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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
INTRODUCTION TO PR PROJECT PLANNING
PART 1
PROFESSORPARSONS.COM 1
WHAT THIS SECTION COVERS…
 Definitions of important terminology
 The planning process from a managerial
perspective
 Integrating ethical considerations into your
planning
PROFESSORPARSONS.COM 3
DEFINING OUR TERMS
PUBLIC RELATIONS, MANAGEMENT, PROJECTS
PROFESSORPARSONS.COM 4
DEFINING PR IN THE 21ST CENTURY
 A management function that assists organizations to reach their goals
 A strategic process of research, planning and evaluation
 Focuses on developing and maintaining mutually beneficial relationships
between an organization and its publics
 Utilizes engagement and influence
 Utilizes a variety of targeted communication tools and techniques
 Requires managerial and technical skills, creativity, flexibility and integrity
PROFESSORPARSONS.COM 5
MANAGEMENT: GENERAL CONCEPTS
 A process of continuing and related activities
 Involves and concentrates on reaching organizational goals
 Works with and through people and organizational
resources.
6PROFESSORPARSONS.COM
WORKING DEFINITION OF MODERN PR
MODERN PUBLIC RELATIONS is a management
function that uses a process of research,
planning, implementation and evaluation
to help an organization achieve its
communication and relationship goals.
PROFESSORPARSONS.COM 7
WHAT DO PR MANAGERS DO?
 Short and long-term planning to achieve PR objectives
 Organize the money, resources, people & activities for
implementing plans
 Influence how communication and other activities will be
developed to meet organizational goals based on research
 Control activities by using on-going & summative evaluation
strategies
8PROFESSORPARSONS.COM
THE PLANNING PROCESS
A MANAGERIAL PERSPECTIVE
PROFESSORPARSONS.COM 9
THE PLANNING PROCESS:
MANAGERIAL PARAMETERS
10
PARAMETERS
Quality
Specifications
Cost
Budget
Time
Schedule
PROFESSORPARSONS.COM
EXCELLENT PUBLIC RELATIONS MANAGEMENT
 Is managed strategically
 Is a separate function from marketing
 Has direct reporting to senior management
 Is a single (centralized) department
 Utilizes two-way symmetrical communication
 Has a senior PR manager in the managerial role
11
Public relations can only truly be effective if it…
PROFESSORPARSONS.COM
12
SYSTEMS THEORY AS A FRAMEWORK
A THEORY OF RELATIONSHIPS
As SYSTEMS THEORY is a way of conceptualizing
relationships between and among objects
(organizations and their publics, for example), it
is a useful framework for the development of
public relations programming.
PROFESSORPARSONS.COM
13
WHAT IS A SYSTEM, ANYWAY?
IN WHICH WE ATTEMPT TO DEFINE…
 “A system is a set of interacting units that
endures through time within an established
boundary by responding and adjusting to
change pressures from the environment to
achieve and maintain goal states.”
 Cutlip, Center & Broom, p. 229
PROFESSORPARSONS.COM
14
IMPORTANT CONCEPTS
FROM THE DEFINITION OF A SYSTEM
 Interacting units
 interaction
 Endures through time
 Not here today, gone tomorrow
 Within boundaries
 The organization is differentiated from its publics
 Adjustment
 The units must adapt to one another
 Goals
 Organizations must have goals to succeedPROFESSORPARSONS.COM
PROFESSORPARSONS.COM 15
BOUNDARIES
SOME IMPORTANT CONCEPTS…
 Boundaries can allow for input to go out but not come in
 A closed system
 Boundaries can allow for two-way flow of input
 An open system
 When applying systems theory to PR, the PR function
defines the boundaries
 The boundaries describing specific publics can change
PROFESSORPARSONS.COM 16
The
Organization
as a System
EXTERNAL PRESSURES ON ORGANIZATIONS IN THE 21ST CENTURY
 Political
 Economic
 Social
 Technological
PROFESSORPARSONS.COM 17
THE “PUBLIC RELATIONS PROCESS”
PROFESSORPARSONS.COM 18
Research Plan Implement Evaluate
ETHICS & INTEGRITY IN THE PLANNING PROCESS
THE “PILLARS OF PR ETHICS”
PROFESSORPARSONS.COM 19
PROFESSORPARSONS.COM 20
ETHICS & INTEGRITY IN PR PLANNING
• Non-maleficence (do no harm)
• Beneficence (do good)
• Truth-telling (honesty)
• Confidentiality (privacy)
• Justice (fairness & social responsibility)
Pillars of Public Relations Ethics
PROFESSORPARSONS.COM 21

