Chapter 5 Managing PR Baseline the point at which we measure all future successes failures Benchmark the best practices someone that is doing something well o Ex employee communication programs Goal an outcome that can be measured but we don t know how to specifically measure it o Ex have a broad awareness of what people think about the company that makes green beer You might be able to measure that awareness but you don t know exactly how Objective outcome that can be measured and we know how to measure it o Ex to have a 20 main awareness of what people think about the company Strategy overall approach to obtaining your goals and objectives o How to achieve it combination of media message and events o But you don t know exactly what media events messages you will use Tactics step by step process to accomplish your strategy o Ex introduce this with a 2 week radio commercial section in a newspaper magazine article Zero base budget you are allocated a budget to do whatever business plans and accomplish your etc objectives Requirements for a good objective not all objectives are quantifiable o Describes expected results Quantify it increase decrease by certain percentage Ex increase to 30 name recognition o Understood by everyone We want everyone to be on the same page Most people are working towards same goal o Lists fixed completion date Completed by December 30 we will measure it on that date o Realistic attainable and measurable Objective is probably realistic but might not be attainable Ex you may be able to accomplish something but not without a bigger budget or more time o Consistent with management s objectives Internal practitioners people who work for the organization o Advantages knowledge of the organization part of the team good availability vested interest cost o Disadvantages too close to the problem always do things the same way yes boss cost they re not an expert can t see the forest from the trees External practitioners people who work for the PR firms o Advantages breadth of experience they have worked on different accounts detachment more skilled cost o Disadvantages don t know the organization and its processes as well not always available you are not their priority resistant to advice cost aren t on the inside Why is cost an inherent advantage AND disadvantage o Depends on what you need o Sometimes you might need a PR consultant full time or only on special occasions o Internal full time o External special occasions Paying for PR o Hourly depends on who you are o Project based on prior experience the person hired will give an estimate of how much time they need Flat rate Paid in hours o Retainer may retain a firm for a certain number of hours per week Kind of like paying rent You agree to be available a certain amount of time o Blended rate looks at everyone working on the project and comes up with 1 number to pay everyone No matter who does the work Only works if both parties are happy o Don t forget overhead what it costs you to do business Ex working from home requires a phone electricity for your computer a c etc so you bill your overhead because you need all of those things to do business Statements from organizations o Mission this is who we are and this is what we do Should be succinct enough to commit to memory o Vision this is where we re going When you look at it you know where they re aiming to go o Value this is what we believe in Try to differentiate between mission and vision o Position this is what makes us different from everyone else that does what we do What makes you different Often seen in advertising Ex Papa John s better ingredients better pizza Differentiate yourself from the competition Successful organizational model o Definitive mission statement Value statements o Organizational and cultural statements Shared values o Positive PR o Reputation Expressed values Understood values Strategic Plan a process all you need is a small 3 ring binder o Usually lasts about 2 3 years o Page 1 Positioning statement differentiate yourself from the competition Themes and messages what we want to talk about in the 2 3 years most people do half a dozen per year o Page 2 PR goals Audiences Audience 1 o Page 3 evaluate o Page 4 o Page 5 o Page 6 Audience 2 Objectives measurable based on goals from page 2 Research list what we know about the audience Evaluation how are we going to evaluate our successes Use objectives to Audience 1 Program inventory form Gantt charts PERT charts Audience 2 Program Inventory form The best PR programs are measured in terms of achieving results in building key relationships Boundary role PR functions at the edge of an organization as a liaison between the organization and its external and internal publics o Professors James Grunig and Todd Hunt o Support colleagues by helping them communicate across organizational lines both within and outside the organization o PR must report to top management For PR to be valuable to management it must remain o Independent o Credible o Objective Strategic planning for PR is an essential part of management Environment Business objectives PR objectives and strategies PR programs PR management process 1 Defining the problem or opportunity a Research the current attitudes and opinions about the issue product 2 Programming 3 Action 4 Evaluation PR Plan a Communications phase the program is implemented a Assess what worked didn t work and how to improve a Formal planning stage addresses key constituent publics strategies tactics and goals 1 Executive summary overview of the plan 2 Communication process how it works for understanding and training processes 3 Background mission statement vision values events 4 Situation analysis major issues and related facts the plan will deal with 5 Message statement the plan s major ideas and emerging themes 6 Audiences strategic constituencies related to the issues in order of importance 7 Key audience messages one two sentence messages that you want to be understood by each key audience Implementation issues audiences messages media timing cost expected outcomes 8 9 Budget overall budget presented in the organization s accepted style 10 Monitoring and evaluation how the plan s results will be measured and evaluated against a previously set benchmark or desired outcome MBO Measuring By Objectives can provide professionals with a powerful source of feedback MBO and MBR programs o Specify the organization s goals with objective measures of the organization s
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