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Managing Public Relations

Managing Public Relations - Managing Public Managing Public...

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Unformatted text preview: Managing Public Managing Public Relations Terms Terms Baseline Benchmark Goal Objective Strategy Tactics Requirements for a Good Objective Requirements for a Good Objective Clearly describes expected results Understandable to everyone Lists firm completion date Realistic, attainable and measurable Consistent with management’s objectives Choosing Public Relations Support Choosing Public Relations Support Internal practitioners – Advantages – Disadvantages External practitioners – Advantages – Disadvantages Paying for Public Relations Paying for Public Relations Hourly Project Retainer Blended rate Don’t forget overhead Statements Organizations Make Statements Organizations Make Mission Vision Value Position Successful Organizational Model Successful Organizational Model Definitive Mission Statement – Value Statements Organizational & Cultural Statements – Shared Values Positive Public Relationships – Expressed Values Reputation – Understood Values The Strategic Plan The Strategic Plan Page 1 – Positioning Statement – Themes & Messages Page 2 – Public Relations Goals – Audiences The Strategic Plan The Strategic Plan Page 3 – Audience 1 Objectives Research Evaluation Page 4 – Audience 1 Program Inventory Form ...
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