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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