CHAPTER 1

Copyright © 2001, Prentice Hall, Inc.

What is…
?

Copyright ©2001 Prentice Hall, Inc. 2

is performing and communicating
the substance of that performance.

Copyright ©2001 Prentice Hall, Inc. 3

Who uses…
?

Copyright ©2001 Prentice Hall, Inc. 4

21st Century Pressures on
Public Relations:
 Job insecurity
 Lack of credibility
 Encroachment by people with nonpublic relations
backgrounds
 Lack of leadership
 Few minority practitioners
 Mastering new technologies
 Lack of understanding by uppermanagement
Copyright ©2001 Prentice Hall, Inc. 5
Let’s Discuss The Danger of Spin

is distorting, obfuscating, or outright lying

to create the appearance of performance.

SPIN  Public Relations

Copyright ©2001 Prentice Hall, Inc. 6
 Compare / Contrast

Marketing, Sales, Advertising

Sell an organization’s products

versus

Public Relations
Sells the organization itself
Copyright ©2001 Prentice Hall, Inc. 7
 Edward Bernay’s definition of…

“information given to the public,

persuasion directed at the public to
modify actions, and efforts to
integrate actions of an institution
with its publics and of publics with
those of that institution.”
Copyright ©2001 Prentice Hall, Inc. 8
 The Foundation for Public Relations
Research and Education definition:
“Public relations is a distinctive management function
which helps establish and maintain mutual lines of
communications, understanding, acceptance, and
cooperation between an organization and its publics;
involves the management of problems or issues; helps
management keep informed on and responsive to public
opinion; defines and emphasizes the responsibility of
management to serve the public interest; helps
management keep abreast of and effectively utilize
change, serves as an early warning system to help
anticipate trends; and uses research and sound and
ethical communication techniques as its principle tools.
Copyright ©2001 Prentice Hall, Inc. 9
 1980 Task Force on the Stature
and Role of Public Relations
offers two definitions:

1. Public relations helps an organization

and its publics mutually adapt to each
other.

2. Public relations is an organization’s

efforts to win cooperation from groups
of people.
Copyright ©2001 Prentice Hall, Inc. 10
Let’s Discuss Defining by Function

John Marston’s

Research
R
A
Action
C
Communication
E
Evaluation
Copyright ©2001 Prentice Hall, Inc. 11
Let’s Discuss Defining by Function

Sheila Clough Crifasi’s

Research
R
O
Objectives
S
Strategies
I
Implementation
E
Evaluation
Copyright ©2001 Prentice Hall, Inc. 12
 Denny Griswold’s definition:
“Public relations is the management
function which evaluates public
attitudes, identifies the policies and
procedures of an individual or an
organization with the public interest,
and plans and executes a program of
action to earn public understanding
and acceptance.”
Copyright ©2001 Prentice Hall, Inc. 13
QUICK QUIZ

What are the five principles of Melvin Sharpe’s

“Harmony” Process?
1. Honest communication for credibility
2. Openness and consistent actions to build public
confidence
3. Fairness of actions for reciprocity and goodwill
4. Continuous two-way communication to prevent
alienation and to build relationships
5. Environmental research and evaluation to
determine the actions or adjustments needed to
create social harmony
Copyright ©2001 Prentice Hall, Inc. 14
 Public Relations Practitioners must:

Management to the Public

and
The Public to Management
Copyright ©2001 Prentice Hall, Inc. 15
QUICK QUIZ

What constitutes a…

?
A group of people who:
1. Face a similar problem
2. Organize to do something
about the problem
3. Have a stake in an issue,
idea, or organization
Copyright ©2001 Prentice Hall, Inc. 16
 Publics can be:

or

Give examples:
Copyright ©2001 Prentice Hall, Inc. 17
 Publics can be:

or
Give examples:
Copyright ©2001 Prentice Hall, Inc. 18
 Publics can be:

or

Give examples:
Copyright ©2001 Prentice Hall, Inc. 19
 Publics can be:

or
Give examples:
Copyright ©2001 Prentice Hall, Inc. 20
Based on values and lifestyles,
consumers can be:
ACTUALIZERS FULFILLEDS

BELIEVERS ACHIEVERS

STRIVERS EXPERIENCERS

MAKERS STRUGGLERS
Copyright ©2001 Prentice Hall, Inc. 21
Public Relations Practitioners
must be:
Ethical Truthful Credible

The Organization’s Conscience

Copyright ©2001 Prentice Hall, Inc. 22