Leading for PR Flashcards
Line functions
Include the product and profit producing functions (I.e. engineering, production and marketing)
Staff functions
Those that advise and assist line executives (i.e. finance, legal, human resources and PR)
Distinction between line and staff managers
Giving order vs. giving advice
Proximity and Access
Important factors influencing public relations participation in management
What is the dominant coalition?
Those who hold power in organizations
What factors can enhance or diminish role of PR in an org?
Organizational change
Personal credibility
Extent of research conducted
View of the function as part of management team
Management by Objectives MBO
Focus on producing communications shifts from process to impact
PR Seven Deadly Sins
- Overpromise
- Overmarket
- Underservicing with junior staff
- Putting profits ahead of performance and results
- Quick fixes and short sighted responses
- Simply as a support function
- Violating ethical standards
Internal PR Department - 4 factors
- Team membership - close working relationships
- Knowledge of the org - current institutional knowledge
- Economy to the org for ongoing programs - efficiency
- Availability to associates
Internal Department disadvantages
- Loss of lack of objectivity
- Yes and No men and women
- Confused mission and roles
Advertising use in PR
Establish, change or maintain relationships with publics other than customers by influencing opinion.
Cooperation with legal counsel
Can protect the organization legally while also serving the public interest
What is a KPI
Key Performance Indicator
Reasons for retaining outside PR counsel
- Lack of experience in organizing a PR team/program
- Headquarters may be far away
- PR firm has up to date contacts
- Experienced execs and creative specialists
- Specialized services
- Independent judgement on crucial matters
Outside counsel advantages
- Flexibility of talent and skills
- Objectivity
- Range of prior experience
- Geographical scope
- Reputation
Outside counsel disadvantages
- Internal opposition
- Cost and billing hours
- Personality conflicts
- Distance and availability
- Clients lack of PR understanding or lack of availability to PR counself
What is the role of government PR?
To inform the public about an elected official or agency’s doings
7 goals of Public Affairs in government
- Inform constituents
- Ensure active cooperation in government programs
- Foster citizen support for established policies and programs
- Serve as the public’s advocate
- Manage information internally
- Facilitate media relations
- Build community
3 issues hampering work of public affairs
- Questionable credibility
- Public Apathy
- Legislative Hostility
Electronic Freedom of Information Act of 1996
Further opened government to advocacy groups
Data Quality Act of 2001
Requires federal agencies to develop standards for using and disseminating accurate, objective and credible information
Defining non-profit organizations
- Organized
- Private
- Not for profit
- Self-governing
- Voluntary
Changing environments for non-profits
- Government cutbacks
- Competition is intense
- Demand for social and support
- Diversity and cultural issues in the workplace
- Growing public concern about credibility and accountability
- Building collaborative relationships and partnerships
Role of PR in non-profits
- Define the brand or org
- Develop channels of communications
- Create/maintain climate for fundraising
- Support development of public policy
- Recruit and motivate organizational constituents
Principles of fundraising
Preparation, Committee Work, Publicity, Campaign Operation
Non-governmental organizations
Typically advocates for public policy on behalf of the people they serve; not part of government, but may collaborate with government
Examples: Greenpeace; AA, Red Cross, UNICEF, CORE, Doctors without Borders
Challenges in PR health care
Institutional cynicism
Patient-centric decision making
information overload
PR priorities in health care
Protecting Patient Privacy
Dealing with Complexity
Effective branding
Doctors as trusted messengers/spokespersons
What is a participatory system?
Informal programs where supervisors ask their most productive employees for advice
How leaders can keep pace in dynamic environment?
Focus on creating mission worth achieving
Sense of urgency
Goals that stretch abilities
Spirit of teamwork
Realistic expectations
