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28 Cards in this Set
- Front
- Back
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Public Relations employs a PLANNING PROCESS
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Successful PR employs a planning process that is:
*Deliberate *Performance-based *In the public interest *Involves two-way communication *Engages ethicial practices |
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Achieving Excellence in Management
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Cultural & Gender Diversity
Decision Making Leadership Organizational Problem Solving Team Building |
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Management PR
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Part of the dominant management core group that:
- Determines the corporate identity - How an organization views itself - Company's culture - Convey's corporate identity to stakeholders |
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Teamwork
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Involves multiple levels of employees in the org.
Supervisors ask most productive employees for advice. Subordinates respond with useful advice. Increases trust in judgement, encourages further advice seeking Job satisfaction increases Absenteeism decreases Keeps employees better informed about what is going on in the org. |
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LEADERSHIP provides vision, direction and focus.
Leaders Focus on: -creating a mission worth achieving -a sense of urgency -goals that stretch people's abilities -a spirit of teamwork -realistic expectations that the team can succeed |
Leaders set clear direction-inspire & motivate
Address issues Is a catalyst for change & improvement Put the needs of the org before own desires Build and maintain trusting relationships Open & candid communication with employees, customers, suppliers, investors, analysts, board members and all major stakeholders. INFLUENCE BEHAVIOR through PERSUASIVE COMMUNICATION |
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PR LINE Management Functions
EXPERT PRESCRIBER |
ANTICIPATES, analyzes and interprets PUBLIC OPINION, attitudes and issues that might impact, for good or ill, the operations and plans of the organization
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PR LINE Management Functions
EXPERT PRESCRIBER |
COUNSELS Management at all levels regarding policy decisions, courses of action, and communications - taking into account public ramifications and the org's social or citizenship responsibilites
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PR LINE Management Functions
EXPERT PRESCRIBER |
RESEARCHES, CONDUCTS & EVALUATES programs of action and communication to achieve the informed public understanding necessary to the success of the org's aims. Includes: marketing, financial, fund raising, employee, community, government relations ++
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PR LINE Management Functions
EXPERT PRESCRIBER |
PLANS & IMPLEMENTS the org's efforts to INFLUENCE OR CHANGE Public Policy
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PR LINE Management Functions
EXPERT PRESCRIBER |
SETS OBJECTIVES, plans, budgets & recruits and trains staff - Manages the resources to do all of the PR LINE Management Functions.
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Examples of knowledge, skills and abilities required in the PR Profession
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Communications Arts
Psychology Social Psychology Sociology Political Science Economics Principles of Management and ethics |
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Examples of TECHNICAL knowledge, skills and abilities
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Opinion Research
Public issues analysis Media relations Direct mail Institutional advertising Publications Film/Video productions Special events Speeches Presentations |
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Broom Divides PR into FOUR Roles
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Communication Technician
Communication Facilitator Problem-Solving Facilitator Expert Prescriber |
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A MAIN Priority for PR Managers
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Engaging cooperatively with all levels of staff and LINE Managers
Reflect public relations policies & objectives through the org. The Org must be consistent in words and actions at every level -- and this is COORDINATED by the PR pro |
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Working with other Departments
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Legal
Human Resources Identify Spokespersons that are credible then - prepare and coach them for the spotlight |
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Communications Technician
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Writes and edits newsletters
Writes news releases and feature stories Develops website content Conducts media outreach Arranges and manages special events Conducts research by gathering information about public opinion, trends, emerging issues, political climate, and legislation |
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Communication Facilitator
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Serves as liaison/spokesperson between an org & its publics
Maintains two-way communication and removes barriers to keeping communication channels open Provides information to both management and publics needed to make decisions of mutual interest. Establishes discussion & meeting agendas, summarizes and restates views, calls for reactions, and helps diagnose and correct conditions interfering with communications relationships. |
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Problem-Solving Facilitator
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Collaborates with other managers to define and solve problems
Assists other managers in applying step-by-step PR solutions Uses knowledge of an org's policies, products, procedures & actions to create solutions |
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HOW PR helps Management
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1. PUBLICITY paves the way for sales
2. INTERNAL MOTIVATION builds morale, enhances productivity, CREATES TEAM Spirit, recruits & retains qualified people 3. PR provides EARLY Warning of social/unplanned issues 4. PR is a CONNING TOWER to identify new opportunities, new markets, new products, new methods, new problems 5. PR PROTECTS the org by communicating the org's position 6. PR helps OVERCOME Executive isolation - eyes & ears of "what's really happening out there" 7. PR helps orgs MANAGE CHANGE 8. PR = SOCIAL accountancy |
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PR Provides VALUE to Management -
Helping the organization achieve it's goals |
PR helps management achieve the org's business goals by managing its reputation and image with internal and external audiences.
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PR Provides VALUE to Management -
Identify NEW opportunities |
PR gives an org new opportunities as its leaders identify new markets, new products, new methods, etc. MOST SUITABLE to the org's publics.
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PR Provides VALUE to Management -
EARLY Warnings |
PR monitors the environment and provides an early warning or identifies new opportunities and vulnerabilities that may cause disruptions -- or opportunities for new pathways for products and services
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PR Provides VALUE to Management -
CRISIS Management |
PR helps an org clearly state its position when a crisis occurs
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PR Provides VALUE to Management-
Managing CHANGE |
PR adds value to an org by MANAGING CHANGE - necessary to stay competitive and efficient
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PR Provides VALUE to Management -
Builds relationships |
PR fosters productive, interactive dialogue and communication between an org and its publics for mutual benefit
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PR Provides VALUE to Management -
Builds support |
PR helps internal and external audiences understand and support the orgs mission, vision, values, products & services
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PR Provides VALUE to Management -
Alignment |
PR helps ensure decisions and actions align to the org's values and ethics
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SWOT Analysis
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Strengths: Choose a strength and explain how the org can use that strength
Weaknesses: Choose a weakness and ask how the org can work around that weakness Opportunity: Identify an opportunity and ask how the org can take advantage of the opportunity to achieve the objective Threat: choose a threat-how can the org eliminate or prevent the threat from harming the objective? |
