1. Slide 1 of 45 9/7/2015 Part One Public Relations…The Profession Chapter 1 The Nature of Public Relations Introduction to Public Relations © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

2. Slide 2 of 45 Introduction to Public Relations Introduction Be able to define public relations Be able to define public relations Know the essential elements of good public relations Know the essential elements of good public relations Know the functions and activities of a public relations professional Know the functions and activities of a public relations professional Understand the value of public relations in almost any field Understand the value of public relations in almost any field Today’s Learning Objectives

3. Slide 3 of 45 Introduction to Public Relations Introduction What PR people do “A public relations professional is part business manager, part sociologist, part cheerleader, part confessor and part pit bull. You can count on doing creative and innovative work that makes an impact. The trick to being successful is to be prepared for anything. You can always count on the fact that tomorrow will bring new and exciting challenges and opportunities.” “A public relations professional is part business manager, part sociologist, part cheerleader, part confessor and part pit bull. You can count on doing creative and innovative work that makes an impact. The trick to being successful is to be prepared for anything. You can always count on the fact that tomorrow will bring new and exciting challenges and opportunities.” — Lucas Westcoat, Account Executive, Waggener Edstrom, Seattle — Lucas Westcoat, Account Executive, Waggener Edstrom, Seattle Source: Council of Public Relations Firm Web site (“careers”) Source: Council of Public Relations Firm Web site (“careers”)

4. Slide 4 of 45 Introduction to Public Relations Introduction Did you know that public relations is all these? A management function within your organization A management function within your organization A facilitator of change in your organization and community A facilitator of change in your organization and community An instrument of communication between your organization and the community An instrument of communication between your organization and the community An influence for creating consistency between the programs of your employer and the community An influence for creating consistency between the programs of your employer and the community A Working Definition of Public Relations

5. Slide 5 of 45 Introduction to Public Relations Introduction A Summary Definition of Public Relations Public relations is a leadership and management function that helps achieve organizational objectives, define philosophy, and facilitate organizational change. Practitioners communicate with all relevant internal and external publics to develop positive relationships and to create consistency between organizational goals and societal expectations.

6. Slide 6 of 45 Introduction to Public Relations Introduction Misconceptions of Public Relations What is your response to the following definition from Webster's dictionary for public relations? –those functions of a corporation, organization, etc. concerned with attempting to create favorable public opinion for itself 2. If you perceive that a corporation is using the media in self-serving ways, how would you rate that company’s credibility? 1. Think about it. Do you agree or disagree? What do you think is lacking in the definition?

7. Slide 7 of 45 Introduction to Public Relations Introduction Misconceptions of Public Relations Q: Do PR practitioners only tell the “good stuff” about their organizations and hide the bad? Do they deceive and lie? Q: How do you introduce yourself to friends or to a potential new boyfriend or girlfriend?

8. Slide 8 of 45 Introduction to Public Relations Introduction What Is a Public? A public is a group of individuals or organizations who recognize their connection with a common problem, cause or goal. There are six major groupings of publics: Employees Employees Community Community Consumers Consumers Media Media Financial Markets Financial Markets Government Agencies Government Agencies Let’s take a look at one organization’s publics…

9. Slide 9 of 45 Introduction to Public Relations Introduction Who Are These Organizations’ Publics? Abilene Christian University Abilene Christian University Hendrick Medical Center Hendrick Medical Center First Financial Bankshares, Inc. First Financial Bankshares, Inc. Dell Inc. Dell Inc. Dallas Cowboys Dallas Cowboys

10. Slide 10 of 45 Introduction to Public Relations Introduction Seeking Mutual Satisfaction of Needs for Both Sides The practitioner must discover common ground between the needs of the organization and the needs of its publics. The needs of both are legitimate and warrant solutions. The needs of both are legitimate and warrant solutions. The discovery takes much research, analysis and interaction with the publics. The discovery takes much research, analysis and interaction with the publics.

