Management involves controlling and making decisions about a business or organization. Public relations is defined as managing perceptions and relationships between an organization and its stakeholders through communication. Effective public relations requires participating in strategic management and issues management to help balance organizational and public interests and prevent crises. A public relations manager's role involves advising on policy, researching programs to achieve understanding, and managing resources to build mutually beneficial relationships.

2. What is
Management?
• the act or art of managing : the conducting or supervising of
something (as a business)
• judicious use of means to accomplish an end
• the collective body of those who manage or direct an enterprise
the act or skill of controlling and making decisions about a business,
department, sports team, etc.
• the people who make decisions about a business, department, sports
team, etc.
• the act or process of deciding how to use something
http://www.merriam-webster.com/dictionary/management

3. PR on Management
The definition adopted by the Public
Relations Institute of Southern Africa
(PRISA) states that “Public Relations is
the management through
communication
of perceptions and strategic
relationships between an organisation
and its internal
and external stakeholders”.
http://www.instituteforpr.org/wp-
content/uploads/2001_PRManagement.p
df

4. Business Plan Tutorials, Advertising,
Public Relations & Management

5. Management Function
 Anticipating, analyzing and interpreting public opinion, attitudes
and issues
 Counseling management at all levels in the organization with
regard to policy decisions, courses of action and communication,
 Researching, conducting and evaluating, on a continuing basis,
programs of action and communication to achieve the informed
public understanding necessary to the success of an organization’s
aims.
 These may include marketing; financial; fund raising; employee,
community or government relations; and other programs.
 Planning and implementing the organization’s efforts to influence
or change public policy. Setting objectives, planning, budgeting,
recruiting and training staff, developing facilities — in short,
managing the resources needed to perform all of the above.
 http://www.prsa.org/aboutprsa/publicrelationsdefined/#.VVMIO6

6. Management in Public Relations

“Public relations is a strategic communication
process that builds mutually beneficial
relationships between organizations and their
publics.”
 Establish “mutually beneficial relationships.”
 “Process” is preferable to “management function,”
which can evoke ideas of control and top-down, one-
way communications.


7. According to a study
 http://www.prsa.org/aboutprsa/publicrelationsdefined/#.
VVMIO6mPWm4

Today, the organizations that employ individual
public relations practitioners or public relations
firms have begun to recognize public relations as an
important management function.
 They recognize that public relations has value to an
organization because it helps to balance the self
interest of the organization with the interests of
people who are affected by the organization or who
have the power to affect the organization—people
that so called "publics."

8. PR can’t be practiced as management
function rather a set of techniques
 Public relations cannot be practiced as a profession rather than
an occupation and a management function rather a set of
techniques unless practitioners have a body of knowledge based
on scholarly research available to them.
 In the last 25 years, a small group of public relations scholars,
first in the United States, and now throughout the world, has
made remarkable progress in developing a comprehensive theory
of public relations that puts public relations on a par with
recognized professions such as law, medicine, or education.
 At first public relations researchers borrowed heavily from other
disciplines such as communication and other social and
behavioral sciences. Now, however, they have developed their
own body of research and theory

9. Two Management Functions
 The difference between the economic and social
environments helps us to distinguish between
marketing and public relations, two management
functions that often are confused, especially in
countries where public relations is new.
 The marketing function essentially works with the
economic environment and the public relations
function with the social environment of organizations.

10. PR on Strategic Management
 . In the IABC Excellence study, we found that participating in
strategic management was the single characteristic that most
distinguished excellent public relations from less-excellent
public relations functions.
 In the organizations with the most-valuable public relations
departments, the senior public relations manager--usually the
head of the public relations department--was considered to be
one of the most powerful managers in the organization or had
access to the most powerful managers.
 Sociologists call this powerful group of managers the dominant
coalition of the organization. It consists of the people who make
the final decisions for an organization.

11. Issues Management and
Crisis Communication
 1Public relations practitioners in many organizations and public
relations firms view issues management and crisis communication as
specialized public relations programs, rather than as integral parts of
the overall role of public relations in strategic management.
 Typical practitioners conduct normal public relations programs such as
media relations and product publicity.
 They may even have crisis communication plans ready in advance,
plans that emphasize the logistics of communication during a crisis
rather than a policy that specifies what to do about the problem that
produced an issue or a crisis.

12. In contrast….
 Our theory of strategic public relations views all public relations as
issues management. Public relations professionals identify potential
issues by scanning the environment for publics likely to be affected by
the consequences of organizational decisions.
 Then they “manage issues” by participating in the management
decisions that create the consequences that publics are likely to make
an issue of. Research on crises shows that a majority of all crises are
caused by management decisions rather than by accidents or natural
disasters.
 As a result, most crises occur because management did not
communicate with strategic publics about potential issues before the
publics created an issue and eventually a crisis.
 http://www.instituteforpr.org/wp-
content/uploads/2001_PRManagement.pdf
I

13. Public Relations Manager
 A public relations manager who participates in
strategic management processes makes it possible
for publics to engage in discussion and negotiation
with an organization that affects them.
 The principle of symmetry means that the values and
problems of both organizations and publics are
equally important.
 Two-way dialogue, therefore, makes public relations
inherently ethical and helps to make the
organization more socially responsible.

14. A Day in a life of a PR Manager