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Unit 4 PR

Public relations is a multifaceted field that requires skills in various areas of communication, media, research, and problem-solving. It aims to build mutually beneficial relationships between organizations and their various stakeholders. The PR industry has seen global growth, with billions spent annually in countries like the US, China, and India. PR can be defined as the strategic management of competition and conflict to benefit an organization and its publics. Practitioners follow a process of research, communication, action, and evaluation to plan effective PR strategies.

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WANGPHUA WANGSU
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37 views

Unit 4 PR

Public relations is a multifaceted field that requires skills in various areas of communication, media, research, and problem-solving. It aims to build mutually beneficial relationships between organizations and their various stakeholders. The PR industry has seen global growth, with billions spent annually in countries like the US, China, and India. PR can be defined as the strategic management of competition and conflict to benefit an organization and its publics. Practitioners follow a process of research, communication, action, and evaluation to plan effective PR strategies.

Uploaded by

WANGPHUA WANGSU
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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Public Relations

What is Public
Relations?
The Challenge of Public Relations

● PR is multifaceted.
○ A public relations professionals must have skills in
▪ Written and interpersonal communication
▪ Content production
▪ Variety of media experience
▪ Research
▪ Negotiation
▪ Creativity
▪ Logistics
▪ Facilitation
▪ Problem solving
Global Scope

● The public relations industry is growing in many


nations.
○ Almost $8 billion spent each year in the U.S.
○ Expected growth of 23% in Asian revenue in the
coming years
○ Annual spending of $2.2 billion in China
○ What are examples of foreign business growth in
India? …. Of India growth into other countries?
A Variety of Definitions

● A number of definitions have been formulated


over the years.
○ Cutlip, Center, and Broom, Effective Public Relations
▪ Public relations is the management function that identifies,
establishes and maintains mutually beneficial relationships
between an organization and the various publics on whom its
success or failure depends.
○ Glen Cameron, University of Missouri
▪ Public Relations is the “strategic management of competition
and conflict for the benefit of one’s own organization—and
when possible—also for the mutual benefit of the
organization and its various stakeholders or publics.”
What Do You Think?

● What are the key terms used in the definitions


that frame today’s modern PR?
● Relationships?
● Strategic communication?
● Various publics?
● Others?
Public Relations - Key Terms

● Deliberate
● Planned
● Performance
● Public interest
● Two-way communication
● Strategic management of competition and
conflict
Public Relations as a Process: RACE

Evaluation Research

Communication Action
It’s not just intuition or guessing

● Research
● Target market
● Business analysis, like SWOT
● Knowledge of trends, events
● Strategic planning
● Knowledge of media
● Execution
● analytics
What Do You Think?

● How do social media offer both opportunities


and obstacles for public relations practitioners?
Differences between Advertising and PR

Advertising Public Relations

● Works through mass media ● Relies on a variety of communication


outlets tools
● Addresses external audiences ● Targets specialized audiences
● Is a communications function ● Is broader in scope
● Is a communication tool in PR ● Fills a support role
● Sells goods and services
● Creates a favorable environment for
an organization’s survival
Differences between Marketing and PR

Marketing Public Relations

● Is concerned with customers ● Is concerned with building


and selling products or services relationships and generating
● Deals with target market, goodwill
consumers, and customers ● Deals with publics, audiences, and
stakeholders

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