Many PR managers find it difficult to understand management issues beyond the level of communication concerns. However, to be fully accepted by top management, you need to think like a manager, understand management issues from management’s perspective, talk like a manager (not use PR jargon) and to figuratively put yourself in the shoes of operational managers in looking at their problems.
Above all, you are proactive and assertive, prepared to insist that PR should be at the table when corporate decisions are being made: “Very few business decisions don’t require communication.”1 You will ensure that when business plans are drawn up, their communication implications are considered.
The pragmatic strategy for you as PR manager to be a leader is:
Success in influencing management attitudes can be measured in three informal ways:
In working with corporate leaders over several decades, legendary management consultant Peter Drucker concluded that the most effective managers apply 8 practices for turning decisions into reality:
They took responsibility for decisions, and considered that a decision wasn’t made until people knew:
You would be well advised to put the Drucker formula in a prominent place to remind you how to improve your effectiveness.
Many people hate the idea of playing office/organizational politics. But staying out of such activities may hold back your career
The public relations field has changed remarkably in the past decade. Hiring practices have also changed as a result -
Many students think public relations is only about publicity and parties - glitz and glamor in media relations and event