Part 1 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. https://goo.gl/e1pGMH https://goo.gl/duz42j

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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
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3. WHAT THIS SECTION COVERS…
 Definitions of important terminology
 The planning process from a managerial
perspective
 Integrating ethical considerations into your
planning
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4. DEFINING OUR TERMS
PUBLIC RELATIONS, MANAGEMENT, PROJECTS
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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
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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.
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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.
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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
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9. THE PLANNING PROCESS
A MANAGERIAL PERSPECTIVE
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10. THE PLANNING PROCESS:
MANAGERIAL PARAMETERS
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PARAMETERS
Quality
Specifications
Cost
Budget
Time
Schedule
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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
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Public relations can only truly be effective if it…
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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.
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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
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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

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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

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The
Organization
as a System

17. EXTERNAL PRESSURES ON ORGANIZATIONS IN THE 21ST CENTURY
 Political
 Economic
 Social
 Technological
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18. THE “PUBLIC RELATIONS PROCESS”
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Research Plan Implement Evaluate

19. ETHICS & INTEGRITY IN THE PLANNING PROCESS
THE “PILLARS OF PR ETHICS”
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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
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