slide 1 of 45 9/7/2015 part one public relations…the profession chapter 1 the nature of public...

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04/19/23

Part One Public Relations…The ProfessionPart One Public Relations…The Profession

Chapter 1Chapter 1The Nature of Public RelationsThe Nature of Public Relations

Introduction to Public RelationsIntroduction to Public Relations

© 2007 The McGraw-Hill Companies, Inc. All rights reserved.

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Introduction to Public RelationsIntroduction to Public Relations Introduction Introduction

• Be able to define public relationsBe able to define public relations

• Know the essential elements of good public Know the essential elements of good public relationsrelations

• Know the functions and activities of a public Know the functions and activities of a public relations professionalrelations professional

• Understand the value of public relations in almost Understand the value of public relations in almost any fieldany field

Today’s Learning ObjectivesToday’s Learning Objectives

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What PR people doWhat PR people do

• ““A public relations professional is part business A public relations professional is part business manager, part sociologist, part cheerleader, part manager, part sociologist, part cheerleader, part confessor and part pit bull. You can count on doing confessor and part pit bull. You can count on doing creative and innovative work that makes an impact. creative and innovative work that makes an impact. The trick to being successful is to be prepared for The trick to being successful is to be prepared for anything. You can always count on the fact that anything. You can always count on the fact that tomorrow will bring new and exciting challenges tomorrow will bring new and exciting challenges and opportunities.” and opportunities.”

• — — Lucas Westcoat, Account Executive, Waggener Edstrom, Seattle Lucas Westcoat, Account Executive, Waggener Edstrom, Seattle

• Source: Council of Public Relations Firm Web site (“careers”)Source: Council of Public Relations Firm Web site (“careers”)

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Did you know that public relations is all these?Did you know that public relations is all these?

• A management function within your organizationA management function within your organization

• A facilitator of change in your organization and A facilitator of change in your organization and communitycommunity

• An instrument of communication between your An instrument of communication between your organization and the communityorganization and the community

• An influence for creating consistency between the An influence for creating consistency between the programs of your employer and the communityprograms of your employer and the community

A Working Definition of Public RelationsA Working Definition of Public Relations

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A Summary Definition of Public A Summary Definition of Public RelationsRelations

Public relations is a leadership and management Public relations is a leadership and management function that helps achieve organizational function that helps achieve organizational objectives, define philosophy, and facilitate objectives, define philosophy, and facilitate organizational change. Practitioners organizational change. Practitioners communicate with all relevant internal and communicate with all relevant internal and external publics to develop positive relationships external publics to develop positive relationships and to create consistency between organizational and to create consistency between organizational goals and societal expectations. goals and societal expectations.

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Misconceptions of Public RelationsMisconceptions of Public Relations

What is your response to the following definition What is your response to the following definition from Webster's dictionary for public relations?from Webster's dictionary for public relations?

– those functions of a corporation, organization, etc. those functions of a corporation, organization, etc. concerned with attempting to create favorable public concerned with attempting to create favorable public opinion for itselfopinion for itself

2. If you perceive that a corporation is using the media in self-serving ways, 2. If you perceive that a corporation is using the media in self-serving ways,

how would you rate that company’s credibility?how would you rate that company’s credibility?

1. Think about it. Do you agree or disagree? What do you think is lacking 1. Think about it. Do you agree or disagree? What do you think is lacking

in the definition?in the definition?

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Misconceptions of Public RelationsMisconceptions of Public Relations

Q: Do PR practitioners only tell the “good stuff” Q: Do PR practitioners only tell the “good stuff” about their organizations and hide the bad? Do they about their organizations and hide the bad? Do they deceive and lie?deceive and lie?

Q: How do you introduce yourself to friends or to a Q: How do you introduce yourself to friends or to a potential new boyfriend or girlfriend?potential new boyfriend or girlfriend?

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What Is a Public?What Is a Public?

A public is a group of individuals or organizations who A public is a group of individuals or organizations who recognize their connection with a common problem, recognize their connection with a common problem, cause or goal.cause or goal.

There are six major groupings of publics:There are six major groupings of publics:

• EmployeesEmployees

• CommunityCommunity

• ConsumersConsumers

• MediaMedia • Financial MarketsFinancial Markets

• Government AgenciesGovernment Agencies

Let’s take a look at one organization’s publics…

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Who Are These Organizations’ Publics?Who Are These Organizations’ Publics?

• Abilene Christian UniversityAbilene Christian University

• Hendrick Medical CenterHendrick Medical Center

• First Financial Bankshares, Inc.First Financial Bankshares, Inc.

• Dell Inc.Dell Inc.

• Dallas CowboysDallas Cowboys

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Seeking Mutual Satisfaction of Seeking Mutual Satisfaction of Needs for Both SidesNeeds for Both Sides

The practitioner must discover The practitioner must discover common ground between the common ground between the needs of the organization and the needs of the organization and the needs of its publics.needs of its publics.

