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Chapter 1 What Is PR

This document provides an overview of the field of public relations, including definitions, key aspects, and how it relates to other fields like journalism, advertising, and marketing. Public relations is defined as a strategic communication process that builds mutually beneficial relationships between an organization and their publics. It involves functions like counseling, research, media relations, publicity, community relations and more.

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Onetaa Martin Martin
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140 views17 pages

Chapter 1 What Is PR

This document provides an overview of the field of public relations, including definitions, key aspects, and how it relates to other fields like journalism, advertising, and marketing. Public relations is defined as a strategic communication process that builds mutually beneficial relationships between an organization and their publics. It involves functions like counseling, research, media relations, publicity, community relations and more.

Uploaded by

Onetaa Martin Martin
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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What Is Public

Relations?
JMCO240
Principles of Public
Relations

© 2015, 2012, 2009 Pearson Education, Inc.


Public relations is…
• “a communication function of management
through which organizations adapt to, alter, or
maintain their environment for the purpose of
achieving organizational goals” (Long &
Hazleton, 1987).
• “a strategic communication process that builds
mutually beneficial relationships between an
organization and their publics” (Public Relations
Society of America, 2012).

© 2015, 2012, 2009 Pearson Education, Inc.


A Definition of Public Relations
 The following key words frame most
definitions:
– Deliberate
– Planned
– Performance
– Public interest
– Two-way communication
– Management function

© 2015, 2012, 2009 Pearson Education, Inc.


PR is…

© 2015, 2012, 2009 Pearson Education, Inc.


R.A.C.E.

• Research. What is the problem or situation?


• Action (program planning). What is going to
be done about it?
• Communication (execution). How will
the public be told?
• Evaluation. Was the audience reached and
what was the effect?

4
© 2015, 2012, 2009 Pearson Education, Inc.
5
© 2015, 2012, 2009 Pearson Education, Inc.
PR is…

© 2015, 2012, 2009 Pearson Education, Inc.


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
• Government affairs communications

© 2015, 2012, 2009 Pearson Education, Inc.


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

© 2015, 2012, 2009 Pearson Education, Inc.


What is Public Relations?
Public Relations Journalism
• PR has many • Journalism has (1)
components journalistic writing and
• PR personnel are (2) media relations
advocates • Journalists are
• PR professionals focus objective observers
on defined segments • Journalists focus on a
• PR practitioners use a mass audience
variety of channels. • Journalists often use
only one channel.

© 2015, 2012, 2009 Pearson Education, Inc.


© 2015, 2012, 2009 Pearson Education, Inc.
11
© 2015, 2012, 2009 Pearson Education, Inc.
What is Public Relations?
Public Relations Advertising
• PR relies on owned media • Advertising works
(media/press releases, through mass (paid)
social media, websites, media
podcasts, blogs, etc.) • Advertising addresses
• Public relations targets only external audiences
external and internal • Advertising is a
audiences specialized
• Public relations is communications function
broader in scope • Advertising sells
• Public relations creates organizations’
positive environments goods/services.
around organizations.

© 2015, 2012, 2009 Pearson Education, Inc.


Public Relations and Marketing
 Public Relations is the 5th ‘P’ in marketing
strategies, after Product, Price, Place, and
Promotion.
 Focus on long-term interaction between
organization and publics (both supportive & non-
supportive)
 Emphasis on generating mutual understanding,
goodwill & support

© 2015, 2012, 2009 Pearson Education, Inc.


Public Relations and Marketing
 How does PR support marketing?
– Marketing communication
• Focus on products & services that respond to wants &
interests of customers
• Emphasis on economic relationship between
organization and customer publics

© 2015, 2012, 2009 Pearson Education, Inc.


Public Relations and Marketing
 There are ways PR supports marketing
• Develops new prospects
• Provides third-party endorsements
• Generates sales leads
• Creates environment for new product/service
• Establishes credibility

© 2015, 2012, 2009 Pearson Education, Inc.


Reminder
• Read Chapter 2, The Evolution of Public
Relations & Chapter 3, Ethics and
Professionalism

© 2015, 2012, 2009 Pearson Education, Inc.

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