Chapter 4 - Public Relations - Management.pptx

SM108 INTRODUCTION TO PUBLIC RELATIONS Asst. Prof Dr. Vimala -MANAGEMENT  Like other management processes, professional public relations strategically work from the company’s goa...

SM108 INTRODUCTION TO PUBLIC RELATIONS Asst. Prof Dr. Vimala -MANAGEMENT  Like other management processes, professional public relations strategically work from the company’s goals with a clear strategies and bottom-line objectives that flow into specific tasks. Managemen t Process Each with its own budget, timetable, and Public allocation of resources. Relations Public relations today is more a planned and builds mutual beneficial relationship between the organization and its publics. Cont…Management Process Public Relations Manager insists on results, so the best public relations programs can be measured in terms achieving results in building the key relationships on which the organization depends The relevance of public relations people in the eyes of top management depends largely on the contribution they make to the management process of the organization. Management Process of Public Relations Objectives/ goals tactics strategies  The public relations function, by definition, they interpret for management philosophy, policy, programs - report to the top management. Cont.… The public relations function to be valuable Management to management, it must remain Process independent, credible, and objective. These professionals' practitioners should be corporate conscience and enjoy the autonomy (values or interests) to deal openly and honestly with the management.  Quote: Warren Buffett, the legendary American investor, business tycoon, philanthropist, Cont.… Management and the chairman and CEO of Berkshire Process Hathaway said… “We can afford to lose money – even a lot of money. But we cannot afford to lost reputation – even a shred of reputation” Cont.…Management Process Skills needed: 1. Ability to perform in a crisis 2. Ability to think strategically and plan methodically to help Measured through results change attitude, crystallize opinions and accomplish organization’s overall goals Current PR directors/managers perform as boundary role (liaison between the organization with the internal and external stakeholders)  - Support their colleagues to communicate within the organization and outside system, PR professionals must be knowledgeable about organization and able to deal with complex relationship in the organization Cont… Management - think strategically Process - Key advisor to top management = communicate key message to realize desired objectives to priority publics - Main function  to report to top management  The PR professionals should enjoy a close partnership with other departments i.e. advertising, marketing and other disciplines – (promote the organisation, not about companies’ products) Cont.… All departments must maintain their Management independence while building long-term, Process mutually beneficial relationships for the good of the organization. PR professional are to enhance the organization’s credibility and ensure the corporate actions are in the public interest.  Before organizing PR work – consider objective and strategies, planning, budgets, and research and evaluation. Based on the board environment the Cont.… company operates must dictate the Management overall business objectives. Process The task of organizing PR programs should flow naturally… environment – business opportunity – PR objectives and strategies - public relations programs.  Strategic planning is important as a part of management. Why? - Identify where a campaign is headed and win support of top management A proper plan will show how the campaign will be delivered and resources are leveraged Conceptualizin 1. Define the problem or opportunity – research on current issue, product, company – determining the g Public essence of the problem Relations Plan 2. Programming – formal planning stage – addresses publics, strategies, tactics, goals 3. Action – communication stage – implementation – use Gantt chart 4. Evaluation – final step the assessment of what worked, what didn’t, how to improve *Each of these four process steps is import.  What is a Grant Chart? A Gantt chart is a project management tool assisting in the planning and scheduling of projects of all sizes, although they are particularly Conceptualizin useful for simplifying complex projects. g Public What is a PERT Chart? Relations Plan The Program Evaluation Review Technique (PERT) chart is a project management tool that provides a graphical of a project's timeline. It breaks down the individual tasks of a project for analysis EXAMPLE - GRANT CHART  Implementation - Schedule Essential when dealing with variety of tactics and managing diff programmes at the same time To keep work records that may be needed for billing Can use Gantt chart : Implementation - schedule Can use PERT chart : Normally include more than just the date, include name or group responsible Budgeting for Public Relations Identify objectives and strategies  detail tactics to achieve objectives  budget for each tactic PR agency – produce revenue – 1. Functional budgeting – staff (timesheets), resources, activities for clients projects 2. Administrative budgeting – dollars assigned in the department allocation for staff and expenses Agency’s mark-ups approximately 17.5% - advertising is 15% Reasons for Public Relations Planning Decide Set REASON feasibility target S - Resource & budget Estimate working Select hours & cost prioritie s Cont.