CHAPTER 8
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must report to
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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.”
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QUICK QUIZ
The Management Theory
Give examples of each factor a public relations
manager must consider:
Relationship of organization
to its environment
The confines of
the organization
Strategic
thinking
Measuring
results
Practitioner’s comfort level
with the organization itself
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Let’s Discuss
Business School Technologies
Management by
Objectives
Management by
Objectives & Results
Program Evaluation &
Research Technique
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Let’s Discuss
Planning for Public Relations
Environment
Business objectives
Public relations
objectives/strategies
Public relations programs
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Let’s Discuss
Public Relations
Management Process
Evaluation
Action
Programming
Define the problem or opportunity
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SAMPLE PLAN FOR
I.
Environment – to increase sales
II. Business objectives – to increase market
share
III. Public relations objectives
• Solid commitment to customer
• Competition to market leaders
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SAMPLE PLAN FOR
IV. Public relations strategies
V. Public relations tactics
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•
•
•
•
Media coverage
Press action with executives
Conduct surveys of local companies
Sponsor seminars
Have company specialists address groups
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Good Objectives stand up to the
following questions:

Do objectives clearly describe the expected end
result?

Are goals understandable to everyone in the
organization?

Do plans issue a firm completion date?

Are goals realistic, attainable, and measurable?

Are objectives consistent with management’s
objectives?
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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
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Let’s Discuss
Public Relations Budgeting

Estimate the resources
needed to accomplish
each activity

Estimate costs and
availability of
resources
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Preparing a Campaign Plan
1
Backgrounding the problem


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Specify major campaign aims
State in general terms
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Preparing a Campaign Plan
1
2
Backgrounding the problem
Preparing a proposal





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Outline strategies
Include elements of situational analysis,
etc.
Target audiences
Key messages
Establish timing and fees
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Preparing a Campaign Plan
1
2
3
Backgrounding the problem
Preparing a proposal
Activating the plan


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Operating tactics, time charts, specifics
The guts of the campaign
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Preparing a Campaign Plan
1
2
3
4
Backgrounding the problem
Preparing a proposal
Activating the plan
Evaluating the campaign


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Pre- and post-testing essential
All elements should be written out
Results analyzed
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Implementing Public
Relations Campaign Plan
Advice
Public issues
research and
analysis
Communications
service
Public relations
action programs
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Public Relations
Tasks & Duties
Researching
employees
Coordinating
relationships with
online, print, and
electronic media
Coordinating activities
with legislators
Orchestrating public
interaction with
community
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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
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Public Relations
Tasks & Duties
Managing institutional
and nonprofit
organization image
Coordinating graphic
and photographic
services
Coordinating the
organizational online
“face”
Conducting opinion
research
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Public Relations
Tasks & Duties
Managing
gift-giving
Coordinating
special events
Advising
management
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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
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7. Marketing & finance
8. Public relations history
9. Using research &
forecasting
10. Multicultural & global
issues
11. Organizational change
& development
12. Management concepts
& theories
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QUICK QUIZ
Name 7 Technical Skills of PR People:
Knowledge
of the Field
Technical
Knowledge
Business
Knowledge
Knowledge of
Bureaucracy
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Communications
Knowledge
Knowledge of Current
Events & Societal
Influences
Management
Knowledge
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QUICK QUIZ
Name 4 Attitudes and Characteristics of
Effective Public Relations Managers:
Communications
Orientation
Believing that the public has
the right to know
Counseling Orientation
Advising senior managers;
understanding intangibles
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Advocacy
Standing up for what
employers represent
Personal Confidence
Strong ethics, honesty; ability
to take risks; courage of
convictions; sense of humor
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