MANAGEMENT

Chapter Four

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Management Process

In order to achieve results, public relations practitioners must have access to management and build relationships with key constituencies as well as understand the business environment.

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Role of Practitioner to Management

As an interpreter for management, the public relations practitioner serves as an advisor.

This function must be independent, ethical, autonomous, and objective.

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Structure

Organizational Goals, Mission, and PlansStrategic and Tactical Plans operating in the

business environment.

Public Relations Plans operate within the larger organizational plan.Specific programming implementationoperating within the culture and profession.

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ManagementRelationships

By its very nature, public relations is built upon relationships. These relationships take two forms: Internal and External.

The public relations practitioner must operate as a boundary spanner in these relationships.

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Management

Organizational Plans are carried out by managers. Each manager has a specific role in the organizational hierarchy.

Organizational charts and job descriptions clarify roles and relationships.

Organizations use various formulas to carry out plans, such as MBO (Management by Objectives) or MBR (Management by Results).

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ManagementManagement formulas, such as MBO or MBR, become a

framework for planning, monitoring, and measuring results of organizational efforts.

These formulas require meetings between the parties involved to assure that goals and objectives are met within a given timeframe. Communication is essential to their success.

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Management

The Public Relations function is born out of the overall management plan. Specific planning and activities are carried out with the resources available.

Therefore, scheduling, budgeting, and accountability are all integral to the results-oriented process.

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Public Relations Planning

The public relations management process also uses a framework to build a plan.

The R-A-C-E definition serves as the foundation for this process.

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Public Relations Planning

R-A-C-E 1. Defining the problem or opportunity 2. Programming/planning 3. Action with communication vehicles 4. Evaluation

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Activating the Public Relations Plan

And now for the rest of the story….

Further expansion of the R-A-C-E framework includes the nuts and bolts of the plan, which would then be developed into a proposal or program plan.

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R-A-C-E

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Example of Skeletal Plan Parts

1. Background of the problem or opportunity 2. Outline of strategies (how’s) and tools to

complete the objectives. 3. Implementation plan, activities and timeline 4. Evaluation to measure objectives and

implementation and/or quality indicators.

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Categories of Public Relations Tasks Advice

Communication service

Research and Analysis

Public Relations Action programs

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Examples of Tasks

Outreach Coordinating

relationships & activities

Interaction Support activities Image, graphic, and

photographic services

Online tools Research Gift giving Special events Counseling/advising

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Two Types of Organizational Environments Public Relations Departments

Public Relations Agencies

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Sectors of Public Relations Employers Public Relations Firms Corporations Government Health Care Non profit Education

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Question…..

What are the differences in salary for males and females?

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There is a Need for Practitioners in the Future

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Education and Skills Needed

In addition to public relations classes: Writing and speaking skills Ethics and law Media/publication and production Research Campaign Action & Implementation Internship/volunteer experience

According to the PRSSA Blueprint for Education

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Show me the money……

Do you know where the best public relations jobs are?