1. Public Relations Communications 233 Prof. Ed Trotter

2. Communication affects... zAwareness zAttitudes zActions zThe three A’s, so to speak

3. Levels of involvement zInterested parties yStakeholders yAdvocates xAttorneys, PR practitioners zUninterested parties yDon’t care about the topic, organization, etc. zDisinterested parties yDon’t care about an outcome yJournalists yReferees

4. Public relations definitions zManagement of communication between an organization and its publics

5. Public relations definitions z... management function that identifies, establishes, and maintains mutually beneficial relationships between an organization and the various public on whom its success or failure depends.

6. Public relations definitions z... communication function of management through which organizations adapt to, alter, or maintain their environment for the purpose of achieving organizational goals.

7. Public relations definitions zTool for institutions to establish beneficial relationships with other institutions and groups.

8. Key concepts zDeliberate zPlanned zPerformance zPublic interest zTwo-way communication zManagement function

9. Aims of Public Relations zInform (Awareness) zPersuade (Attitudes) zChange behaviors (Actions) zSeek information from publics

10. The Public Relations Process (RACE) zR esearch What is the problem or situation? zA ction (program planning) What is going to be done about it? zC ommunication (execution) How will the public(s) be told? zE valuation Was the audience reached, with what effect?

11. PR Cycle

12. Research & analysis Policy formation Programming Communication Feedback Program assessment & adjustment

13. Applications of PR zCounseling zResearch zMedia relations zPublicity zEmployee/member relations zCommunity Relations zPublic Affairs zGovernment affairs z Issues management z Financial relations z Industry relations z Development/fund- raising z Multicultural relations z Special events z Marketing communications

14. Advertising... zis paid space and time zhas high content control zhas less credibility (inherent) zis almost all mass-media oriented zis externally geared zis more specialized zcan be used as a PR tool

15. For more information... zPublic Relations Society of America ywww.prsa.orgwww.prsa.org zPublic Relations Student Society of America ywww.prssa.orgwww.prssa.org zInstitute for Public Relations ywww.instituteforpr.comwww.instituteforpr.com zInternational Public Relations Association ywww.ipra.orgwww.ipra.org zPR Week ywww.prweek.comwww.prweek.com