THE PROCESS OF DEALING WITH OR CONTROLLING PEOPLE; RESPONSIBILITY FOR AND CONTROL OF

SOMETHING

MANAGEMENT

First, Housekeeping

For our current event: The State of the Media

Rapid Transformation!

The Answer: Evolving and Merging – Vocus’ State of the Media Report 2012

Social Media Power – Many of 2011’s top stories broke via Twitter; reporters have to be vigilant – and promote their own stuff.

iPad for President – Or at least magazine savior. More magazines launched than folded in 2011.

Pay Up – People will pay for curated content on a tablet & newspapers adapting to pay models

Sharing is Caring – Due to small staffs, we will see more sharing of resources and using the Web to fill the gaps left by shrinking newspapers.

Yikes – Newspapers are still cutting staff but less so; new staffs are lean, young and tech geeks.

And what it means for PR Peeps

1. Media outlets want more than just text. 2. Old rules for pitching still apply. 3. Buy an iPhone or iPad. Probably just both. 4. Don’t pitch using social media. 5. DO get to know reporters on social media

platforms.6. Make it easy for reporters.

14 Essentials for PR Newbies (YOU)

1. Be tough2. Dedicate yourself to learning3. Read the paper everyday4. Learn a client’s industry and their business5. Be social media savvy6. Network7. Develop your oral and written communication skills8. Follow business trends and analyze their impact on clients9. Put in extra time 10. Think career, not job 11. Realize the importance of teamwork12. Understand the math13. Identify new clients and opportunities 14. Communicate proactively with clients

OK, Back to Management

“It has been said that the only difference between the public relations director and the CEO is that the latter gets paid more.”

Questionable – but still interesting.

However, good PR and management both come from: •Clear strategies•Bottom-line objectives•Specific tactics •Clear budget•And smart allocation of resources

PR is PLANNED and social, managerial science – not knee-jerk reactions to damage control. Of course, people who can perform in a crisis still get paid the most.

Management Process

According to communications professors James Grunig and Todd Hunt, public relations managers serve a “boundary role:”

Liaison between the organization and its external and internal publics

One foot inside the organization and one foot outside of the organization

Help communicate across organizational lines in and outside of the organization

Must constantly be asking: • What are we attempting to achieve? • What is the nature of the environment in which we must

operate? • Who are the key audiences we must convince in the process?• How will we get to where we want to be?

Reporting to Top Management

PR + Top Management = Accurate interpretation

To remain valuable to management, PR must remain independent, credible, objective and smart/up-to-speed on the business.

PR as the “corporate conscience.”

Conceptualizing the PR Plan

All management really cares about the plan. But then the bill comes. And then they care about results.

Environment

Business Objectives

Public Relations Objectives & Strategies

Public Relations Program

The PR Management Process

1. Define the problem/opportunity2. Programming3. Action4. Evaluation

Easy, right?

Creating the Public Relations Plan

1. Executive Summary2. Communication

Process3. Background4. Situation analysis5. Message statement 6. Audiences7. Key audience messages8. Implementation9. Budget 10. Monitoring and

Evaluation

From the book: From me:

1. Learn to LOVE powerpoint2. Version control is a [insert

bad word here].3. Multiple personality

disorder is common.4. You will have to come up

with something way better than your best idea.

5. You will actually be held responsible to the plan – so be careful.

6. The only thing worse than planning – Evaluation.

An Example

Fribbert’s Frosty Frappaccino

PR for Frapps

I. SITUATIONOur world is moving faster than ever before. Blackberries and cell phones have overtaken our every minute. Even leisure time activities have morphed into intensity – from power yoga to power lunch to the 20-minute workout. The coffee break has become passe. In short, the world desperately needs “to chill.” And what better beverage to chill with than Fribbert’s Frosty Frapp?

PR for Frapps

II. BUSINESS OBJECTIVES To increase Fribbert’s Frosty Frapps market share

nationally by 20 percent To increase Fribbert’s Frosty Frapp market share among

young adults by 30 percent To increase product recall of Fribbert’s among all cold

beverages by 25 percent

PR for Frapps

III. PUBLIC RELATIONS OBJECTIVES Tie coffee break time with the need to “chill” with

Fribbert’s Frosty Frapp Generate buzz among younger workers to chill not with

coffee but with Fribbert’s Frosty Frapp Instill the importance of “chillin’”

PR for Frapps

IV. STRATEGIES Leverage a familiar concept – the coffee break – with a

new approach – the Frapp chill Spread the word about the Frosty Frapp chill Commission original research to underscore the

importance of chillin’ Recruit topic-specific experts to discuss chillin’ and

Frosty Frapp

PR for Frapps

V. PUBLIC RELATIONS PROGRAM ELEMENTS Commission survey of human resources professionals on

the importance of short breaks during the day and associated increases in productivity. The survey will determine how a selection of leading companies handle the need for chillin’ time among employees

Launch national “Need to Chill” program to introduce ritual of “chillin’ breaks” in offices across the country. NTC program will be led by a board composed of professionals in pertinent areas, such as a psychiatrist, a life coach, a relaxation expert, and a food expert.

PR for Frapps

V. PUBLIC RELATIONS PROGRAM ELEMENTS Launch viral campaign across the nation to encourage

recipients to sign a “petition” to appeal to Congress to make the Chillin’ Break a federally mandated activity

Announce nationwide Chillin’ Day promotions, particularly on local radio

Identify Chillin’ Day spokesperson, representative of what it means to be “cool” such as LeBron James, Tiger Woods, Usher and George Clooney will be considered

Find local news hooks in key markets to promote Fribbert’s and chillin’

Activating a PR Campaign

Background the problem – BIG PICTURE goals, motivators for those goals, relevant history, perceived challenges

Preparing the proposal – HOW will you do it Scope of work Target audiences Research methods Key messages Communication vehicles Project Team Timing and Fees Evaluation

Implementing the plan – DETAILS Evaluation – PROVE IT

The Guts of a PR Program

Media Relations Social Media Internal Communications Government

Relations/Public Affairs Community Relations Investor Relations Consumer Relations Public Relations Research

Public Relations Writing Special Publics Relations Institutional Advertising Graphics Website Management Philanthropy Special Events Management Counseling

In-House vs. Agency

• More Work• Less Money• Client Service • Billable Hours• Play Hard• Set-up for Future • Outside Perspective • Ability to Truly Counsel• Breadth of Experiences• Breadth of Expertise

• More intimate understanding of organization• Better chance for work-life balance• More Money• Ability to give work, and blame the agency• Can be harder to be honest (or respected) by upper management• Can get too close and lose perspective

Where are the Jobs?

There actually are jobs.

HOT SPOTS: • Health care• High-tech• Social Media• Reputation Management/Crisis Management ($$)• Fundraising • Employee Communications

PR is one of the rare industries experiencing growth in a down economy.

How much will you make?

Disclaimer: Don’t get too excited. You are 20.

Annual mean wages for PR: • PR Agencies | $118,350• Companies | $107,480• Professional Orgs | $100,720• Colleges & Universities | $87,900• Local Government | $74,710

Top paying areas for PR: • Northwest | $93,700• Northeast | $92,700• West | $86,500• Mid-Atlantic | $85,500• Plain States | $82,800• Midwest | $80,100

Your Assignment

Write a Situational Analysis for Fribbert’s Frosty Frappaccino, knowing what you know about their goals

Come up with one PR tactic/program/strategy Due Tuesday, Feb. 8 in class

Fribbert’s Frosty Frappaccino

Unsolicited Career Advice #4

Fake It‘Till

You Make It.