• The needs of both are legitimate The needs of both are legitimate and warrant solutions.and warrant solutions.

• The discovery takes much The discovery takes much research, analysis and interaction research, analysis and interaction with the publics.with the publics.

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Start 1/15/10 class discussion hereStart 1/15/10 class discussion here

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Where can you work in public relations?

(what types of employers use PR)

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Different Areas of PR PracticeDifferent Areas of PR Practice

Four types of organizations that require PR services: Four types of organizations that require PR services:

• Not-for-profit organizationsNot-for-profit organizations

• CorporationsCorporations

• GovernmentGovernment

• Public Relations Agencies/Counseling FirmsPublic Relations Agencies/Counseling Firms

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The PR practitioner should be:The PR practitioner should be:

• Knowledgeable in research, planning and Knowledgeable in research, planning and evaluation techniquesevaluation techniques

• An excellent writer and speakerAn excellent writer and speaker

• A specialist in communication technology A specialist in communication technology

• An expert in graphics and audiovisual An expert in graphics and audiovisual communicationscommunications

Communication Skills Required for PRCommunication Skills Required for PR

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Scope of the PR Industry….Scope of the PR Industry….

• Approximately 1/3 of all Approximately 1/3 of all PR practitioners work for PR practitioners work for PR agenciesPR agencies

• Another 1/3 work for Another 1/3 work for CorporationsCorporations

• Associations employ 14%Associations employ 14%

• Health Care 10 %Health Care 10 %

• Government & Charitable Government & Charitable Organizations 5% eachOrganizations 5% each

33% 33%

14% 10%5% 5%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Percent of Employment

PR AgenciesCorporationsAssociationsHeath CareGovernment

Charitable Orgs.Industry

Scope of PR Industry

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EducationEducation

• 2/3 of PR practitioners 2/3 of PR practitioners have bachelor degreeshave bachelor degrees

• Half of those focused Half of those focused on public relationson public relations

• 30 % have master 30 % have master degreesdegrees

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PR SalariesPR Salaries

• Average PR practitioner earns $69,000 plus $10,000 Average PR practitioner earns $69,000 plus $10,000 bonus (PRSA)bonus (PRSA)

• PR agency account executives (2-5 yrs experience) earn PR agency account executives (2-5 yrs experience) earn $35,000 to $50,000 plus benefits and bonuses (CPRF)$35,000 to $50,000 plus benefits and bonuses (CPRF)

• Agency Sr. VPs with 10+ years experience earn Agency Sr. VPs with 10+ years experience earn $120,000 to $175,000 plus benefits and bonuses$120,000 to $175,000 plus benefits and bonuses

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Age & GenderAge & Gender

• Average age for practitioners is 39 and has been Average age for practitioners is 39 and has been dropping for the last decadedropping for the last decade

• More than 7 of 10 (71%) practitioners are female.More than 7 of 10 (71%) practitioners are female.

• Men hold proportionately more top managerial Men hold proportionately more top managerial positionspositions

• Salary differences are still an issue with males having Salary differences are still an issue with males having proportionately higher salaries on average.proportionately higher salaries on average.

• Minorities are still under-represented in the PR Minorities are still under-represented in the PR profession and especially within management rolesprofession and especially within management roles

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““Public Relations 101 – The VideoPublic Relations 101 – The Video

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Communication TasksCommunication Tasks

Public relations practitioners often produce the following Public relations practitioners often produce the following communication materials:communication materials:

• News releasesNews releases

• Web sitesWeb sites

• Social mediaSocial media

• Annual reportsAnnual reports

• Employee magazinesEmployee magazines

• Print and electronic newslettersPrint and electronic newsletters

• PR campaign creations and managementPR campaign creations and management

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Combined Functions of the Professional Combined Functions of the Professional

• Strategic planning: programming overall goalsStrategic planning: programming overall goals

• Forming relationshipsForming relationships

• Writing and editingWriting and editing

• Media relations work—know media’s needsMedia relations work—know media’s needs

• Producing materials such as newsletters, press Producing materials such as newsletters, press releases, annual reportsreleases, annual reports

• Planning and executing special events (e.g., Planning and executing special events (e.g., stockholders meeting)stockholders meeting)

• Speaking for the organizationSpeaking for the organization

• Conducting research by monitoring and evaluating Conducting research by monitoring and evaluating public feedbackpublic feedback

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The Nature of Public The Nature of Public Relations as a PracticeRelations as a Practice

Public relations people…Public relations people…

• Are boundary spanners.Are boundary spanners.

You must be connected to both your organization and itsYou must be connected to both your organization and its

publics.publics.

• Are problem solvers.Are problem solvers.

Problems are opportunities for you to make a Problems are opportunities for you to make a differencedifference..

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In Summary…In Summary…

Public Relations is a diverse and exciting area found in almost every industry. It requires a broad base of communication skills and the ability to build bridges between organizations and their publics.