…Reasons for Public Relations Planning  Economics- everything is limited  With 6 points model- show maximum effort has been applied on minimum number of projects  Without planned programme, PR practitioner has to operated on day-to-day basis  always start new things and never finish others -- at the end of year its hard to show PR programs and its effect  PR campaign plan outline 1. Executive summary - overview 2. Communication process – how it works, for understanding and training purposes 3. Background- mission statement, vision, values, events that led to need for the plan 4. Situation analysis – major issues, related facts to deal 5. Message statement – major ideas and themes – towards the expected outcome 6. Audiences – related publics listed in importance order – to develop and maintain readership 7. Key audience messages – 1 or 2 sentence message to be understood by key audience 8. Implementation – issues, audiences, message, media, timing, cost, expected outcome, evaluation method 9. Budget – overall budget 10. Monitoring and evaluation – how to measure the result against benchmark or desired outcome. Public Relations Campaigns Backgroundi Prepare the Implement Evaluate the ng the proposal the plan campaign problem  Public Relations (PR) campaign 1. Backgrounding the problem - situation analysis, case statement, specifies major aim of the campaign 2. Preparing the proposal – how to solve the problem – includes situation analysis (including the challenges), scope of assignment (nature, type of PR programme), target audience, research method, key messages, communication vehicles (tactical communication devices used), project team (key players involved), timing and fees (timetable with proposed cost) 3. Implementation – operating tactics – time chart of different actions, assigned people, and deadlines. 4. Evaluating – did we implement the activities, public recognition, did attitude change? Setting Public Relations Objectives Public relations objectives and the strategies for its programs must be achieve results. Must they think strategically? Strategies are the most crucial decisions of public relations campaign. Increasingly, public relations professionals are managing by objectives (MBO) and results (MBR) to help quantify the value of public relations in an organization. Setting Public Relations Objectives Principles: 1. Must describe expected end result 2. Understandable by everyone in the organization 3. List a completion date 4. Realistic, attainable, measurable 5. Consistent with management’s objectives/goals 6-Points Public Relations Model Situation Result appreciatio assessme n Definition nt of objectives 6 POINT S Budget Definitio planning n of Media & publics technique 6-Point PR Model :Situation appreciation PR Necessary Logical transfer compromi planning process se Investiga Opinion Problem te polls solving situation Methods of situation appreciatio n Situation appreciation : Logical Planning  Planning by objective procedure – success depends on skill & efficiency – tip : understand the situation  How to plan PR program ? 1. Clear about the starting point – subject’s image in public’s perception 2. Military principle – examine the situation before battle – intell and information – do not simply guess or use instinct  Not just favorable publicity or collections of press  coverage – use communication audit to study internal and external situation Situation appreciation : PR transfer process Hostility Sympathy (anger/resentment) Acceptanc Prejudice e Apathy (boredom) Interest Ignorance Negative situation Knowledge positive situation Aim is to convert 4 negative attitudes into positive attitudes Knowledge creates understanding  objective PR is understanding e.g. : a Christian understand Islamic belief and vice versa.. PR transfer process A ) Hostility – To what extent resentment exist? What form does it take? Why does it exist? How to overcome? B ) Prejudice – Cause of prejudice may be parental, educational, religious, social or class influences, environmental or just plain misunderstanding - Theory “ Cognitive dissonance” by Leon Festinger = at first people have conservative attitude towards new idea & resist change, once they accept new idea, they become enthusiastic and reject old idea.. PR transfer process C) Apathy - = uninterested - Worst enemy of understanding - Due to selfishness, laziness, lack of imagination, subject not presented with convincing and interesting way - Only concern about own interest - It must be “interest and value” to recipients D) Ignorance - Common failing  none know and understand something - It is necessary to compete for a place in people’s mind and memory Situation appreciation : necessary compromise  It is difficult to achieve the transfer process  PR practitioner has to be realistic – cannot expect 100% success  Settle for certain percentage, number of people understand which will further increase over the years campaign  Why? New generations join Public relations all the time  Situation appreciation: investigate situation Done by observation or study of existing info and statistic (desk research) Sometimes no reliable secondary info exist, only original research necessary Research cost money – investment  insurance in success Situation appreciation : opinion polls = attitude study Interview respondents ( represent publics) From answer percentage produced  demographics profile Result of 1st survey indicate appreciation of situation Similar program can be carried out at ard 6 months record changes on people’s opinion, attitude and degree of understanding Situation appreciation : opinion polls  trend drawn on graph Shows that Public relations is about effecting change not just create favourable images. Situation appreciation : problem solving When situation is appreciated- possible to recognize problem and recommend solution PR is about problem solving Example: high turnover or employment maybe due to negative attitudes towards employer or the job Situations can be fixed only if they are discovered Situation appreciation : methods of appreciating situation 1. Opinion, attitude or image surveys 2. Press cuttings, monitored broadcasting scripts 3. Sales figure trends & sales report indications 4. State of competition and efffects of imports 5. Share price, stock market opinion, dividend, balance sheet 6. Industrial relations situation – strikes / wage settlement 7. State & effect of weather, if relevant 8. Customer complaints, product performance, test report 9. Discussion with sales force & distributors 10. Prices and effect of price change 11. Market forces : economic, social, political 12. Attitudes of opinion leaders 6 points model: DEFINITION OF OBJECTIVES  List of objectives derived from discussion with leaders of organization.  