Copyright © 2001, Prentice Hall, Inc. CHAPTER 1

2Copyright ©2001 Prentice Hall, Inc. What is… ?

3Copyright ©2001 Prentice Hall, Inc. is performing and communicating the substance of that performance.

4Copyright ©2001 Prentice Hall, Inc. Who uses… ? The Media Small Business Internet Companies The Government Labor Unions Big Business The President Corporations Sports Teams Industries Non-Profit Agencies Universities Entertainment Industry Federal, State, County Agencies Politicians Hospitals

5Copyright ©2001 Prentice Hall, Inc. 21 st Century Pressures on Public Relations: n Job insecurity n Lack of credibility n Encroachment by people with nonpublic relations backgrounds n Lack of leadership n Few minority practitioners n Mastering new technologies n Lack of understanding by uppermanagement

6Copyright ©2001 Prentice Hall, Inc. is distorting, obfuscating, or outright lying to create the appearance of performance. Let’s Discuss The Danger of Spin SPIN  Public Relations

7Copyright ©2001 Prentice Hall, Inc. Compare / Contrast Marketing, Sales, Advertising Public Relations versus Sell an organization’s products Sells the organization itself

8Copyright ©2001 Prentice Hall, Inc. Edward Bernay’s definition of… “information given to the public, persuasion directed at the public to modify actions, and efforts to integrate actions of an institution with its publics and of publics with those of that institution.”

9Copyright ©2001 Prentice Hall, Inc. The Foundation for Public Relations Research and Education definition: “Public relations is a distinctive management function which helps establish and maintain mutual lines of communications, understanding, acceptance, and cooperation between an organization and its publics; involves the management of problems or issues; helps management keep informed on and responsive to public opinion; defines and emphasizes the responsibility of management to serve the public interest; helps management keep abreast of and effectively utilize change, serves as an early warning system to help anticipate trends; and uses research and sound and ethical communication techniques as its principle tools.

10Copyright ©2001 Prentice Hall, Inc Task Force on the Stature and Role of Public Relations offers two definitions: 1.Public relations helps an organization and its publics mutually adapt to each other. 2.Public relations is an organization’s efforts to win cooperation from groups of people.

11Copyright ©2001 Prentice Hall, Inc. Let’s Discuss Defining by Function R A C E John Marston’s Research Action Action Communication Communication Evaluation Evaluation

12Copyright ©2001 Prentice Hall, Inc. Let’s Discuss Defining by Function R O S I E Sheila Clough Crifasi’s Research Objectives Objectives Strategies Strategies Implementation Implementation Evaluation Evaluation

13Copyright ©2001 Prentice Hall, Inc. Denny Griswold’s definition: “Public relations is the management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organization with the public interest, and plans and executes a program of action to earn public understanding and acceptance.”

14Copyright ©2001 Prentice Hall, Inc. QUICK QUIZ What are the five principles of Melvin Sharpe’s “Harmony” Process? 1.Honest communication for credibility 2.Openness and consistent actions to build public confidence 3.Fairness of actions for reciprocity and goodwill 4.Continuous two-way communication to prevent alienation and to build relationships 5.Environmental research and evaluation to determine the actions or adjustments needed to create social harmony

15Copyright ©2001 Prentice Hall, Inc. Public Relations Practitioners must: Management to the Public The Public to Management andand

16Copyright ©2001 Prentice Hall, Inc. QUICK QUIZ A group of people who: 1.Face a similar problem 2.Organize to do something about the problem 3.Have a stake in an issue, idea, or organization What constitutes a… ?

17Copyright ©2001 Prentice Hall, Inc. Publics can be: or Give examples:

18Copyright ©2001 Prentice Hall, Inc. Publics can be: or Give examples:

19Copyright ©2001 Prentice Hall, Inc. Publics can be: or Give examples:

20Copyright ©2001 Prentice Hall, Inc. Publics can be: or Give examples:

21Copyright ©2001 Prentice Hall, Inc. Based on values and lifestyles, consumers can be: ACTUALIZERS BELIEVERS STRIVERS MAKERS FULFILLEDS ACHIEVERS EXPERIENCERS STRUGGLERS

22Copyright ©2001 Prentice Hall, Inc. Public Relations Practitioners must be: EthicalTruthfulCredible The Organization’s Conscience