1. Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Chapter 1: What is Public Relations? This multimedia product and its contents are protected under copyright law: any public performance or display, including transmission of any image over 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.

2. Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Overview Challenges Challenges Global scope Global scope A variety of definitions A variety of definitions Public relations as a Process: RACE Public relations as a Process: RACE The components of public relations The components of public relations Public relations & journalism Public relations & journalism Public relations & advertising Public relations supports marketing An integrated perspective PR Careers PR Salaries The value of public relations

3. Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Challenges Challenges Challenges PR is multifaceted PR is multifaceted Global Scope Global Scope An estimated 3 million people practice public relations world wide. An estimated 3 million people practice public relations world wide. Definitions Definitions A number of definitions have been formulated over the years. A number of definitions have been formulated over the years.

4. Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Public Relations as Process: RACE Model Research Research Action Action Communication Communication Evaluation Evaluation

5. Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 The Components of Public Relations Counseling Counseling Research Research Media relations Media relations Publicity Publicity Employee/member relations Employee/member relations Community relations Community relations Public affairs Public affairs Government affairs Government affairs Issues management Issues management Financial relations Financial relations Industry relations Industry relations Development Development Multicultural relations Multicultural relations Special events Special events Marketing communications Marketing communications

6. Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Public relations and Journalism: Differences Public relations and Journalism: Differences  Scope Public relations has many components; journalism has only two.  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.

7. Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Public relations and Advertising: Differences  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 fills a support role.

8. Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Public relations and Marketing: Differences  Focus Public relations is concerned with relationships; marketing sells 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.

9. Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 How Public Relations Supports Marketing: Strategic Communication Develops new prospects Develops new prospects 3rd party endorsements 3rd party endorsements Generates sales leads Generates sales leads Paves the way for sales calls Paves the way for sales calls Stretches dollars Stretches dollars Provides inexpensive literature Provides inexpensive literature Establishes credibility Establishes credibility Helps sell minor products Helps sell minor products 8 ways public relations supports marketing

10. Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 An Integrated Perspective Concept of integration: To use a variety of strategies and tactics to convey a consistent message in a variety of forms.

11. Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Careers in Public Relations A changing focus in public relations: 1. Integrated Perspective 2. Crisis management in the larger context of strategic management of conflict The range of public relations work 1. Public relations firms/agencies 2. Corporations 3. Self-employed 4. Education 5. Trade associations 6. Government

12. Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Careers in Public Relations Five essential abilities: 1. Writing skill 2. Research ability 3. Planning expertise 4. Problem-solving ability 5. Business/economics competence Internships Win-win situation Win-win situation

13. Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Salaries in Public Relations Entry Level Entry Level Experienced professionals Experienced professionals Women: The gender gap Women: The gender gap

14. Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 The Value of Public Relations A service to society A service to society Informative Informative Relevant Relevant