COM Taejin Jung, Ph.D. Week 2: What is Public Relations?

What is PR? Individual Relations ►Public Relations - Intrapersonal Communication - Interpersonal (Human) Communication - Organizational Communication - International Communication - Intercultural Communication

PR is about relationships between organizations and their stakeholder publics – people who are somehow mutually involved or interdependent with these organizations. PR is one of the fastest-growing fields of employment worldwide.

Evolution of the concept Stage s - To defend business from “muckraking journalisms” and “government regulation.” - Take the form of “Publicity” / “Propaganda” / “One way communication” to persuade others. a. The Committee on Public Information - by George Creel b. The Engineer of Consent - by Edward L. Bernays - Press Agentry / Public Information Model

Evolution of the concept Stage 2 - After World War II - Emphasis on two-way communication – reciprocal, mutual, and between - Mutual understanding between an organization and its publics – by the British Institute of PR - Two-Way Asymmetrical Model Stage 3 - Organizational adjustment & contribution to environment - Excellent PR - Two-Way Symmetrical Model

PR is a management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends (Cutlip, Center, & Broom, 2000). “Official Statement on Public Relations” by Public Relations Society of America (PRSA) - p. 5

Defining PR in Practice by PRSA ■General Definition Deals with the relationships between an organization and its stakeholder publics. Establishes and maintains two-way communication between the organization and its publics. ■The Function of PR Research Monitors awareness, opinions, attitudes, and behavior inside and outside the organization. Analyzes the impact of policies, procedures, and the actions on the stakeholder publics. Produces measurable changes in awareness, opinion, attitude, and behavior inside and outside the organization. ■Management Function Counsels management on the establishment of new policies, procedures, and actions that are mutually beneficial to the organization and its publics. Conducts a planned and sustained program as a part of an organization’s management. Results in new and/or maintained relationships between an organization and its publics.

Confusion with marketing

Marketing is a management function that identifies human needs and wants, offers products and services to satisfy those demands, and causes transactions that deliver products and services in exchange for something of value to the provider (Cutlip, Center, & Broom, 2000). PR supports marketing…. - Product publicity - Media relations - Public relations campaign - Crisis management - Non-customer relations

Parts of the function Internal Relations - Relationships between managers and the employees - e.g., Newsletter, Intranet,… - Work closely with the “human resources” and “legal department” Publicity - “No payment” and “little control” on the placement e.g., PR Newswire ( - Press kit (press release, feature story, pitch letter,…) Advertising - Pay for the time or space & control on the placement - Advertising to reach “audiences” (↔ customers) - Advertising for nonmarketing purposes (e.g., job opening, public notification…) - Advertorials: a hybrid creature designed to use the means of advertising to accomplish the goals of PR

Parts of the function Press Agentry - To create newsworthy stories and events to attract media attention - Major roles in the “music recording industry”, “professional sports”, “concert and theater performances”… - Flacks, spin doctor… Public Affairs - PR in government setting (e.g., public information, constituents relations, and liaison) - Maintaining relationships with the “constituents.” Lobbying - Specialized part of Public Affairs (p. 19) - Attempt to influence legislative and regulatory decisions in government - Grassroots lobbying (e.g., customized addresses; online news group; forums; blogs; and broadcasting faxing) - Required to register/report their activities/expenditures

Parts of the function Issue Management - Early identification of issues & strategic response - Identifying issues → Analyzing issue → Setting priorities → Selecting program strategies → Implementing action → Evaluating effectiveness Investor Relations (Financial Relations) - PR in the financial community - Need solid training in business, management, and law - Among the highest paid in PR Development - PR in the nonprofit organizations - Securing financial and volunteer support