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The public relations professional must understand managementMaster the knowledge of planning, budgeting, objective setting, and how top management thinks and operatesDifferences between working as a staff public relations practitioner inside a corporation, nonprofit, or other organization, where the job is to support management in achieving its objectives, and working as a professional in a public relations agency, where the job is to contribute to the revenue generation of the company.Provides some feel of what to expect in terms of income in public relationsManagement Process of Public RelationsProfessional public relations work emanates from clear strategies and bottom-line objectives that flow into specific tactics, each with its own budget, timetable, and allocation of resourcesManagers insist on resultsThe best public relations programs can be measured in terms of achieving results in building the key relationships on which the organization dependsThe relevance of public relations people in the eyes of top management depends largely on the contribution they make to the management process of the organizationPublic relations managers perform what organizational theorist call a boundary roleBoundary Role: they function at the edge of an organization as a liaison between the organization and its external and internal publicsPublic relations managers have one foot inside the organization and one outsideThe unique position is not only lonely but also precariousAs boundary managers, public relations people support their colleagues by helping them communicate across organizational lines both within and outside the organizationTop managers are forced to think strategically about reaching their goalsThey need to think in terms of the strategic process element of their own rolesThey must constantly ask, in relation to their departments, functions and assignmentsWhat 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?It is this procedural mind-set- directed at communicating key messages to realize objectives to priority publics- that makes the public relations professional a key adviser to top managementReporting to Top ManagementThe public relations function must report to top managementAccording to Chapter 1, if public relations is truly the “interpreter” for management philosophy, policy, and programs, then the public relations director should report to the CEOPublic relations promotes the entire organizationPublic relations must remain independent, credible, and objectiveHave communication competence and an intimate knowledge of the organization’s businessWithout this PR professionals are much less effectivePR professionals should be the corporate consciencePR processionals should enjoy enough autonomy to deal openly and honestly with managementIf an idea does make sense, if a product is flawed, if the general institutional wisdom is wrong, it is the duty of the PR professional to challenge the consensusLosing reputation is worse than losing money - Warren BuffetConceptualizing the Public Relations PlanStrategic planning for PR is an essential part of managementPlanning is critical not only to know where a particular campaign is headed but also to win the support of top managementOne of the most common PR complaints is that it is too much a “seat-of-the-pants” activity, impossible to plan and difficult to measureManagement’s perspective is, “How do we know the public relations group will deliver and fully leverage the resources they’re asking for?”Management wants to see a planWith proper planning, PR professionals can indeed defend and account for their actionsFirst practitioners must consider objectives and strategies, planning and budgets, and research and evaluationThe broad environment win which the organization operates must dictate the overall business objectivesThere will dictate specific PR objectives and strategiesOnce these have been defined, the task of organizing for a PR program should flow naturallyEnvironment  business objectives  PR objectives and strategies  PR programsSetting objectives, formulating strategies, and planning are essential if the PF function is to be considered equal in stature to other management processes. This involves 4 steps:Defining the problem or opportunityThis requires researching current attitudes and opinions about the issue, product, candidate, or company in question and determining the essence of the problemProgrammingThis is the formal planning stage, which addresses key and constituent publics, strategies, tactics, and goalsActionThe is the communication phase, when the program is implementedEvaluationThe final step in the process is the assessment of what worked, what didn’t work, and how to improve in the futureThe most essential is starting with a firm base of research and a solid foundation of planningAll planning requires thinkingPlanning a short-term PR program to promote a new service may require les thought and time than planning a long-term campaign to win support for a public policy issueRegardless if its a short-term or long-term plan, the plan must include clear-cut objectives to achieve organizational goals, targeted strategies to reach those objectives, specific tactics to implement the strategies, and measurement methods to determine whether the tactics worked.Creating the Public Relations PlanA PR plan must be spelled out in writing. Its organization must answer management’s concerns and questions about the campaign being recommendedExecutive summaryAn overview of the planCommunication processHow it works, for understanding and training purposesBackgroundMission statement, vision, values, events that led to the need for the planSituation analysisMajor issues and related facts the plan will deal withMessage statementThe plan’s major ideas and emerging themes, all of which look to the expected outcomeAudienceStrategic constituencies related to the issues, listed in order of importance, with whom you wish to develop and maintain relationshipsKey audience messagesOne- or two-sentence messages that you want to be understood by each key audienceImplementationIssues, audiences, messages, media, timing, cost, expected outcomes, and method of evaluation - all neatly spelled outBudgetThe plan’s overall budget


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FSU PUR 3000 - Chapter 5: Management

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