Page 13 - PUBLIC RELATION E BOOK
P. 13

PUBLIC RELATIONS



                       MANAGEMENT ROLES












         COMMUNICATION                                      CRISIS MANAGEMENT
            MANAGEMENT
                                              establishing methods and policies to be
                                              used when an organization's operation
  developing communication
   objectives that are aligned                    become involved in an emergency
      with an organization's                                    affecting the public
         overall objectives




                                                                 RELATIONSHIP
       ISSUE MANAGEMENT
                                                                 MANAGEMENT
     this involves identifying
       problems, issues and                          This involves the role of public relations in
       trends relevant to an                           identifying key publics and establishing
      organization and then                             strategies for building and maintaining
           developing and
     executing a program to                         mutually beneficial relationships with those
           deal with them                                                    publics


           REPUTATION MANAGEMENT                                           STRATEGIC MANAGEMENT



             The planning and implementing of                               The PR practitioner serves on
          policies, procedures and strategies that                         the management team helping
                demonstrate an organization's                                  the organization develop
              commitment to public and social                               sound policies that are in the
        responsibility, ethical behavior, corporate                         best interest of the public as
         identity and reputation with key publics                               well as the organization






    RESOURCE MANAGEMENT                                            RISK MANAGEMENT



       PR's management  of human and                              As Preventive PR, this role involves
     financial resources revolves around                           helping an organization recognize
           setting objectives, planning,                               aras of potential danger and
     budgeting, recruiting and hiring  PR                            recommending needed changes
          staff and adminstering those                             before potential dangers develop

                         resources                           5                       into crises
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