Download PUBLIC RELATIONS

PART ONE
EVOLUTION
CHAPTER ONE
DEFINING PUBLIC
RELATIONS
Markers of Public Relations Growth
United States growth:
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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
1-2
Markers continued

Education growth:
 250
colleges and universities in the U.S. and
overseas have public relations programs
1-3
Markers continued

Government growth:

U.S. government large employer of public
relations practitioners

Includes: Army, Navy, Air Force, and the
U.S. Information Agency
1-4
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.
1-5
Markers continued

International Association growth:

International Public Relations Association
(IPRA) with membership in Latin America,
Africa, Europe, and China
1-6
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.”
1-7
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.”
1-9
Defining the Field
Many definitions
1975 commissioned study found 472
definitions reduced to an 88-word
definition.
1980 Task force offered two definitions

1-10
Public Relations definition by PRSA
Task Force:

Public relations helps an organization and
its publics adapt mutually to each other.
Public relations is an organization’s efforts
to win the cooperation of groups of people.
1-11
Marston’s Four Step Model
encompasses the process:
Research
 Action
 Communication
 Evaluation

1-12
R-A-C-E

Research–Action–CommunicationEvaluation
1-13
Two Elements that Guide the
Process

Management

Action
1-14
Sharpe’s Five Principles
Honest communication
 Openness and consistency
 Fairness of actions
 Two-way communication
 Research and Evaluation

1-15


Call out
Let me show you the
way……
Public Relations professionals
serve as interpreters for the
organization.
1-16
Interpretation for management:
Philosophies, policies, programs, practices
 Convey attitudes
 Communicate truthfully and correctly

1-17
Interpretation to management:

Management has a need to
know
 What
the public thinks about the
organization and its practices
1-18
What recent events have occurred
in which organizations were not
interpreting public views?
1-19
Publics
Internal
 External
 Interdependence
 Networks
 Systems

1-20
Publics
Key groups
 Classification system based on

 Issue,
organization, viewpoint, time,
 Interest, location, values, lifestyle, relationship
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Who makes up the publics at your
college or university?

Clue: Break it down
1-22
Why are publics important to
organizations?

Clue: To know them is to please them.
1-23
Public relations, marketing and
advertising….aren’t they all the
same?
1-24

Marketing and advertising promotes a
product or service

Public relations promotes the entire
organization.
1-25
Functions of Public Relations







Writing
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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Spin versus Public Relations
Differences
 Issues
 Implications

1-27
How do you answer when
someone says public relations
equals spin doctors?

Clue:
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Competent Practitioners

Do you have the right stuff?
 Academic
background
 Technical skills
 Personal characteristics
1-29