1. Introduction to Strategic Management
PRL 325
Public Relations Campaigns
Fall 2009

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

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

4. SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats

5. 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.

6. 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.

7. 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.

8. 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.

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

10. 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.

11. 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.

12. 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.

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

14. 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

15. 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

16. Next Class
Client visits