Public Leadership Chapter 9

“Management principles: Tell the truth. Prove it with actions. Listen to the consumer. Manage for tomorrow. Conduct public relations as if the whole company depends on it.” -Arthur H. Page

Willis’ Categories of Public Leaders Electoral Electoral Radical Radical Reform Reform Diplomatic Diplomatic Military Military Charismatic Charismatic Business Business Traditional Traditional Constitutional Constitutional Intellectual Intellectual Church Church Sports Sports Artistic Artistic Rhetorical Rhetorical Opportunistic Opportunistic Saintly Saintly

Public Leadership Dispersed Leadership Dispersed Leadership Opinion leadership Opinion leadership

Public Relations Public relations – how groups and organizations influence important audiences through a cluster of coordinated activities. Public relations – how groups and organizations influence important audiences through a cluster of coordinated activities.

Public Relations Tasks Common public relations tasks: Common public relations tasks: Working with media representatives Working with media representatives Researching public attitudes Researching public attitudes Disseminating financial information Disseminating financial information Lobbying government agencies Lobbying government agencies Publicizing company events Publicizing company events Creating internal communication programs aimed at organizational members Creating internal communication programs aimed at organizational members Supporting marketing programs Supporting marketing programs

Public Relations Tasks Maintaining positive relationships with communities Maintaining positive relationships with communities Advising top management Advising top management Responding to customer concerns Responding to customer concerns Fund raising Fund raising Planning promotional events Planning promotional events Writing and delivering speeches and presentations Writing and delivering speeches and presentations Organizing persuasive campaigns Organizing persuasive campaigns

Elements of a Public Relations Program Performance preceding publicity must be accurate Performance preceding publicity must be accurate Good PR serves the interest of public and organization Good PR serves the interest of public and organization Successful PR has two way communication Successful PR has two way communication Policy is informed by PR Policy is informed by PR Effective PR takes a stance Effective PR takes a stance

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Public Speaking Key elements Key elements Pre-speech planning Pre-speech planning Impromptu Impromptu Extemporaneous Extemporaneous Manuscript Manuscript Organization Organization

Public Speaking Key elements Key elements Language Language Rehearsal Rehearsal Delivery Delivery Responding to questions Responding to questions

Persuasive Campaigns Persuasive campaigns – organized, sustained attempts at influencing groups of people through a series of messages. Persuasive campaigns – organized, sustained attempts at influencing groups of people through a series of messages. Types of Persuasive campaigns Types of Persuasive campaigns Product/commercials Product/commercials Political Political Issue Issue Image Image Social action Social action

Characteristics of Successful Campaigns Pretest messages and identify market segments Pretest messages and identify market segments Expose a large segment of the audience to clear campaign messages Expose a large segment of the audience to clear campaign messages Use the most accessible media for target groups Use the most accessible media for target groups Use the media to raise awareness Use the media to raise awareness Rely on interpersonal communication to lead to and reinforce behavior change Rely on interpersonal communication to lead to and reinforce behavior change Use high credibility sources Use high credibility sources Direct messages at the individual needs of the audience Direct messages at the individual needs of the audience Emphasize positive rewards rather than prevention Emphasize positive rewards rather than prevention

Campaign Stages Situation analysis Situation analysis Target audience Target audience Product/issue/idea Product/issue/idea Competition or opponent Competition or opponent Objectives Objectives Mission Mission Goals Goals Outcomes Outcomes Strategies Strategies Message Message Media presentation activities Media presentation activities

Campaign Stages Budget Budget Labor Labor Material Material Media Media Talent Talent Production Production Implementation Implementation Timing Timing Follow-up Follow-up

Campaign Stages Evaluation Evaluation What people say What people say What people think What people think What people do What people do

Factors Necessary for Successful Collaboration Good timing and a clear need Good timing and a clear need Strong stakeholder groups Strong stakeholder groups Broad-based involvement Broad-based involvement Credible and open process Credible and open process Participation of high level, visible community leaders Participation of high level, visible community leaders Formal support Formal support

Factors Necessary for Successful Collaboration Ability to overcome mistrust and skepticism Ability to overcome mistrust and skepticism Strong leadership of the process Strong leadership of the process Celebration of ongoing achievement Celebration of ongoing achievement Shift to broader concerns Shift to broader concerns