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Public Relations Planning Course Public Part 1: Introduction to PR project planning

  • 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. INTRODUCTION TO PR PROJECT PLANNING PART 1 PROFESSORPARSONS.COM 1
  • 3. WHAT THIS SECTION COVERS…  Definitions of important terminology  The planning process from a managerial perspective  Integrating ethical considerations into your planning PROFESSORPARSONS.COM 3
  • 4. DEFINING OUR TERMS PUBLIC RELATIONS, MANAGEMENT, PROJECTS PROFESSORPARSONS.COM 4
  • 5. DEFINING PR IN THE 21ST CENTURY  A management function that assists organizations to reach their goals  A strategic process of research, planning and evaluation  Focuses on developing and maintaining mutually beneficial relationships between an organization and its publics  Utilizes engagement and influence  Utilizes a variety of targeted communication tools and techniques  Requires managerial and technical skills, creativity, flexibility and integrity PROFESSORPARSONS.COM 5
  • 6. MANAGEMENT: GENERAL CONCEPTS  A process of continuing and related activities  Involves and concentrates on reaching organizational goals  Works with and through people and organizational resources. 6PROFESSORPARSONS.COM
  • 7. WORKING DEFINITION OF MODERN PR MODERN PUBLIC RELATIONS is a management function that uses a process of research, planning, implementation and evaluation to help an organization achieve its communication and relationship goals. PROFESSORPARSONS.COM 7
  • 8. WHAT DO PR MANAGERS DO?  Short and long-term planning to achieve PR objectives  Organize the money, resources, people & activities for implementing plans  Influence how communication and other activities will be developed to meet organizational goals based on research  Control activities by using on-going & summative evaluation strategies 8PROFESSORPARSONS.COM
  • 9. THE PLANNING PROCESS A MANAGERIAL PERSPECTIVE PROFESSORPARSONS.COM 9
  • 10. THE PLANNING PROCESS: MANAGERIAL PARAMETERS 10 PARAMETERS Quality Specifications Cost Budget Time Schedule PROFESSORPARSONS.COM
  • 11. EXCELLENT PUBLIC RELATIONS MANAGEMENT  Is managed strategically  Is a separate function from marketing  Has direct reporting to senior management  Is a single (centralized) department  Utilizes two-way symmetrical communication  Has a senior PR manager in the managerial role 11 Public relations can only truly be effective if it… PROFESSORPARSONS.COM
  • 12. 12 SYSTEMS THEORY AS A FRAMEWORK A THEORY OF RELATIONSHIPS As SYSTEMS THEORY is a way of conceptualizing relationships between and among objects (organizations and their publics, for example), it is a useful framework for the development of public relations programming. PROFESSORPARSONS.COM
  • 13. 13 WHAT IS A SYSTEM, ANYWAY? IN WHICH WE ATTEMPT TO DEFINE…  “A system is a set of interacting units that endures through time within an established boundary by responding and adjusting to change pressures from the environment to achieve and maintain goal states.”  Cutlip, Center & Broom, p. 229 PROFESSORPARSONS.COM
  • 14. 14 IMPORTANT CONCEPTS FROM THE DEFINITION OF A SYSTEM  Interacting units  interaction  Endures through time  Not here today, gone tomorrow  Within boundaries  The organization is differentiated from its publics  Adjustment  The units must adapt to one another  Goals  Organizations must have goals to succeedPROFESSORPARSONS.COM
  • 15. PROFESSORPARSONS.COM 15 BOUNDARIES SOME IMPORTANT CONCEPTS…  Boundaries can allow for input to go out but not come in  A closed system  Boundaries can allow for two-way flow of input  An open system  When applying systems theory to PR, the PR function defines the boundaries  The boundaries describing specific publics can change
  • 17. EXTERNAL PRESSURES ON ORGANIZATIONS IN THE 21ST CENTURY  Political  Economic  Social  Technological PROFESSORPARSONS.COM 17
  • 18. THE “PUBLIC RELATIONS PROCESS” PROFESSORPARSONS.COM 18 Research Plan Implement Evaluate
  • 19. ETHICS & INTEGRITY IN THE PLANNING PROCESS THE “PILLARS OF PR ETHICS” PROFESSORPARSONS.COM 19
  • 21. ETHICS & INTEGRITY IN PR PLANNING • Non-maleficence (do no harm) • Beneficence (do good) • Truth-telling (honesty) • Confidentiality (privacy) • Justice (fairness & social responsibility) Pillars of Public Relations Ethics PROFESSORPARSONS.COM 21

Editor's Notes

  1. 1/8/2018