Kaoutar Kaddouri
COM 4301
Dr. Ibahrine
Fall 2007
Management
I- Management process of Public Relations: Managers insists on results
1- The best public relations program can be measured in terms
of achieving results in building the key relationships on which the organization depends
2- James Grunig and Todd Hunt: public relations managers perform what organizational theorist call a boundary role in other words they function at the edge of an organization as a liaison between the organization and its external and internal publics.
3- Public Relations people support their colleagues by helping them communicate across organizational lines both within and outside the organization.
4- Top managers are forced to think strategically about reaching their goals, and public relations professionals think in terms of the strategic process element of their own roles.
II- Reporting to Top Management: Public Relations function, by definition, should report to top management
1- In many organizations public relations is often subordinated to advertising, marketing, legal, or human resources
a- For public relations function to be valuable to management, it must remain independent, credible, and objective.
b- Public relation should be the corporate conscience: an organization's public relations professionals should enjoy enough autonomy to deal openly and honestly with management.
III- Conceptualizing the Public Relations Plan
1- Planning is critical not only to know where a particular campaign is headed but also to win the support of top management
a- With proper planning, public relations professionals can indeed defend an account for their actions.
2- Before organizing for public relations work, practitioners must consider objectives and strategies, planning and budget, and research and evaluation.
3- Public Relations management process involves four steps:
a- defining the problem or opportunity
b- programming
c- Action
d- Evaluation
IV- Creating the Public Relations Plan
1- The organization must answer management's concerns ad questions about the campaign being recommended:
a- Executive summary
b- Communication process
c- Background
d- Situation analysis
e- Message statement
f- Audiences
g- Key audience messages
h- Implementation
i- Budget
j- Monitoring and evaluation
2- Five part Public Relations plan for the fictional Fribbert's Frosty Frappacino:
a- Situation
b- Business objectives
c- Public Relations Objectives
d- Strategies
e- Public Relations Program elements
V- Activating the Public Relations Campaign
1- Four part Skeleton of Public Relations campaign plan:
a- Backgrounding the problem
b- Preparing the proposal
c- Implementing the plan
d- Evaluating the campaign
VI- Setting Public Relations Objectives
1- An organization must define what its public relations goals will be and the only good goals are the ones that can be measured
2- Strategies are the most crucial decisions of a public relations campaign
a- Strategies answer how will we manage our resources to achieve our goals
b- Public Relations professional are managing by objectives and results to help quantify the value of public relations in an organization
c- Key to using MBO effectively in public relations work can be broken down into seven critical steps:
a- Defining the nature and mission of the work
b- Determining key result areas in terms of time, effort, and personnel
c- Identifying measurable factors
d- Setting objectives or determining results to be achieved
e- Preparing tactical plans to achieve specific objectives
f- Establishing rules and regulations to follow
g- Establishing procedures to handle the work
VII- Budgeting for Public Relations
1- Key to budgeting lies in performing two steps:
a- estimating the extent of resources
b- estimating the cost ad availability of those resources
VIII- Implementing Public Relations Programs
1- Public relations duties are:
a- Media relations, Internal Communication, Government relations and public affairs, Community relations, Investor relations, Customer relations, Public Relations research, Public relations writing, Special publics relations, Institutional advertising, Graphics, Web site management, Philanthropy, Special events, management counseling
IX- The public Relations department
1- Public Relations generally work in one or two organizational structures
a- as a staff professional in a public relations department
b- as a line professional in a public relations agency
2- Departments range from one-person operations to far-flung networks of hundreds of people.
3- Today half of all corporate communication departments report to the chairman, president, and/or CEO
X- The public Relations Agency
1- the biggest difference between an external agency and an internal department is perspective
2- Agencies organize according to industry groupings
3- The difficult part of agency work is not attracting clients but retaining them.
XI- Reputation Management
1- Reputation management is helping the organization manage the reputation of its brand, position, goodwill, or image
2- Organization reputation is composed of two elements
a- Rational: products ad performance
b- Emotional: behavioral factors such as customer service, CEO performance
3- Reputations matter because a company with good reputation can charge premium prices, have greater access to new markets and products etc
4- Reputation management: "the ability to link reputation to business goals to increase support and advocacy and increase organizational success through profits, contributions, attendance"
5- Reputation managers attempt to:
a- Persuade consumers to recommend and buy their products
b- Persuade investors to invest in their organization
c- Persuade competent job seekers to enlist as employees
d- Persuade other strong organizations to joint venture with them
e- Persuade people to support the organization when it is attacked
COM 4301
Dr. Ibahrine
Fall 2007
Management
I- Management process of Public Relations: Managers insists on results
1- The best public relations program can be measured in terms
of achieving results in building the key relationships on which the organization depends
2- James Grunig and Todd Hunt: public relations managers perform what organizational theorist call a boundary role in other words they function at the edge of an organization as a liaison between the organization and its external and internal publics.
