Is there a connection between Public Relations and Management? If we study Peter Drucker’s ideas on Management, we can can clearly see a system of shared goals and principles
Peter Drucker is “the founding father of the study of management.” His works are still as relevant as ever. Taking inspiration from such ideas is always advisable, especially when there is a clear overlapping in underlying concepts.
Organisations Must Take Social Responsibility
Firstly, the basis of Drucker’s theory of business is that organisations must take social responsibility within their power. Therefore responsibility must be their main goal. Secondly, they also need a clear Mission Statement. Companies also have to treat people as their biggest competitive advantage. Consequently, each member must have meaningful social status and function. Finally, successful companies focus on customer benefits, rather than technology and products.
For anyone interested in PR Drucker’s ideas and principles must seem familiar. Let us see how they could be applied for Communications.
People
First of all, people, the living, breathing soul of any organisation. In Drucker’s model they have to have a clear position and goal, and it is the manager’s duty, to give it to them. However, Internal Communications can play an important role in this matter, by empowering a two-way communication between employees and management.
Streamlined and honest dialogue can lead to great employee satisfaction, as they need to feel that their work matters and their voices are heard. They must also share the Mission of the company, and understand their role in achieving it. Professional Internal Communications helps managers achieve all of the above.
Customers
Managing a department is difficult enough, having a clear picture of what customers need is almost impossible. For this reason managers need to have a close relationship with Communications and Marketing specialists, who are constantly analysing and engaging with the customers.
Another great insight is the fact that questions are permanent, while answers are temporary. One should be prepared to abandon their answers when they are out of date, as customers’ needs are always changing.
Mission
An excellent example of the constant change is Corporate Social Responsibility (CSR). It is today’s buzzword, and for a good reason. Today’s customers care about how companies operate and they value it or penalise it. Managing and Marketing are just not enough to create transparency and information flow for clients. Contemporary Public Relations has the ability to win the goodwill of the public.
Drucker emphasised CSR’s importance decades ago, which speaks volumes about his foresight. If we aim to do PR for the future, we need to think about Public Relations and Management together.