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CHAPTER 4 PUBLIC RELATIONS ROLE IN MANAGEMENT, NUR NAJIHAH BINTI AMIN…
CHAPTER 4
PUBLIC RELATIONS ROLE IN MANAGEMENT
Public Relations must be able to do
Reports directly to top management
PR must enjoys enough freedom and autonomy to deal openly and honestly with management
Interpret the philosophies, policies, programs and practices of their management to the public and convey the attitudes of the public to top management
Well verse in management theory and technique
Play the role of corporate conscience
Role of PR in Strategic Management
Strategic management starts with organization’s mission statement
All organization must have a mission statement. It is the responsibility of PR to help in designing a mission statement
Mission Statement
What?
“ Mission statement is an idealistic and inspirational statement design to give those in the organization a sense of purpose and direction.”
Mission statement state succinctly why an organization exist
Example: Mission Statement of Merck Pharmaceutical "We are in the business of preserving and improving human life"
Purpose of Mission Statement
Mission statement commit the whole organization to accountability, creating its own culture and values
The attitude express provides framework in which PR can device its goal and objectives, builds its budgets, directs its talent, device its program and assess its impact
How PR Help an Organization Achieve Its Mission
(Cutlip, Center, and Broom. (1994) - outline
Collecting and analyzing information on the changing knowledge, opinion and behavior of publics
Serving as central source of information and official channel of communication
Communicating significant information to help public aware of organization’s policy and action
Coordinating activity that affects an organization’s relationship with its public and other stakeholders group.
ROLE OF PUBLIC RELATIONS PRACTITIONER
In performing the job of PR, practitioners normally focus on their talents and abilities and the requirement of their management. Basically there are 5 self describe roles that a practitioner can perform in executing their duties
EXPERT PRESCRIBER
(an Authoritarian and Prescriptive Model)
Full authority to identify problems and provide solution
Useful when immediate action is imperative
PR defines problems, develops programs, executes implementation and measure outcome
Management knowledge does not get factored in the process
PR practitioner solely responsible and accountable for the subsequent results
COMMUNICATION TECHNICIAN
Play the supporting role, not involved in defining problems and finding solutions
Functions are routine and highly structured or compartmentalization ( Press conference, Launching of new events, customer complain, research new ideas.)
Usually meant for fresh graduate without hands-on experience
Background in communication and journalistic skills such as writing, editing and media placement is required. Job includes crafting communication messages and implementing programs
COMMUNICATION FACILITATOR (Liaison Model)
Role as a liaison person, interpreters, mediators that facilitate communication between organization and its public
Reconcile organization interest with that of the public
Keeping the channel of communication open
Remove barriers from relationship
Result in improved quality of the decision that affect the public
PROBLEM-SOLVING PROCESS FACILITATOR (Confrontational Model)
Practitioners become part of strategic planning team
Collaborate with other managers to define and solve problems
Use management step by step process of solving organizational problem
Better decision making since it involves line managers who has technical and procedural knowledge
ACCEPTANCE LEGITIMISER (A-yes Man Model)
Practitioners legitimize management and organization decisions
PR has no authority and does not have the initiative to act on his or her own without management approval
A mere endorser, make no contribution to solving problem
All those five self-describer can be categorized into two areas
Managerial role
Act as counsel to management, supervise staff and participate in policy making
Technician Role
Performing communication skills
PR ROLE IN REPUTATION MANAGEMENT
Everyday business decision has several implications on operational, financial, legal and reputational
Reputational aspect is often ignored or neglected
Reputational implication can be defined as those that impact the way in which an organization is regarded by the publics with whom it interacts
A decision has a reputational implication if it has the potential to effect the relationship between the company and its public
Reputation Management Process
Earn reputation through behavior as well as communication
Leverage that reputation to gain tangible business benefit
t
Media
Tendency to give wider coverage on controversial issue.
Example: Environmental performance, invasion of employee privacy, unfair hiring, testing product on animal
Interest Group - NGO's
Example: Nutritional content on food, Unfair business practice
Information Technology
Rogue Internet Post. Flooded with online voices. Need to implement strategy to face web attackers. PR job to maintain company's web
Function to Uphold to Gain Reputation
Protect company against attack
Provide detail information to clear controversies
Initiatives programs to explain company goals and objectives
Pro-active. Identify potential problem and act quickly
Demonstrate good environmental policy
Protect and promote corporate trademark and logos
Characteristics of Reputation Building Communication
Clear and direct – say what you mean and mean what you say
2.Informative – based on facts, help people made good decision
3.Emphasize on main idea or purpose – Easy on superlative adjectives. No place for puffery
Appeal to people best interest
Emphasize on what the public can benefit instead of what organization will get to achieve
Appeal to the eye and ear
NUR NAJIHAH BINTI AMIN NASER (2019420906)
BA 111 4C