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Dessimination vs.communication. 1 definition. Public relations is a management function that seeks to identify, build, and maintain mutually beneficial relationships between an organization and all of the publics on whom its success or failure depends.

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1 definition
1 definition...
  • Public relations is a management function that seeks to identify, build, and maintain mutually beneficial relationships between an organization and all of the publics on whom its success or failure depends.

Cutlip, Center, and Broom. Effective Public Relations. 1994

strategic thinking
Strategic thinking
  • Strategic plan
  • Vision and Mission
  • Goals
  • Objectives
  • Tactics that will help us to achieve our objectives
hierarchy of plans
Hierarchy of plans

Single-use plans










Standing plans


Standard procedures

And methods


communications plan
Communications plan
  • Problem definition (Issues)
  • Planning and Programming
      • Program goal; Target groups; Objectives;
  • Action and communication
      • Strategies towards action; communication strategies; implementation of the plans;
  • Evaluation (Measurment)


prsa planning process june 6 2008
PRSA – Planning Process June 6, 2008
  • PRSA Process is based on widely used business approach.
  • It integrates two plans:
    • Strategic plan (3 years)– Vision, Mission, Goals, Evaluation Indicators
    • Action plan – one-year objectives and tactics and people responsible for the implementation – it includes the plans of the separate departments/subdivisions
vision and mission
Vision and Mission
  • The vision points at the aim of the strategy and the future organizational goals
      • Why it exists? What it is aiming to achieve?
  • The mission helps the employees to set priorities and goals in a way that everyone works to achieve them.
      • What makes us different from our competitors?
  • Expresses aims, structure and strategy, legitimacy, values, attitude towards employees and other target groups, leadership, responsibility towards community,ethical priorities....
  • A visionary is someone who sees what is possible, who sees the potential. A missionary is someone who carries out that work
vision mission statements prsa june 6 2008
Vision/Mission StatementsPRSA ,June 6, 2008


The Public Relations Society of America serves a diverse community of professionals, empowering them to excel in effective, ethical and respectful communications on behalf of the organizations they represent and the constituencies they serve.


The Public Relations Society of America, the world’s leading advocate for communications professionals, advances the careers of its members by providing:

  • Lifelong learning; Vibrant, diverse, and welcoming professional communities; Recognition of capabilities and accomplishments; and Thought leadership, ethics and professional excellence.

our mission… declares our purpose as a company and serves as the standard against which we weigh our actions and decisions.To refresh the world...To inspire moments of optimism and happiness...To create value and make a difference.

Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth.

People: Be a great place to work where people are inspired to be the best they can be.

Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs.

Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value.

Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities.

Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities.

Productivity: Be a highly effective, lean and fast-moving organization.

Mission Statement
 The United Nations Alliance of Civilizations seeks to reduce tensions across cultural divides, particularly when they threaten to inflame existing political conflicts or trigger new ones. Working with its global network of government partners, the Alliance promotes policies and initiatives aimed at improving relations between diverse cultural groups. It also works at the grassroots level, promoting innovative projects in education, youth, media and migration in order to build trust, reconciliation and mutual respect among diverse communities.
how to come up with a mission f john reh
How to come up with a missionF. John Reh
  • List the organization's core competencies; its unique strengths and weaknesses.
  • List the organization's primary customers, internal or external, by type, not by name.
  • Review how each customer relates to each of the organization's strengths. Ask them if possible.
  • Write a one-sentence description of each customer/strength pairing.
  • Combine any that are essentially the same.
  • List the sentences in order of importance to the organization's vision, if one exists.
  • Combine the top three to five sentences into a paragraph.

How to come up with a missionF. John Reh

9. Ask your customers if they would want to do business with an organization with that mission.

10. Ask your employees if they understand and support it and can act on it.

11. Ask your suppliers if it makes sense to them.Incorporate the feedback from customers, employees and suppliers and repeat the process.

12. When you have refined the paragraph into statements that clearly articulates the way the company wants to relate to those it effects, publish it to everyone. Post it on the wall, email it to everyone, etc.

  • Tips:
  • A good mission statement provides strategic vision and direction for the organization and should not have to be revised every few years. Goals and objectives are the short-term measures used to get there.
goals and objectives
Goals and objectives

Goals are broad; objectives are precise

Goals are general intentions; objectives are exact and explicit

Goals are immeasurable; objectives are measurable

Goals are abstract; objectives are concrete

Goals can’t be evaluated; objectives can.




target group

  • Knowledge
      • By the end of the day 90% of us to know what a mission statement is.
  • Attitudes
      • By 9 May 2012 15% of our target groups to be convinced that Life Long Learning is good for them.
  • Action
      • By 9 Nov 2012 150 people out of the 15% that were convinced to be enrolled in LLL course.

10 minutes

To structure Objectives concerning our target groups

that will help us achieve our goals

strategic thinking1
Strategic thinking
  • Strategic plan
  • Vision and Mission
  • Goals
  • Objectives
  • Tactics that will help us to achieve our objectives
  • Publicity and media – mediarelease, media kit, pressconference, press tours, letters, emails, phone conversations
  • Special events – exhibitions, conferences, fundraising, trade shows, fairs, ceremonies, competitions, contests, stunts (сензации или ефектни представяния), receptions, V.I.Ps’ speaches…
  • Broshures, flyers
  • Web sites, blogs, social media
  • Buletins
  • Year books
  • Speakers Bureau
  • Tip Sheets
  • Fact Sheets
  • Sponsorship
  • Donations
  • Thank you letters

… you name it !