Copyright © Allyn and Bacon 2009 Public Relations Strategies and Tactics Ninth Edition Dennis L. Wilcox, Glen T. Cameron, Philip H. Ault, and Warren K. Agee This multimedia product and its contents are protected under copyright law. The following are prohibited by law: any public performance or display, including transmission of any image over a network; preparation of any derivative work, including the extraction, in whole or in part, of any images; any rental, lease, or lending of the program.

Copyright © Allyn and Bacon 2009 This multimedia product and its contents are protected under copyright law. The following are prohibited by law: any public performance or display, including transmission of any image over a network; preparation of any derivative work, including the extraction, in whole or in part, of any images; any rental, lease, or lending of the program. CHAPTERCHAPTER 1 What is Public Relations?

Copyright © Allyn and Bacon 2009 Topics Covered in Chapter 1 Challenges Public relations as Process: RACE Other terms for public relations The components of public relations Public relations and journalism Public relations and advertising Public relations supports marketing An integrated perspective Careers in public relations The value of public relations

Copyright © Allyn and Bacon 2009 Challenges PR is multifaceted A Public Relations Professionals must have the following skills Written and Interpersonal communication Research Negotiation Creativity Logistics Facilitation Problem Solving

Copyright © Allyn and Bacon 2009 Global Scope An estimated 3 million people practice public relations world wide. An estimated 200 national and regional public relations organizations exist in the world. Public Relations is most developed in the United States. Major growth is occurring in the European Union, Russia, other independent nations of Soviet Union and Asia, especially China.

Copyright © Allyn and Bacon 2009 Definitions of Public Relations A variety of definitions exists for public relations. It is not necessary to memorize any particular definition. The following key words frame most definitions: Deliberate Planned Performance Public interest Two-way communication Management function

Copyright © Allyn and Bacon 2009 Public Relations as Process: R.A.C.E. Race Action Communication Evaluation

Copyright © Allyn and Bacon 2009 The Components of Public Relations Counseling Research Media relations Publicity Employee/Member relations Community relations Public affairs Government affairs Issues management Financial relations Industry relations Development/Fundraising Multicultural relations/Workplace Diversity Special events Marketing communications

Copyright © Allyn and Bacon 2009 Other Terms for Public Relations Public Relations is an umbrella term Other common positive terms for public relations: Corporate Affairs Corporate Relations External Communications Public Affairs Communication Some common negative terms for public relations: Spin/Framing Flack

Copyright © Allyn and Bacon 2009 How Public Relations and Journalism Differ Scope Public relations has many components; journalism has only two: journalistic writing and media relations. Objectives Journalists are objective observers; public relations personnel are advocates. Audiences Journalists focus on a mass audience; public relations professionals focus on defined publics. Channels Journalists use only one channel; public relations uses a variety of channels.

Copyright © Allyn and Bacon 2009 How Public Relations and Advertising Differs Tools Advertising works through mass media; public relations relies on a variety of tools. Audience Advertising addresses external audiences; public relations targets specialized audiences. Scope Advertising is a communications function; public relations is broader in scope. Function Advertising is a tool; public relations often supports advertising campaigns.

Copyright © Allyn and Bacon 2009 How Public Relations and Marketing Differs Focus Public relations is concerned with relationships; marketing is concerned with customers and selling products or services. Language Different words are used by each profession to express similar meanings. Method Public relations relies on two-way dialogue; marketing relies on persuasion.

Copyright © Allyn and Bacon 2009 How Public Relations Supports Marketing Develops new prospects Third party endorsements Generates sales leads Paves the way for sales calls Stretches dollars Provides inexpensive literature Establishes credibility Helps sell minor products Public Relations is the “fifth ‘P’” in marketing strategies, which are product, price, place and promotion Wilcox asserts there are Eight ways PR supports marketing:

Copyright © Allyn and Bacon 2009 Toward an Integrated Perspective An organization’s goals and objectives are best accomplished through and integrated approach. Integration is the use a variety of strategies and tactics to convey a consistent message in a variety of forms. Terms used to explain integration: Integrated marketing communications Convergent communications Integrated communications

Copyright © Allyn and Bacon 2009 Toward an Integrated Perspective cont.

Copyright © Allyn and Bacon 2009 Careers in Public Relations Those planning to enter into Public Relations should possess the following five essential abilities: 1. Writing skill 2. Research ability 3. Planning expertise 4. Problem-solving ability 5. Business/economics competence

Copyright © Allyn and Bacon 2009 Careers in Public Relations cont. Ten qualities employees seek in a public relations professional: 1. Good Writing 2. Intelligence 3. Cultural Literacy 4. Know a good story when you see one 5. Media savvy 6. Contacts 7. Good business sense 8. Broad communications experience 9. Specialized experience 10. Avoid career clichés

Copyright © Allyn and Bacon 2009 Careers in Public Relations cont. The Value of Internships Win-win situation for student and organization Student gets academic credit and firsthand experience Salaries Salaries depend on factors such as location, job title, the industry, and the type of public relations specialty Entry Level Experienced professionals Women

Copyright © Allyn and Bacon 2009 The Value of Public Relations The world doesn’t need more information, but sensitive communicators to interpret its relevancy for people. Public relations practitioners explain the goals and objectives of clients and employees to the public and provide them with guidance. “We provide a voice in the Marketplace of ideas, facts and viewpoints to aid informed public debate.” -Public Relations Society of America, defining the role of public relations in today’s society