11. Slide 11 of 45 Introduction to Public Relations Introduction Start 1/15/10 class discussion here

12. Slide 12 of 45 Introduction to Public Relations Introduction Where can you work in public relations? (what types of employers use PR)

13. Slide 13 of 45 Introduction to Public Relations Introduction Different Areas of PR Practice Four types of organizations that require PR services: Not-for-profit organizations Not-for-profit organizations Corporations Corporations Government Government Public Relations Agencies/Counseling Firms Public Relations Agencies/Counseling Firms

14. Slide 14 of 45 Introduction to Public Relations Introduction The PR practitioner should be: Knowledgeable in research, planning and evaluation techniques Knowledgeable in research, planning and evaluation techniques An excellent writer and speaker An excellent writer and speaker A specialist in communication technology A specialist in communication technology An expert in graphics and audiovisual communications An expert in graphics and audiovisual communications Communication Skills Required for PR Communication Skills Required for PR

15. Slide 15 of 45 Introduction to Public Relations Introduction Scope of the PR Industry…. Approximately 1/3 of all PR practitioners work for PR agencies Approximately 1/3 of all PR practitioners work for PR agencies Another 1/3 work for Corporations Another 1/3 work for Corporations Associations employ 14% Associations employ 14% Health Care 10 % Health Care 10 % Government & Charitable Organizations 5% each Government & Charitable Organizations 5% each

16. Slide 16 of 45 Introduction to Public Relations Introduction Education 2/3 of PR practitioners have bachelor degrees Half of those focused on public relations 30 % have master degrees

17. Slide 17 of 45 Introduction to Public Relations Introduction PR Salaries Average PR practitioner earns $69,000 plus $10,000 bonus (PRSA) Average PR practitioner earns $69,000 plus $10,000 bonus (PRSA) PR agency account executives (2-5 yrs experience) earn $35,000 to $50,000 plus benefits and bonuses (CPRF) PR agency account executives (2-5 yrs experience) earn $35,000 to $50,000 plus benefits and bonuses (CPRF) Agency Sr. VPs with 10+ years experience earn $120,000 to $175,000 plus benefits and bonuses Agency Sr. VPs with 10+ years experience earn $120,000 to $175,000 plus benefits and bonuses

18. Slide 18 of 45 Introduction to Public Relations Introduction Age & Gender Average age for practitioners is 39 and has been dropping for the last decade Average age for practitioners is 39 and has been dropping for the last decade More than 7 of 10 (71%) practitioners are female. More than 7 of 10 (71%) practitioners are female. Men hold proportionately more top managerial positions Men hold proportionately more top managerial positions Salary differences are still an issue with males having proportionately higher salaries on average. Salary differences are still an issue with males having proportionately higher salaries on average. Minorities are still under-represented in the PR profession and especially within management roles Minorities are still under-represented in the PR profession and especially within management roles

19. Slide 19 of 45 Introduction to Public Relations Introduction “Public Relations 101 – The Video

20. Slide 20 of 45 Introduction to Public Relations Introduction Communication Tasks Public relations practitioners often produce the following communication materials: News releases News releases Web sites Web sites Social media Social media Annual reports Annual reports Employee magazines Employee magazines Print and electronic newsletters Print and electronic newsletters PR campaign creations and management PR campaign creations and management

21. Slide 21 of 45 Introduction to Public Relations Introduction Combined Functions of the Professional Strategic planning: programming overall goalsStrategic planning: programming overall goals Forming relationshipsForming relationships Writing and editingWriting and editing Media relations work—know media’s needsMedia relations work—know media’s needs Producing materials such as newsletters, press releases, annual reportsProducing materials such as newsletters, press releases, annual reports Planning and executing special events (e.g., stockholders meeting)Planning and executing special events (e.g., stockholders meeting) Speaking for the organizationSpeaking for the organization Conducting research by monitoring and evaluating public feedbackConducting research by monitoring and evaluating public feedback

22. Slide 22 of 45 Introduction to Public Relations Introduction The Nature of Public Relations as a Practice Public relations people… Are boundary spanners. Are boundary spanners. You must be connected to both your organization and its You must be connected to both your organization and its publics. publics. Are problem solvers. Are problem solvers. Problems are opportunities for you to make a difference.

23. Slide 23 of 45 Introduction to Public Relations Introduction In Summary… Public Relations is a diverse and exciting area found in almost every industry. It requires a broad base of communication skills and the ability to build bridges between organizations and their publics.

