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Public Relations Communications 233 Prof. Ed Trotter Communication affects . . . Awareness Attitudes Actions The three A’s, so to speak Levels of involvement Interested parties Stakeholders Advocates Attorneys, PR practitioners Uninterested parties Don’t care about the topic, organization, etc. Disinterested parties Don’t care about an outcome Journalists Referees Public relations definitions Management of communication between an organization and its publics Public relations definitions . . . management function that identifies, establishes, and maintains mutually beneficial relationships between an organization and the various public on whom its success or failure depends. Public relations definitions . . . communication function of management through which organizations adapt to, alter, or maintain their environment for the purpose of achieving organizational goals. Public relations definitions Tool for institutions to establish beneficial relationships with other institutions and groups. Key concepts Deliberate Planned Performance Public interest Two-way communication Management function Aims of Public Relations Inform (Awareness) Persuade (Attitudes) Change behaviors (Actions) Seek information from publics The Public Relations Process (RACE) Research What is the problem or situation? Action (program planning) What is going to be done about it? Communication (execution) How will the public(s) be told? Evaluation Was the audience reached, with what effect? PR Cycle PR Cycle Research & analysis Policy formation Programming Communication Feedback Program assessment & adjustment Applications of PR Counseling Research Media relations Publicity Employee/member relations Community Relations Public Affairs Government affairs Issues management Financial relations Industry relations Development/fundraising Multicultural relations Special events Marketing communications Advertising . . . is paid space and time has high content control has less credibility (inherent) is almost all mass-media oriented is externally geared is more specialized can be used as a PR tool For more information . . . Public Relations Society of America www.prsa.org Public Relations Student Society of America www.prssa.org Institute for Public Relations www.instituteforpr.com International Public Relations Association www.ipra.org PR Week www.prweek.com
