Академический Документы
Профессиональный Документы
Культура Документы
EVOLUTION
CHAPTER ONE
DEFINING PUBLIC
RELATIONS
Markers of Public Relations Growth
United States growth:
1-2
Markers continued
Education growth:
1-3
Markers continued
Government growth:
1-4
Markers continued
Professional Associations Growth
Public Relations Society of America (PRSA)
has 20,000 members in 117 chapters
1-5
Markers continued
International Association growth:
1-6
Public relations roots
provide the foundation
“a democratic society where people have
freedom to debate and make decisions—
in the community, the marketplace, the
home, the workplace, and the voting
booth. Private and public organizations
depend on good relations with groups and
individuals whose opinions, decisions and
actions affect their vitality and survival.”
1-7
What is Public
Relations?
Defining the field
“Public relations is a planned
process to influence public
opinion, through sound character
and proper performance, based
on mutually satisfactory two-way
communication.”
1-9
Defining the Field
Many definitions
1975 commissioned study found 472
definitions reduced to an 88-word
definition.
1980 Task force offered two definitions
1-10
Public Relations definition by PRSA
Task Force:
Public relations helps an organization and
its publics adapt mutually to each other.
Public relations is an organization’s efforts
to win the cooperation of groups of people.
1-11
Marston’s Four Step Model
encompasses the process:
Research
Action
Communication
Evaluation
1-12
R-A-C-E
Research–Action–Communication-
Evaluation
1-13
Two Elements that Guide the
Process
Management
Action
1-14
Sharpe’s Five Principles
Honest communication
Openness and consistency
Fairness of actions
Two-way communication
Research and Evaluation
1-15
Call out
1-16
Interpretation for management:
Philosophies, policies, programs, practices
Convey attitudes
Communicate truthfully and correctly
1-17
Interpretation to management:
Management has a need to
know
Whatthe public thinks about the
organization and its practices
1-18
What recent events have occurred
in which organizations were not
interpreting public views?
1-19
Publics
Internal
External
Interdependence
Networks
Systems
1-20
Publics
Key groups
Classification system based on
Issue, organization, viewpoint, time,
Interest, location, values, lifestyle, relationship
1-21
Who makes up the publics at your
college or university?
Clue: Break it down
1-22
Why are publics important to
organizations?
Clue: To know them is to please them.
1-23
Public relations, marketing and
advertising….aren’t they all the
same?
1-24
Marketing and advertising promotes a
product or service
1-25
Functions of Public Relations
Writing Community relations
Media relations Consumer relations
Planning Employee relations
Counseling Government affairs
Researching Investor relations
Publicity Special public relations
Marketing Public affairs & issues
Communications management
Web site development
and interface
1-26
Spin versus Public Relations
Differences
Issues
Implications
1-27
How do you answer when
someone says public relations
equals spin doctors?
Clue:
1-28
Competent Practitioners
Do you have the right stuff?
Academic background
Technical skills
Personal characteristics
1-29