Transcript Chapter 1: What is Public Relations?

Public Relations:
Strategies and Tactics
11th Edition
Dennis L. Wilcox
Glen T. Cameron
Bryan H. Reber
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Chapter 1
What is Public Relations?
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Chapter 1 Objectives
 Be familiar with the
global scope of the
public relations industry
 Assess the skills needed
for a public relations
career and what salary to
expect
 Have a good definition of
public relations
 Understand that public
relations is a process,
not an event
 Know the difference
between public relations,
journalism, advertising,
and marketing
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The Challenge of PR
 Biggest Challenge
 PR is multifaceted
 A Public Relations Professionals must have the
following skills:
 Written and Interpersonal communication
 Research
 Negotiation
 Creativity
 Logistics
 Facilitation
 Problem Solving
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A Global Industry
 Global expenditures on Public Relations
 An estimated 3 million practitioners
 An explosion of growth in China and other
nations
 A proliferation of university courses
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A Definition of Public Relations
 A variety of definitions exists for public relations
 The following key words frame most definitions:
 Deliberate
 Planned
 Performance
 Public interest
 Two-way communication
 Management function
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Other Popular Names
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Public relations is an umbrella term
Fortune 500 companies use corporate
communications
Other companies use communications
Nonprofits use public information, public
affairs, community relations, or marketing
communications
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Stereotypes and Less Flattering
Terms
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Glamour
Propaganda
Manipulation
“PR stunt”
Spin/framing
Flack
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Public Relations as Process
 Research
 Action
 Communication
 Evaluation
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The Diversity of PR Work
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Counseling
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Issues management
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Research
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Financial relations
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Media relations
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Industry relations
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Publicity
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Development/fund-raising
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Employee/member relations
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Community relations
Multicultural relations/
workplace diversity
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Special events
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Marketing communications
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Public affairs
Government affairs
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Public Relations vs. Journalism
 Scope
Public relations has many components; journalism has only
two: journalistic writing and media relations
 Objectives
Journalists are objective observers; public relations
personnel are advocates
 Audiences
Journalists focus on a mass audience; public relations
professionals focus on defined segments
 Channels
Journalists often use only one channel; public relations
practitioners use a variety of channels
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Public Relations vs. Advertising
 Advertising works through mass media; public
relations relies on owned media
 Advertising addresses only external audiences;
public relations targets external and internal
audiences
 Advertising is a specialized communications
function; public relations is broader in scope
 Advertising sells organizations’ goods/services;
public relations creates positive environments
around organizations
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Public Relations vs. Marketing
Objectives
Audience
Completion vs. Opposition
Role in Management
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How Public Relations Supports
Marketing
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Public Relations is the 5th ‘P’ in marketing
strategies, after Product, Price, Place, and
Promotion
There are 8 ways PR supports marketing
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Develops new prospects
Provides third-party endorsements
Generates sales leads
Creates environment for new product/service
Stretches dollars
Provides inexpensive sales literature
Establishes credibility
Helps sell minor products
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Toward an Integrated
Perspective
An
organization’s goals and objectives are best
accomplished through and integrated approach
Integration
is the use a variety of strategies and
tactics to convey a consistent message in a variety
of forms
Terms
used to explain integration:
Integrated
marketing communications
Convergent communications
Integrated communications
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Toward an Integrated
Perspective, cont.
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A Career in Public Relations
5
core courses for PR majors
1. 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 and
ethics, 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
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Win-win situation for student and
organization
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Student gets academic credit and
firsthand experience
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Salaries
Salaries depend on factors such as:
Level of experience
Level of education
Job title
Region/location
Industry type
Gender inequalities
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The Value of Public Relations
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The world doesn’t need more information
 Sensitive communicators to interpret relevancy is more
important now than ever
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Explain the goals and objectives of clients and
employees to the public – and vice versa
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Provide guidance to organizational leaders
 Encourage responsible action that benefits society as a
whole
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