Ch05 Management（课件）- 《公共关系实务》同步教学（清华大学版）

The Practice of Public Relations Fourteenth Edition Chapter 5 Management . If this PowerPoint presentation contains mathematical equations, you may need to check that your computer has the following installed: 1) MathType Plugin 2) Math Player (free versions available) 3) NVDA Reader (free versions available) 1 Learning Objectives 5.1 To discuss public relations as a “management” function that serves the organization best when it reports to the C E O. 5.2 To explore in detail the elements that constitute a public relations plan. 5.3 To discuss public relations objectives, campaigns, and budgets. 5.4 To compare and contrast the internal public relations department and the external public relations agency. . . 2 Opening Example: Corporate Communication (1 of 2) CEOs of the top 350 U.S. firms earn, on average, $15.6 million a year While average workers’ salaries increased 11%, CEO compensation increased 937% in the last forty years CEOs have public relations problems . Public relations obstacles confront management in the 21st century. 3 Opening Example: Corporate Communication (2 of 2) In 2017, Travis Kalanick, founder of Uber, resigned amid complaints In 2018, the CEO of Humane Society of the U.S., was dismissed due to unwanted sexual advances CEOs were asked to drop corporate affiliations with the National Rifle Association after a 19-year-old killed 17 students. . Public relations obstacles confront management in the 21st century. 4 It Takes a Village Executive coach – polish communications strategies and skills Social media guru – create tweets and posts Speechwriter – hone words and thoughts of C E O Media coach – advise on how best to handle report questions Positioning coach – counsel on building a C E O’s personal brand Reputation manager – research, evaluate, and advise on the C E O build the desired corporate image Personal stylist – recommend what to wear and how to look . . In many ways, the primary function of top manager is to serve as the organization’