 122
Unitel 856
VAT 1 8
venues 5051
videos 3740
concept 38
costs 38
editing 3940
filming schedule 39
packaging 40
post-production 3940
script 39
Viewdata 85
VIP visits 59
planning 1323
visits
organizing 589
planning 589, 1323
wish image 2
workshops 557
World Wide Web (www) 8990
writing technique 6874
general rules 68
reports 136
see also specific applications
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