Charles T. Thibodeau & Associates
You Have A Need, We Have Your Solution
Public Relations Concepts:
Previous
Up
NextPUBLIC RELATIONS CONCEPTS
SYLLABUS
CTTA1400
Three Hours of Continuing Training
AUTHOR:
Charles T. Thibodeau, M.Ed., CPP, CSS, CPO
EDITORS:
Barry Swanson, LPS, Public Law Enforcement Trainer
COURSE RATIONALE
In every business the employees are responsible for performing the functions of "goodwill ambassador" for that company. The same is true for the security contingent. Many times it is the security practitioners who are the first to interact with a visitor to the company, as well as a vendor or even employees of that company. A security department could be the place of last resort for a person seeking assistance who has been to every other department with no results. A warm smile and a sincere “How can I help you?” must be permanently at the ready when security practitioners make that first contact. Being “other-people-centered,” and a “can-do” problem solver, are the traits of successful public relations minded security professionals. Being flexible and serving the needs of each person who seeks such services greatly enhances the security practitioner’s performance as a professional public relations person.
COURSE FOCUS
This course is designed to emphasize the most important points and issues in the delivery of public relations services. It is intended to focus on how to balance customer-driven quality service with the needs of a business to maintain a stable, predictable public image. Thus, topics in this course were carefully chosen that will address equality, respect for others, and serving a highly diverse multi-cultural community. It will also guide the student on how to perform maximum public relations within the restrictions of civil law, criminal law, administrative law, policy, procedures and ethics.
METHODOLOGIES
This course will be taught by utilization of an appropriate selection of the following tools, tailored specifically to facilitate the delivery of the subject matter being taught:
Lectures, Demonstrations, Illustrations, Class Discussions, Readings, Tutorial Exams, Videotape, Audio Tape, Computer Projection, Transparency Projection, and Interactive Computer Programs.
COURSE CONTENT GOALS
The students will be exposed to the following list of topics that will be addressed in above described seminars:
I. Public Relations Planning
A. Establish and maintain a good public image
B. Assure a neat and clean appearance to the facility
C. Assure a neat and clean security officer deportment
D. Appear truly concerned,
E. Reach out and speak to someone who looks confused
F. Make the person being served feel like his or her needs are a priority
G. Be capable of delivering what is promised.
H. Apply your multi-cultural, diversity training
I. Have available all of the tools necessary to serve the public
II. Good Public Relations is a “Mutual Need Satisfaction.”
A. Meet customer needs to a level of mutual satisfaction.
B. Assure that the help we provide doesn’t cause problems for others
C. Assure that the customer is not placed in jeopardy by our directions
D. Protect and enforce zero-tolerance policies while maintaining good public relations.
E. Apply proactive preventive training
III. Facility Orientation and Knowing Department Capabilities
A. Know the floor plan and direction to every major point in the facility
B. Know the capabilities of each department in your facility
C. Have a manual of direction aids and phone numbers to call for directions
D. Know the bus schedules and other public information numbers
IV. Image is a Valuable Asset.
A. Be dependable
B. Be courteous
C. Show interest and concern
D. Use tact
E. Be discreet
F. Respect confidences
G. Be impartial
H. Be calm
I. Be patient
J. Be helpful
V. The Most Powerful Advertising Is Negative Customer Service.
A. Consider the power of the negative message
B. Understand the impact of a single PR failure
C. Overcome a failure to satisfy a customer service request
D. Turn a negative into a positive before the customer leaves
E. Assure the customer knows you have done everything possible to help them
VI. Never “Cut Someone Off Cold”.
A. Remove the following phrases from your vocabulary:
1. “No, we do not do that”
2. “No, we cannot help you with that”
3. “No, it is not Security’s job”
B. Understand the power of “YES!”
VII. Have Something Tangible to Hand Out.
A. Provide a floor plan of the area
B. Give the customer a hand written phone number to call
C. Give the customer a hand drawn map
D. Write down a person’s name and department name
E. Hand out a bus schedule
F. Give out your business card with a positive message on it
VIII. Promote Effective Morale Within The Work Force
A. Be aware of the link between workforce tension and public service
B. Minimize the “malcontent syndrome” of security officers
C. Perform briefings and de-briefings of officers before and after each shift
D. Inspect each officer’s deportment
E. Inspect each officer’s fitness for duty
F. Inspect each officer’s attitude
G. Identify intra-departmental conflicts
H. Eliminate favoritism and prejudice within the ranks
I. Distribute breath mints to each officer
J. Assure all equipment is working, Two-way radios, flashlights, etc.
K. Enforce smoking bans and drinking alcohol restrictions
L. Encourage continuing education and certification programs
IX. Public Relations and Communications
A. Be introspective regarding your own world views
B. Know your beliefs, fears, suspicions, biases, prejudices, and insecurities in dealing with certain categories of individuals
C. Always remain polite, respectful, and sensitive to the needs of the person being served.
D. Avoid arguing at all costs
E. Remember that you have no more authority than that of any other citizen, you are not a police officer or acting under color of law
F. Remain detached and ignore personal insults
G. Be businesslike at all times
H. Treat everyone the way you would want to be treated under similar circumstances.
I. Eliminate anger, impatience, contempt, dislike, sarcasm
J. Treat each contact as a process, consisting of several phases, instead of a happening
K. Slow everything down, and take time to evaluate the environment you are about to enter
L. Size things up as accurately as possible before making the contact
M. Never back the person you are dealing with into a corner.
N. If the situation becomes heated, give or get space
O. Continue to use verbal de-escalation to defuse the situation
X. Handling Customer Complaints
A. Treat all complainants with respect
B. Allow the complainant an opportunity to save face
C. Build the ego of the complainant.
D. Show genuine courtesy and respect to the complaining party.
E. Direct the complainant to the proper department or person
F. Remember, “you are not the target, you are the lightning rod!”
XI. Public Relations and the Media
A. Use your very best pubic relations skills as pointed out above.
B. Be polite and direct the media to the PR Officer
C. Be polite and direct the medial to your supervisor
D. NEVER! NEVER! NEVER! give an interview.
E. NEVER! say: “No Comment!”
F. NEVER! be discourteous.
INSTRUCTOR EXPECTATIONS
The instructor expects each student to have perfect attendance, be on time for each session, keep their breaks to the posted time limits, be alert during each seminar training session and participate in exercises and projects. Students are to complete their work on time and maintain the highest level of integrity during testing. Students will be encouraged to speak their mind and challenge the instructor as the need arises. Each student is encouraged to take notes.
HOW THE STUDENT WILL BE EVALUATED
The instructor will use a pass/fail method of evaluation. The only testing used in this seminar is an occasional tutorial exam. The students will be evaluated by their participation in the seminar and by the amount they contributed to discussions and by their comments made during the presentations. The evaluation will also include how well the student met the instructor’s expectations as set out above.
CERTIFICATE OF COMPLETION & GRADE SHEET
Certificate of completion will be awarded to each student after his or her successful completion of the course. The certificate of completion will indicate date of completion, hours of attendance, and the specific seminars that have been successfully completed. The Certificate will have attached to it a grade sheet that will specifically spell out each student’s achievement.
The student’s employer will receive the original of the certificate and student background sheet, and a copy of same for their files. Charles T. Thibodeau and Associates will keep an original of the student background sheet and a copy of the certificate. If for any reason the student wishes a duplicate copy of the certificate and background sheet, Charles T. Thibodeau and Associates will provide that to the student upon request. There may be a small service fee for production and mailing of the reproduced records for the student.