Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Cutlip & Center's Effective PUBLIC RELATIONS PART I Concept, Practitioners, Context, and Origins Chapter 2 Practitioners of Public Relations Tenth Edition

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. After studying Chapter 2, you should be able to: 1.Describe practitioners’ characteristics and work assignments. 2.Define the four major roles played by practitioners, discuss the major differences among roles, and distinguish among them in practice. Study Guide 2-1

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. After studying Chapter 2, you should be able to: 3.List the five criteria for evaluating the professional status of public relations and discuss the extent to which public relations qualifies. 4.Outline the major requirements for success in public relations, identifying writing as the primary skill required for success. Study Guide 2-2

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Public Relation Employers 2-3

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. 1.Writing and editing 2.Media relations and placements 3.Research 4.Management and administration 5.Counseling 6.Special events 7.Speaking 8.Production 9.Training 10.Contact Public Relations Work Assignments 2-4

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Public Relations Roles Expert Prescriber Communication Technician Problem-Solving Process Facilitator Communication Process Facilitator 2-5

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Correlations Among Roles (Text p. 42) 2-6

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Correlations with Decision–Making 2-7

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Organizational Environments and Roles (Adapted from Table 2.2) 2-8

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Determinant of Manger Role Information Gathering Enactment of Manager Role 2-9

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. 1.Requires specialized education to acquire a body of knowledge and skills based on theory developed through research. 2.Provides a unique and essential service recognized by the community. 3.Emphasizes public service and social responsibility over private interests. Attributes of a Profession 2-10

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. 4.Gives autonomy to and places responsibility on practitioners. 5.Enforces codes of ethics and standards of performance through a self- governing association of colleagues. Attributes of a Profession 2-11

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Ability to write grammatically correct, easy- to-read, forceful, informative and persuasive copy for publication and speech. Number 1 Requirement for Success 2-12

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. 2-13