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The Practice of Government Public Relations

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The Practice of Government Public Relations Government & Education STEWART NEELEY LEE American Society for Public Administration Series in Public Administration and Public Policy THE PRACTICE OF GOVERNMENT PUBLIC RELATIONS In addition to traditional management tools, government administrators require a fundamental understanding of the tools available to address the ever- changing context of government communications. Examining the ins and outs of the regulations influencing public information,The Practice of Government Public Relations unveils novel ways to integrate cutting-edge technologies— including Web 2.0 and rapidly emerging social media—to craft and maintain a positive public image. Expert practitioners with extensive government communications experience address key topics of interest and provide an up-to-date overview of best practices. They examine the specifics of government public relations and detail a hands-on approach for the planning, implementation, and evaluation of the wide-ranging aspects of government public relations—including how to respond during a crisis. Focusing on the roles of government managers enacting policies adopted by elected officials and politicians, this book is ideal for program managers seeking innovative and inexpensive ways to accomplish their programs’ missions. • Supplies authoritative advice on the range of topics related to government public relations • Demonstrates how public relations can help government managers improve their work with illustrative descriptions and cases • Explains how to implement policy while promoting democratic accountability • Includes a CD-ROM with PowerPoint® slides, checklists, and additional resources Although no manager can be an expert in all aspects of public administration, this book will help you understand the external communications tools available to advance the mission and results of your agency. In addition to the tools provided on the accompanying CD-ROM, most chapters include a Best Practice Checklist to help you successfully utilize the communication strategies outlined in the book. K11561 ISBN: 978-1-4398-3465-7 90000 www.crcpress.com 9 781439 834657 www.crcpress.com K11561 cvr mech.indd 1 6/21/11 4:45 PM THE PRACTICE OF GOVERNMENT PUBLIC RELATIONS American Society for Public Administration Book Series on Public Administration & Public Policy Editor-in-Chief Evan M. Berman, Ph.D. National Chengchi University, Taiwan [email protected] Mission: Throughout its history, ASPA has sought to be true to its founding prin- ciples of promoting scholarship and professionalism within the public service. The ASPA Book Series on Public Administration and Public Policy publishes books that increase national and international interest for public administration and which dis- cuss practical or cutting edge topics in engaging ways of interest to practitioners, policy-makers, and those concerned with bringing scholarship to the practice of pub- lic administration. The Practice of Government Public Relations, Mordecai Lee, Grant Neeley, and Kendra Stewart Promoting Sustainable Local and Community Economic Development, Roland V. Anglin Government Contracting: Promises and Perils, William Sims Curry Strategic Collaboration in Public and Nonprofit Administration: A Practice-Based Approach to Solving Shared Problems, Dorothy Norris-Tirrell, and Joy A. Clay Managing Public Sector Projects: A Strategic Framework for Success in an Era of Downsized Government, David S. Kassel Organizational Assessment and Improvement in the Public Sector, Kathleen M. Immordino Ethics Moments in Government: Cases and Controversies, Donald C. Menzel Major League Winners: Using Sports and Cultural Centers as Tools for Economic Development, Mark S. Rosentraub The Formula for Economic Growth on Main Street America, Gerald L. Gordon The New Face of Government: How Public Managers Are Forging a New Approach to Governance, David E. McNabb The Facilitative Leader in City Hall: Reexamining the Scope and Contributions, James H. Svara American Society for Public Administration Series in Public Administration and Public Policy THE PRACTICE OF GOVERNMENT PUBLIC RELATIONS EDITED BY MORDECAI LEE GRANT NEELEY KENDRA STEWART CRC Press Taylor & Francis Group 6000 Broken Sound Parkway NW, Suite 300 Boca Raton, FL 33487-2742 © 2012 by Taylor & Francis Group, LLC CRC Press is an imprint of Taylor & Francis Group, an Informa business No claim to original U.S. Government works Version Date: 20110603 International Standard Book Number-13: 978-1-4398-3466-4 (eBook - PDF) This book contains information obtained from authentic and highly regarded sources. Reasonable efforts have been made to publish