1. 1. What is Management? the act or art of managing : the conducting or supervising of something (as a business) judicious use of means to accomplish an end the collective body of those who manage or direct an enterprise the act or skill of controlling and making decisions about a business, department, sports team, etc. the people who make decisions about a business, department, sports team, etc. the act or process of deciding how to use something http://www.merriam-webster.com/dictionary/management
2. 2. PR on Management The definition adopted by the Public Relations Institute of Southern Africa (PRISA) states that Public Relations is the management through communication of perceptions and strategic relationships between an organisation and its internal and external stakeholders. http://www.instituteforpr.org/wp- content/uploads/2001_PRManagement.p df
3. 3. Business Plan Tutorials, Advertising, Public Relations & Management
4. 4. Management Function Anticipating, analyzing and interpreting public opinion, attitudes and issues Counseling management at all levels in the organization with regard to policy decisions, courses of action and communication, Researching, conducting and evaluating, on a continuing basis, programs of action and communication to achieve the informed public understanding necessary to the success of an organizations aims. These may include marketing; financial; fund raising; employee, community or government relations; and other programs. Planning and implementing the organizations efforts to influence or change public policy. Setting objectives, planning, budgeting, recruiting and training staff, developing facilities in short, managing the resources needed to perform all of the above. http://www.prsa.org/aboutprsa/publicrelationsdefined/#.VVMIO6
5. 5. Management in Public Relations Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. Establish mutually beneficial relationships. Process is preferable to management function, which can evoke ideas of control and top-down, one- way communications.
6. 6. According to a study http://www.prsa.org/aboutprsa/publicrelationsdefined/#. VVMIO6mPWm4 Today, the organizations that employ individual public relations practitioners or public relations firms have begun to recognize public relations as an important management function. They recognize that public relations has value to an organization because it helps to balance the self interest of the organization with the interests of people who are affected by the organization or who have the power to affect the organizationpeople that so called "publics."
7. 7. PR cant be practiced as management function rather a set of techniques Public relations cannot be practiced as a profession rather than an occupation and a management function rather a set of techniques unless practitioners have a body of knowledge based on scholarly research available to them. In the last 25 years, a small group of public relations scholars, first in the United States, and now throughout the world, has made remarkable progress in developing a comprehensive theory of public relations that puts public relations on a par with recognized professions such as law, medicine, or education. At first public relations researchers borrowed heavily from other disciplines such as communication and other social and behavioral sciences. Now, however, they have developed their own body of research and theory
8. 8. Two Management Functions The difference between the economic and social environments helps us to distinguish between marketing and public relations, two management functions that often are confused, especially in countries where public relations is new. The marketing function essentially works with the economic environment and the public relations function with the social environment of organizations.
9. 9. PR on Strategic Management . In the IABC Excellence study, we found that participating in strategic management was the single characteristic that most distinguished excellent public relations from less-excellent public relations functions. In the organizations with the most-valuable public relations departments, the senior public relations manager--usually the head of the public relations department--was considered to be one of the most powerful managers in the organization or had access to the most powerful managers. Sociologists call this powerful group of managers the dominant coalition of the organization. It consists of the people who make the final decisions for an organization.
10. 10. Issues Management and Crisis Communication 1Public relations practitioners in many organizations and public relations firms view issues management and crisis communication as specialized public relations programs, rather than as integral parts of the overall role of public relations in strategic management. Typical practitioners conduct normal public relations programs such as media relations and product publicity. They may even have crisis communication plans ready in advance, plans that emphasize the logistics of communication during a crisis rather than a policy that specifies what to do about the problem that produced an issue or a crisis.
11. 11. In contrast. Our theory of strategic public relations views all public relations as issues management. Public relations professionals identify potential issues by scanning the environment for publics likely to be affected by the consequences of organizational decisions. Then they manage issues by participating in the management decisions that create the consequences that publics are likely to make an issue of. Research on crises shows that a majority of all crises are caused by management decisions rather than by accidents or natural disasters. As a result, most crises occur because management did not communicate with strategic publics about potential issues before the publics created an issue and eventually a crisis. http://www.instituteforpr.org/wp- content/uploads/2001_PRManagement.pdf I
12. 12. Public Relations Manager A public relations manager who participates in strategic management processes makes it possible for publics to engage in discussion and negotiation with an organization that affects them. The principle of symmetry means that the values and problems of both organizations and publics are equally important. Two-way dialogue, therefore, makes public relations inherently ethical and helps to make the organization more socially responsible.
13. 13. A Day in a life of a PR Manager