Public Relations and Management

1
Public Relations and Management

• or
• How to Become a Part of the TEAM!

2
The status quo is gone.
3
Many CEOs .. . . .

• Dont TRULY understand Public Relations
• Dont see where it contributes to the BOTTOM
  LINE!
• See it as an (unnecessary) frill to the REAL work
  of the company.
• Will toss Public Relations out the door at the
  first sign of dropping profits.

4
What all this means to you . . . .

• You can no longer be TASK ORIENTED!
• You still need to know the mechanics
• WRITING
• EDITING
• SPEAKING
• EVENT COORDINATION
• MEDIA RELATIONS

5
But You must ALSO know how to MANAGE!
6
To Manage You Must Understand

• 1. Management Theory
• 2. Management Practice
• 3. Bottom Line Orientation
• 4. Strategic Thinking and Planning!!
• PUBLIC RELATIONS IS NO LONGER JUST DAMAGE
  CONTROL!!

7
Public Relations is the interpreter of the
organization to its various publics.

• PR occupies the boundary role, working at the
  edges, at the same time both in and out of the
  organization.

8
PR Management is especially tough . . . .

• Others in other areas deal in specifics, in the
  observable, the countable, the verifiable.
• Others deal is a single field.

• In PR you deal in attitudes, perceptions. and
  opinions.
• All these are TOUGH to quantify!!
• PR must look at all fields, at the BIG PICTURE!

9
So What Do You Do as a Manager???

• First, you have to have the CORRECT ATTITUDE!!
• You must regard yourself as an EQUAL to all but
  the CEO President!

10
Managing By Objectives . . .

• Objectives must be measurable
• They must be clearly understood by everyone
• First JUSTIFY, then DEFEND, then MEASURE so as to
  DEMONSTRATE SUCCESS!
• Objectives can be SHORT TERM or LONG TERM.

11
How to Plan (The Zellwood Model)

• Study the environment
• Study business objectives
• Develop PR objectives.
• Develop PR strategies
• Develop PR programs Tactics
• Execute, evaluate, Fine Tune!

12
Definitions

• Strategy Answers the question How do we
  manage our resources to achieve our goals?

• Tactics These are what you use to make the
  strategies happen!

13
For Your PR Objectives

• Clear description of desired result.
• Ability for everyone to understand what youre
  doing.
• Firm completion date.
• Realism Can they be accomplished?
• Solid alignment with management objectives.
• Defined, realistic budget.

14
Inside vs. Outside the House

• Inside
• 1. You are up to speed on the issue no delay in
  learning curve.
• 2. You know the players.
• 3. You know your capabilities.

• Outside
• 1. Can bring in specialists.
• 2. Steep learning curve.
• 3. Temporary staff status.
• 4. You vs. we have a problem
• 5. Bidding . . . . .

15
You vs. Agency . . . .

• Great Difference in PERSPECTIVE!
• Outsiders are often listened to more. (Make this
  work for you!)
• Management will listen when they see going out
  of house.
• You know the company/industry COLD agency must
  learn it.

16
When Preparing the PR Campaign Plan

• Do your situational analysis.
• Prepare a proposal.
• Execute the plan.
• Evaluate the results!
• Discreetly Share the results.

17
Also in the management arena. .

• Internal Communication!!!
• Managing media.
• Working with elected officials and staffs.
• Communicating with share/stockholders.
• Managing newsletters, bulletin boards, etc.
• Setting guidelines (logos, graphic standards)
• Coordinating Special Events.
• Being an advisor, confidant to CEO!

18
What Does It PAY????

• Beginning salary you can expect 26,000.
• Median 49,000.
• Can reach six figures, and -- rarely -- seven!

19
So What Does It Take to be a PR Manager???

• Know the field. Period.
• Know communications, especially MEDIA!
• Know how to research, write, and edit!
• Know computers and the WEB.
• Know whats going on outside the box.
• Know how business works!
• Know how government and bureaucracy work!
• Know how to MANAGE People, Time, Money,
  Management, and Yourself!

20
Finally, A Word about ATTITUDE . . .

• Understand people.
• You must be an informed advocate.
• You have to be willing to face off against senior
  managers.
• YOU HAVE TO BE HONEST AND TRUSTWORTHY TO A
  FAULT!!!
• You have to believe in yourself.
• You have to have a sense of humor and a cool head.

21
One Final Word . . . .

• Even if you do all the above right, you can still
  wind up in the street. But you wont be there
  long . . . . .

22
(No Transcript)