Chapter 5 Management Management 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 depends Constantly 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 methods 1 Defining the problem or opportunity research current attitudes first 2 Programming formal planning stage addresses key constituent publics strategies tactics and goals 3 Action Program implementation communications phase 4 Evaluation Final step find out what worked what didn t and how to improve Creating the PR Plan 1 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 Messages 8 9 Budget 10 Monitoring and Evaluation how plans results will be measured Implementation 5 Part PR Plan Clearly specifies tactics against which objectives can be measured and evaluated 1 Situation 2 Business Objectives 3 PR Objectives 4 Strategies 5 PR Program Elements Activating the PR Campaign 1 Back grounding the problem situational analysis what s to be done 2 Preparing the proposal sketches broad approaches to solve the problem at hand how is it going to be done Situational analysis scope of assignment target audiences research methods key messages communication vehicles project team timing and fees 3 Implementing the plan operating tactics time chart specific activities defined deadlines 4 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 objectives Budgeting 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 activities Administrative 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 activity 2 Estimating the cost and availability of those resources Implementing 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 communications What 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 firms Women 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 Law PR 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 interrelated PR 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 128 PR 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 requirements for practitioners SEC s concern is that all investors have an opportunity to learn about material info as promptly as possible Insider Trading Scandals
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