PART ONE EVOLUTION 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.”

What is Public Relations? Defining the field

1-9 “Public relations is a planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication.”

1-10 Defining the Field Many definitions 1975 commissioned study found 472 definitions reduced to an 88-word definition Task force offered two definitions

1-11 Public Relations definition by PRSA Task Force: Public relations helps an organization and its publics adapt mutually to each other. Public relations is an organization’s efforts to win the cooperation of groups of people.

1-12 Marston’s Four Step Model encompasses the process: Research Action Communication Evaluation

1-13 R-A-C-E Research–Action–Communication- Evaluation

1-14 Two Elements that Guide the Process Management Action

1-15 Sharpe’s Five Principles Honest communication Openness and consistency Fairness of actions Two-way communication Research and Evaluation

1-16 Public Relations professionals serve as interpreters for the organization. Let me show you the way…… Call out

1-17 Interpretation for management: Philosophies, policies, programs, practices Convey attitudes Communicate truthfully and correctly

1-18 Interpretation to management: Management has a need to know  What the public thinks about the organization and its practices

1-19 What recent events have occurred in which organizations were not interpreting public views?

1-20 Publics Internal External Interdependence Networks Systems

1-21 Publics Key groups Classification system based on  Issue, organization, viewpoint, time,  Interest, location, values, lifestyle, relationship

1-22 Who makes up the publics at your college or university? Clue: Break it down

1-23 Why are publics important to organizations? Clue: To know them is to please them.

1-24 Public relations, marketing and advertising….aren’t they all the same?

1-25 Marketing and advertising promotes a product or service Public relations promotes the entire organization.

1-26 Functions of Public Relations Writing 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

1-27 Spin versus Public Relations Differences Issues Implications

1-28 How do you answer when someone says public relations equals spin doctors? Clue:

1-29 Competent Practitioners Do you have the right stuff?  Academic background  Technical skills  Personal characteristics