2. TECHNOLOGIES OF
MANAGEMENT
Management
by Objectives
Management by
Objectives & Results
Program Evaluation &
Research Technique

3. MBO & PR
PROGRAM
Specify
Specify Encourage
Encourage
organizational goals
organizational goals conferences between
conferences between
and measure the
and measure the superiors and
superiors and
organizational
organizational subordinates
subordinates
performance
performance
Strive for agreement
Strive for agreement Conduct periodic
Conduct periodic
between supervisors
between supervisors reviews by superiors
reviews by superiors
and subordinates on
and subordinates on and subordinates
and subordinates
objectives
objectives

4. Evaluation
Action
Programming
Define the problem or opportunity

6. Environment
Business objectives
Public relations
objectives/strategies
Public relations
programs

7. I. Environment – to increase sales
II. Business objectives – to increase
market share
III. Public relations objectives
• Solid commitment to customer
• Competition to market leaders

8. IV. Public relations strategies
V. Public relations tactics
• Media coverage
• Press action with executives
• Conduct surveys of local companies
• Sponsor seminars
• Have company specialists address
groups

9. stand up to the following questions:
Do objectives clearly describe the expected end
result?
Are goals understandable to everyone in the
organization?
Do plans issue a firm completion date?
Are goals realistic, attainable, and measurable?
Are objectives consistent with management’s
objectives?

10. Estimate the resources needed to
accomplish each activity
Estimate costs and availability of
resources

11. 1 Backgrounding the problem
2 Preparing a proposal
3 Activating the plan
4 Evaluating the campaign
Pre- and post-testing essential
All elements should be written out
Results analyzed

12. Public issues
Public issues
Advice
Advice research and
research and
analysis
analysis
Communications
Communications Public relations
Public relations
service
service action programs
action programs

15. 1. Communication, 7. Marketing & finance
persuasion concepts,
8. Public relations history
& strategies
9. Using research &
2. Communication &
forecasting
public relations theory
10. Multicultural & global
3. Relationship building
issues
4. Social trends
11. Organizational change
5. Ethical issues & development
6. Legal requirements & 12. Management concepts
issues & theories

16. Knowledge
Knowledge Communications
Communications
of the Field
of the Field Knowledge
Knowledge
Technical
Technical
Knowledge
Knowledge Knowledge of Current
Knowledge of Current
Events & Societal
Events & Societal
Business
Business Influences
Influences
Knowledge
Knowledge
Knowledge of
Knowledge of Management
Management
Bureaucracy
Bureaucracy Knowledge
Knowledge

17. Name 4 Attitudes and
Characteristics of Effective
Public Relations Managers:
Communications
Communications Advocacy
Advocacy
Orientation
Orientation Standing up for what
Standing up for what
Believing that the public
Believing that the public employers represent
employers represent
has the right to know
has the right to know
Counseling Personal Confidence
Personal Confidence
Counseling Strong ethics, honesty;
Strong ethics, honesty;
Orientation
Orientation ability to take risks;
ability to take risks;
Advising senior managers;
Advising senior managers; courage of convictions;
courage of convictions;
understanding intangibles
understanding intangibles sense of humor
sense of humor