PART ONE EVOLUTION CHAPTER ONE DEFINING PUBLIC RELATIONS
Dec 31, 2015
PART ONE EVOLUTION
CHAPTER ONE DEFINING PUBLIC RELATIONS
Markers of Public Relations GrowthUnited 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
Markers continuedEducation growth:
250 colleges and universities in the U.S. and
overseas have public relations programs
Markers continuedGovernment growth:
U.S. government large employer of public relations practitioners
Includes: Army, Navy, Air Force, and the U.S. Information Agency
Markers continuedProfessional 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.
Markers continuedInternational Association growth:
International Public Relations Association (IPRA) with membership in Latin America, Africa, Europe, and China
Public relations roots provide the foundationa democratic society where people have freedom to debate and make decisionsin 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.
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.
Defining the FieldMany definitions1975 commissioned study found 472 definitions reduced to an 88-word definition.1980 Task force offered two definitions
Public Relations definition by PRSA Task Force:Public relations helps an organization and its publics adapt mutually to each other. Public relations is an organizations efforts to win the cooperation of groups of people.
Marstons Four Step Modelencompasses the process:ResearchActionCommunicationEvaluation
Two Elements that Guide the ProcessManagement
Sharpes Five PrinciplesHonest communicationOpenness and consistencyFairness of actionsTwo-way communicationResearch and Evaluation
Public Relations professionalsserve as interpreters for the organization.
Let me show you the wayCall out
Interpretation for management:Philosophies, policies, programs, practicesConvey attitudesCommunicate truthfully and correctly
Interpretation to management:Management has a need to knowWhat the public thinks about the organization and its practices
What recent events have occurred in which organizations were not interpreting public views?
PublicsKey groupsClassification system based onIssue, organization, viewpoint, time,Interest, location, values, lifestyle, relationship
Who makes up the publics at your college or university?Clue: Break it down
Why are publics important to organizations?Clue: To know them is to please them.
Public relations, marketing and advertising.arent they all the same?
Marketing and advertising promotes a product or service
Public relations promotes the entire organization.
Functions of Public RelationsWritingMedia relationsPlanningCounselingResearchingPublicityMarketing CommunicationsCommunity relationsConsumer relationsEmployee relationsGovernment affairsInvestor relationsSpecial public relationsPublic affairs & issues managementWeb site development and interface
Spin versus Public RelationsDifferencesIssuesImplications
How do you answer when someone says public relations equals spin doctors?
Competent PractitionersDo you have the right stuff?Academic backgroundTechnical skillsPersonal characteristics