PART ONE EVOLUTION
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.”
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. Public relations is an organization’s efforts to win the cooperation of groups of people.
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Marston’s Four Step Modelencompasses the process: Research Action Communication Evaluation
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R-A-C-E
Research–Action–Communication-Evaluation
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Two Elements that Guide the Process Management
Action
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Sharpe’s Five Principles
Honest communication Openness and consistency Fairness of actions Two-way communication Research and Evaluation
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Public Relations professionalsserve as interpreters for the organization.
Let me show you the way……
Call out
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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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Publics
Internal External Interdependence Networks Systems
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Publics
Key groups Classification system based on
Issue, organization, viewpoint, time, Interest, location, values, lifestyle, relationship
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Who makes up the publics at your college or university? Clue: Break it down
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Why are publics important to organizations? Clue: To know them is to please them.
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Public relations, marketing and advertising….aren’t they all the same?
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Marketing and advertising promotes a product or service
Public relations promotes the entire organization.
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Functions of Public Relations
Writing 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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Spin versus Public Relations
Differences Issues Implications
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How do you answer when someone says public relations equals spin doctors? Clue:
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Competent Practitioners
Do you have the right stuff?Academic backgroundTechnical skillsPersonal characteristics
