chapter 5 Management

Management Process of Public Relations
Professional public relations work emanates from clear strategies and bottom line objectives that flow into specific tactics each with its own budget, timetable, and resources. The professor James Grunig stated that public relations managers perform what organizational theorists call a boundary role. For instance, the PR manager has one foot inside the organization one foot outside the organization. PR managers have to think about: achievements, audience and goals.
2. Reporting to top Management
For the PR function to be valuable to management, it must remain independent, credible, and objective as an honest broker.
3. Conceptualizing the public relations plan
Practitioners must consider objectives and strategies, planning and budgets and research and finally evaluation.
1. Defining the problem or opportunity
2. Programming
3. Action
4. Evaluation

4. Creating the Public Relations Plan
The plan must be spelled out in writing:
Executive Summary
Communication process
Background
Situation analysis
Message statement
Audiences
Key audience message
Implementation
Budget
Monitoring and evaluation

5. Activating the public Relations Campaign
The plan specifies a series of what and how to get the work done
Background the problem
Preparing the proposal
Implementing the plan
Evaluating the campaign

6. Setting Public Relations Objectives
Strategies are the most crucial decisions of a public relations campaign.
Specification of the organization’s goals
Agree about achievable goal
Agree about objectives
Assess the program

7. Budgeting for Public Relations
After the identification of the different goals and objectives, the PR practitioners must detail the particular tactics that will help achieve those objectives.
8. Implementing Public Relations Program
The duties of PR practitioners are as divers as the public with whom different institutions deal. I will site some of them:
Media relations
Internal communication
Government relations and public affairs
Community relations
9. The public relations Department
There are two organizations structures: as a staff professional in a public relations department of a corporation, and as a line professional in a PR agency.
10. The public relation agency
The biggest difference between an external and internal agency is a perspective one. The first is outside looking in and the second is inside looking out.
11. Reputation Management
There is a special emphasis on reputation, organization can afford loosing a lot of money but can not afford loosing reputation