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Chapter One:What is Public Relations, Anyway?

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In the early 21st century, public relations and social media have emerged as powerful societal forces.

Together, they have revolutionized the way we communicate with key publics around the world.

What current events can you think of that underscore this new reality?

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In numbers: It is a multi-billion dollar business practiced

by 158,000 professionals in the U.S. alone.

Employment growth is expected to increase faster than average through the year 2012.

Public relations has grown rapidly across the globe: From Europe to China; Latin America to Africa.

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Let’s define the field…

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One definition to consider……

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“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.”

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R = ResearchA = ActionC =

CommunicationE = Evaluation

B: BackgroundR: ResearchO: ObjectivesS: Strategy I: ImplementationE: Evaluation

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“Ho Ho Ho—Out Goes the I-Man”Review this case on page 17 & 18. As a class,

discuss:

Had you been advising Imus, what would you have counseled him to do/say after making his racial slur?

How would you have counseled him with respect to Al Sharpton? Would you have gone on Sharpton’s radio show?

Imus on “Today” with Matt and Al