copyright © 2001, prentice hall, inc. chapter 8. 2copyright ©2001 prentice hall, inc. must report...

Copyright Copyright © 2001, Prentice Hall, Inc.© 2001, Prentice Hall, Inc.

CHAPTER 8CHAPTER 8

2Copyright ©2001 Prentice Hall, Inc.

must report tomust report to


CEO Warren Buffet:CEO Warren Buffet:

““We can afford to We can afford to lose moneylose money—even a —even a lot of money. But we lot of money. But we cannot afford to lose cannot afford to lose reputation —even a reputation —even a shred of reputation.”shred of reputation.”


The Management TheoryThe Management Theory

Relationship of organization to its environment

Strategic thinking

The confines of the organization

Measuring results

Practitioner’s comfort level with the organization itself

QUICK QUIZQUICK QUIZ

Give examples of each factor a public relations Give examples of each factor a public relations manager must consider:manager must consider:


Management by Management by ObjectivesObjectives

Let’s DiscussLet’s Discuss Business School TechnologiesBusiness School Technologies

Management by Management by Objectives & ResultsObjectives & Results

Program Evaluation & Program Evaluation & Research TechniqueResearch Technique


Let’s DiscussLet’s Discuss Planning for Public RelationsPlanning for Public Relations

Environment

Business objectives

Public relations objectives/strategies

Public relations programs


Let’s DiscussLet’s Discuss

Define the problem or opportunityDefine the problem or opportunity

ProgrammingProgramming

ActionAction

EvaluationEvaluation

Public Relations Public Relations Management ProcessManagement Process


I.I. Environment – to increase salesEnvironment – to increase sales

II.II. Business objectives – to increase market Business objectives – to increase market shareshare

III.III. Public relations objectivesPublic relations objectives

• Solid commitment to customerSolid commitment to customer• Competition to market leadersCompetition to market leaders

SAMPLE PLAN FORSAMPLE PLAN FOR


IV.IV. Public relations strategiesPublic relations strategies

V.V. Public relations tacticsPublic relations tactics• Media coverageMedia coverage• Press action with executivesPress action with executives• Conduct surveys of local companiesConduct surveys of local companies• Sponsor seminarsSponsor seminars• Have company specialists address groupsHave company specialists address groups

SAMPLE PLAN FORSAMPLE PLAN FOR


Good ObjectivesGood Objectives stand up to the stand up to the following questions:following questions:

Do objectives clearly describe the expected end Do objectives clearly describe the expected end result?result?

Are goals understandable to everyone in the Are goals understandable to everyone in the organization?organization?

Do plans issue a firm completion date?Do plans issue a firm completion date?

Are goals realistic, attainable, and measurable?Are goals realistic, attainable, and measurable?

Are objectives consistent with management’s Are objectives consistent with management’s objectives?objectives?


MBO & MBO & Public Relations ProgramPublic Relations Program

Specify organizational goals and measure the

organizational performance

Specify organizational goals and measure the

organizational performance

Encourage conferences between superiors and

subordinates

Encourage conferences between superiors and

subordinates

Strive for agreement between supervisors and subordinates on

objectives

Strive for agreement between supervisors and subordinates on

objectives

Conduct periodic reviews by superiors

and subordinates

Conduct periodic reviews by superiors

and subordinates


Let’s DiscussLet’s Discuss

Public Relations BudgetingPublic Relations Budgeting Estimate the resources Estimate the resources

needed to accomplish needed to accomplish each activityeach activity

Estimate costs and Estimate costs and availability of availability of resourcesresources


Preparing a Campaign PlanPreparing a Campaign Plan

1 Backgrounding the problemBackgrounding the problem Specify major campaign aimsSpecify major campaign aims State in general termsState in general terms



Preparing a proposalPreparing a proposal Outline strategiesOutline strategies Include elements of situational analysis, Include elements of situational analysis,

etc.etc. Target audiencesTarget audiences Key messagesKey messages Establish timing and feesEstablish timing and fees

