1. Copyright © 2001, Prentice Hall, Inc. CHAPTER 8

2. 2Copyright ©2001 Prentice Hall, Inc. must report to

3. 3Copyright ©2001 Prentice Hall, Inc. CEO Warren Buffet: “We can afford to lose money—even a lot of money. But we cannot afford to lose reputation —even a shred of reputation.”

4. 4Copyright ©2001 Prentice Hall, Inc. The 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 QUIZ Give examples of each factor a public relations manager must consider:

5. 5Copyright ©2001 Prentice Hall, Inc. Management by Objectives Let’s Discuss Business School Technologies Management by Objectives & Results Program Evaluation & Research Technique

6. 6Copyright ©2001 Prentice Hall, Inc. Let’s Discuss Planning for Public Relations Environment Business objectives Public relations objectives/strategies Public relations programs

7. 7Copyright ©2001 Prentice Hall, Inc. Let’s Discuss Define the problem or opportunity Programming Action Evaluation Public Relations Management Process

8. 8Copyright ©2001 Prentice Hall, Inc. I.Environment – to increase sales II.Business objectives – to increase market share III.Public relations objectives Solid commitment to customerSolid commitment to customer Competition to market leadersCompetition to market leaders SAMPLE PLAN FOR

9. 9Copyright ©2001 Prentice Hall, Inc. IV.Public relations strategies V.Public 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 FOR

10. 10Copyright ©2001 Prentice Hall, Inc. Good Objectives stand up to the following questions: n Do objectives clearly describe the expected end result? n Are goals understandable to everyone in the organization? n Do plans issue a firm completion date? n Are goals realistic, attainable, and measurable? n Are objectives consistent with management’s objectives?

11. 11Copyright ©2001 Prentice Hall, Inc. MBO & Public Relations Program Specify organizational goals and measure the organizational performance Encourage conferences between superiors and subordinates Strive for agreement between supervisors and subordinates on objectives Conduct periodic reviews by superiors and subordinates

12. 12Copyright ©2001 Prentice Hall, Inc. Let’s Discuss Public Relations Budgeting n Estimate the resources needed to accomplish each activity n Estimate costs and availability of resources

13. 13Copyright ©2001 Prentice Hall, Inc. Preparing a Campaign Plan 1 Backgrounding the problem n Specify major campaign aims n State in general terms

14. 14Copyright ©2001 Prentice Hall, Inc. Preparing a Campaign Plan Preparing a proposal n Outline strategies n Include elements of situational analysis, etc. n Target audiences n Key messages n Establish timing and fees 1 2 Backgrounding the problem

15. 15Copyright ©2001 Prentice Hall, Inc. Preparing a Campaign Plan Preparing a proposal 1 2 Activating the plan n Operating tactics, time charts, specifics n The guts of the campaign 3 Backgrounding the problem

16. 16Copyright ©2001 Prentice Hall, Inc. Evaluating the campaign n Pre- and post-testing essential n All elements should be written out n Results analyzed 4 Activating the plan 3 Preparing a Campaign Plan Preparing a proposal 1 2 Backgrounding the problem

17. 17Copyright ©2001 Prentice Hall, Inc. Implementing Public Relations Campaign Plan Advice Public issues research and analysis Communications service Public relations action programs

18. 18Copyright ©2001 Prentice Hall, Inc. Public Relations Tasks & Duties Researching employees Researching employees Coordinating relationships with online, print, and electronic media Coordinating activities with legislators Orchestrating public interaction with community

19. 19Copyright ©2001 Prentice Hall, Inc. Public Relations Tasks & Duties Managing investor relations Supporting activities with current and potential customers Reprinting speeches, annual reports, etc. for the public Coordinating relationships with outside specialty groups Coordinating relationships with outside specialty groups

20. 20Copyright ©2001 Prentice Hall, Inc. Public Relations Tasks & Duties Managing institutional and nonprofit organization image Coordinating graphic and photographic services Coordinating the organizational online “face” Conducting opinion research

21. 21Copyright ©2001 Prentice Hall, Inc. Public Relations Tasks & Duties Managing gift-giving Managing gift-giving Coordinating special events Coordinating special events Advising management Advising management

22. 22Copyright ©2001 Prentice Hall, Inc. QUICK QUIZ Name 12 PR Competencies: 1.Communication, persuasion concepts, & strategies 2.Communication & public relations theory 3.Relationship building 4.Social trends 5.Ethical issues 6.Legal requirements & issues 7.Marketing & finance 8.Public relations history 9.Using research & forecasting 10.Multicultural & global issues 11.Organizational change & development 12.Management concepts & theories

23. 23Copyright ©2001 Prentice Hall, Inc. QUICK QUIZ Name 7 Technical Skills of PR People: Knowledge of the Field Knowledge of the Field Communications Knowledge Technical Knowledge Technical Knowledge Knowledge of Current Events & Societal Influences Business Knowledge Business Knowledge Knowledge of Bureaucracy Management Knowledge Management Knowledge

24. 24Copyright ©2001 Prentice Hall, Inc. QUICK QUIZ Name 4 Attitudes and Characteristics of 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 Advocacy Standing up for what employers represent Advocacy Standing up for what employers represent Counseling Orientation Advising senior managers; understanding intangibles Counseling Orientation Advising senior managers; understanding intangibles Personal Confidence Strong ethics, honesty; ability to take risks; courage of convictions; sense of humor Personal Confidence Strong ethics, honesty; ability to take risks; courage of convictions; sense of humor