Outline: Management

Amal El Yahcoubi
Com 4310 Public Relations
Dr. Ibahrine

Chapter5: Management




I. Manegement Proces of Public Relations :
What are we attempting to achieve, and where are we going in the pursuit
What is the nature of the environment in which we must operate?
Who are the key audience we must convince in the process?
How will we get to where we want to be?

II. Reporting to Top Management:
For the public relations function to be valuable to management, it must remain independent, credible and objective as an honest broker.
Public Relations, rightfully, should be the corporate conscience.

II.Conceptualizing the Public Relations Plan:
Planning is critical not only to know where a particular campaign is headed but also to win the support of top management.
With proper planning, public relations professionals can indeed defend and account for their actions.
Setting objectives, formulating strategies, and planning are essential if the public relations function is to be considered equal in stature to other management processes.
Public Relations management process are:
1. Defining the problem or opportunity
2. Programming
3. Action
4. Evaluation

IV. Creating the Public Relations Plan:
Executive summary
Background
Situation analysis
Message statement
Audiences
Key audience messages
Implementation
Budget
Monitoring and evaluation.

V. Activation the Public Relations Campaign:
Typical public relations campaign plan:
Backgrounding the problem
Preparing the proposal
Implementing the plan
Evaluation the campaign.

VI. Setting Public Relations Objectives:
Do they clearly
Describe the end result expected?
Are they understandable to everyone in the organization?
Do they list a firm completion date?
Are they realistic, attainable, and measurable?
Are they consistent with management’s objectives?

VII. Budgeting for Public Relations:
The key to budgeting may lie in performing two steps:
Estimating the extent of the resources
Estimating the cost and availability of those resources.

VIII. Implementing Public Relations Programs:
Media relations
Internal communications
Government relations and public affairs
Community relations
Investor relations
Consumer relations
Public relations research
Public relations writing
Special public relations
Institutional advertising
Graphics
Web site management
Philanthropy
Special events
Management counselling;

IX. The Public Relations Department:
Department range from one-person operations to far-flung networks of hundreds of people.

The Public Relations Agency:
An agency has the added advantage of not being taken for granted by a firm’s management.

X. Reputation Management:
Helping to manage an organization’s reputation, that is, its brand, position, goodwill or image.
An organizatin reputation is composed of two elements:
1. The more “rational” products and performance
2. The more emotional “behavioral” factors.

XI. Where are the Jobs?
The future of the practice of public relations promises to be steady and strong.

XII. What does it pay?

XIII. Women and Minorities:
Today women who predominate the public relations work