PART ONE
The Profession
CHAPTER ONE
DEFINING PUBLIC RELATIONS
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
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
A Conceptual Schema for Studying Public Relations
Part 1
Part 4
The Part 2 Part 3
The Practice
Profession The Process The Publics
Public
Media
Affairs and
Introduction Relations
Research Government
Strategic Employee
History Planning Relations
Not-for-
Profit
Theory Action and Organization
Community
Communication
Relations
Law and Ethics Evaluation Corporate
Consumer
Relations Public
Relations
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.
1-10
Defining the Field
Many definitions
1975 commissioned study found 472
definitions reduced to an 88-word
definition.
1980 Task force offered two definitions
1-11
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
1-12
John Marston’s
R Research
Action
A
Communication
C
E Evaluation
Sheila Clough Crifasi’s
Research
R
Objectives
O
S Strategies
I Implementation
E Evaluation
Two Elements that Guide the
Process
Management
Action
1-15
Sharpe’s Five Principles
Honest communication
Openness and consistency
Fairness of actions
Two-way communication
Research and Evaluation
1-16
Call out
Let me show you the
way……
Public Relations professionals
serve as interpreters for the
organization.
1-17
Public Relations Practitioners
must:
Management to the Public
and
The Public to Management
Interpretation for management:
Philosophies, policies, programs, practices
Convey attitudes
Communicate truthfully and correctly
1-19
Interpretation to management:
Management has a need to
know
Whatthe public thinks about the
organization and its practices
1-20
What recent events have occurred
in which organizations were not
interpreting public views?
1-21
Public relations, marketing
and advertising….aren’t they
all the same?
1-22
Compare / Contrast
Marketing, Sales, Advertising
Sell an organization’s products
versus
Public Relations
Sells the organization itself
Who uses…
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Big B E n t e r tai nm
Functions of Public Relations
Writing Community relations
Speaking Consumer relations
Media relations Employee relations
Planning Government affairs
Counseling Investor relations
Researching Special public relations
Publicity Public affairs & issues
Marketing management
Communications Web site development
and interface
1-25
Competent Practitioners
Do you have the right stuff?
Academic background
Technical skills
Personal characteristics
1-26
Public Relations Practitioners
must be:
Ethical Truthful Credible
The Organization’s Conscience
Video watching
www.youtube.com
what is public relations?
1-28
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
1-30
