Introduction to Strategic Management PRL 325 Public Relations Campaigns Fall 2009

What is strategic management? Strategic management is that set of managerial decisions and actions that determines the long-run performance of an organization.

Basic Elements of Strategic Management Environmental scanning both internal and external Strategy formulation (strategic or long-range planning) Strategy implementation Evaluation and control

SWOT Analysis Strengths Weaknesses Opportunities Threats

Strategy Formulation Development of long-range plans for the effective management of environmental opportunities and threats, taking into consideration an organizations strengths and weaknesses. Includes defining the organization’s mission, specifying achievable objectives, developing strategies and setting policy guidelines.

Mission An organization’s purpose, or the reason for its existence. Defines the fundamental purpose that sets an organization apart from other organizations. Puts into words what the organization is now as well as its strategic vision for the future.

Goals and Objectives Two terms often confused. A goal is an open-ended statement of what one wishes to accomplish with no quantification or what is the achieved and no time frame for completion. Objectives are the end results of planned activity. They state what is to be accomplished by when and should be quantified if possible.

Strategies and Policies An organization’s comprehensive master plan stating how the organization will achieve its mission and objectives. Policies are broad guidelines for decision making that link the formulation of strategy with it’s implementation.

Strategy Implementation The process by which strategies and policies are put into action through the development of programs, budgets and procedures.

Programs, Budgets and Procedures A program is a statement of activities or steps needed to accomplish a single use plan. It makes the strategy action-oriented. A budget is a statement of an organization’s programs in dollar terms. Used in planning and control, it lists the detailed cost of each program. Procedures are a system of sequential steps or techniques that describe in detail how a particular task or job is to be done.

Projects, Programs and Campaigns Projects – single, short-lived activities designed to meet an objective. Programs – ongoing activities dealing with several objectives associated with a goal. Have continuing commission within the organization and focus on relationship with particular public. Campaigns – systematic sets of activities, each with specific and finite purpose, sustained over a length o9f time and dealing with objectives associated with a particular issue.

Evaluation and Control The process by which an organization’s activities and performance results are monitored so that actual performance can be compared with desired performance.

What’s this have to do with Public Relations? Think RACE Research Action Communication Evaluation

Examples of Strategic Communication Public relations Marketing communication Public health campaign Social marketing campaign Diplomacy and international relations Fundraising and development Constituent relations Political campaigns Ecumenical or inter-religious affairs

Nine Steps of Strategic Public Relations Planning Formative research Analyzing the situation Analyzing the organization Analyzing the publics Strategy Establishing goals and objectives Formulating action and response strategies Using effective communication Tactics Choosing communication tactics Implementing the strategic plan Evaluative research Evaluating the strategic plan

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