1. Associative Statement
Managers insist on results.
Without a realistic budget, no organization can succeed.
2. Management of Process of PR
PR is much more a planned, persuasive social managerial science.
The best PR programs can be measured in terms of achieving results in building the key relationships on which the organization depends.
The boundary role: when PR managers function as a liaison between the organization and its internal and external publics. They have one foot inside
the organization and one outside. They help their colleagues to communicate across organizational lines both within and outside the organization.
PR professionals should think strategically in terms of the strategic process element of their own roles. Their mind-set is directed at communication key
messages to realize desired objectives to priority publics.
3. Reporting to Top Management
Public relations should be the corporate conscience and it promotes the entire organization. To perform this function effectively, it needs to report
to top management.
4. Conceptualization of the PR Plan
a. Definition
"Strategic planning the organization's overall game plan, has a longer planning horizon (typically three to five years) and is performed at the
corporate and business levels of the organization."
b. Why planning?
Strategic planning for PR is an essential part of management:
+ It is critical to win the support of top management.
+ It gives accounts for PR actions.
c. Important axes
PR practitioners must consider:
+ Objectives
+ Structure
+ Planning
+ Budget
+ Research
+ Evaluation
d. Organizing the PR program
Environment -> Business Objectives -> PR Objectives and Strategies -> PR Programs
The environment must dictate overall business objectives. These, in turn, dictate specific PR objectives and strategies.
The PR plan must include
+ Clear-cut objectives to achieve org. goals.
+ Targeted strategies to reach those objectives.
+ Specific tactics to implement the strategies.
All planning requires thinking. Planning for short-term PR program may require less thought than planning a long-term campaign to win support for a public policy issue.
5. Creating the PR Plan
The PR plan must be spelled out in writing, and should answer management questions and concerns about the campaign being recommended.
Here is a way it might be organized:
+ Executive summary
+ Background
+ Situation analysis
+ Message statement
+ Audiences
+ Key audiences messages
+ Implementation
+ Budget
+ Monitoring and evaluation
6. Activating the PR campaign
The plan specifies a series of what's to be done and how to get them done.
The four-part skeleton of a typical PR campaign plan resembles the following:
1. Backgrounding the problem
+ Situation analysis
+ Background
+ Case statement
-> specify the major aims of the campaign.
A PR planner should divide the overriding goal into several subordinate objectives
2. Preparing the proposal
It sketches broad approaches to solve problems at hand. It generally includes the following:
+ Situational analysis
+ Scope of assignment
+ Target audience
+ Research methods
+ Key messages
+ Communication vehicles
+ Project team
+ Timing and fees
3. Implementing the plan
It details the operating tactics. Specific activities are defined, people are assigned to them and deadlines are established in a time chart specifying when each action will take place.
4. Evaluating the campaign
This aims to find out whether the plan worked or not. It is achieved through answering these method questions:
+ Did we implement the activities we proposed?
+ Did we receive appropriate public recognition for our efforts?
+ Did attitudes change?
7. Setting PR objectives
PR professionals are managing by objectives (MBO) and results (MBR) to quantify the value of PR in an organization.
The key to using MBO effectively is to follow these 7 steps:
1. Defining the nature and mission of the work.
2. Determining the results in terms of time, effort and personnel.
3. Identifying measurable factors on which objective can be set.
4. Setting objectives.
5. Preparing tactical plan.
6. Establishing rules and regulations to follow.
7. Establishing procedures to handle the work.
Two questions are most frequently asked:
+ How can we measure PR results?
+ How do we know whether the PR program is making process?
8. Budgeting for PR
In recent time, PR budgeting has increased due to media placement, media monitoring and special events.
9. Implementing PR programs
| Community Relations | Investor Relations | Consumer Relations |
| PR Research | PR Writing | Special PR |
| Institutional Advertising | Graphics | Website Management |
| Media Relations | Philantropy | Internal Communication |
10. PR Departments and agency
| Department | Agency |
| . Staff professionals | . Line professionals |
| . Support the primary business of the organization | . Help organization to earn |
| . Inside looking out | . Outside looking in |
| . Subjectivity | . Objectivity |
| . Report directly to the CEO | . Managers listen more carefully . Less flow of information |
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