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For Next ClassFor Next Class

Read Chapter 2 in textbook

See questions to answer in course blog

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Following slides not used in classFollowing slides not used in class

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Two-way Communication--Two-way Communication--A New PhenomenonA New Phenomenon

Good communication starts with supplying accurate Good communication starts with supplying accurate information from an organization’s PR office.information from an organization’s PR office.

• Actively interpret the organization’s values, policies and Actively interpret the organization’s values, policies and plans to your publics. plans to your publics.

• Actively interpret the publics’ needs and concerns to the Actively interpret the publics’ needs and concerns to the organization.organization.

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Two-way Communication Continues Two-way Communication Continues with Listeningwith Listening

Only by listening can you tell if there is understanding Only by listening can you tell if there is understanding and acceptance of organizational behavior.and acceptance of organizational behavior.

The needs of publics cannot be determined in isolation.The needs of publics cannot be determined in isolation.

• It is essential that you go to the publics and allow them to express It is essential that you go to the publics and allow them to express their own needs.their own needs.

• Make sure that the publics are hearing the organization’s messages Make sure that the publics are hearing the organization’s messages accurately.accurately.

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Systems Involve Mutually Dependent PartsSystems Involve Mutually Dependent Parts

• Public Public relations managers and media relations managers and media representatives need each other.representatives need each other.

• Don’t view the editor of the local paper as an Don’t view the editor of the local paper as an adversary. Initiate a positive relationship.adversary. Initiate a positive relationship.

• You need the media’s ability to deliver messages.You need the media’s ability to deliver messages.

• The media need messages about your The media need messages about your organizational and public issues.organizational and public issues.

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The Organization’s Role in Helping SocietyThe Organization’s Role in Helping Society

The PR practitioner works with management to The PR practitioner works with management to responsibly serve the public interest. responsibly serve the public interest.

The practitioner suggests ways the organization can The practitioner suggests ways the organization can adjust its behavior to meet social, political and adjust its behavior to meet social, political and economic responsibilities. economic responsibilities.

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The Public Relations Process Seeks a Proactive The Public Relations Process Seeks a Proactive Responsible InfluenceResponsible Influence

• Recognize that organizational behavior does affect Recognize that organizational behavior does affect public opinion.public opinion.

• The practitioner attempts to…The practitioner attempts to…

• predict behavior through researchpredict behavior through research

• plan accordingly to influence behaviorplan accordingly to influence behavior

• maximize benefits for all concernedmaximize benefits for all concerned

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What Do We Mean by What Do We Mean by “Responsible Influence”?“Responsible Influence”?

• Influence is best practiced with a:Influence is best practiced with a:

• high commitment to ethics high commitment to ethics

• sincere social responsibilitysincere social responsibility

• The practitioner should constantly be asking The practitioner should constantly be asking “What is in the best interest of society?”“What is in the best interest of society?”

How some corporations are responsible…How some corporations are responsible…

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Click on the picture to hear about Corporate Social Responsibility.

Corporate Social ResponsibilityCorporate Social Responsibility

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The Profession as a Management The Profession as a Management FunctionFunction

Public relations practitioners provide three Public relations practitioners provide three management services essential to the life of an management services essential to the life of an organization:organization:• CommunicateCommunicate with internal and external publics. with internal and external publics.

• DefineDefine objectives, policies and philosophies. objectives, policies and philosophies.

• FacilitateFacilitate organizational change in harmony with organizational change in harmony with environment.environment.

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Defining Objectives as a ManagerDefining Objectives as a Manager

• Public relations can make important contributions Public relations can make important contributions to forming an organization's ideas about what it is, to forming an organization's ideas about what it is, what it should do, and what society wants and what it should do, and what society wants and expects from it.expects from it.

• Often a manager’s perception of an organization is Often a manager’s perception of an organization is different from the perception of its publics.different from the perception of its publics.

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Matching Philosophy with BehaviorMatching Philosophy with Behavior

One of the PR practitioner’s most strategic One of the PR practitioner’s most strategic roles is in the:roles is in the:

……Structuring of company philosophy and Structuring of company philosophy and carrying out of that philosophy in carrying out of that philosophy in practice so that what the institution says practice so that what the institution says is not at variance with what it does.is not at variance with what it does.

Charles S. SteinbergCharles S. Steinberg

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Communicating Public Opinion to ExecutivesCommunicating Public Opinion to Executives

• PR practitioners accurately monitor PR practitioners accurately monitor community needs and public opinion regarding community needs and public opinion regarding organizational issues.organizational issues.

• Practitioners participate in management Practitioners participate in management planning regarding sensitive public issues.planning regarding sensitive public issues.

• Practitioners can then represent the public Practitioners can then represent the public interest and predict public reaction to interest and predict public reaction to institutional decisions.institutional decisions.

slide 1 of 45 9/7/2015 part one public relations…the profession chapter 1 the nature of public...

Documents

public relations professional

value of public relations

management function

organizational change

facilitator of change

organizational objectives

seattle source

waggener edstrom