1. MANAGEMENT

2. Management Process
In order to achieve results, public relations practitioners must have access to management and build relationships with key constituencies as well as understand the business environment.

3. Role of Practitioner to Management
As an interpreter for management, the public relations practitioner serves as an advisor.
This function must be independent, ethical, autonomous, and objective.

4. Structure Organizational Goals, Mission, and Plans
Strategic and Tactical Plans operating in the
business environment.
Public Relations Plans operate within the larger organizational plan.
Specific programming implementation
operating within the culture and profession.

5. Management Relationships
By its very nature, public relations is built upon relationships. These relationships take two forms: Internal and External.
The public relations practitioner must operate as a boundary spanner in these relationships.

6. Management
Organizational Plans are carried out by managers. Each manager has a specific role in the organizational hierarchy.
Organizational charts and job descriptions clarify roles and relationships.
Organizations use various formulas to carry out plans, such as MBO (Management by Objectives) or MBR (Management by Results).

7. Management
Management formulas, such as MBO or MBR, become a framework for planning, monitoring, and measuring results of organizational efforts.
These formulas require meetings between the parties involved to assure that goals and objectives are met within a given timeframe. Communication is essential to their success.

8. Management
The Public Relations function is born out of the overall management plan. Specific planning and activities are carried out with the resources available.
Therefore, scheduling, budgeting, and accountability are all integral to the results-oriented process.

9. Public Relations Planning
The public relations management process also uses a framework to build a plan.
The R-A-C-E definition serves as the foundation for this process.

10. Public Relations Planning
R-A-C-E
1. Defining the problem or opportunity
2. Programming/planning
3. Action with communication vehicles
4. Evaluation

11. Activating the Public Relations Plan
And now for the rest of the story….
Further expansion of the R-A-C-E framework includes the nuts and bolts of the plan, which would then be developed into a proposal or program plan.

12. R-A-C-E

13. Example of Skeletal Plan Parts
1. Background of the problem or opportunity
2. Outline of strategies (how’s) and tools to complete the objectives.
3. Implementation plan, activities and timeline
4. Evaluation to measure objectives and implementation and/or quality indicators.

14. Categories of Public Relations Tasks
Advice
Communication service
Research and Analysis
Public Relations Action programs

15. Examples of Tasks Outreach Coordinating relationships & activities
Interaction
Support activities
Image, graphic, and photographic services
Online tools
Research
Gift giving
Special events
Counseling/advising

16. Two Types of Organizational Environments
Public Relations Departments
Public Relations Agencies

17. Sectors of Public Relations Employers
Public Relations Firms
Corporations
Government
Health Care
Non profit
Education

18. Question…..
What are the differences in salary for males and females?

20. There is a Need for Practitioners in the Future

21. Education and Skills Needed
In addition to public relations classes:
Writing and speaking skills
Ethics and law
Media/publication and production
Research
Campaign Action & Implementation
Internship/volunteer experience
According to the PRSSA Blueprint for Education

22. Show me the money……
Do you know where the best public relations jobs are?