introduction to public relations comm 106 fall 2013 instructor: tara rummell berson portions...

Introduction to Public RelationsCOMM 106Fall 2013

Instructor: Tara Rummell Berson

Portions Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall, Portions (c) 2011 Tara R. Berson 1

CHAPTER FIVE: MANAGEMENT/CREATING A PR PLAN

Portions Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall, Portions (c) 2011 Tara R. Berson 5-2

PR Management Process As with management, public

relations demands clear strategies and bottom-line objectives that flow into specific tactics.

For the PR function to be valuable to management, it must remain independent, credible, and objective as an honest broker.


The boundary role of public relations

According to Grunig and Hunt, public relations managers fill a boundary role.

They function at the edge of the organization, as a liaison between internal and external publics.


Reporting to top management? Not always.

Unfortunately, not all PR reps get to report directly to the CEO. Public relations is sometimes looped in with advertising, marketing, legal or human resources.

What are the dangers of public relations reporting to these to these other departments?Portions Copyright © 2011 Pearson

Education, Inc. publishing as Prentice Hall, Portions (c) 2011 Tara R. Berson 5-5

The public relations departmentPublic relations professionals generally

work in one of two organizational structures:

Departments range from one-person operations to huge networks with hundreds of people. Portions Copyright © 2011 Pearson

Education, Inc. publishing as Prentice Hall, Portions (c) 2011 Tara R. Berson 5-6

As staff in the public relations department of a corporation, university, hospital, etc.

As a line professional in a public relations agency

The public relations agencyAgencies generally organize according

to industries such as healthcare, sports, finance or technology.

Agencies specialize in functions including media relations, government relations, social media and investor relations.

Account teams are assigned to specific clients.


Pros/cons of the PR agency…

Advantages: • Agencies are often

used to escape the “tunnel vision” syndrome that often afflicts organizations.

• They can provide management with an objective reading of public concerns.

Disadvantages:• Agencies are

outsiders. They may be unfamiliar with internal details and management’s operating style.


Corporate/Client vs. Agency PR

◦What do you think are the main differences between working for an external agency and an internal department? Which would you prefer?


Where are the jobs? Public relations promises a strong future:Health care, consumer

and retail fields are strong

High-tech sector will need more and more skilled professionals

Investor relations, crisis management and other specialties pay well

Public relations agencies will continue to expand

Nonprofit: hospitals, schools, museums, etc. all need public relations

Employee communications is needed to win back trust

Portions Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall, Portions (c) 2011 Tara R. Berson

5-10

What does it pay?Salaries vary by experience, location and sector:

Public relations agencies: $118,350Companies and other enterprises: $107,480Professional organizations: $100,720Colleges and universities: $87,900Local governments: $74,710

PR salaries


http://www.prsa.org/jobcenter/career_resources/resource_type/tools_tactics/salary_information/

PUBLIC RELATIONS PLANS


5-12

Plan Components Executive Summary Background Situation analysis

(problems and consequences)

Communication goals and objectives

Audience identification and messages

Audience objectives Communication strategies

and tactics Schedule Budget Evaluation plans


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Communication goals and objectives

How are we going to communicate

with our intended audience?


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Setting public relations objectivesThe only good goals are the ones

that can be measured.Test your objectives according to

these questions:


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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?

Audience identification and messages

Who is the intended audience?

What messages will influence them?


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Audience

What do they care about?

What do you want them to do?

What’s your company Strategy?

What are your key messages

What’s your comm strategy?

How are you going to measure your success?

Press News Write articles with company’s key messages

Consider company as source of knowledge

Position company positively

Increase market position

Best product

Products that address customers’ needs

Proactive pitching on market issues (be the expert)

Editorial boards

Keynotes/speaking engagements

2x articles of anyCompetitor

2 messages in every article

Inclusion in competitors articles

Customer

QualityProducts/Services

Lower cost

Trustworthiness

Satisfies need

Specify, recommend, buy company’s products

Increase customer base

Be market leader

Provide products/services that can be differentiated from competitors

Best products

Leadership gives company theVisibility to pick new markets

Easy to doBusiness with

Drive consideration andPreference by providingProducts and infrastructure that customers need

# Of qualified leads

% Increase in preference


5-17

StrategiesPoint-by-point rundown of the

plan in detail. Each objective needs to be linked

with an audience, a communication vehicle, and an outcome.


5-18

ScheduleGantt chart of

the project, with dates and key personnel assigned


5-19

Determine a BudgetProvide your client with your

plan’s overall budgetLayout basic costs for your

creative fees (like developing key messages) and out-of-pocket expenses (like travel and food expenses related to a media tour)


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Evaluation plansHow will success

or failure of the plan be determined?


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In-class BROSIE exerciseSet 2-3 objectives/goals for our

Asbury Park revitalization project (the whats)

Develop your strategy/program elements (the hows)

Define your target audiences and target messages

Establish in advance how you want to measure the success of your plan Portions Copyright © 2011 Pearson

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5-22

Objectives OverviewDefine measurable objectives that are

specific milestones that measure progress toward achievement of your business goals.

Objectives must:◦Address the desired communication or

behavioral outcome◦Designate the audiences among whom the

behavioral outcomes is to be recognized◦Specify the expected level of attainment or

accomplishment◦ Identify the time frame in which those

attainments or accomplishments are to occur.Portions Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall, Portions (c) 2011 Tara R. Berson

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introduction to public relations comm 106 fall 2013 instructor: tara rummell berson portions...

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public relations comm

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