Public Relations Communications 233

Public relations definitions zManagement of communication between an organization and its publics

Public relations definitions z... management function that identifies, establishes, and maintains mutually beneficial relationships between an organization and the various public on whom its success or failure depends.

Public relations definitions z... communication function of management through which organizations adapt to, alter, or maintain their environment for the purpose of achieving organizational goals.

Public relations definitions zTool for institutions to establish beneficial relationships with other institutions and groups.

Key concepts zDeliberate zPlanned zPerformance zPublic interest zTwo-way communication zManagement function

Aims of Public Relations zInform zPersuade zChange behaviors zSeek information from publics

The Public Relations Process (RACE) zR esearch What is the problem or situation? zA ction (program planning) What is going to be done about it? zC ommunication (execution) How will the public(s) be told? zE valuation Was the audience reached, with what effect?

Components of PR zCounseling zResearch zMedia relations zPublicity zEmployee/member relations zCommunity Relations zPublic Affairs zGovernment affairs z Issues management z Financial relations z Industry relations z Development/fund- raising z Multicultural relations z Special events z Marketing communications

Advertising... zis paid space and time zhas high content control zhas less credibility (inherent) zis almost all mass media zis externally geared zis more specialized zcan be used as a PR tool