1. THINK Public Relations
Wilcox/Cameron/Reber/Shin
Chapter 1:
What is Public Relations?

2. Ch 1: What is Public Relations?

3. The Challenge of Public Relations
PR is multifaceted.
A public relations professionals must have skills in
Written and interpersonal communication
Content production
Variety of media experience
Research
Negotiation
Creativity
Logistics
Facilitation
Problem solving

4. Global Scope The public relations industry is growing in many nations.
Almost $8 billion spent each year in the U.S.
Expected growth of 23% in Asian revenue in the coming years
Annual spending of $2.2 billion in China
What are examples of foreign business growth in the U.S.? …. Of U.S. growth into other countries?

5. A Variety of Definitions
A number of definitions have been formulated over the years.
Cutlip, Center, and Broom, Effective Public Relations
Public relations is the management function that identifies, establishes and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends.
Glen Cameron, University of Missouri
Public Relations is the “strategic management of competition and conflict for the benefit of one’s own organization—and when possible—also for the mutual benefit of the organization and its various stakeholders or publics.”

6. Copyright © 2013 Pearson Education, Inc. All rights reserved.
What Do You Think?
What are the key terms used in the definitions that frame today’s modern PR?
Relationships?
Strategic communication?
Various publics?
Others?
This question will stimulate discussion of the essential elements of effective public relations, instead of memorizing any particular definition of public relations.
Copyright © 2013 Pearson Education, Inc. All rights reserved.

7. Public Relations - Key Terms
Deliberate
Planned
Performance
Public interest
Two-way communication
Strategic management of competition and conflict

8. Public Relations as a Process: RACE
Defining PR Problems
Program Planning
Execution
Evaluating the Program
Research
Evaluation
Action
Communication
Copyright © 2013 Pearson Education, Inc. All rights reserved.

9. It’s not just intuition or guessing
Research
Target market
Business analysis, like SWOT
Knowledge of trends, events
Strategic planning
Knowledge of media
Execution
analytics

10. The Components of Public Relations
Counseling
Research
Media relations
Publicity
Employee/member relations
Community relations
Public affairs
Government affairs
Crisis Communication
Issue management
Financial relations
Industry relations
Development/Fund-raising
Multicultural relations/workplace diversity
Special events
Marketing communications

11. What Do You Think?
How do social media offer both opportunities and obstacles for public relations practitioners?
This question will stimulate discussion about the impact of social media on the practice of public relations.

12. Differences between Journalism and PR
Journalists
Use only two components (writing and media relations)
Are objective observers
Focus on a mass audience
Use only one channel
PR Professionals
Use many components
Are advocates
Focus on defined publics
Use a variety of channels

13. Differences between Advertising and PR
Works through mass media outlets
Addresses external audiences
Is a communications function
Is a communication tool in PR
Sells goods and services
Public Relations
Relies on a variety of communication tools
Targets specialized audiences
Is broader in scope
Fills a support role
Creates a favorable environment for an organization’s survival

14. What Do You Think? How can PR activities fulfill marketing objectives?
This question will stimulate discussion on PR’s contribution to fulfilling marketing objectives.
Examples…

15. How PR Supports Marketing
Eight ways public relations supports marketing
Develops new prospects
Provides third party endorsements
Generates sales leads
Paves the way for sales calls
Stretches dollars
Provides inexpensive literature
Establishes credibility
Helps sell minor products

16. Differences between Marketing and PR
Is concerned with customers and selling products or services
Deals with target market, consumers, and customers
Public Relations
Is concerned with building relationships and generating goodwill
Deals with publics, audiences, and stakeholders

17. Toward An Integrated Perspective: Strategic Communication
Concept of integration:
To use a variety of strategies and tactics to convey a consistent message in a variety of forms
Global/multicultural
Research based
Relationship focused
Internet/new media oriented
Toolbox-driven tactics

18. Ethics, Integrity, Perceptions
Is PR ‘spin?’
Our perception of politicians, celebrities, lawyers, salespeople, etc.?
The public’s perception of PR?
Cultural issues in PR?
Economic responsibilities?
Start keeping an observation log…

19. Observation log
Blue Book, entries multiple times a week, updated by each Friday. Only front pages.
On Friday, take a screen shot of you last page and post to then provided Padlet site (see course outline) …. Password j328
Public Relations / Current Events Observation Diary
Bring to every class, be ready to turn in.
questions ?
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