24. Slide 24 of 45 Introduction to Public Relations Introduction For Next Class Read Chapter 2 in textbook See questions to answer in course blog

25. Slide 25 of 45 Introduction to Public Relations Introduction Following slides not used in class

26. Slide 26 of 45 Introduction to Public Relations Introduction Two-way Communication-- A New Phenomenon Good communication starts with supplying accurate information from an organization’s PR office. Actively interpret the organization’s values, policies and plans to your publics. Actively interpret the organization’s values, policies and plans to your publics. Actively interpret the publics’ needs and concerns to the organization. Actively interpret the publics’ needs and concerns to the organization.

27. Slide 27 of 45 Introduction to Public Relations Introduction Two-way Communication Continues with Listening Only by listening can you tell if there is understanding and acceptance of organizational behavior. The needs of publics cannot be determined in isolation. The needs of publics cannot be determined in isolation. It is essential that you go to the publics and allow them to express their own needs. It is essential that you go to the publics and allow them to express their own needs. Make sure that the publics are hearing the organization’s messages accurately. Make sure that the publics are hearing the organization’s messages accurately.

28. Slide 28 of 45 Introduction to Public Relations Introduction Systems Involve Mutually Dependent Parts Public relations managers and media representatives need each other. Public relations managers and media representatives need each other. Don’t view the editor of the local paper as an adversary. Initiate a positive relationship. Don’t view the editor of the local paper as an adversary. Initiate a positive relationship. You need the media’s ability to deliver messages. You need the media’s ability to deliver messages. The media need messages about your organizational and public issues. The media need messages about your organizational and public issues.

29. Slide 29 of 45 Introduction to Public Relations Introduction The Organization’s Role in Helping Society The PR practitioner works with management to responsibly serve the public interest. The practitioner suggests ways the organization can adjust its behavior to meet social, political and economic responsibilities.

30. Slide 30 of 45 Introduction to Public Relations Introduction The Public Relations Process Seeks a Proactive Responsible Influence Recognize that organizational behavior does affect public opinion. Recognize that organizational behavior does affect public opinion. The practitioner attempts to… The practitioner attempts to… predict behavior through research predict behavior through research plan accordingly to influence behavior plan accordingly to influence behavior maximize benefits for all concerned maximize benefits for all concerned

31. Slide 31 of 45 Introduction to Public Relations Introduction What Do We Mean by “Responsible Influence”? Influence is best practiced with a: Influence is best practiced with a: high commitment to ethics high commitment to ethics sincere social responsibility sincere social responsibility The practitioner should constantly be asking “What is in the best interest of society?” The practitioner should constantly be asking “What is in the best interest of society?” How some corporations are responsible…

32. Slide 32 of 45 Introduction to Public Relations Introduction Click on the picture to hear about Corporate Social Responsibility. Corporate Social Responsibility

33. Slide 33 of 45 Introduction to Public Relations Introduction The Profession as a Management Function Public relations practitioners provide three management services essential to the life of an organization: Communicate with internal and external publics. Communicate with internal and external publics. Define objectives, policies and philosophies. Define objectives, policies and philosophies. Facilitate organizational change in harmony with environment. Facilitate organizational change in harmony with environment.

34. Slide 34 of 45 Introduction to Public Relations Introduction Defining Objectives as a Manager Public relations can make important contributions to forming an organization's ideas about what it is, what it should do, and what society wants and expects from it. Public relations can make important contributions to forming an organization's ideas about what it is, what it should do, and what society wants and expects from it. Often a manager’s perception of an organization is different from the perception of its publics. Often a manager’s perception of an organization is different from the perception of its publics.

35. Slide 35 of 45 Introduction to Public Relations Introduction Matching Philosophy with Behavior One of the PR practitioner’s most strategic roles is in the: …Structuring of company philosophy and carrying out of that philosophy in practice so that what the institution says is not at variance with what it does. Charles S. Steinberg

36. Slide 36 of 45 Introduction to Public Relations Introduction Communicating Public Opinion to Executives PR practitioners accurately monitor community needs and public opinion regarding organizational issues. PR practitioners accurately monitor community needs and public opinion regarding organizational issues. Practitioners participate in management planning regarding sensitive public issues. Practitioners participate in management planning regarding sensitive public issues. Practitioners can then represent the public interest and predict public reaction to institutional decisions. Practitioners can then represent the public interest and predict public reaction to institutional decisions.