part ii: preparation/process chapter 5: management copyright ©2014 by pearson education, inc. all...

Part II: Preparation/Process

Chapter 5: Management

Copyright ©2014 by Pearson Education, Inc. All rights reserved.

Learning Objectives To discuss public relations as a “management”

function that serves the organization best when it reports to the CEO.

To explore in detail the elements that constitute a public relations plan.

To discuss public relations objectives, campaigns, and budgets.

To compare and contrast the internal public relations department and the external public relations agency.


Opening Example: Corporate Communication Important for

management to express itself convincingly given:

Corporate scandals in the early 2000s

Madoff Ponzi scheme in 2009

U.S. financial meltdown in 2010

European stresses in 2012 Figure 5-1 (Photo: MATTHEW HEALEY/UPI/Newscom)


Learning Objective 1 To discuss public relations as a “management”

function that serves the organization best when it reports to the CEO.


Difference between CEO and Public Relations Director? CEOs get paid more Both set strategy and frame policy Both serve as chief spokesperson, corporate

booster, reputation defender Both need to know management functions like

planning, budgeting, objective setting, and how top management thinks and operates


Management Process of Public Relations Public relations is planned, persuasive social

managerial science Managers insist on results

Best public relations programs measured in achievements

Building key relationships


Management Process of Public Relations Public Relations Manager = Boundary Role

Edge of organization Liaison between organization and external/internal

publics Support colleagues by helping communication

across organizational lines in and out of the company

Communicate key messages to realize desired objectives


Reporting to Top Management Public relations must report to top

management As interpreter, public relations director should

report to CEO Function must remain independent, credible

and objective Public relations is the corporate conscience


PR Ethics Mini-Case: A Publicity Tie Too Far Backcheck’s tie-in to

the “body parts killer” in a news release was an “error in judgment” (Page 86)

What was offensive about the Backcheck news release?

What do you think of Fleishman’s handling of the crisis and its apology?

Figure 5-2 (Photo: AFP /Getty Images/Newscom)


Learning Objective 1Discussion Question Why is it imperative that public relations

report to top management?


Learning Objective 2 To explore in detail the elements that

constitute a public relations plan.


Conceptualizing the Public Relations Plan Strategic planning for public relations

essential Know where campaign is headed Win support of top management Defend and account for actions

Environment Business Objectives Public relations objectives and strategies Public relations programs


Public Relations Management Process Define problem or opportunity

Research current attitudes and opinions Determine essence of problem

Programming Formal planning Address key publics, strategies, tactics and goals

Action Communications phase Implementation

Evaluation What worked and what didn’t How to improve in the future


Creating the Public Relations Plan Executive summary – overview Communication process – how it works Background – mission, vision, values, events Situation analysis – major issues and related facts Message statement – major ideas and emerging

themes Audiences – constituencies related to issues Key audience messages – messages you want

understood Implementation – issues, audiences, messages, media,

timing, cost, outcomes and evaluation methods Budget – overall budget Monitoring and evaluation – measurement and

evaluation against benchmark/ desired outcomeCopyright ©2014 by Pearson Education, Inc. All

rights reserved.

Activating the Public Relations Campaign Background the problem (situation analysis) Prepare the proposal

Situational analysis Scope of assignment Target audiences Research methods Key messages Communications vehicles Project team Timing and fees

Implement plan Evaluate plan (implementation, recognition,

attitude change)Copyright ©2014 by Pearson Education, Inc. All

rights reserved.

Learning Objective 2Discussion Questions What are the elements that make up a public

relations plan? What questions must be answered in

establishing valid public relations objectives?


Learning Objective 3 To discuss public relations objectives,

campaigns, and budgets.


Setting Public Relations Objectives How will we manage our resources to achieve

our goals? Good objectives stand up to the following

questions: Do they clearly describe the end result expected? Are they understandable to everyone in the

organization? Do they list a firm completion date? Are they realistic, attainable and measurable? Are they consistent with management’s

objectives? Managing by Objectives (MBO) and Managing

by Results (MBR) Specify, conference, agree, and review Goals clearly defined, specific, practical,

attainable, measurable


Cooking Gilbert’s Goose Page 90 Gilbert Gottfried,

spokesman for AFLAC, made jokes about the tsunami in Japan

AFLAC’s CEO flew to Japan

Firm donated $1.2 million to International Red Cross aid fund for Japan

Gottfried was fired

Figure 5-3 (Photo: Everett Collection/Newscom)


Budgeting for Public Relations Functional budgeting Administrative budgeting Keys to budgeting

Estimate extent of resources – personnel and purchases

Estimate cost and availability of resources Pay-for-Performance Make sure client is aware of how charges are

applied


Implementing Public Relations Programs Media relations Social media marketing Internal

communications Government relations

and public affairs Community relations Investor relations Consumer relations Public relations

research Public relations writing

Special interest public relations

Institutional advertising

Graphics Website management Philanthropy Special events Management

counseling Crisis management


Learning Objective 3Discussion Question What elements go into framing a public

relations budget?


Learning Objective 4 To compare and contrast the internal public

relations department and the external public relations agency.


The Public Relations Department Staff

professional – department at organization; support primary business

Line professional – public relations agency; earn revenue

Organize for diverse influencers

Figure 5-5 (Courtesy MasterCard Worldwide)


The Public Relations Agency Outside looking in Might provide more objective reading of

publics’ concerns Organize based on industry groupings Most difficult part of agency work = retaining

clients


Reputation Management Strategically manage an organization’s brand,

position, goodwill, or image Reputation based on two elements

Rational products and performance Emotional behavioral factors

Customer service CEO Performance Personal Experience

Companies with good reputations Can charge premium prices Have greater access to new markets and products Have greater access to capital Profit from greater word-of-mouth endorsement Possess unduplicated identity


What do Reputation Managers Do? Persuade consumers to recommend and buy

their products Persuade investors to invest in their

organization Persuade competent job seekers to enlist as

employees Persuade other strong organizations to joint

venture with them Persuade people to support the organization

when it is attacked


Where Are the Jobs? Social media outreach Company reputation management Investor relations Crisis management Public relations agencies Nonprofit organizations Employee communications Salaries higher in Victoria, TX; San Jose, CA;

and Washington, DC Salaries lower for women


Learning Objective 4Discussion Question What are the fundamental differences

between working in a corporation and working in an agency as a public relations professional?


Case Study: Crushing the Crackberry Page 101 How would you describe

RIM’s business response to increased mobile device competition?

How would you describe its public relations reaction?

What’s your reaction to its attempts at comedic public relations responses to competitive pressures?

What would be your overall public relations strategy if you were RIM’s public relations director?

Figure 5-6 (Photo: David Manning/Reuters/Newscom)


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Copyright © 2014 Pearson Education, Inc. All rights reserved.


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