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PREVOLUTION

1010 S. University St, Normal, IL 61761


(309) 331-3924
Memorandum
To: Taylor Swift, Manager of Media Relations
From: Alex Erlandson, Director of Public Relations
Date: November 18, 2015
Subject: Effective Leadership and Management in Public Relations
Managing public relations can be very complex. Learning the basics of professionalism,
time management, decision-making and team management are vital leadership traits in
the success of public relations managers. I want to ensure that you are starting your career
on the best possible foundation.
This memo will guide you through your journey to becoming the most effective leader
you are capable of being. The industry is constantly changing, and our organization needs
a versatile leader who can adapt to ever-changing environments. As a manager and leader
at PR Revolution you will be expected to constantly learn and help others to do the same.

Executive Summary
Effective leadership is vital in the success of this organization. It is a skill used every day
by public relations professionals. One thing about leadership that can be misunderstood is
that using authority may not always be necessary. An effective leader must stay focused
on building secure bonds and relationships with their employees. Leaders are a key factor
in the success of our organization. Your opinions and ideas will be valued by how you
influence other employees to excel.
By accepting your position as a leader, our organization expects you to perform
exceptionally and learn different aspects that make an effective leader. In order to succeed
you must learn how to implement the following leadership traits in public relations:
Professionalism
Decision-making
Team Management
PR Revolution has become a premier Midwestern agency, and by hiring you as an
organizational manager we know that you obtain the adequate skill set needed to perform
well. By educating yourself with these elements of effective leadership and management,
our organization will know that PR Revolution picked the appropriate candidate for the
position.
Email: akerlan@ilstu.edu
Website: prrevolution.com
Fax (309) 837-2832

Introduction
In order to solidify your future success at PR Revolution, I would like to incorporate
effective leadership elements into your education. As an organizational leader you must
stay focused, motivate others and be capable of criticisms. Your performance as a leader
is based on multiple dimensions (Smudde, 2015, p. 11). This memo will guide you
through what it means to manage and lead public relations through three particular
dimensions of professionalism, decision-making and team management.

Professionalism
Setting a good example for others while maintaining a professional and ethical image
throughout our organization is what we search for at PR Revolution. Many people are
uneducated or misinformed about the function and value of public relations.
Professionalism is a key component in improving the persona and reputation of PR
(Smudde, 2015, p. 50). In order to maintain professionalism, you must first identify
yourself as a professional. Professionalism can be defined by an attitude that motivates
individuals to be attentive to the image and ideals of their particular professions
(VanZandt, 1990). VanZandt, a human resource development professor, defines
professionalism with five characteristics:
1. The way in which a person relies on a personal high standard of competence in
providing professional services.
2. The means in which the person promotes or maintains the image of the
profession.
3. A persons willingness to pursue professional development opportunities that will
continue to improve skills within the profession.
4. The pursuit of quality and ideals within the profession.
5. A persons sense of pride about the profession.
Applying these elements of professionalism in everything that you do will allow you to
prosper at PR Revolution.

Decision-making
Everyone is faced with difficult situations where ultimately they are forced to make a
decision. Sometimes these decisions can seem impossible but with the right knowledge,
you will be capable of decision-making.
More times than none a detailed outline will help you in this process. The following
format has been proven to work by some of the most experienced US PR consultants
(Harrison, 2013).

Identify the situation.


2

o Provide a brief description of the issue in subject that requires a decision


to be made.
o State the goal, a concise statement on how to accomplish your task.
o Provide an analysis about why the situation exists and what the decision
needed to be made is.
State your options
o Compile a list of three or four options that would best suit the given
situation.
o State your options in order from most effective to least effective.
Provide a recommendation
o Recommend whichever option has the strongest case.
o Give detailed feedback for each of the options stated to back up your
recommendation
Unintended Consequences
o Brainstorm everything you know could happen from each of the options
you have provided.
o Construct a pros and cons list stating this information to help choose your
case.

Research has shown that this form of focused planning will allow you to be able put
recommendations for important strategies for decision-making at the highest level
(Harrison, 2013).
Figure 1.0 shows the how to apply the decision-making process.
Define/Analyze
problem

Establish Criteria
for solution

Weigh Criteria
for Importance

Identify Possible
Solutions

Rateeach solution
against criteria

Problems? Try
Again

Implementation
Plan

Success? Carry
On

Figure 1.0: The Decision-Making Process (Smudde, 2014, p. 158).

Team Management
Teamwork is a vital element in the success of public relations. You need to be efficient in
collaborating with your employees in order for your products to be of high quality. PR
Revolution utilizes working teams or groups daily. You are expected to obtain or acquire
the skills needed in order to manage collaboration.
Part of your responsibility as an organizational leader is to oversee the progress and
essentially manage teams in your field. Management and leadership are important
elements while dealing with teamwork and collaborating together to reach an end goal. It
is very important for you to assign your employees to the right roles. Members of your
team are expected to obtain the adequate skill set in performing their role. If members of
your team have the right sets of skills then your team will thrive. It is crucial in the
success of your goal (Gaines & Wilson, 2004). In order to keep your team on track,
rewarding them for their work will keep them motivated. If a team member does an
amazing task, then be sure they receive the appropriate recognition. This will keep them
motivated towards their end goal (Gaines & Wilson, 2004). It is important to understand
that you need to expect your subordinates to ask for things they appeal to. Catering to
their requests will help you become a better leader and will strengthen the connection
within your team. It is important for your employees to want to feel more involved to
increase their opportunities within the organization (Samuelson, 2015).
There is a lot of research that shows the most successful traits in top performing groups.
Collaborative members, positive relationships among members, productive problem
solving, leadership that encourages group achievement and an appropriate organizational
environment that promotes collaboration are found to be very common in the success of a
team (Smudde, 2015, p. 228-30).

Conclusion
It is important that you understand all aspects of becoming a leader and manager with our
organization. The elements covered in this memo are very valuable leadership traits at PR
Revolution. Excellent leadership practices make for an excellent work environment. By
mastering professionalism, decision-making and team management, you will help our
organization in keeping our image distinguishable from other agencys.

References

Gaines, Lynne. Wilson, Adelaide. 2004, 2005. Teamwork: Tips for Managers. Ceridian
Corporation. Retrieved from:

http://people.rice.edu/uploadedFiles/People/TEAMS/Teamwork%20%20Tips%20for%20Managers(1).pdf
Harrison, Kim. 2013. How to Improve the Decision Making Process. Cutting Edge PR.
Retrieved from: http://www.cuttingedgepr.com/articles/how-to-improve-thedecision-making-process.asp
Samuelson, Martha. (2015). How I Did ItAnalysis Groups CEO On Managing With
Soft Metrics. Harvard Business Review.
Smudde. P.M. (2015). Managing public relations: Methods and tools for solid success.
New York: Oxford University Press.
VanZandt, C. (1990).Professionalism: a matter of personal initiative.
Journal of
Counseling & Development. 68, 243 - 245.

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