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.