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PART ONE
The Profession
CHAPTER ONE
DEFINING PUBLIC RELATIONS
Markers of Public Relations Growth
United States growth:

200,000 U.S. public relations professionals

Employment growth increasing faster than average
through the year 2010

The amount of respect and public relations spending are
correlated among Fortune 500 companies
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Markers continued
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Education growth:
 250
colleges and universities in the U.S. and
overseas have public relations programs
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Markers continued

Government growth:
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U.S. government large employer of public
relations practitioners

Includes: Army, Navy, Air Force, and the
U.S. Information Agency
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Markers continued

Professional Associations Growth

Public Relations Society of America (PRSA)
has 20,000 members in 117 chapters
 The
International Association of Business
Communicators (IABC) has 13,500 members
in more than 58 countries.
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Markers continued
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International Association growth:

International Public Relations Association
(IPRA) with membership in Latin America,
Africa, Europe, and China
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Public relations roots
provide the foundation

“a democratic society where people have
freedom to debate and make decisions—
in the community, the marketplace, the
home, the workplace, and the voting
booth. Private and public organizations
depend on good relations with groups and
individuals whose opinions, decisions and
actions affect their vitality and survival.”
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A Conceptual Schema for Studying Public
Relations
Part 1
The
Profession
Part 2
The Process
Introduction
Research
History
Strategic
Planning
Part 3
The Publics
Media
Relations
Part 4
The Practice
Public
Affairs and
Government
Employee
Relations
Not-forProfit
Theory
Action and
Communication
Law and Ethics
Evaluation
Community
Relations
Organization
Consumer
Relations
Corporate
Public
Relations
What is Public
Relations?
Defining the field
“Public relations”
is a planned process to
influence public opinion, through
sound character and proper
performance, based on mutually
satisfactory two-way
communication.
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Defining the Field
Many definitions
1975 commissioned study found 472
definitions reduced to an 88-word
definition.

1980 Task force offered two definitions
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Public Relations definition by
PRSA Task Force:
Public relations helps an organization and
its publics adapt mutually to each other.
And its relationship of organization’s
efforts to win the cooperation of groups of
people.
 Public relations is a strategic
communication process that builds
mutually beneficial relationships between
organizations and their publics

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John Marston’s
R
Research
Action
A
C
Communication
E Evaluation
Sheila Clough Crifasi’s
R
Research
Objectives
O
S
I
Strategies
Implementation
E Evaluation
Two Elements that Guide the
Process
 Management
 Action
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Sharpe’s Five Principles
 Honest
communication
 Openness and consistency
 Fairness of actions
 Two-way communication
 Research and Evaluation
1-16


Call out
Let me show you the
way……
Public Relations professionals
serve as interpreters for the
organization.
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Public Relations Practitioners
must:
Management to the Public
and
The Public to Management
Interpretation for management:
Philosophies, policies, programs, practices
 Convey attitudes
 Communicate truthfully and correctly

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Interpretation to management:

Management has a need to
know
 What
the public thinks about the
organization and its practices
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What recent events have occurred
in which organizations were not
interpreting public views?
1-21
Public relations, marketing
and advertising….aren’t they
all the same?
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Compare / Contrast
Marketing, Sales, Advertising
Sell an organization’s products
versus
Public Relations
Sells the organization itself
Who uses…
?
Functions of Public Relations

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Writing
Speaking
Media relations
Planning
Counseling
Researching
Publicity
Marketing
Communications

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Community relations
Consumer relations
Employee relations
Government affairs
Investor relations
Special public relations
Public affairs & issues
management
Web site development
and interface
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Competent Practitioners

Do you have the right stuff?
 Academic
background
 Technical skills
 Personal characteristics
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Public Relations Practitioners
must be:
Ethical
Truthful
Credible
The Organization’s Conscience
Video watching
www.youtube.com
what is public relations?
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Public Relations
Is the an administrative function
that build and maintain a relationship
with the key group of people “PUBLIC”
upon which the success or failure of
your business depends upon.
“Building and Maintaining good
relationship”
(through: Communication)
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Chapter 1
Case study
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