Public Relations Management

Objective:

PR officers and any other key personnel involved in creating and enhancing a positive image for their organization will:

• Explain the importance of organizational image
• Create and implement a PR plan
• Manage a crisis using PR means
• List contributions of PR campaigns to strategic management
• Measure PR effectiveness

Content:

PR Recap

• What is PR
• Public Relations
• The Many Components of PR
• Key Difference between PR and Advertising

Creating and Implementing a Public Relations Plan

• Situation Analysis (S.W.O.T.)
• Target Audience(s)
• Goals (What Do We Hope to Accomplish?)
• Objectives (What Needs to be Done?)
• Key Messages
• Strategy
• Tactics
• Timeline

Contributions of PR Campaigns to Strategic Management

• Environmental Scanning
• Issues Management
• Crisis Management
• Relationship Management
• Reputation Management

Crisis Management Using PR Means

• Defining and Identifying a Crisis
• Remembering the Rules in a Crisis
• Phases of a Crisis
• The Disclosure Principle
• The Symmetrical Communication Principle
• The Relationship Principle
• The Accountability Principle

Importance of Organizational Image

• Public Opinion
• Image and Reputation Management
• From Identity to Reputation
• Relationship Management

Measuring PR Effectiveness

• Output
• Outcome
• Matching Objectives and Results
• Management By Objectives (MBO)
• Public Opinions and Surveys
• Audits