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CHAPTER 8

CHAPTER 8. PUBLIC RELATIONS MANAGEMENT. Public Relations. must report to. Top Management. CEO Warren Buffet:. “We can afford to lose money —even a lot of money. But we cannot afford to lose reputation —even a shred of reputation.”. QUICK QUIZ. The Management Theory.

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CHAPTER 8

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  1. CHAPTER 8 PUBLIC RELATIONS MANAGEMENT

  2. Public Relations must report to Top Management

  3. CEO Warren Buffet: “We can afford to lose money—even a lot of money. But we cannot afford to lose reputation —even a shred of reputation.”

  4. QUICK QUIZ The Management Theory Give examples of each factor a public relations manager must consider: Relationship of organization to its environment The confines of the organization Strategic thinking Measuring results Practitioner’s comfort level with the organization itself

  5. Let’s Discuss Business School Technologies Management by Objectives MBO Management by Objectives & Results MOR Program Evaluation & Research Technique PERT

  6. Let’s Discuss Planning for Public Relations Environment Business objectives Public relations objectives/strategies Public relations programs

  7. 1 2 3 4 Let’s Discuss Public Relations Management Process Evaluation Action Programming Define the problem or opportunity

  8. SAMPLE PLAN FOR PUBLIC RELATIONS • Environment – to increase sales • Business objectives – to increase market share • Public relations objectives • Solid commitment to customer • Competition to market leaders

  9. SAMPLE PLAN FOR PUBLIC RELATIONS • Public relations strategies • Public relations tactics • Media coverage • Press action with executives • Conduct surveys of local companies • Sponsor seminars • Have company specialists address groups

  10. Good Objectives stand up to the following questions: • Do objectives clearly describe the expected end result? • Are goals understandable to everyone in the organization? • Do plans issue a firm completion date? • Are goals realistic, attainable, and measurable? • Are objectives consistent with management’s objectives?

  11. MBO & Public Relations Program Specify organizational goals and measure the organizational performance Encourage conferences between superiors and subordinates Strive for agreement between supervisors and subordinates on objectives Conduct periodic reviews by superiors and subordinates

  12. Let’s Discuss Public Relations Budgeting • Estimate the resources needed to accomplish each activity • Estimate costs and availability of resources

  13. Preparing a Campaign Plan 1 • Backgrounding the problem • Specify major campaign aims • State in general terms

  14. Preparing a Campaign Plan 1 Backgrounding the problem 2 • Preparing a proposal • Outline strategies • Include elements of situational analysis, etc. • Target audiences • Key messages • Establish timing and fees

  15. Preparing a Campaign Plan 1 Backgrounding the problem 2 Preparing a proposal 3 • Activating the plan • Operating tactics, time charts, specifics • The guts of the campaign

  16. Preparing a Campaign Plan 1 Backgrounding the problem 2 Preparing a proposal 3 Activating the plan 4 • Evaluating the campaign • Pre- and post-testing essential • All elements should be written out • Results analyzed

  17. Implementing Public Relations Campaign Plan Advice Public issues research and analysis Communications service Public relations action programs

  18. Public Relations Tasks & Duties Researching employees Coordinating relationships with online, print, and electronic media Coordinating activities with legislators Orchestrating public interaction with community

  19. Public Relations Tasks & Duties Managing investor relations Supporting activities with current and potential customers Reprinting speeches, annual reports, etc. for the public Coordinating relationships with outside specialty groups

  20. Public Relations Tasks & Duties Managing institutional and nonprofit organization image Coordinating graphic and photographic services Coordinating the organizational online “face” Conducting opinion research

  21. Public Relations Tasks & Duties Managing gift-giving Coordinating special events Advising management

  22. Communication, persuasion concepts, & strategies Communication & public relations theory Relationship building Social trends Ethical issues Legal requirements & issues Marketing & finance Public relations history Using research & forecasting Multicultural & global issues Organizational change & development Management concepts & theories QUICK QUIZ Name 12 PR Competencies:

  23. QUICK QUIZ Name 7 Technical Skills of PR People: Knowledge of the Field Communications Knowledge Technical Knowledge Knowledge of Current Events & Societal Influences Business Knowledge Knowledge of Bureaucracy Management Knowledge

  24. QUICK QUIZ Name 4 Attitudes and Characteristics of Effective Public Relations Managers: Communications Orientation Believing that the public has the right to know Advocacy Standing up for what employers represent Counseling Orientation Advising senior managers; understanding intangibles Personal Confidence Strong ethics, honesty; ability to take risks; courage of convictions; sense of humor

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