PART ONE

The Profession

CHAPTER ONE DEFINING PUBLIC

RELATIONS

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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

Education growth:

250 colleges and universities in the U.S. and

overseas have public relations programs

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Markers continued

Government growth:

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

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.”

A Conceptual Schema for Studying Public Relations

Research

Strategic Planning

Evaluation

Action and Communication

Media Relations

Employee Relations

Community Relations

Consumer Relations

The The ProfessionProfession

Introduction

Theory

Law and Ethics

History

Part 1Part 1

The ProcessThe ProcessPart 2Part 2

The PublicsThe PublicsPart 3Part 3

The PracticeThe PracticePart 4Part 4

Public Affairs and Government

Not-for-Profit

Organization

Corporate

Public Relations

What is Public Relations?

Defining the field

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“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

RR AA CC EE

John Marston’sJohn Marston’sJohn Marston’sJohn Marston’s

RResearchesearch AActionction

CCommunicationommunication

EEvaluationvaluation

RR OO SS II EE

Sheila Clough Crifasi’sSheila Clough Crifasi’sSheila Clough Crifasi’sSheila Clough Crifasi’s

RResearchesearch

OObjectivesbjectives

SStrategiestrategies

IImplementationmplementation

EEvaluationvaluation

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Two Elements that Guide the Process

Management

Action

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Sharpe’s Five Principles

Honest communicationOpenness and consistencyFairness of actionsTwo-way communicationResearch and Evaluation

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Public Relations professionalsserve as interpreters for the organization.

Let me show you the way……

Call out

Public Relations Practitioners Public Relations Practitioners must:must:

Public Relations Practitioners Public Relations Practitioners must:must:

Management to the PublicManagement to the PublicManagement to the PublicManagement to the Public

The Public to ManagementThe Public to ManagementThe Public to ManagementThe Public to Management

andandandand

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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 knowWhat 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?

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Public relations, marketing and advertising….aren’t they

all the same?

Compare / ContrastCompare / Contrast

Marketing, Sales, AdvertisingMarketing, Sales, Advertising

Public RelationsPublic Relations

versusversus

Sell an organization’s productsSell an organization’s products

Sells the organization itselfSells the organization itself

Who uses…Who uses…Who uses…Who uses…??

The MediaThe Media

Small Business

Small Business

Internet CompaniesInternet Companies

The GovernmentThe Government

Labor Unions

Labor Unions

Big BusinessBig BusinessT

he P

resi

dent

The

Pre

side

nt

Corporations

Corporations

Sports TeamsSports Teams

IndustriesIndustries

Non-Profit

Non-Profit AgenciesAgencies

UniversitiesUniversities

Entertainment IndustryEntertainment Industry

Federal, State, County Agencies

Federal, State, County Agencies

PoliticiansPoliticians

HospitalsHospitals

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Functions of Public Relations

Writing Speaking Media relations Planning Counseling Researching Publicity Marketing

Communications

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 backgroundTechnical skillsPersonal characteristics

Public Relations Practitioners Public Relations Practitioners must be:must be:

Public Relations Practitioners Public Relations Practitioners must be:must be:

Ethical Truthful Credible

The Organization’s Conscience

Video watching

www.youtube.comwhat 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)1-29

Chapter 1

Case study

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