Presentation KE 4 4. Management Of PR Practice
User Manual: KE-4
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Pertemuan ke-4:
Management of PR Practice
(Seitel)
2
Management Process of PR
As with any management process, professional PR
flows from clear strategies, objectives, and tactics.
Managers insist on results; so PR programs can be
measured in terms of achieving key relationships.
PR’s relevance is measured in terms of contribution to
company objectives and the bottom line.
To succeed, PR practitioners must have access to
management and understand the business environment.
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The boundary role of PR
According to Grunig and Hunt,
PR managers fill a boundary
role.
They function at the edge of
the organization, as a liaison
between internal and external
publics.
One foot is in the organization,
and the other is outside.
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Reporting to top management
To serve as a true interpreter, PR must report to top
management.
This function must be independent, credible, and
objective.
PR serves as the organization’s corporate
conscience.
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On reputation……
―We can afford to lose money–even a lot of money–
but we can’t afford to lose reputation–not even a shred
of reputation.‖
-- Warren Buffet
Berkshire Hathaway Co.
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Now it’s your turn:
What are the dangers of public relations reporting to
advertising, marketing, or the legal department?
Answer:
The job mistakenly becomes one of promoting a specific
department, rather than the organization as a whole.
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Conceptualizing the PR plan
Strategic planning for PR is an essential part of
management.
PR is traditionally considered a ―seat-of-
the-pants‖ activity – impossible to plan or
measure. Why is this thinking flawed?
With proper planning, PR practitioners can
defend and account for their actions.
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A management
model for PR planning:
Environment
Business Objectives
PR Objectives and Strategies
PR Programs
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The four-step process
of PR management
1.Defining problem
or opportunity
2. Programming
3. Action
4. Evaluation
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Creating the PR plan
Executive summary
Communication
process
Background
Situation analysis
Message statement
Audiences
Key audience messages
Implementation
Budget
Monitoring
and evaluation
Typical components include:
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Activating the PR campaign
Based on your PR plan, it’s time to proceed to:
Backgrounding the problem
Preparing the proposal
Implementing the plan
Evaluating the campaign
Remember that although planning is important, it should not
become an end in itself.
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Setting PR objectives
As the saying goes, ―What gets measured, gets done.‖ 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?
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Budgeting for PR
As with any other business activity, PR programs
must be based on sound budgeting. Here are two
keys:
1. Estimate the resources needed to accomplish each
PR activity.
2. Estimate cost and availability of those resources,
both in personnel and purchases.
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Implementing PR programs
Media relations
Internal communications
Government relations and
public affairs
Community relations
Investor relations
Consumer relations
PR research
PR writing
Special publics relations
Institutional advertising
Graphics
Website management
Philanthropy
Special events
Management counseling
What do PR practitioners do anyway? Here is a partial list:
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The public relations department
PR professionals generally work in one of two
organizational structures:
1. As staff in the PR department of a corporation,
university, hospital, etc.
2. As a line professional in a PR agency
Departments range from one-person operations to huge
networks with hundreds of people.
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The public relations agency
A question for you:
What are the main differences between working for an
external agency and an internal department?
One answer:
The difference is perspective: outside looking in versus
inside looking out.
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Reputation management
This means managing all aspects
of an organization’s reputation:
Brand
Position
Goodwill
Image
PR CAMPAIGN
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Public relations campaigns
Definition: A public relations campaign is a
series of activities and communication
materials that happen during an extended
period of time with the intention of bringing
about a particular result
Public relations campaigns
Purpose: To communicate specific messages
to and to develop relationships with target
publics in order to achieve a specific behavior
Public relations campaigns
PR professionals design campaigns to build
relationships that will help their organization
achieve its goals
Every organization has goals-to achieve them,
the organization must be able to get the
cooperation of inside publics (e.g., peers,
teachers, administrators, school boards) and
outside publics (e.g., parents, the community,
the media)
Public relations campaigns
PR campaigns seek to influence a public’s
behavior in a variety of ways:
Get people to do something
Get people to do what they are doing differently
Get people to stop what they are doing
Keep people from doing something
Get people to continue to do what they are doing
Public relations campaigns
It’s not unusual for one campaign to try to
influence a variety of publics’ behavior in
several or all of the aforementioned ways
For example, the campaign might be designed
to get some publics to do something, some to
keep doing what they are doing, and others to
stop doing what they are doing
Public Relations as a Process
PR is a series of actions, changes, or functions
that bring about a result
One popular way to describe the process, and
remember its components –R-A-C-E
Research (used as the basis for planning)
Action (the ―strategic‖ plan)
Communication (implementation of the plan)
Evaluation (using research once again)
Public Relations as a Process
Research. What is the problem or situation?
Action (program planning). What is going to
be done about it?
Communication (execution). How will the
public be told?
Evaluation. Was the audience reached and
what was the effect?
Public Relations as a Process
Research
The process of gathering information
The most important part of the campaign
If the research is not done, or if it is done poorly, the
effectiveness of the campaign will be affected
Public Relations as a Process
Research
Answers the following questions:
Why are we planning the campaign?
