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Public Relations Planning Course Part 4: The implementation phase

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Part 4 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 Part 4: The implementation phase

  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. THE “IMPLEMENTATION” PHASE PART 4
  3. 3. WHAT THIS SECTION COVERS…  Managerial elements of planning the implementation of the PR plan  Planning for financial management  Planning time management  Planning quality control management PROFESSORPARSONS.COM 3
  4. 4. REVISITING IMPORTANT MANAGERIAL CONCEPTS MANAGERIAL ELEMENTS OF IMPLEMENTATION PROFESSORPARSONS.COM 4
  5. 5. MANAGING THE IMPLEMENTATION PHASE: REVISITING THE CONCEPT OF “MANAGEMENT”  Management is a process.  Management involves and concentrates on reaching the organization’s goals.  Management involves working with and through people.  Management involves working with and through organizational resources. PROFESSORPARSONS.COM 5
  6. 6. THE DIFFERENCE BETWEEN MANAGEMENT & LEADERSHIP Management • Focuses on day-to-day accomplishment of organization activities that move it in the direction of pre-determined goals Leadership • The force that determine the organization’s overall direction and ultimate goals PROFESSORPARSONS.COM 6
  7. 7. MANAGERIAL ELEMENTS OF IMPLEMENTING PR PLANS Money management Time management Quality control management Human resource management PROFESSORPARSONS.COM 7
  8. 8. REVISITING MANAGERIAL PARAMETERS PARAMETERS Time Schedule Cost Budget Quality Specifications PROFESSORPARSONS.COM 8
  9. 9. MANAGING FINANCIAL RESOURCES BUDGETS AS MANAGEMENT TOOLS PROFESSORPARSONS.COM 9
  10. 10. MANAGING A PROJECT’S MONEY: UNDERSTANDING BUDGETS A PR BUDGET is a financial plan for allocating specific sums of money to specific activities required for the achievement of the objectives. A budget is a planning tool A budget is a measurement tool PROFESSORPARSONS.COM 10
  11. 11. TYPES OF PR BUDGETS A Program Budget • Allocates financial resources to programs and to activities required by programs A Line Item Budget • Allocates amounts to line items such as printing, office services, advertising etc. PROFESSORPARSONS.COM 11
  12. 12. PURPOSES OF THE PR BUDGET  Provide a financial statement of objectives, tasks & priorities  Provide an additional means of communication  Provide a means of controlling & monitoring PR activities PROFESSORPARSONS.COM 12
  13. 13. HOW TO DEVELOP THE BUDGET What specific tasks are required?? Who will accomplish the tasks? How will it take to complete the tasks? What resources are required to complete the tasks? PROFESSORPARSONS.COM 13
  14. 14. TIME MANAGEMENT DEADLINES & TOOLS PROFESSORPARSONS.COM 14
  15. 15. CONTROLLING TIME • They don’t know how • They’re too lazy to plan • They enjoy that rush of meeting tight deadlines • They enjoy managing crises Why do so many people seem to have difficulty managing their time? PROFESSORPARSONS.COM 15
  16. 16. TYPICAL TIME MANAGEMENT TOOLS The “to-do” laundry list The prioritized “to-do” list Time estimates Delegation Gantt & other charts PROFESSORPARSONS.COM 16
  17. 17. TIME MANAGEMENT MATRIX URGENT NOT URGENT IMPORTANT Crises, pressing problems, deadline- driven projects Recognizing new opportunities, planning NOT IMPORTANT Interruptions, some mail, some phone calls, some meetings Trivia, busy work, some mail, chit chat, e-mail PROFESSORPARSONS.COM 17
  18. 18. THE BEAUTY OF A SIMPLE GANTT CHART WEEK 1 WEEK 2 WEEK 3 WEEK 4 ACTIVITY 1 ACTIVITY 2 ACTIVITY 3 ACTIVITY 4 PROFESSORPARSONS.COM 18
  19. 19. MAINTAINING QUALITY CONTROL ENSURING QUALITY IMPLEMENTATION PROFESSORPARSONS.COM 19
  20. 20. ON-GOING MEASURES OF PR PROJECT QUALITY  Consistency  Reliability  Accuracy  Congruence  Honesty PROFESSORPARSONS.COM 20
  21. 21. THE RIGHT PERSON FOR THE RIGHT JOB: DELEGATION DELEGATION is entrusting another individual with the authority to make decisions about and carry out a specific activity. Delegation is usually from one level on the organizational chart to a lower one. PROFESSORPARSONS.COM 21
  22. 22. STEPS TO SUCCESSFUL DELEGATION Decide what tasks to delegate Decide to whom you will delegate each task Delegate a complete job if possible Ensure a reasonable understanding of the reason for the task and expected results Let it go! PROFESSORPARSONS.COM 22

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