part ii: preparation/process chapter 5: management copyright ©2014 by pearson education, inc. all...
TRANSCRIPT
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.
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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)
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Learning Objective 1 To discuss public relations as a “management”
function that serves the organization best when it reports to the CEO.
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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
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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
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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
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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
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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)
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Learning Objective 1Discussion Question Why is it imperative that public relations
report to top management?
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Learning Objective 2 To explore in detail the elements that
constitute a public relations plan.
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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
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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
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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
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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
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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?
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Learning Objective 3 To discuss public relations objectives,
campaigns, and budgets.
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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
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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)
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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
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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
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Learning Objective 3Discussion Question What elements go into framing a public
relations budget?
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Learning Objective 4 To compare and contrast the internal public
relations department and the external public relations agency.
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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)
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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
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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
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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
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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
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Learning Objective 4Discussion Question What are the fundamental differences
between working in a corporation and working in an agency as a public relations professional?
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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.
Copyright ©2014 by Pearson Education, Inc. All rights reserved.