What is going on in the environment—the
community, the state, the nation, the world—that
might affect what we plan?
Who are we trying to reach?
When are the best times to do what during the
campaign?
Where is the campaign going to take place?
How will we reach our target publics?
Public Relations as a Process
Action Plan: the process of making decisions
about what communication materials and
participation activities you will plan, when
you will plan them, and how you will monitor
their effectiveness
The end result of this part of the process:
A written action plan
Public Relations as a Process
Communication: the process of writing and
distributing the communication materials,
holding the events, and doing all the things
you described in your action plan
Research is part of this process as well
because you must monitor the things you are
doing to be sure they are effective
Public Relations as a Process
Evaluation: the final stage of the campaign
After the communication stage is completed,
you conduct research again to be sure you
achieved the behavior you planned to achieve
PR Action Plan
The action plan is when you bring all the
research together and make decisions about
how and when you will do what
communication materials and participation
activities
Also, how you will monitor your effectiveness
End result is a written plan
PR Action Plan
The written plan will include:
Campaign message
Campaign slogan and logo
PR objectives
PR strategies
PR tactics
Backwards plan/calendar
Budget
Monitoring
Campaign Message
Every campaign has a consistent set of
messages
Messages repeated throughout all
communication materials and participative
activities
Need to decide on the 1-3 messages you most
want your publics to hear and believe
Campaign Message
Why only three messages?
Repetition is essential to:
Build awareness
Build recall
Studies show that more than three messages only
produce ―jumble‖
Campaign Message
What do you want in your messages?
Things that help your publics form a clear
relationship between your messages, your
organization, and the behavior your organization
expects from its publics as a result of the
campaign
Campaign Message
Example:
Colorado Trout Unlimited-wanted to stop building
of a dam
Three-year PR campaign of letter-writing, sending
information to the media, protesting at public events,
bumper stickers, etc.
Each element carried one, two, or three messages
Two Forks Dam is too expensive
A dam really isn’t needed in the Two Forks River location
Two Forks Dam will destroy natural resources
Campaign Slogan and Logo
Slogan-a consistent line of copy incorporating
the theme of the campaign
Ex., Nike’s Just do it, McDonald’s We love to see
you smile
Logo-appears on all your materials, usually
along with the slogan, it is the visual symbol
of the organization
Ex., Nike’s swoosh, McDonald’s golden arches
PR Objectives
(What do we want to achieve?)
A PR objective is a statement that clearly defines the
outcome you expect to happen when the campaign is
completed
Written as an infinitive (beginning with ―to …‖
Contains four parts:
The target public
Measurable criteria
A deadline date
The specific behavior or attitude change expected
Ex., To have 100 students attend a presentation on
organ transplantation and donation on Apr. 10, 2007
PR Strategy
(What are we going to do to achieve it?)
A strategy is a statement of the things you
plan to do to achieve your objective
Usually no more than a sentence or two
Ex., Beginning Mar. 15, we will begin to
promote the Apr. 10 event. We will recruit
student leaders and teachers to mention the
event at club meetings and in classes and
publicize the event heavily throughout the
school.
PR Tactics
(What tasks do we have to do to achieve it?)
A PR tactic is a statement that clearly defines
a task that will be done to accomplish the
public relations strategy
Success is measured by whether or not the
task was completed
Parts of a written tactic are:
A specific activity to be undertaken
Quantity (when appropriate)
A completion or deadline date
PR Tactics
(What tasks do we have to do to achieve it?)
Ex., Create a poster and flyer for the presentation event by March 10
Contact student leaders and teachers to get their agreement to
announce the event in their club meetings and classes
Develop the written announcement to be read in club meetings and
classes by March 10 or
Identify members of the campaign team who will attend club meetings
and classes to personally announce the event
Secure the location to hold the event by February 1
Arrange for refreshments to be served following the event by March 1
Backwards Plan/Calendar
Once you know what tactics you will do and
when you need to do them by, create a
backwards plan to help keep everybody on
the team organized, on time, and in sync
A calendar that marks what must be done by
whom and by what date in order to meet the
final deadline
Start with the completion date and work
backwards
Budget
Contains the exact cost of each tactic
Needs to be detailed—to make sure, before
beginning the campaign, that you’ll have all
the resources you need
Monitoring
The process of doing research as the
communication stage is unfolding
Ensures that the campaign is accomplishing
what you set out to do
Crisis Public Relations
Communicate during organizational crisis
Advance preparation is key
Be aware of signs leading to crisis
Cultivate good relationships with media
Determine who will speak with media
Be accurate, helpful, and forthcoming
Tactful but open (no circling wagons)
How you handle crisis will reflect on organization later
YOUR TURN ………
DESKRIPSI TUGAS
Current News, Issues, Event (Deskripsi 2 -3
Paragraph)
PR Campaign
Campaign message
Campaign slogan and logo
PR objectives
PR strategies
PR tactics
