Elements of the Management
Function
• Identifying mutually beneficial relationships
• Establishing these relationships
• Maintaining these relationships
Common Threads
PR is intentional, deliberate.
Systematic, driven by research and analysis
Performance driven, connected to action
Carried out in public interest, affects policy 2
2 (Dennis Wilcox & Glen Cameron)
Skill Set
Writing!
Culture & Context
Research!
Problem solving
Functions
Research Special Events
Publicity Counseling
Media Relations Crisis Management
Employee Relations
Issues Management
Investor Relations
Community Relations
Government Relations
Roles
Strategic Tactical
Is PR Propaganda?
Propaganda
An instrument of politics, a power of social control3
3 Joseph Goebbels
PR Propaganda
2 way communication One way communication
Truth as the principle Driven by self interest
Driven by public interest
Publicity
The dissemination of information , making matters public
from the point of view of one who wishes to inform others.4
A systematic distribution of public information about an
institution, individual, a product, an idea or a service.
Telling a story without payment
4
Scott M. Cutlip & Allen H. Centre
Advertising
Paid form of communication intended to promote sales
Advertising is non-personal
Advertisement is identifiable with its sponsoring authority
PR Advertising
Top management function Creates awareness and understanding of
the product
Audiences are segmented
A broader audience
Mutual understanding, good will
Different marketing objectives
It is credible
It has to compete for attention
Variety of media
Media choice is limited
Subtle, simple to inform
Media cost of advertising is high
PR is time-cost, unpaid for stories
What PR is not
Product
Price
Promotion
Placement
What is strategy?
“The ends concern the purposes and objectives of the
organization. There is a broad strategy for the whole
organization and a competitive strategy for each activity.
Functional strategies contribute directly to competitive
strategies.” – J L Thompson (1995)
“The direction the organization chooses to follow in order to
fulfill its mission.”- Bennett (1996)
Mintzberg et al (1998)
1. A plan as a consciously intended course of action
2. A ploy as a specific manoeuvre intended to outwit an opponent or competitors
3. A pattern representing a stream of actions
4. A position as a means of locating an organization in an environment
5. A perspective as an integrated way of perceiving the world
Points to remember
Major public relations decisions influence organizational
aims and objectives overtime
Public relations decisions involve a major commitment of
resources
Involve complex situations at corporate, business unit or
other stakeholder levels which may affect many parts of the
organization
Theories of relationships
Systems theory which evaluates relationships and structures
as they relate to the whole
Situational theory whereby situations define relationships
Approaches to conflict resolution which includes separating
people from the problem; focusing on interests, not
positions; inventing options for mutual gains; and insisting
on objective criteria
Theories of cognition and
behavior
Action assembly theory – understanding behavior by understanding how
people think
Social exchange theory- predict behavior of groups and individuals based on
perceived rewards and costs
Diffusion theory- adoption of innovation – awareness, interest, evaluation,
trial and adoption
Social learning theory- people use information processing to explain and
predict behavior
Elaborated likelihood model- decision making is influenced through
repetition, rewards and credible spokespersons
Theories of mass communication
Uses and gratification – people are active users of media and
select media based on their gratification for them
Agenda-setting theory- media content sets the agenda for
society’s discussion and interaction
Strategic Managers vs Tactical Managers
Four particular skills for Strategic communications
1. Understanding research and planning
2. Knowing how to make strategic choices
3. Making selections for an expanding inventory of choices
4. Completing the process by evaluating program effectiveness
Strategic Planning for PR
Phase one- Formative Research
Phase two- Strategy
Phase three- Tactics
Phase four – Evaluative Research
Formative Research
1. Analyzing the Situation
2. Analyzing the Organization
3. Analyzing the Publics
Formative research
Step 1- Analyzing the Situation
A situation is either an
opportunity- offers a potential advantage to the organization
or its publics
Obstacle- limits the organization in realizing its mission
Research touch points
Develop a common understanding of the client’s research
needs, resources and expected uses
Scope of the project, particularly its costs and other
resources
Literature review, refine research questions and discuss
potential approaches and limitations
Agreement on the proposed study approach
Issues Management
Anticipate emerging issues and respond to them before a
crisis. Process of monitoring and evaluating information
Benchmarking or best practices
Risk Management
Process of identifying, controlling and minimizing the
impact of uncertain events on an organization
Nestle infant formula
PR & Ethics
Deontological ethics- standard or moral code
Teleological ethics – focused on impact that actions have on
people. Good results come from good actions
Ethical relativism – actions are ethical to the extent they
reflect particular social norms
Analyzing the Organization
Internal environment
Public perception
External environment
Internal environment
Performance
Niche
Structure
Internal impediments
Public Perception
Visibility
Reputation
External Environment
Supporters Missionaries
Competitors Zealots
Opponents Fanatics
Advocates External impediments
Dissidents
Antis
Activists
Step 3 Analyzing the Publics
A public is a group of people that shares a common interest
vis-a-via an organization, recognizes its significance and sets
out to do something about it.
Homogenous in their interests and characteristics
Aware of the situation and their relationship with the
organization
They think the issue is relevant and are potentially able to act
on the issue
Publics Markets and Audiences
A public is like your family
A market is like your friends
Publics are not audiences –it’s a much more temporary
relationship
Characteristics of a Public
Distinguishable
Homogenous
Important
Large enough to matter
Reachable
Identifying Publics
Key Publics
Intercessory Publics & Opinion Leaders
Formal opinion leaders & informal opinion leaders
Vocal activists
Analyzing Key Publics
Key characteristics
Public Relations Situation
Organization
Communication Behavior
Demographics
Personality Preferences
Stereotypes
Benefit Statement
The Equity Foundation offers donors the opportunity to pool
their money with the donations of others, thereby
compounding small donations into larger, more effective
grants
Cyber booksellers can assure university students that it can
provide class textbooks at discount prices with immediate
delivery
Phase 2
Strategy
Strategy
Dual focus
Action of the organization (both proactive and responsive)
Content of its message (theme, source, content, tone)
Step 4.
Establishing Goals & Objectives
A goal is a statement rooted in the organization’s mission or
vision.
Stated in general terms and lacks measures; these will come
later in the objectives
Communication Goals
Reputation management goals
Relationship management goals
Task management goals
Positioning
Is the process of managing how an organization distinguishes
itself with a unique meaning in the mind of its publics
Positioning is not what you do to a product. Positioning is
what you do to the mind of a prospect.
Objectives
Statement emerging from the organization’s goals.
Clear and measurable statement
A single goal may be the basis for several objectives
Management by Objectives
MBO is the process by which effective and efficient
organizations plan their activities
Objectives help direct the organization in ways that make
sense
A reference point for evaluation
Standards for objectives
Goal rooted Time Definite
Public focused Singular
Impact Oriented Challenging
Linked to Research Attainable
Explicit Acceptable
Measurable
Hierarchy of Objectives
Awareness
Acceptance
Action
Parallels the AIDA pattern
Awareness Objectives
Focus on information, providing the cognitive, or thinking,
component of the message
Deal with dissemination and message exposure,
comprehension and retention
Attention, Comprehension, Retention
Acceptance Objectives
Deal with the Affective or feeling part of the message- how
people respond emotionally to information they have
received
Particularly important amid controversy and in persuasive
situations
Action Objectives
Focus on expression and conduct, providing the conative, or
behavioral element of the message.
2 types of action
Opinion (verbal action )
Behavior(physical action)
Writing PR objectives
Public
Category
Direction
Specific Effect
Focus
Performance Measure
Time Period
