jour ch5 - Public Relations Management Management Strategic...

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1 Management Chapter 5 Public Relations Management • Strategic thinking/planning • Credible plans • Realistic objectives • Being accountable Key Aspects For Public Relations • Every public relations professional should: – Be a professional communicator • Education • Experience • Current trends in communication – Intimate knowledge of the business/product • Product knowledge • Business – specific and general Management Management in all business and organizational activities is the act of getting people together to accomplish desired goals and objectives using available resources efficiently and effectively. Management comprises planning, organizing, staffing, leading or directing, and controlling an organization (a group of one or more people or entities) or effort for the purpose of accomplishing a goal. Planning Planning is for the purpose of making something happen or preventing it from happening, for the purpose of exploiting a situation or remedying one. Management = Planning
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Why Do We Plan? • To keep actions in line with our mission • To help control our destiny • To better understand our focus and research • To help achieve consensus • To allow effective management of resources Planning for Public Relations Management Process 1. Defining the problem 2. Programming 3. Action 4. Evaluation Planning for Public Relations Management Process 1. Defining the problem (Research) 2. Programming (Action/Planning) 3. Action (Communication) 4. Evaluation (Evaluation) p. 82 Public Relations – A Formal Plan • Executive summary • Communication Process • Background • Situation Analysis • Message Statement • Audiences • Key messages • Implementation • Budget • Monitoring and evaluation Planning for Public Relations Public Relations Management Process 1. Research 2. Action/Planning 3. Communication 4. Evaluation Chapter 1, page 5 • Public Relations is the management of communication between an organization and its publics
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jour ch5 - Public Relations Management Management Strategic...

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