Chapter 5: ManagementManagement Process of PR -Public relations professional mist understand management to be respected and effective -It is important to think strategically and plan methodically to help change attitudes, crystallize opinions, and accomplish the organizations overall goals-Best PR programs are focuses on achieving results in building the key relationships on which the organization dependsConstantly Ask: What are we attempting to achieve, and where are we going in that pursuit? What is the nature of the environment in which we must operate? Who are the key audiences we must convince in the process? How will we get to where we want to be?Reporting to Top Management-Report to CEO, openly and honestly -Remain independent, credible, and objective -Must have knowledge of organizations business-Should be corporate conscience-“PR should never shirk its overriding responsibility to enhance the organization’s credibility by ensuring that corporate actions are in the public interest”Conceptualizing the PR Plan-Most frequent complaint about PR is that it is too much of a “seat-of-the-pants” activity, impossible to plan and difficult to measure-Most essential is starting with a firm base of research and a solid foundation of planning-Must include clear cut objectives, target strategies, specific tactics, and measurement methods1. Defining the problem or opportunity: research current attitudes first2. Programming: formal planning stage, addresses key constituent publics, strategies, tactics, and goals3. Action: Program implementation (communications phase)4. Evaluation: Final step, find out what worked, what didn’t and how to improveCreating the PR Plan1. Executive Summary (overview)2. Communication Process (how it works)3. Background (mission statement, vision, values)4. Situational analysis (major issues/ related facts)5. Message Statement (ideas/themes)6. Audiences 7. Key Audience Messages8. Implementation9. Budget10. Monitoring and Evaluation (how plans results will be measured)5 Part PR Plan: Clearly specifies tactics against which objectives can be measured and evaluated1. Situation2. Business Objectives3. PR Objectives4. Strategies5. PR Program ElementsActivating the PR Campaign1. Back grounding the problem: situational analysis, what’s to be done2. Preparing the proposal: sketches broad approaches to solve the problem at hand, how isit going to be done -Situational analysis, scope of assignment, target audiences, research methods, key messages, communication vehicles, project team, timing and fees3. Implementing the plan: operating tactics, time chart, specific activities defined, deadlines4. Evaluating the Campaign: Did the plan work? Setting PR Objectives-How will we manage our resources to achieve our goals? -MBO: Managing by objectives, powerful source of feedback-MBR: Managing by results, tie PR results to managements predetermined objectivesBudgeting for PR-In recent years PR budgets have increased-Most operate on limited budgets-Mark up expenses by 17%-Ensure client is aware of how charges are being applied Functional Budgeting: dollars for staff, resources, activities, and so on are linked to specific revenue generating activitiesAdministrative Budgeting: budget dollars are assigned generally against the departments allocation for staff and expenses 1. Estimating the extent of the resources needed to accomplish each activity2. Estimating the cost and availability of those resourcesImplementing PR Programs-Media relations, social network marketing, internal communications, government relations/ public affairs, community relations, investor relations, consumer relations, PR research, PR writing, special PR, Institutional advertising, graphics, web site management, special events, management counseling*THESE WERE MENTIONED BRIEFLY IN CLASS, POSSIBLE TEST QUESTIONS-Use Gantt and PERT charts to control and administer these project tasks-Gantt: sequence of tasks necessary for completion of the project at hand, single horizontal bar, the length of each bar corresponds to the time necessary for completion-PERT charts help manage complex projects with a high degree of intertask dependent, shows relationship between each activity (navy in 1950’s) Reputation Management -Helping to manage an organizations reputation-Brand, position, goodwill, or image -Gained by what one does, not what one says-Build, maintain, and defend an organizations reputation Where are the jobs?-Health care & consumer/ retail -High Tech Industry-Social Media-Investor relations and crisis management-Communications managers-PR agencies-Nonprofit PR (hospitals)-Employee communicationsWhat does it pay?-Average senior VP of corporate communications earned almost $190,000 and executive VP earning close to $230,000-Median annual salary base for corporate PR employees $97,5000 -Respondents in PR agencies $75,400 and all PR respondents $82,400-By region highest to lowest: Northwest, Northeast, West, Mid Atlantic, Plain States, and Midwest-Investor relation’s highest salaries-Most paid by financial services firmsWomen and Minorities-Women predominate PR work-Minorities increasing-In universities preponderance of females outnumbering males by 80%-Women in executive positions increasing-Women paid less than males Chapter 7: The LawPR and the Law: An uneasy Alliance-Lawyers: What one must due vs. PR: what one should do-Both begin with the first amendment that guarantees freedom of speech-The less an organization says prior to its day in court, the better-From PR standpoint it may make sense to go public if integrity or credibility is being called into question -Law and ethics are interrelatedPR and the 1st Amendment-Interpreting the first amendment is no simple matter.See Examples on Page 126 of the textbook.PR and the Defamation Law-Defamation is the umbrella term used to describe libel and slander. For defamation to be proved, a plaintiff must convince the court that certain requirements have been met. -Print/Broadcast/or Electronic Means-Subject Identified-Suffered injury (monetary, reputation, or mental)-Citizen in the limelight is harder to prove defamation (need to prove media acted on actual malice) See Examples on Page 128PR and Insider Trading-Every PR professional should know the laws that govern his or her organization and industry -Securities law knowledge important-A material announcement is one that may cause an investor to buy hold or sell a stock. -SEC has disclosure
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