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5-1Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
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5-2Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
The CEO is the firms top manager, responsible forsetting strategy and framing policy.
The CEO serves as: chief spokesperson
corporate booster
reputation defender
These duties are much like those of thepublic relations professional.
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5-3Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
As with management, public relationsdemands clear strategies and bottom-lineobjectives that flow into specific tactics.
Each tactic must have its own:
budget
timetable resources
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5-4Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Managers insist on results the best public relationsprograms can be measured
in terms of achieving keyrelationships.
The relevance of public
relations is measured by itscontribution to themanagement process.
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5-5Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
According to Grunig andHunt, public relationsmanagers fill a boundary role.
They function at the edge ofthe organization, as a liaisonbetween internal and external
publics.
This position can be a lonelyand precarious one.
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5-6Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
What are we attempting to achieve, and where are
we going in that pursuit?
What is the nature of the environment in which we
operate?
Who are the key audiences we must convince in theprocess?
How will we get to where we want to be?
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5-7Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
To serve as a true interpreter, the public relationsdirector must report to the CEO.
To be valued by management, public relations mustremain:
independent
credible
objective
Public relations serves as the organizationscorporate conscience.
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We can afford to lose money even a lot of money
but we cannot afford to lose reputation not even ashred of reputation.
Warren Buffet
CEO, Berkshire Hathaway
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What are the dangers of public relations reportingto advertising, marketing or the legal
department?
Answer:The job mistakenly becomes one of promoting a specific
department, rather than the organization as a whole.
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Strategic planning for public relations is an essential
part of management.
Public relations is too often considered a seat-of-
the-pants activity impossible to plan or measure.Why is this thinking flawed?
With proper planning, public relations practitioners
can defend and account for their actions.
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Environment
Business objectives
Public relations
objectives and strategies
Public relations programs
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1. Defining the problem
or opportunity
2. Programming
3. Action
4. Evaluation
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Executive summary Communication
process
Background
Situation analysis Message statement
Audiences Key audience messages Implementation Budget Monitoring
and evaluation
Typical components include:
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Based on your public relations plan, its time to takeaction:
Back-grounding the problem Preparing the proposal Implementing the plan Evaluating the campaign
Although planning is important, public relations is stillassessed in terms of action, performance and practice.
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As the saying goes, What gets measured, gets done.
Test your objectives according to these questions:
1. Do they clearly describe the end result expected?2. Are they understandable to everyone?3. Do they list a firm completion date?
4.Are they realistic, attainable and measurable?5. Are they consistent with managements
objectives?
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As with any other business activity, public relations
programs must be based on sound budgeting.
The key steps:
1. Estimate the resources needed to accomplish each
public relations activity.
2. Estimate cost and availability of those resources,both in personnel and purchases.
3. Develop a budget and monthly cash flow plan.
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Media relations Social network marketing Internal communications Government relations
and public affairs
Community relations Investor relations Consumer relations Public relations research
Public relations writing Special publics relations Institutional advertising Graphics Website management
Philanthropy Special events Management counseling
What do PR practitioners do? Here is a partial list:
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Public relations professionals generally work in
one of two organizational structures:
1. As staff in the public relations department of a
corporation, university, hospital, etc.2. As a line professional in a public relations
agency
Departments range from one-person operations
to huge networks with hundreds of people.
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A question for you:
What are the main differences between working for
an external agency and an internal department?
One answer:The difference is perspective: outside-looking-in
versus inside-looking-out.
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Advantages:
Agencies are often used to escape the tunnel vision
syndrome that often afflicts organizations. They can provide management with an objective
reading of public concerns.
Disadvantages: Agencies are outsiders. They may be unfamiliar with
internal details and managements operating style.
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Agencies generally organize according to industries
such as healthcare, sports, finance or technology.
Agencies specialize in functions including media
relations, government relations, social media andinvestor relations.
Account teams are assigned to specific clients.
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This means managing allaspects of an organizations
reputation:
Brand
Position
Goodwill
Image
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A company with a good reputation can:
charge premium prices
enjoy greater access to new markets,
products and capital profit from word-of-mouth endorsement
possess an unduplicated identity
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Health care, consumer and
retail fields are strong
High-tech sector will needmore and more skilledprofessionals
Investor relations, crisismanagement and otherspecialties pay well
Public relations agencies will
continue to expand
Nonprofit: hospitals, schools,museums, etc. all need publicrelations
Employee communications isneeded to win back trust
Public relations promises a strong future:
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Salaries vary by experience, location and sector:
Public relations agencies: $118,350 Companies and other enterprises: $107,480
Professional organizations: $100,720 Colleges and universities: $87,900
Local governments: $74,710
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Today, women predominate in
public relations work.
Minorities African-Americans,
Asians and Hispanics are smallin numbers but are growing in
participation.
However, in the early 21stcentury, women and minorities still
lagged behind their white male counterparts in salaries.
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In the 21st century, public relations enjoys a
significant management role, encountering many
new challenges.
There has never been a better time to do business and this trend will continue for the next 10 to 20
years!
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Perils of an Out-of-the-Shadows CEO
Review this case on pp. 83-84. As a class, discuss:
What could Mark Penn have done to avoid conflict-of-interest contentions in serving Hillary Clinton?
What is the potential danger of heading a publicrelations firm and representing a particular political
candidate at the same time?