Assignment #2: Chapter 5 PUR
This assignment is designed to help you understand the “management” function of public relations, and how to set public relations objectives, activate public relations campaigns, and implement public relations programs.
AT&T’s “it can wait” campaign (Links to an external site.)
(
https://www.itcanwait.com/all
) was one of the nominees of the 2015 WEBBY award. Please go ahead to study the case by conducting Internet search yourself and answer the following questions.
Questions: If you are the public relations director of AT&T to continue and enhance this campaign in 2016, what public relations objectives will you set for the campaign and what public relations programs will you plan? Please explain how do you determine these objectives and programs? In other words, what make you determine these objectives and programs than others.
Please note that you are expected to apply the knowledge that you have learned in Chapter 5, especially the information from pp. 87-93, when completing this assignment. Graders will pay special attention to whether your objectives are clear, understandable, have a firm completion date, measurable, and consistent with management’s objectives. Your PR programs should accord with your PR objectives. Therefore, there should be consistencies there too.
Format: Short answer only. No essay. Please make sure you describe your answer clearly. You don’t need to create the programs etc. Only descriptions will be enough.
PartII: Preparation/Process
Chapter 5: Management
Learning Objectives
To discuss public relations as a “management” function
that serves the organization best when it reports to the
CEO.
To explore in detail the elements that constitute a public
relations plan.
To discuss public relations objectives, campaigns, and
budgets.
To compare and contrast the internal public relations
department and the external public relations agency.
Opening Example: Corporate Communication
Important for
management to express
itself convincingly given:
Corporate scandals in the
early 2000s
Madoff Ponzi scheme in
2009
U.S. financial meltdown in
2010
European stresses in 2012
Figure 5-1 (Photo: MATTHEW HEALEY/UPI/Newscom)
Learning Objective 1
To discuss public relations as a “management” function
that serves the organization best when it reports to the
CEO.
Similarities between CEO and Public Relations
Director?
Both set strategy and frame policy
Both serve as chief spokesperson, corporate booster,
reputation defender
Both need to know management functions like planning,
budgeting, objective setting, and how top management
thinks and operates
Management Process of Public Relations
Public relations is planned, persuasive social managerial
science
Managers insist on results
Best public relations programs measured in achievements
Building key relationships
Management Process of Public Relations
Public Relations Manager = Boundary Role
Edge of organization
Liaison between organization and external/internal publics
Support colleagues by helping communication across
organizational lines in and out of the company
Communicate key messages to realize desired objectives
Reporting to Top Management
Public relations must report to top management
As interpreter, public relations director should report to
CEO
Function must remain independent, credible and
objective
Public relations is the corporate conscience
Learning Objective 1
Discussion Question
Why is it imperative that public relations report to top
management?
Learning Objective 2
To explore in detail the elements that constitute a public
relations plan.
Conceptualizing the Public Relations Plan
Strategic planning for public relations essential
Know where campaign is headed
Win support of top management
Defend and account for actions
Environment Business Objectives Public relations
objectives and strategies Public relations programs
*Note: Pay attention to which determines which
Public Relations Management Process – Four Steps
Define problem or opportunity
Research current attitudes and opinions
Determine essence of problem
Programming
Formal planning
Address key publics, strategies, tactics and goals
Action
Communications phase
Implementation
Evaluation
What worked and what didn’t
How to improve in the future
Creating the Public Relations Plan
Executive summary – overview
Communication process – how it works
Background – mission, vision, values, events
Situation analysis – major issues and related facts
Message statement – major ideas and emerging themes
Audiences – constituencies related to issues
Key audience messages – messages you want understood
Implementation – issues, audiences, messages, media, timing,
cost, outcomes and evaluation methods
Budget – overall budget
Monitoring and evaluation – measurement and evaluation
against benchmark/ desired outcome
Activating the Public Relations Campaign
Background the problem (situation analysis)
Prepare the proposal
Situational analysis
Scope of assignment
Target audiences
Research methods
Key messages
Communications vehicles
Project team
Timing and fees
Implement plan
Evaluate plan (implementation, recognition, attitude change)
Learning Objective 3
To discuss public relations objectives, campaigns, and
budgets.
Setting Public Relations Objectives
How will we manage our resources to achieve our goals?
Good objectives stand up to the following questions:
Do they clearly describe the end result expected?
Are they understandable to everyone in the organization?
Do they list a firm completion date?
Are they realistic, attainable and measurable?
Are they consistent with management’s objectives?
Managing by Objectives (MBO) and Managing by Results
(MBR)
Budgeting for Public Relations
Functional budgeting
Administrative budgeting
Keys to budgeting
Estimate extent of resources – personnel and purchases
Estimate cost and availability of resources
Pay-for-Performance
Make sure client is aware of how charges are applied
Implementing Public Relations Programs
Media relations
Social media marketing
Internal communications
Government relations and
public affairs
Community relations
Investor relations
Consumer relations
Public relations research
Public relations writing
Special interest public
relations
Institutional advertising
Graphics
Website management
Philanthropy
Special events
Management counseling
Crisis management
Learning Objective 4
To compare and contrast the internal public relations
department and the external public relations agency.
The Public Relations Department
Staff professional –
department at
organization;
support primary
business
Line professional –
public relations
agency; earn
revenue
Organize for
diverse influencers
Figure 5-5 (Courtesy MasterCard Worldwide)
The Public Relations Agency
Outside looking in
Might provide more objective reading of publics’
concerns
Organize based on industry groupings
Most difficult part of agency work = retaining clients
Reputation Management
Increasingly, public relations agencies claim their
emphasis on “Reputation management”
Strategically manage an organization’s reputation,
including brand, position, goodwill, and image
Reputation based on two elements
Rational products and performance
Emotional behavioral factors
Customer service
CEO Performance
Personal Experience
What do Reputation Managers Do?
Persuade consumers to recommend and buy their
products
Persuade investors to invest in their organization
Persuade competent job seekers to enlist as employees
Persuade other strong organizations to joint venture with
them
Persuade people to support the organization when it is
attacked
Where Are the Jobs?
Social media outreach
Company reputation management
Investor relations
Crisis management
Public relations agencies
Nonprofit organizations
Employee communications
Salaries higher in Victoria, TX; San Jose, CA; and
Washington, DC
Salaries lower for women
Learning Objective 4
Discussion Question
What are the fundamental differences between working
in a corporation and working in an agency as a public
relations professional?