PowerPoint (Chapter 5) - Sites @ Brookdale Community College

Transcript PowerPoint (Chapter 5) - Sites @ Brookdale Community College

Introduction to Public Relations

CHAPTER FIVE: MANAGEMENT/ CREATING A PR PLAN

PR Management Process

 As with management, public relations demands clear strategies and bottom-line objectives that flow into specific tactics.

 For the PR function to be valuable to management, it must remain independent, credible, and objective as an honest broker.

The boundary role of public relations

 According to Grunig and Hunt, public relations managers fill a boundary role.

 They function at the edge of the organization, as a liaison between internal and external publics.

Reporting to top management? Not always.

  Unfortunately, not all PR reps get to report directly to the CEO. Public relations is sometimes looped in with advertising, marketing, legal or human resources.

What are the dangers of public relations reporting to these to these other departments?

The public relations department

 Public relations professionals generally work in one of two organizational structures: As staff in the public relations department of a corporation, university, hospital, etc. As a line professional in a public relations agency  Departments range from one-person operations to huge networks with hundreds of people.

The public relations agency

 Agencies generally organize according to industries such as healthcare, sports, finance or technology.

 Agencies specialize in functions including media relations, government relations, social media and investor relations.

Pros/cons of the PR agency…

Advantages: • Agencies are often used to escape the “tunnel vision” syndrome that often afflicts organizations.

• They can provide management with an objective reading of public concerns.

Disadvantages: • Agencies are outsiders. They may be unfamiliar with internal details and management’s operating style. Portions Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall, Portions (c) 2011 Tara R. Berson 5-8

Corporate/Client vs. Agency PR

◦ What do you think are the main differences between working for an external agency and an internal department? Which would you prefer?

Where are the jobs?

Public relations promises a strong future:  Health care, consumer and retail fields are strong  Public relations agencies will continue to expand  Nonprofit: hospitals, schools, museums, etc. all need public relations  High-tech sector will need more and more skilled professionals  Employee communications is needed to win back trust  Investor relations, crisis management and other specialties pay well Portions Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall, Portions (c) 2011 Tara R. Berson 5 10

What does it pay?

Salaries vary by experience, location and sector:      Public relations agencies: $118,350 Companies and other enterprises: $107,480 Professional organizations: $100,720 Colleges and universities: Local governments: $87,900 $74,710  PR salaries Portions Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall, Portions (c) 2011 Tara R. Berson 5 11

PUBLIC RELATIONS PLANS

Plan Components

          Executive Summary Background Situation analysis (problems and consequences) Communication goals and objectives Audience identification and messages Audience objectives Communication strategies and tactics Schedule Budget Evaluation plans Portions Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall, Portions (c) 2011 Tara R. Berson 5 13

Communication goals and objectives

How are we going to communicate with our intended audience?

How can we measure success in communicating our goals?

Setting public relations objectives

  The only good goals are the ones that can be measured.

Test your objectives according to these questions: Do they clearly describe the end result expected? Are they understandable to everyone?

Do they list a firm completion date? Are they realistic, attainable and measurable? Are they consistent with management’s objectives? Portions Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall, Portions (c) 2011 Tara R. Berson 5 15

Audience identification and messages Who is the intended audience?

What messages will influence them?

Audience What do they care about?

What do you want them to do?

What’s your company Strategy?

What are your key messages What’s your comm strategy?

How are you going to measure your success?

Press News Customer Quality Products/ Services Lower cost Trustworthiness Satisfies need Write articles with company’s key messages Consider company as source of knowledge Position company positively Increase market position Specify, recommend, buy company’s products Increase customer base Be market leader Provide products/services that can be differentiated from competitors Best product Products that address customers’ needs Proactive pitching on market issues (be the expert) 2x articles of any Competitor 2 messages in every article Editorial boards Keynotes/speakin g engagements Inclusion in competitors articles Best products Leadership gives company the Visibility to pick new markets Easy to do Business with Drive consideration and Preference by providing Products and infrastructure that customers need # Of qualified leads % Increase in preference Portions Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall, Portions (c) 2011 Tara R. Berson 5 17

Strategies

  Point-by-point rundown of the plan in detail. Each objective needs to be linked with an audience, a communication vehicle, and an outcome.

Schedule

Determine a Budget

  Provide your client with your plan’s overall budget Layout basic costs for your creative fees (like developing key messages) and out-of pocket expenses (like travel and food expenses related to a media tour) Portions Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall, Portions (c) 2011 Tara R. Berson 5 20

Evaluation plans

 How will success or failure of the plan be determined?

In-class BROSIE exercise

    Set 2-3 objectives/goals for our Asbury Park revitalization project (the whats) Develop your strategy/program elements (the hows) Define your target audiences and target messages Establish in advance how you want to measure the success of your plan Portions Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall, Portions (c) 2011 Tara R. Berson 5 22

Objectives Overview

  Define measurable objectives that are specific milestones that measure progress toward achievement of your business goals.

Objectives must: ◦ Address the desired communication or behavioral outcome ◦ Designate the audiences among whom the behavioral outcomes is to be recognized ◦ Specify the expected level of attainment or accomplishment ◦ Identify the time frame in which those attainments or accomplishments are to occur.