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Chapter 5: Management

by: Susan

Chapter 5: Management BUS 259

Marketplace > SUNY Farmingdale > BUS 259 > Chapter 5 Management

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About this Document

Covers management of PR
Principles of Public Relations
Class Notes




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This 2 page Class Notes was uploaded by Susan on Tuesday February 23, 2016. The Class Notes belongs to BUS 259 at SUNY Farmingdale taught by in Spring 2016. Since its upload, it has received 26 views.


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Date Created: 02/23/16
Chapter 5: Management CEO and Public relations director similarities ­Both set strategy and frame policy ­both service as chief spokesperson, corporate booster, and defender ­Both need to know management functions like planning, budgeting, objective setting and how  management thinks and operates Management process of PR: ­PR is planned, persuasive social managerial science ­Managers insist on results ­Best PR programs measured achievements ­Building key relationships PR manager= Boundary Rule ­Edge of Organization ­Support colleagues by helping communications across organizational lines in and out the  company ­Communicate key messages to realize desired objectives Reporting to Top Management ­PR must report to top management ­ As interpreter, PR director should report to CEO ­ Function must remain independent, credible and objective PR is the corporate conscience ­ Conceptualizing the PR plan Strategic planning for PR essential ­ ­ know where campaign is headed ­ win support of top management ­ Defend and account for actions Environment— Business Objectives—­Public relations and objectives—­ PR programs PR Management Process ­Define problem or opportunity ­Research current attitudes and opinions ­Determine essence of problem ­Programming Formal Planning ­Address kay publics, tactics and goals ­Actions ­Communications phase ­Implementation ­Evaluation ­What work and what didn't ­How to improve Creating PR Plan • Executive summary  – overview • Communication process – how it works • Background – mission, vision, values, events • Situation analysis  – major issues and related facts • Message statement  – major ideas and emerging themes • Audiences – constituencies related to issues • Key audience messages  – messages you want understood • Implementation – issues, audiences, messages, media, timing, cost, outcomes and evaluation  methods • Budget – overall budget • Monitoring and evaluation  – measurement and evaluation against benchmark/ desired  outcome Activating the PR Campaign ­Background the problem ­Prepare the proposal ­Situational analysis ­Scope of assignment ­Target audiences ­Research methods ­Key messages ­Project team ­Timing and fees


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