MANAGEMENT

1. MANAGEMENT The Process of dealing with or controlling people; Responsibility for and control of something

2. First, Housekeeping

3. For our current event: The State of the Media Rapid Transformation! The Answer: Evolving and Merging – Vocus’ State of the Media Report 2012 Pay Up – People will pay for curated content on a tablet & newspapers adapting to pay models Yikes – Newspapers are still cutting staff but less so; new staffs are lean, young and tech geeks. 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. 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.

4. And what it means for PR Peeps • Media outlets want more than just text. • Old rules for pitching still apply. • Buy an iPhone or iPad. Probably just both. • Don’t pitch using social media. • DO get to know reporters on social media platforms. • Make it easy for reporters.

5. 14 Essentials for PR Newbies (YOU) • Be tough • Dedicate yourself to learning • Read the paper everyday • Learn a client’s industry and their business • Be social media savvy • Network • Develop your oral and written communication skills • Follow business trends and analyze their impact on clients • Put in extra time • Think career, not job • Realize the importance of teamwork • Understand the math • Identify new clients and opportunities • Communicate proactively with clients

6. 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.

7. 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?

8. 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.”

9. 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

10. The PR Management Process • Define the problem/opportunity • Programming • Action • Evaluation Easy, right?

11. Creating the Public Relations Plan • Executive Summary • Communication Process • Background • Situation analysis • Message statement • Audiences • Key audience messages • Implementation • Budget • Monitoring and Evaluation From the book: From me: Learn to LOVE powerpoint Version control is a [insert bad word here]. Multiple personality disorder is common. You will have to come up with something way better than your best idea. You will actually be held responsible to the plan – so be careful. The only thing worse than planning – Evaluation.

12. An Example Fribbert’s Frosty Frappaccino

13. PR for Frapps • SITUATION Our 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?

14. 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

15. 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’”

16. 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

17. 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.

18. 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’

19. 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

20. 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

21. In-House vs. Agency • 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 • 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

22. Where are the Jobs? There actually are jobs. PR is one of the rare industries experiencing growth in a down economy. • HOT SPOTS: • Health care • High-tech • Social Media • Reputation Management/Crisis Management ($$) • Fundraising • Employee Communications

23. How much will you make? Disclaimer: Don’t get too excited. You are 20. • 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 • Annual mean wages for PR: • PR Agencies | $118,350 • Companies | $107,480 • Professional Orgs | $100,720 • Colleges & Universities | $87,900 • Local Government | $74,710

24. 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

25. Unsolicited Career Advice #4 Fake It ‘Till You Make It.