Public LeadershipPublic Leadership

Chapter 9Chapter 9

““Management principles: Tell the truth. Management principles: Tell the truth. Prove it with actions. Listen to the Prove it with actions. Listen to the consumer. Manage for tomorrow. consumer. Manage for tomorrow. Conduct public relations as if the whole Conduct public relations as if the whole company depends on it.”company depends on it.”

-Arthur H. Page-Arthur H. Page

Willis’ Categories of Public LeadersWillis’ Categories of Public Leaders

ElectoralElectoral RadicalRadical ReformReform DiplomaticDiplomatic MilitaryMilitary CharismaticCharismatic BusinessBusiness TraditionalTraditional

ConstitutionalConstitutional IntellectualIntellectual ChurchChurch SportsSports ArtisticArtistic RhetoricalRhetorical OpportunisticOpportunistic SaintlySaintly

Public LeadershipPublic Leadership

Dispersed LeadershipDispersed LeadershipOpinion leadershipOpinion leadership

Public RelationsPublic Relations

Public relations – how groups and Public relations – how groups and organizations influence important organizations influence important audiences through a cluster of coordinated audiences through a cluster of coordinated activities.activities.

Public Relations TasksPublic Relations Tasks

Common public relations tasks:Common public relations tasks:Working with media representativesWorking with media representativesResearching public attitudesResearching public attitudesDisseminating financial informationDisseminating financial informationLobbying government agenciesLobbying government agenciesPublicizing company eventsPublicizing company eventsCreating internal communication programs Creating internal communication programs

aimed at organizational membersaimed at organizational membersSupporting marketing programsSupporting marketing programs

Public Relations TasksPublic Relations Tasks

Maintaining positive relationships with Maintaining positive relationships with communitiescommunities

Advising top managementAdvising top managementResponding to customer concernsResponding to customer concernsFund raisingFund raisingPlanning promotional eventsPlanning promotional eventsWriting and delivering speeches and Writing and delivering speeches and

presentationspresentationsOrganizing persuasive campaignsOrganizing persuasive campaigns

Elements of a Public Relations Elements of a Public Relations ProgramProgram

Performance preceding publicity must be Performance preceding publicity must be accurateaccurate

Good PR serves the interest of public and Good PR serves the interest of public and organizationorganization

Successful PR has two way Successful PR has two way communicationcommunication

Policy is informed by PRPolicy is informed by PREffective PR takes a stanceEffective PR takes a stance

Proctor and Gamble Logo (1882-Proctor and Gamble Logo (1882-19851985

Public SpeakingPublic Speaking

Key elementsKey elementsPre-speech planningPre-speech planning

ImpromptuImpromptuExtemporaneousExtemporaneousManuscriptManuscript

OrganizationOrganization

Public SpeakingPublic Speaking

Key elementsKey elementsLanguageLanguageRehearsalRehearsalDeliveryDeliveryResponding to questionsResponding to questions

Persuasive CampaignsPersuasive Campaigns

Persuasive campaigns – organized, sustained Persuasive campaigns – organized, sustained attempts at influencing groups of people through attempts at influencing groups of people through a series of messages.a series of messages.

Types of Persuasive campaignsTypes of Persuasive campaigns Product/commercialsProduct/commercials PoliticalPolitical IssueIssue ImageImage Social actionSocial action

Characteristics of Successful Characteristics of Successful CampaignsCampaigns

Pretest messages and identify market segmentsPretest messages and identify market segments Expose a large segment of the audience to clear Expose a large segment of the audience to clear

campaign messagescampaign messages Use the most accessible media for target groupsUse the most accessible media for target groups Use the media to raise awarenessUse the media to raise awareness Rely on interpersonal communication to lead to and Rely on interpersonal communication to lead to and

reinforce behavior changereinforce behavior change Use high credibility sourcesUse high credibility sources Direct messages at the individual needs of the audienceDirect messages at the individual needs of the audience Emphasize positive rewards rather than preventionEmphasize positive rewards rather than prevention

Campaign StagesCampaign Stages Situation analysisSituation analysis

Target audienceTarget audience Product/issue/ideaProduct/issue/idea Competition or opponentCompetition or opponent

ObjectivesObjectives MissionMission GoalsGoals OutcomesOutcomes

StrategiesStrategies MessageMessage Media presentation activitiesMedia presentation activities

Campaign StagesCampaign Stages

BudgetBudgetLabor Labor MaterialMaterialMediaMediaTalent Talent ProductionProduction

ImplementationImplementationTiming Timing Follow-upFollow-up

Campaign StagesCampaign Stages

EvaluationEvaluationWhat people sayWhat people sayWhat people thinkWhat people thinkWhat people doWhat people do

Factors Necessary for Successful Factors Necessary for Successful CollaborationCollaboration

Good timing and a clear needGood timing and a clear needStrong stakeholder groupsStrong stakeholder groupsBroad-based involvementBroad-based involvementCredible and open processCredible and open processParticipation of high level, visible Participation of high level, visible

community leaderscommunity leadersFormal supportFormal support

Factors Necessary for Successful Factors Necessary for Successful CollaborationCollaboration

Ability to overcome mistrust and Ability to overcome mistrust and skepticismskepticism

Strong leadership of the processStrong leadership of the processCelebration of ongoing achievementCelebration of ongoing achievementShift to broader concernsShift to broader concerns