|On-line Readings in Public Relations by Michael Turney|
|Public relations planning:
Planning starts with mission statements
|© 1998 Michael Turney||Table of contents||Practicing Public Relations||About the author|
Since an organization's mission statement summarizes what the organization is and wants to accomplish, the specific role of every operating unit within the organization should reflect that mission statement. Thus public relations plans often start by reiterating the organization's mission and then go on to show how public relations supports the organization's mission through its own mission statement.
Here's one example from a state agency I worked with.
The Iowa Department of Human Services exists to provide a continuum of integrated human services to Iowans who experience personal, economic and social problems in order to relieve their constraining conditions and develop and enhance their individual productivity and family life.
The Office of Communication coordinates the organization and delivery of information regarding the Department of Human Services' operations and policies and their impact on the department's employees, its clients, and the general public.
Its primary responsibilities are:
Perspective on this public relations' mission statement:
The role and mission of the DHS Office of Communication as described here is reflective of a public relations unit operating in the second or explanatory phase of public relations' development, which is a fairly accurate assessment of the unit's status in the mid-1980s when this version of its mission statement was written.
The Department of Human Services was then under the leadership of Dr. Michael V. Reagen, a very strong and dynamic commissioner who chose to personally manage the department's most important and most political relationships. And, because of his commitment to direct service delivery and matrix management, Commissioner Reagen insisted that his deputy commissioners and designated direct service program specialists be the primary managers of the department's other constituent relationships.
Consequently, even though Dr. Michael Turney, the director of communication, served as a member of the commissioner's cabinet and one of his personal advisers, the Office of Communication did not really manage many of the department's relationships other than those with the news media. Instead, the Office of Communication functioned as an in-house communication agency that offered consulting services and advice to key managers and provided communication support services for the department's myriad programs, institutions, and offices all across the state.
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Developing a PR plan
|Practicing Public Relations