Wilcox PPT Chapter01

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Copyright 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

Chapter 1

What is Public Relations?


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Chapter 1 Objectives

Be familiar with theglobal scope of thepublic relations industry

Have a good definition ofpublic relations

Understand that publicrelations is a process,not an event

Know the difference

between public relations,journalism, advertising,and marketing

Assess the skills neededfor a public relationscareer and what salary toexpect


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The Challenge of Public Relations

ChallengesPR is multifaceted

A Public Relations Professionals must have thefollowing skills

Written and Interpersonal communicationResearch

Negotiation

Creativity

Logistics

Facilitation

Problem Solving


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A Global Industry

Global expenditures on Public Relations

An estimated three million practitioners

An explosion of growth in China and othernations

A proliferation of university courses


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A Definition of Public Relations

A variety of definitions exists for public relations

It is not necessary to memorize any particular

definition The following key words frame most definitions:

Deliberate

Planned

PerformancePublic interest

Two-way communication

Management function


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Other Popular Names

Public relations is an umbrella term

Fortune500 companies use corporate

communications

Other companies use communications

Nonprofits usepublic information/public

affairs ormarketing communications


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Stereotypes and Less FlatteringTerms

Glamour

Propaganda

Manipulation

PR gimmick

Spin/framing


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Public Relations as Process

Race

Action

Communication

Evaluation


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The Diversity of Public RelationsWork

Counseling

Research

Media relations

Publicity

Employee/Member relations

Community relations

Public affairs

Government affairs

Issues management

Financial relations

Industry relations

Development/fund-raising

Multicultural

relations/workplace diversity

Special events

Marketing communications


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Public Relations vs. Journalism

ScopePublic relations has many components; journalism has onlytwo: journalistic writing and media relations

ObjectivesJournalists are objective observers; public relationspersonnel are advocates

Audiences

Journalists focus on a mass audience; public relationsprofessionals focus on defined publics

ChannelsJournalists use only one channel; public relations uses a

variety of channels


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Public Relations vs. AdvertisingAdvertising works through mass media; public

relations relies on a variety of tools

Advertising addresses external audiences;

public relations targets specialized audiences

Advertising is a communications function; publicrelations is broader in scope

Advertising is a tool; public relations oftensupports advertising campaigns


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Public Relations vs. Marketing

ObjectivesAudience

Completion vs. Opposition

Role in Management


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How Public Relations SupportsMarketing

Develops new prospects

Third party endorsements

Generates sales leads

Paves the way for sales calls

Stretches dollars Provides inexpensive literature

Establishes credibility

Helps sell minor products

Public Relations is the fifth P in marketingstrategies, which are product, price, place andpromotion

There are Eight ways PR supports marketing


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Toward an Integrated Perspective

An organizations goals and objectives are bestaccomplished through and integrated approach

Integration is the use a variety of strategies andtactics to convey a consistent message in a varietyof forms

Terms used to explain integration:Integrated marketing communications

Convergent communications

Integrated communications


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Toward an Integrated Perspectivecont.


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A Career in Public Relations

Five core courses for PR majors1. Introduction to public relations

2. Public relations research,

measurement, and evaluation

3. Public relations writing and production

4. Supervised work experience in public

relations (internship)

5. An additional PR course in law andethics, planning and management, and

case studies or campaigns


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Essential Career Skills

1. Writing skill

2. Research ability

3. Planning expertise

4. Problem-solving ability

5. Business/economics competence

6. Expertise in social media


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The Value of Internships

Win-win situation for student andorganization

Student gets academic credit and

firsthand experience


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The Value of Public Relations

The world doesnt need more information, butsensitive communicators to interpret its relevancyfor people

Public relations practitioners explain the goals and

objectives of clients and employees to the publicand provide them with guidance

Wilcox PPT Chapter01

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