3- Public Relations people support their colleagues by helping them communicate across organizational lines both within and outside the organization.
4- Top managers are forced to think strategically about reaching their goals, and public relations professionals think in terms of the strategic process element of their own roles.
II- Reporting to Top Management: Public Relations function, by definition, should report to top management
1- In many organizations public relations is often subordinated to advertising, marketing, legal, or human resources
a- For public relations function to be valuable to management, it must remain independent, credible, and objective.
b- Public relation should be the corporate conscience: an organization's public relations professionals should enjoy enough autonomy to deal openly and honestly with management.
III- Conceptualizing the Public Relations Plan
1- Planning is critical not only to know where a particular campaign is headed but also to win the support of top management
a- With proper planning, public relations professionals can indeed defend an account for their actions.
2- Before organizing for public relations work, practitioners must consider objectives and strategies, planning and budget, and research and evaluation.
3- Public Relations management process involves four steps:
a- defining the problem or opportunity
b- programming
c- Action
d- Evaluation
IV- Creating the Public Relations Plan
1- The organization must answer management's concerns ad questions about the campaign being recommended:
a- Executive summary
b- Communication process
c- Background
d- Situation analysis
e- Message statement
f- Audiences
g- Key audience messages
h- Implementation
i- Budget
j- Monitoring and evaluation
2- Five part Public Relations plan for the fictional Fribbert's Frosty Frappacino:
a- Situation
b- Business objectives
c- Public Relations Objectives
d- Strategies
e- Public Relations Program elements
V- Activating the Public Relations Campaign
1- Four part Skeleton of Public Relations campaign plan:
a- Backgrounding the problem
b- Preparing the proposal
c- Implementing the plan
d- Evaluating the campaign
VI- Setting Public Relations Objectives
1- An organization must define what its public relations goals will be and the only good goals are the ones that can be measured
2- Strategies are the most crucial decisions of a public relations campaign
a- Strategies answer how will we manage our resources to achieve our goals
b- Public Relations professional are managing by objectives and results to help quantify the value of public relations in an organization
c- Key to using MBO effectively in public relations work can be broken down into seven critical steps:
a- Defining the nature and mission of the work
b- Determining key result areas in terms of time, effort, and personnel
c- Identifying measurable factors
d- Setting objectives or determining results to be achieved
e- Preparing tactical plans to achieve specific objectives
f- Establishing rules and regulations to follow
g- Establishing procedures to handle the work
VII- Budgeting for Public Relations
1- Key to budgeting lies in performing two steps:
a- estimating the extent of resources
b- estimating the cost ad availability of those resources
VIII- Implementing Public Relations Programs
1- Public relations duties are:
a- Media relations, Internal Communication, Government relations and public affairs, Community relations, Investor relations, Customer relations, Public Relations research, Public relations writing, Special publics relations, Institutional advertising, Graphics, Web site management, Philanthropy, Special events, management counseling
IX- The public Relations department
1- Public Relations generally work in one or two organizational structures
a- as a staff professional in a public relations department
b- as a line professional in a public relations agency
2- Departments range from one-person operations to far-flung networks of hundreds of people.
3- Today half of all corporate communication departments report to the chairman, president, and/or CEO
X- The public Relations Agency
1- the biggest difference between an external agency and an internal department is perspective
2- Agencies organize according to industry groupings
3- The difficult part of agency work is not attracting clients but retaining them.
XI- Reputation Management
1- Reputation management is helping the organization manage the reputation of its brand, position, goodwill, or image
2- Organization reputation is composed of two elements
a- Rational: products ad performance
b- Emotional: behavioral factors such as customer service, CEO performance
3- Reputations matter because a company with good reputation can charge premium prices, have greater access to new markets and products etc
4- Reputation management: "the ability to link reputation to business goals to increase support and advocacy and increase organizational success through profits, contributions, attendance"
5- Reputation managers attempt to:
a- Persuade consumers to recommend and buy their products
b- Persuade investors to invest in their organization
c- Persuade competent job seekers to enlist as employees
d- Persuade other strong organizations to joint venture with them
e- Persuade people to support the organization when it is attacked
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