12

Backgrounding the problemBackgrounding the problem



Preparing a proposalPreparing a proposal

12

Activating the planActivating the plan Operating tactics, time charts, specificsOperating tactics, time charts, specifics The guts of the campaignThe guts of the campaign

3



Evaluating the campaignEvaluating the campaign Pre- and post-testing essentialPre- and post-testing essential All elements should be written outAll elements should be written out Results analyzedResults analyzed

4

Activating the planActivating the plan3


Preparing a proposalPreparing a proposal

12



Implementing Public Implementing Public Relations Campaign PlanRelations Campaign Plan

AdviceAdvicePublic issues research and

analysis

Public issues research and

analysis

Communications service

Communications service

Public relations action programsPublic relations action programs


Public RelationsPublic RelationsTasks & DutiesTasks & Duties

Researchingemployees

Researchingemployees

Coordinating relationships with online, print, and electronic media

Coordinating relationships with online, print, and electronic media

Coordinating activities with legislators

Coordinating activities with legislators

Orchestrating public interaction with

community

Orchestrating public interaction with

community



Managing investor relations

Managing investor relations

Supporting activities with current and

potential customers

Supporting activities with current and

potential customers

Reprinting speeches, annual reports, etc. for

the public

Reprinting speeches, annual reports, etc. for

the public

Coordinating relationships with outside specialty

groups

Coordinating relationships with outside specialty

groups



Managing institutional and nonprofit

organization image

Managing institutional and nonprofit

organization image

Coordinating graphic and photographic

services

Coordinating graphic and photographic

services

Coordinating the organizational online

“face”

Coordinating the organizational online

“face”

Conducting opinion research

Conducting opinion research



Managinggift-givingManaginggift-giving

Coordinatingspecial eventsCoordinatingspecial events

Advisingmanagement

Advisingmanagement



Name 12 PR Competencies:Name 12 PR Competencies:1.1. Communication, Communication,

persuasion concepts, persuasion concepts, & strategies& strategies

2.2. Communication & Communication & public relations theorypublic relations theory

3.3. Relationship buildingRelationship building

4.4. Social trendsSocial trends

5.5. Ethical issuesEthical issues

6.6. Legal requirements & Legal requirements & issuesissues

7.7. Marketing & financeMarketing & finance

8.8. Public relations historyPublic relations history

9.9. Using research & Using research & forecastingforecasting

10.10. Multicultural & global Multicultural & global issuesissues

11.11. Organizational change Organizational change & development& development

12.12. Management concepts Management concepts & theories& theories



Name 7 Technical Skills of PR People:Name 7 Technical Skills of PR People:Knowledgeof the FieldKnowledgeof the Field

Communications Knowledge

Communications Knowledge

TechnicalKnowledgeTechnical

Knowledge Knowledge of Current Events & Societal

Influences

Knowledge of Current Events & Societal

InfluencesBusinessKnowledgeBusiness

Knowledge

Knowledge of Bureaucracy

Knowledge of Bureaucracy

ManagementKnowledge

ManagementKnowledge



Name 4 Attitudes and Characteristics of Name 4 Attitudes and Characteristics of Effective Public Relations Managers:Effective Public Relations Managers:

Communications Orientation

Believing that the public has the right to know

Communications Orientation

Believing that the public has the right to know

AdvocacyStanding up for what employers represent

AdvocacyStanding up for what employers represent

Counseling OrientationAdvising senior managers; understanding intangibles

Counseling OrientationAdvising senior managers; understanding intangibles

Personal ConfidenceStrong ethics, honesty; ability

to take risks; courage of convictions; sense of humor

Personal ConfidenceStrong ethics, honesty; ability

to take risks; courage of convictions; sense of humor

copyright © 2001, prentice hall, inc. chapter 8. 2copyright ©2001 prentice hall, inc. must report...

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