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Public Relations Planning Course Public Part 1: Introduction to PR project planning

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Part 1 of a 5-part slide series to accompany the book “A Manager’s Guide to PR Planning: A Practical Approach” 2nd edition by Patricia Parsons.
The book is available from online book sellers and the publisher, Routledge.

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Public Relations Planning Course Public Part 1: Introduction to PR project planning

  1. 1. PROFESSORPARSONS.COM 1 The following slide presentation is designed to accompany the workbook “A Manager’s Guide to PR Projects: A Practical Approach” 2nd edition © PJ Parsons 2018
  2. 2. INTRODUCTION TO PR PROJECT PLANNING PART 1 PROFESSORPARSONS.COM 1
  3. 3. WHAT THIS SECTION COVERS…  Definitions of important terminology  The planning process from a managerial perspective  Integrating ethical considerations into your planning PROFESSORPARSONS.COM 3
  4. 4. DEFINING OUR TERMS PUBLIC RELATIONS, MANAGEMENT, PROJECTS PROFESSORPARSONS.COM 4
  5. 5. DEFINING PR IN THE 21ST CENTURY  A management function that assists organizations to reach their goals  A strategic process of research, planning and evaluation  Focuses on developing and maintaining mutually beneficial relationships between an organization and its publics  Utilizes engagement and influence  Utilizes a variety of targeted communication tools and techniques  Requires managerial and technical skills, creativity, flexibility and integrity PROFESSORPARSONS.COM 5
  6. 6. MANAGEMENT: GENERAL CONCEPTS  A process of continuing and related activities  Involves and concentrates on reaching organizational goals  Works with and through people and organizational resources. 6PROFESSORPARSONS.COM
  7. 7. WORKING DEFINITION OF MODERN PR MODERN PUBLIC RELATIONS is a management function that uses a process of research, planning, implementation and evaluation to help an organization achieve its communication and relationship goals. PROFESSORPARSONS.COM 7
  8. 8. WHAT DO PR MANAGERS DO?  Short and long-term planning to achieve PR objectives  Organize the money, resources, people & activities for implementing plans  Influence how communication and other activities will be developed to meet organizational goals based on research  Control activities by using on-going & summative evaluation strategies 8PROFESSORPARSONS.COM
  9. 9. THE PLANNING PROCESS A MANAGERIAL PERSPECTIVE PROFESSORPARSONS.COM 9
  10. 10. THE PLANNING PROCESS: MANAGERIAL PARAMETERS 10 PARAMETERS Quality Specifications Cost Budget Time Schedule PROFESSORPARSONS.COM
  11. 11. EXCELLENT PUBLIC RELATIONS MANAGEMENT  Is managed strategically  Is a separate function from marketing  Has direct reporting to senior management  Is a single (centralized) department  Utilizes two-way symmetrical communication  Has a senior PR manager in the managerial role 11 Public relations can only truly be effective if it… PROFESSORPARSONS.COM
  12. 12. 12 SYSTEMS THEORY AS A FRAMEWORK A THEORY OF RELATIONSHIPS As SYSTEMS THEORY is a way of conceptualizing relationships between and among objects (organizations and their publics, for example), it is a useful framework for the development of public relations programming. PROFESSORPARSONS.COM
  13. 13. 13 WHAT IS A SYSTEM, ANYWAY? IN WHICH WE ATTEMPT TO DEFINE…  “A system is a set of interacting units that endures through time within an established boundary by responding and adjusting to change pressures from the environment to achieve and maintain goal states.”  Cutlip, Center & Broom, p. 229 PROFESSORPARSONS.COM
  14. 14. 14 IMPORTANT CONCEPTS FROM THE DEFINITION OF A SYSTEM  Interacting units  interaction  Endures through time  Not here today, gone tomorrow  Within boundaries  The organization is differentiated from its publics  Adjustment  The units must adapt to one another  Goals  Organizations must have goals to succeedPROFESSORPARSONS.COM
  15. 15. PROFESSORPARSONS.COM 15 BOUNDARIES SOME IMPORTANT CONCEPTS…  Boundaries can allow for input to go out but not come in  A closed system  Boundaries can allow for two-way flow of input  An open system  When applying systems theory to PR, the PR function defines the boundaries  The boundaries describing specific publics can change
  16. 16. PROFESSORPARSONS.COM 16 The Organization as a System
  17. 17. EXTERNAL PRESSURES ON ORGANIZATIONS IN THE 21ST CENTURY  Political  Economic  Social  Technological PROFESSORPARSONS.COM 17
  18. 18. THE “PUBLIC RELATIONS PROCESS” PROFESSORPARSONS.COM 18 Research Plan Implement Evaluate
  19. 19. ETHICS & INTEGRITY IN THE PLANNING PROCESS THE “PILLARS OF PR ETHICS” PROFESSORPARSONS.COM 19
  20. 20. PROFESSORPARSONS.COM 20
  21. 21. ETHICS & INTEGRITY IN PR PLANNING • Non-maleficence (do no harm) • Beneficence (do good) • Truth-telling (honesty) • Confidentiality (privacy) • Justice (fairness & social responsibility) Pillars of Public Relations Ethics PROFESSORPARSONS.COM 21

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