THINK Public Relations Wilcox/Cameron/Reber/Shin Chapter 1: What is Public Relations?

Ch 1: What is Public Relations?

The Challenge of Public Relations PR is multifaceted. A public relations professionals must have skills in Written and interpersonal communication Content production Variety of media experience Research Negotiation Creativity Logistics Facilitation Problem solving

Global Scope The public relations industry is growing in many nations. Almost $8 billion spent each year in the U.S. Expected growth of 23% in Asian revenue in the coming years Annual spending of $2.2 billion in China What are examples of foreign business growth in the U.S.? …. Of U.S. growth into other countries?

A Variety of Definitions A number of definitions have been formulated over the years. Cutlip, Center, and Broom, Effective Public Relations Public relations is the management function that identifies, establishes and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends. Glen Cameron, University of Missouri Public Relations is the “strategic management of competition and conflict for the benefit of one’s own organization—and when possible—also for the mutual benefit of the organization and its various stakeholders or publics.”

Copyright © 2013 Pearson Education, Inc. All rights reserved. What Do You Think? What are the key terms used in the definitions that frame today’s modern PR? Relationships? Strategic communication? Various publics? Others? This question will stimulate discussion of the essential elements of effective public relations, instead of memorizing any particular definition of public relations. Copyright © 2013 Pearson Education, Inc. All rights reserved.

Public Relations - Key Terms Deliberate Planned Performance Public interest Two-way communication Strategic management of competition and conflict

Public Relations as a Process: RACE Defining PR Problems Program Planning Execution Evaluating the Program Research Evaluation Action Communication Copyright © 2013 Pearson Education, Inc. All rights reserved.

It’s not just intuition or guessing Research Target market Business analysis, like SWOT Knowledge of trends, events Strategic planning Knowledge of media Execution analytics

The Components of Public Relations Counseling Research Media relations Publicity Employee/member relations Community relations Public affairs Government affairs Crisis Communication Issue management Financial relations Industry relations Development/Fund-raising Multicultural relations/workplace diversity Special events Marketing communications

What Do You Think? How do social media offer both opportunities and obstacles for public relations practitioners? This question will stimulate discussion about the impact of social media on the practice of public relations.

Differences between Journalism and PR Journalists Use only two components (writing and media relations) Are objective observers Focus on a mass audience Use only one channel PR Professionals Use many components Are advocates Focus on defined publics Use a variety of channels

Differences between Advertising and PR Works through mass media outlets Addresses external audiences Is a communications function Is a communication tool in PR Sells goods and services Public Relations Relies on a variety of communication tools Targets specialized audiences Is broader in scope Fills a support role Creates a favorable environment for an organization’s survival

What Do You Think? How can PR activities fulfill marketing objectives? This question will stimulate discussion on PR’s contribution to fulfilling marketing objectives. Examples…

How PR Supports Marketing Eight ways public relations supports marketing Develops new prospects Provides third party endorsements Generates sales leads Paves the way for sales calls Stretches dollars Provides inexpensive literature Establishes credibility Helps sell minor products

Differences between Marketing and PR Is concerned with customers and selling products or services Deals with target market, consumers, and customers Public Relations Is concerned with building relationships and generating goodwill Deals with publics, audiences, and stakeholders

Toward An Integrated Perspective: Strategic Communication Concept of integration: To use a variety of strategies and tactics to convey a consistent message in a variety of forms Global/multicultural Research based Relationship focused Internet/new media oriented Toolbox-driven tactics

Ethics, Integrity, Perceptions Is PR ‘spin?’ Our perception of politicians, celebrities, lawyers, salespeople, etc.? The public’s perception of PR? Cultural issues in PR? Economic responsibilities? Start keeping an observation log…

Observation log Blue Book, entries multiple times a week, updated by each Friday. Only front pages. On Friday, take a screen shot of you last page and post to then provided Padlet site (see course outline) …. Password j328 Public Relations / Current Events Observation Diary Bring to every class, be ready to turn in. questions ? ###