reliable data and information, but the author and publisher cannot assume responsibility for the validity of all materials or the consequences of their use. The authors and publishers have attempted to trace the copyright holders of all material reproduced in this publication and apologize to copyright holders if permission to publish in this form has not been obtained. If any copyright material has not been acknowledged please write and let us know so we may rectify in any future reprint. Except as permitted under U.S. Copyright Law, no part of this book may be reprinted, reproduced, transmitted, or utilized in any form by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying, microfilming, and recording, or in any information stor- age or retrieval system, without written permission from the publishers. For permission to photocopy or use material electronically from this work, please access www.copy- right.com (http://www.copyright.com/) or contact the Copyright Clearance Center, Inc. (CCC), 222 Rosewood Drive, Danvers, MA 01923, 978-750-8400. CCC is a not-for-profit organization that pro- vides licenses and registration for a variety of users. For organizations that have been granted a pho- tocopy license by the CCC, a separate system of payment has been arranged. Trademark Notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe. Visit the Taylor & Francis Web site at http://www.taylorandfrancis.com and the CRC Press Web site at http://www.crcpress.com For Brad Brin, Ernie Franzen, and Charlie Wright—good friends who were there when I needed them. Mordecai Lee For Sabrina and Jordan, the loves of my life. Grant Neeley For Fred Carter and Louise Majors—the first to teach me about the importance of government public relations; and for Jimmy, Paxton, and Paisley, who never let me forget what’s important. Kendra Stewart Contents CD-ROM Contents ........................................................................................ix Preface ............................................................................................................xi Editors ...........................................................................................................xv Contributors ................................................................................................xvii 1 Introduction ...........................................................................................1 GRANT NEELEY AND KENDRA STEWART 2 Government Public Relations: What Is It Good For? .............................9 MORDECAI LEE SeCtion i ReACHING tHe CITIZENRY: tHE TOOLS oF GoVeRnMENT PUBLiC ReLATIONS 3 Media Relations ....................................................................................29 JEROME SADOW 4 Government Websites ...........................................................................51 NAPOLEON BYARS 5 Public Information Campaigns ............................................................75 JENIFER E. KOPFMAN AND AMANDA RUTH-McSWAIN 6 Crisis Public Relations for Government Communicators ..................101 BROOKE FISHER LIU AND ABBEY BLAKE LEVENSHUS 7 Web 2.0...............................................................................................125 LEILA SADEGHI SeCtion II MAnAGING GoVeRnMENT PUBLiC ReLATIONS 8 Strategic Communication Planning ...................................................143 DIANA KNOTT MARTINELLI vii viii ◾ Contents 9 Ethics in Government Public Relations .............................................157 SHANNON A. BOWEN 10 Doing Right and Avoiding Wrong with the Law and Politicians .......179 KEVIN R. KOSAR 11 Internal Public Relations for Personal and Program Success .............197 ANNE ZAHRADNIK 12 Using Monitoring and Evaluation to Measure Public Affairs Effectiveness .......................................................................................213 MAUREEN TAYLOR 13 Conclusion ..........................................................................................229 GRANT NEELEY AND KENDRA STEWART CD-RoM Contents Chapter 5 Checklist by Jenifer E. Kopfman and Amanda Ruth-McSwain Chapter 6 Additional Resources by Brooke Fisher Liu and Abbey Blake Levenshus Chapter 7 Checklist by Leila Sadeghi Chapter 8 PowerPoint Presentation by Diana Knott Martinelli Chapter 8 Workbook Pages by Diana Knott Martinelli Chapter 10 Addendum by Kevin R. Kosar Case Study: Information Wars in Russian Politics by Elena Denezhkina and Paul Dezendorf Case Study: Sex Offender at the Recreation Complex by Grant Neeley Case Study: An Illustration of the Impact of Active Community Engagement and Information Targeting Rock Hill, South Carolina by Scott Huffman and Paul Dezendorf Case Study: Government Public Relations and the U.S. Customs and Immigration Services Website
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