Wilcox PPT Chapter01

Chapter 1
What is Public Relations?
Copyright 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.
Chapter 1 Objectives
Be familiar with the global scope of the public relations industry 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 Assess the skills needed for a public relations career and what salary to expect
The Challenge of Public Relations
Challenges
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 three 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 It is not necessary to memorize any particular definition 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 or marketing communications
Stereotypes and Less Flattering Terms

Glamour Propaganda Manipulation PR gimmick Spin/framing
Public Relations as Process

Race Action
Communication
Evaluation
The Diversity of Public Relations Work

Counseling Research Media relations Publicity Employee/Member relations Community relations Public affairs Government affairs
Issues management Financial relations Industry relations Development/fund-raising Multicultural relations/workplace diversity Special events Marketing communications
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 publics
Channels
Journalists use only one channel; public relations uses a variety of channels
Public Relations vs. Advertising

Advertising works through mass media; public relations relies on a variety of tools Advertising addresses external audiences; public relations targets specialized audiences Advertising is a communications function; public relations is broader in scope
Advertising is a tool; public relations often supports advertising campaigns
Public Relations vs. Marketing

Objectives Audience Completion vs. Opposition Role in Management
How Public Relations Supports Marketing
Public Relations is the fifth P in marketing strategies, which are product, price, place and promotion There are Eight ways PR supports marketing

Develops new prospects Third party endorsements Generates sales leads Paves the way for sales calls Stretches dollars Provides inexpensive literature Establishes credibility Helps sell minor products
Toward an Integrated Perspective

An
organizations 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

Five
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
The Value of Public Relations
The world doesnt need more information, but sensitive communicators to interpret its relevancy for people Public relations practitioners explain the goals and objectives of clients and employees to the public and provide them with guidance

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Wilcox PPT Chapter01

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Chapter 1

What is Public Relations?

The Challenge of Public Relations

A Public Relations Professionals must have the following skills

A Definition of Public Relations

Other Popular Names

Stereotypes and Less Flattering Terms

Glamour Propaganda Manipulation PR gimmick Spin/framing

Public Relations as Process

The Diversity of Public Relations Work

Public Relations vs. Journalism

Public Relations vs. Advertising

Advertising is a tool; public relations often supports advertising campaigns

Public Relations vs. Marketing

How Public Relations Supports Marketing

Toward an Integrated Perspective

used to explain integration:

marketing communications Convergent communications Integrated communications

Toward an Integrated Perspective cont.

A Career in Public Relations

core courses for PR majors

Essential Career Skills

The Value of Internships

The Value of Public Relations

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