Public Relations: Lecture Four Public Relations And Management.
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Transcript of Public Relations: Lecture Four Public Relations And Management.
Public Relations:Lecture Four
Public Relations And Management
Public Relations In Strategy Making
The main role of the leader of organization and its senior
managers is to provide vision and direction.
Effective organizations have a sense of purpose.
Cont. They know where they are going
and they know how to get there. Whatever the type of
organization, successful ones have a strategy that determine long-term
direction and the scope of the operations
Cont.To a layman, certainly, strategy
may be seen as the means by which objectives are pursued and obtained overtime, or in its simplest terms, the way you get
what you want.
Cont.The concept of “strategy” is
derived from a Greek word, stratos (army) and ago (leading).
Stratogos referred to an Army General during the age of
Athenian democracy.
Cont. The contribution that public relations can make to the strategy-making process
is twofold: First, it helps to collect and interpret information from the social environment so that strategic decisions can be made. Second, the communication of the
strategic vision.
The Roles of Public Relations Practitioners
The communication technician:This often highly skilled individual
who carries out communication programs and activities such as writing news releases, editing
magazines and developing websites.
Cont. The communication Manager:
Communication managers play different roles like:
The expert prescriber: the expert prescriber researches and defines
public relations problems, develops programs and implements them.
Cont.The communication Facilitator:
these individuals act as go-betweens; interpreting, mediating
and keeping open two way communication between an organization and the public.
Cont.The problem-solving facilitator:
Problem-solving facilitators are perceived to be skilled at helping
others in analysis and solution finding and as such are invited into
the decision making coalition.