Possible objectives : 1. To change image of company – new activities 2. Improve caliber of job applicants 3. To tell little-known story of company – gain credit for achievement 4. Make company known & understood in new export markets 5. Prepare stock market for new share issue – going public 6. Improve community relations following public criticism 7. Educate installers, users or consumers about product  6 points model : DEFINITION OF OBJECTIVES 8. Regain public confidence after a disaster 9. Strengthen company against risk of a takeover 10. Establish new corporate identity 11. Make known the chairperson’s participation in public life 12. Support sponsorship scheme 13. Make politicians better informed about company’s activities - some impending legislation could affect company  6 points model : DEFINITION OF OBJECTIVES – factors for choosing priorities Some program best handled by internal PR department, others might best through PR consultancy If budget is large, all objectives can be entertained Solution  space out activities throughout the year Example: No 11- depends on how Public relations minded the chairman is and how well he can cope with media directly. Example: No 2 – cooperating with personnel manager, improve recruitment advertisement style (use logo and copy about company)  6 points model : PUBLICS Decide which publics can be reached and reached effectively, within limits of the budgets – crucial for choice of media Newspaper & television can reach several publics simultaneously Advertising aimed at target audiences – potential buyers PR publics can be many and varied – range from schoolchildren to members of parliament, not only buyers  6 points model : MEDIA & TECHNIQUES  COMPARISONS PUBLIC RELATIONS & MEDIA ADVERTISING 1. Advertising maybe on weekend colour magazine – no one usually send news release & concentrate popular newspapers. PR maybe in feature article, campaign spread more widely, may cover evening newspaper which company not advertising too. 2. PR practitioners deal with editors, journalists, TV and radio producers. Advertising deals with advertisement managers, space representative and radio or TV sales manager.  6 points model : MEDIA & TECHNIQUES 3. PR material published not free advertising – cannot be evaluated on rate-card basis. Advertising space & time paid for. Editorial space and programme airtime not for sale and priceless. 4. Advertising campaigns restricted to media which can produce best result at lowest cost – various statistics relating to size of audience reached. 6 points model : MEDIA & TECHNIQUES  Evaluate situation – adopt list of essentials and objectives – agreed which public – communication media selected  RANGE OF PR MEDIA : 1. The press - national, regional, free, consumer, technical, yearbook, annuals, etc. 2. Audio visuals – slides and video cassettes for replay on TV set 6 points model : MEDIA & TECHNIQUES 3. Radio – national, local, international 4. Television – regional stations, international 5. Exhibitions – special PR exhibitions, PR support for exhibits in trade or public shows 6. Printed material – educational, informative, staff induction print 7. Sponsored books – about the organization, cookery books by food manufacturer an so forth. 8. Direct mail – personal letters used to convey PR message 9. Spoken word – not just mass media, but also communication over meal or drink, on the phone 10. Sponsorship – for arts , expedition, university. 6 points model : MEDIA & TECHNIQUES 11. House journals – once called house organs – private publications – magazines, newsletter, newspaper 12. House style & corporate identify – things which identify the organization – e.g red uniforms for air asia 13. Other forms of PR media – e.g., Good year airship flown over Europe and North America, postage stamps MEDIA & BUDGET  Must consider which media can be best used to reach chosen publics – do not forget budget limit 6 points model : BUDGET 1. Working hours – PR is labour intensive 2. Printing of house journals & video making – video can be shown for several years – lighter and more compact  future budget can be on distribution items  : RESULT 6 points model ASSESSMENT Research technique used for “appreciate situation” often repeated to evaluate result – opinion poll/attitude test Methods for evaluation should be decided at planning stage – possible or not Objectives/target of PR Is set – result can be tested against it – qualitative / quantitative  : RESULT 6 points model ASSESSMENT  EXAMPLES OF RESULT : 1. Assess whether new image is understood, better caliber of recruit, company better known etc. – self evident not require special research 2. PR result achieved not just because of PR also other reason such as sales. Do we get the same result without PR? 3. Most successful companies are masters of Public relations. 4. Planning by objectives approach to PR is practical – management will understand and appreciate