Chapter 5:Management

1.Management Process of Public Relations:
like other management process, professional public relations work emanates from clear strategies and bottom line objectove that flow into specific tactics, each with its own budget, timetable, and allocation of resources.The best public relations programs can be measured in terms of achieving results in building the key relationships on which the organization depends.
The boundary role, when public relations managers function as a liaison between the organization and its internal and external publics

They have one foot inside the organization and one outside

They help their colleagues to communicate across organizational lines both within and outside the organization
PR professionals should think strategically in terms of the strategic process element of their own roles

Their mind-set is directed at communicating key messages to realize desired objectives to priority publics

2. Reporting to Top Management
The public relations function, by definition, must report to top management

Marketing and advertising promote the product, public relations promotes the entire organization

Public relations should be the corporate conscience

To perform that function effectively, it needs to report directly to top management
The public relations function, by definition, must report to top management

Marketing and advertising promote the product, public relations promotes the entire organization

Public relations should be the corporate conscience

To perform that function effectively, it needs to report directly to top management
3. Conceptualization the public relations plan
Strategic planning for PR is an essential part of management

Strategic planning is the organization's overall game plan, has a longer planning horizon (typically three to five years) and is performed at the corporate and business levels of the organization

Planning is critical to win the support of top management
With proper planning, PR professionals can indeed defend and account for their actions

PR practitioners must consider

Objectives
Structure
Planning
Budget
Research
Evaluation

The environment must dictate overall business objectives

These, in turn, dictate specific PR objectives and strategies
All planning requires thinking


Planning for short-term public relations program may require less thought than planning a long –term campaign to win support for a public policy issue


The PR plan must include clear-cut objectives to achieve organizational goals, targeted strategies to reach those objectives, specific tactics to implement the strategies
4. Creating the public relations plan
The PR plan must be spelled out in writing

Its organization should answer management questions and concerns about the campaign being recommended
Here is one way it might be organized and what it should answer:

Executive summary
Communication process
Background
Situation analysis
Message statement
Audiences
Key audiences messages
Implementation
Budget
Monitoring and evaluation
5. Activating the public relations campaign
The plan specifies a series of what’s to be done and how’s to get them done

What is necessary to reach the objectives

The four-part skeleton of a typical public relations campaign plan resembles the following:

Backgrounding the problem
Preparing the proposal
Implementing the plan
Evaluating the campaign

1. Backgrounding the problem:

Situation analysis
Background
Case statement

that specifies the major aims of the campaign

A PR planner should divide the overriding goal into several subordinate objectives
2. Preparing the proposal:

It sketches broad approaches to solve problems at hand
2. Preparing the proposal:

The elements of PR proposal may vary depending on the subject matter, but generally include the following

Situational analysis
Scope of assignment
Target audience
Research methods
Key messages
Communication vehicles
Project team
Timing and fees
3. Implementing the plan:

It details the operating tactics
It may also contain a time chart specifying when each action will take place
Specific activities are defined
People are assigned to them
And deadline are established

This stage forms the guts of the campaign plan
4. Evaluating the campaign:

To find out whether the plan worked

By asking these method questions:

Did we implement the activities we proposed
Did we receive appropriate public recognition for our efforts
Did attitudes changes
6. Setting public relations objectives

An organization's goals must define what its public relations goals will be

PR objectives and strategies must achieve results

Strategies are the most crucial decisions of public relations campaign
PR professionals are managing by objectives (MBO) and results (MBR) to quantify the value of PR in an organization

Two questions are most frequently asked:

1. How can we measure PR results?
2. How do we know whether the PR program is making process?

The key to using MBO effectively: Seven Steps

1. Defining the nature and mission of the work
2. Determining key results in terms of time, effort and personnel
3. Identifying measurable factors on which objective can be set
4. Setting objectives
5. Preparing tactical plan
6. Establishing rules and regulations to follow
7. Establishing procedures to handle the work
7. Budgeting for public relations
PR activities must be disciplined by budgetary realities
Like any business activity, PR programs must be based on sound management

After identify objectives, tactics should be considered

Administrative Budgeting

Budget dollars are assigned generally against the department's allocation for staff and expenses
In recent time, PR Budgeting have increased

Media placement
Media monitoring
Special events