PUR3000 Exam 2 Ch 5 7 Managing Public Relations Terms o Baseline point against which you measure all future successes and failures where we are right now vs want to be o Benchmark examining best practices from other organizations These two terms are usually used together but they are NOT interchangeable If you want to know awareness of a product you need to see where you re at now Percentage of awareness Baseline o Goal outcome that can be measured but we Time don t know how to do it Lacks specifics o Objective outcome that can be measured but we do know precisely what we re trying to accomplish These are inter related example Goal have awareness Objective 40 name awareness by December 31 o Strategy broad approach we do to accomplish objective goal o Tactics specific approach we do t accomplish objective goal 2015 Inter related Goals is to objectives as strategy is to tactics Requirements of a Good Objective 1 Clearly describes expected results specifics 2 Understandable to everyone all on the same page 3 Lists a firm completion date 4 Realistic attainable and measureable some may not be measureable but measuring allows us to see if we succeeded or not 5 Consistent with management s objectives Setting PR Objectives PR professionals are managing by objectives MBO managing by results MBR to help quantify the value of PR in an organization o MBO provides powerful source of feed back o MBO MBR tie PR results to managements objectives in terms of audience messages and media Management Booz Co said CEO turnover averaged 14 over 12 yeas through 2012 as the rate of CEO turnover returns to historical levels we are seeing executives face more intense pressure to perform o In the realm of communication The only difference between the public relations director and the CEO is that the CEO gets paid more o Partially true CEO is the firms top manager and is responsible for setting strategy and framing policy being a spokesperson corporate booster reputation defender For a PR professional to be effective they must understand management and it s functions planning budgeting objective setting etc Management Process of PR Thinking on your feet is a desired ability in PR but so is the ability to think strategically plan methodically o Managers insist on results o Should think in terms of strategic process element of their own roles PR has developed its own theoretical framework as a management system o Grunig Hunt PR managers perform what organization theorists call a boundary role They function as edge of an organization as a liaison between the organization and its external and internal publics One foot inside the organization one foot outside Lonely precarious Directed at communicating key messages to realize desired objectives to priority publics Reporting to Top Management By definition PR must report to top management o Doesn t always happen gets subordinated to advertising marketing For the PR function to be valuable to management it must be independent credible and objective o Have communication competence and intimate knowledge of etc organization Corporate conscience should be able to enjoy enough autonomy to deal openly and honestly with management Choosing Public Relations Support Internal Practitioners o Advantages Part of the team More knowledgeable about people culture organization More available o Disadvantages Stale Too close to the problem can t see big picture Less objective Too conservative not willing to take risks Yes man phenomenon Not an expert in certain areas PR research etc External Practitioners o Advantages Breadth of expertise Different perspective More objective Variety of skill Location Might need PR in other location besides where the organization is based o Disadvantages Lack knowledge needed because they re an outsider Have to teach them about organization Might lead to managers having an you don t know what you re talking about attitude towards them Lots of other clients may not give as much attention priority Not always available Staff paranoia Staff might not want external help work against outsider Resistance to advice o Internal may be cheaper but for every dollar you have to pay them an extra 0 35 for overhead 35 more expensive o External hire on as need basis But in the event of needing a crisis response team costs can double Cost Paying for Public Relations Hourly all computed on this Project pay clap fee on project o Flat rate on project time working on it o Still based on hourly Blended Rate the firm figures out how many hours something is going to take doesn t mater who is doing the work it is one hourly rate o Aka average rate charged based on hourly rate o They do it because it s much easier Retainer fixed amount of hours per month that the client is buying fees for doing the work o If you don t use all of the hours the hours are gone and the client still gets billed Helps you plan a lot better o If not blended rate then it is hourly rate o Must work with the clients they do NOT need to choose YOU but you Overhead it costs you money to do business you have to recover that money must protect yourself o Total of indirect costs Rule in agency budgeting are being applied so no surprises arise when bill is received ensure that the client is aware of how charges Statements Organizations Make many different models 1 Mission Statement o This is who we are and this is what we do This is where we are and what we want to be when we grow up Tell us where we want to go o Should be short memorable primarily dedicated to teaching o Needs to be constant unity Ex North Kentucky University is a small suburban university o Taking us in a direction how we are going to get there 2 Vision Statement 3 Value Statement o What we believe in our core 4 Position Statement o This is what makes us different from everybody that does what we do o Defines the uniqueness of our product good or service Successful Organizational Models Definitive Mission Statement o Value statements Organizational Cultural Statements o Shared values Positive Public Relationships o Expressed values Reputation o Understood values o Remove all distractions so they can pay attention to you takes about a day tweak it for a few hours then they have a good strategic plan o The employees are the most important because if the moral is not there people will go somewhere else Strategic Plan On going living breathing process Use a small 3 ring binder to make it o Small needs to be short enough where people will
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