Chapter Five Management Book Notes Management Process of PR Planned persuasive social managerial science Most organized most paid ability to perform in a crisis Think strategically and plan methodically to help change attitudes crystallize opinions and accomplish organization s overall goals Managers insist on results o o Building key relationships James Grunig and Todd Hunt boundary role They function at the edge of an organization as a liaison between the organization and its external and internal publics Managers have one foot inside the org and one outside 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 where we want to be Reporting to Top Management PR promotes the entire organization Must report to top management CEO Must remain independent credible and objective Professionals must have communication competence and knowledge of org business PR should be the corporate conscience o Autonomy to deal openly and honestly with management o Warren Buffet We can afford to lost money but we cannot afford to lose reputation Conceptualizing the PR Plan Strategic planning essential part of management Planning know where particular campaign is heading win the support of top management Environment Business objections PR objectives and strategies PR programs PR management process o Defining problem opportunity Researching current attitudes and opinions o Programming Formal planning stage Addresses key constituent publics strategies tactics goals o Action o Evaluation Communication phase What worked didn t work how to improve Most important is starting with firm base of research and planning Planning requires thinking o o o Clear cut objections to achieve goals Targeted strategies to reach those objectives Specific tactics to implement o Measurement methods to determine if they worked Creating the PR Plan Must be spelled out in writing Must answer management s concerns and questions Example 1 Executive summary overview of plan 2 Communication process how it works 3 Background mission statement vision values events 4 Situation analysis major issues that plan deals deal with 5 Message statement plan s major ideas and themes 6 Audiences 7 Key audience messages one or two sentence message that will be understood by each key 8 audience Implementation issues audiences messages media timing cost expected outcomes method of evaluation 9 Budget 10 Monitoring and evaluation how it ll be measured and evaluated Activating the PR Campaign Typical PR campaign plan resembles 1 Background the problem i Major aims of the campaign ii What s to be accomplished 2 Preparing the proposal Sketches broad approaches to solve problem at hand The hows i ii Implementing the plan i Details operating tactics 3 4 Evaluating the campaign PR is assessed in terms of its action performance and practice Setting PR Objectives Good goals ones that can be measured Good objections stand up to the following Clearly describe end result expected o o Understandable o o o List a firm completion date Realistic attainable measureable Consistent with management s objectives Managing by Objectives MBO and by results MBR to help quantify the value of PR in an org Two frequently ask by general managers o How can be measure PR results o How do we know whether the PR program is making a progress MBO provides feedback Most MBO programs share 1 Specification of the org goals 2 Conferences between superior and subordinate 3 Agreement between superior and subordinate 4 Periodic reviews by superior and subordinate Identifying measurable factors Key to using MBO effectively in PR 1 Defining nature and mission 2 Determining key result areas in terms of time effort personnel 3 4 Setting objectives 5 Preparing tactical plans to achieve objectives 6 Rules and regulations 7 Est procedures to handle the work Budgeting for PR Must be based on sound budgeting Detail tactics that ll help achieve objectives Functional budgeting dollars for staff resources activities etc linked to specific revenue generating activities Administrative budgeting budget dollars are assigned generally against the departments allocation for staff and expenses Key to budgeting o o Estimating extent of resourced need Estimating cost and availability of those resources Client pays for services rendered either on monthly or yearly retainer basis or on minimum charges bases on staff time Time records are kept by employees Hourly charges Agency relationships based on trust Out of pocket expenses are charged back to client at cost Mark up expenses for larger expenses by 17 65 percent Implementing PR Programs Social network marketing Internal communications Gov relations and Public affairs Community relations Investor relations Consumer relations PR research PR writing Special publics relations Institutional advertising Graphics Media relations Web site management Management counseling Philanthropy Special events o o Staff professional in PR department of corporation university hospital sports franchise political campaign etc Line professional in a PR agency Half of all corporate communications departments report to chairman president CEO In gov they report to department heads The PR Department Work in one of two organizational stuctures The PR Agency See notes for internal external PR jobs Reputation Management What do rep managers do o o o o o Persuading customers to recommend buy product Persuading investors to invest in their org Persuading competent job seekers to enlist as employees Persuading other strong org t joint venture with them Persuading people to support when attacked Management Class Notes Managing Public Relations Terms Baseline Point against which all future efforts are measure Benchmark comparing examining best practices from other companies o Go to other organizations and put all their strategies together to do something Goal outcome which we can measure but don t have specify of measurement Objective outcome we can measure where we do have specificities Strategy broad approach to reach goal Tactic specific steps to reach goal Requirements for a good objective Clearly describe expected results Understandable to everyone Lists firm completion date Realistic attainable and measureable to the extent that we can o Most objectives are attainable as resources are available Consistent with management s objective
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