PART ONE The Profession CHAPTER ONE DEFINING PUBLIC RELATIONS

1-2 Markers of Public Relations Growth United States growth: 200,000 U.S. public relations professionals Employment growth increasing faster than average through the year 2010 The amount of respect and public relations spending are correlated among Fortune 500 companies

1-3 Markers continued Education growth:  250 colleges and universities in the U.S. and overseas have public relations programs

1-4 Markers continued Government growth: U.S. government large employer of public relations practitioners Includes: Army, Navy, Air Force, and the U.S. Information Agency

1-5 Markers continued Professional Associations Growth  Public Relations Society of America (PRSA) has 20,000 members in 117 chapters  The International Association of Business Communicators (IABC) has 13,500 members in more than 58 countries.

1-6 Markers continued International Association growth: International Public Relations Association (IPRA) with membership in Latin America, Africa, Europe, and China

1-7 Public relations roots provide the foundation “a democratic society where people have freedom to debate and make decisions— in the community, the marketplace, the home, the workplace, and the voting booth. Private and public organizations depend on good relations with groups and individuals whose opinions, decisions and actions affect their vitality and survival.”

A Conceptual Schema for Studying Public Relations Research Strategic Planning Evaluation Action and Communication Media Relations Employee Relations Community Relations Consumer Relations The Profession Introduction Theory Law and Ethics History Part 1 Part 1 The Process Part 2 The Publics Part 3 The Practice Part 4 Public Affairs and Government Not-for- Profit Organization Corporate Public Relations

What is Public Relations? Defining the field

1-10 “Public relations” is a planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication.

1-11 Defining the Field Many definitions 1975 commissioned study found 472 definitions reduced to an 88-word definition Task force offered two definitions

1-12 Public Relations definition by PRSA Task Force: Public relations helps an organization and its publics adapt mutually to each other. And its relationship of organization’s efforts to win the cooperation of groups of people. Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics

R A C E John Marston’s Research Action Action Communication Communication Evaluation

R O S I E Sheila Clough Crifasi’s Research Objectives Objectives Strategies Implementation Implementation Evaluation Evaluation

1-15 Two Elements that Guide the Process Management Action

1-16 Sharpe’s Five Principles Honest communication Openness and consistency Fairness of actions Two-way communication Research and Evaluation

1-17 Public Relations professionals serve as interpreters for the organization. Let me show you the way…… Call out

Public Relations Practitioners must: Management to the Public The Public to Management andand

1-19 Interpretation for management: Philosophies, policies, programs, practices Convey attitudes Communicate truthfully and correctly

1-20 Interpretation to management: Management has a need to know  What the public thinks about the organization and its practices

1-21 What recent events have occurred in which organizations were not interpreting public views?

1-22 Public relations, marketing and advertising….aren’t they all the same?

Compare / Contrast Marketing, Sales, Advertising Public Relations versus Sell an organization’s products Sells the organization itself

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

1-25 Functions of Public Relations Writing Speaking Media relations Planning Counseling Researching Publicity Marketing Communications Community relations Consumer relations Employee relations Government affairs Investor relations Special public relations Public affairs & issues management Web site development and interface

1-26 Competent Practitioners Do you have the right stuff?  Academic background  Technical skills  Personal characteristics

Public Relations Practitioners must be: EthicalTruthfulCredible The Organization’s Conscience

Video watching what is public relations?

Public Relations Is the an administrative function that build and maintain a relationship with the key group of people “PUBLIC” upon which the success or failure of your business depends upon. “Building and Maintaining good relationship” (through: Communication) 1-29

Chapter 1 Case study 1-30