11thed Wilcox PPT Chapter01

Public Relations:
Strategies and Tactics

11th Edition
Dennis L. Wilcox Glen T. Cameron Bryan H. Reber
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Chapter 1
What is Public Relations?
Chapter 1 Objectives
 Be familiar with the  Assess the skills needed
global scope of the for a public relations
public relations industry career and what salary to
expect
 Have a good definition of
public relations
 Understand that public

relations is a process,
not an event
 Know the difference

between public relations,
journalism, advertising,
and marketing
The Challenge of PR
 Biggest Challenge
 PR is multifaceted
 A Public Relations Professionals must have the

following skills:
 Written and Interpersonal communication
 Research
 Negotiation
 Creativity
 Logistics
 Facilitation
 Problem Solving
A Global Industry
 Global expenditures on Public Relations

 An estimated 3 million practitioners
 An explosion of growth in China and other
nations
 A proliferation of university courses
A Definition of Public Relations
 A variety of definitions exists for public relations
 The following key words frame most definitions:

 Deliberate
 Planned
 Performance
 Public interest
 Two-way communication
 Management function
Other Popular Names
 Public relations is an umbrella term

 Fortune 500 companies use corporate
communications
 Other companies use communications
 Nonprofits use public information, public
affairs, community relations, or marketing
communications
Stereotypes and Less Flattering
Terms
 Glamour
 Propaganda
 Manipulation
 “PR stunt”
 Spin/framing
 Flack
Public Relations as Process
 Research
 Action
 Communication
 Evaluation
The Diversity of PR Work
 Counseling  Issues management
 Research  Financial relations
 Media relations  Industry relations
 Publicity  Development/fund-raising
 Employee/member relations  Multicultural relations/

workplace diversity
 Community relations
 Special events
 Public affairs
 Marketing communications
 Government affairs
Public Relations vs. Journalism
 Scope
Public relations has many components; journalism has only
two: journalistic writing and media relations
 Objectives
Journalists are objective observers; public relations
personnel are advocates
 Audiences
Journalists focus on a mass audience; public relations
professionals focus on defined segments
 Channels
Journalists often use only one channel; public relations
practitioners use a variety of channels
Public Relations vs. Advertising
 Advertising works through mass media; public
relations relies on owned media
 Advertising addresses only external audiences;

public relations targets external and internal
audiences
 Advertising is a specialized communications

function; public relations is broader in scope
 Advertising sells organizations’ goods/services;

public relations creates positive environments
around organizations
Public Relations vs. Marketing
Objectives
Audience
Completion vs. Opposition
Role in Management
How Public Relations Supports
Marketing
 Public Relations is the 5th ‘P’ in marketing
strategies, after Product, Price, Place, and
Promotion
 There are 8 ways PR supports marketing
 Develops new prospects
 Provides third-party endorsements
 Generates sales leads
 Creates environment for new product/service
 Stretches dollars
 Provides inexpensive sales literature
 Establishes credibility
 Helps sell minor products
Toward an Integrated
Perspective
An organization’s goals and objectives are best
accomplished through and integrated approach
Integration is the use a variety of strategies and

tactics to convey a consistent message in a variety
of forms
Terms used to explain integration:

Integrated marketing communications
Convergent communications
Integrated communications
Toward an Integrated
Perspective, cont.
A Career in Public Relations
5 core courses for PR majors
1. Introduction to public relations
2. Public relations research,
measurement, and evaluation
3. Public relations writing and production
4. Supervised work experience in public
relations (internship)
5. An additional PR course in law and
ethics, planning and management, and
case studies or campaigns
Essential Career Skills
1. Writing skill
2. Research ability
3. Planning expertise
4. Problem-solving ability
5. Business/economics competence
6. Expertise in social media
The Value of Internships
 Win-win situation for student and

organization
 Student gets academic credit and

firsthand experience
Salaries
Salaries depend on factors such as:

Level of experience
Level of education
Job title
Region/location
Industry type
Gender inequalities
The Value of Public Relations
 The world doesn’t need more information

 Sensitive communicators to interpret relevancy is more
important now than ever
 Explain the goals and objectives of clients and

employees to the public – and vice versa
 Provide guidance to organizational leaders

 Encourage responsible action that benefits society as a
whole

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Public Relations:

Strategies and Tactics

Dennis L. Wilcox Glen T. Cameron Bryan H. Reber

What is Public Relations?

 Understand that public

 Know the difference

 A Public Relations Professionals must have the

 Global expenditures on Public Relations

 A variety of definitions exists for public relations

 The following key words frame most definitions:

 Public relations is an umbrella term

 Research  Financial relations

 Media relations  Industry relations

 Employee/member relations  Multicultural relations/

 Advertising addresses only external audiences;

 Advertising is a specialized communications

 Advertising sells organizations’ goods/services;

Integration is the use a variety of strategies and

Terms used to explain integration:

 Win-win situation for student and

 Student gets academic credit and

Salaries depend on factors such as:

 The world doesn’t need more information

 Explain the goals and objectives of clients and

 Provide guidance to organizational leaders

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