Chapter 1: What Is Public Relations?

10 03 2009

PR book.

Public Relations Strategies and Tactics 9th Edition

There are 6 key words to remember when thinking of the definition of public relations:

•  Deliberate:  Public relations is intentional and its goal is to influence, gain understanding, provide information, and obtain feedback.

•  Planned:  PR is organized.  

•  Performance:  “Effective public relations is based on actual policies and performance.  No amount of public relations will generate goodwill and support if the organization is unresponsive to community concerns.”

•  Public Interest:  PR work is there to help out and organization and the public.

•  Two-way communication:  “Public relations is more than one-way dissemination of information materials.  It is equally important to solicit feedback.”

•  Management function:  “Public relations is most effective when it is a strategic and integral part of decision making by top management.  Public relations involves counseling and problem solving at high levels, not just the dissemination of information after a decision has been made.”

Public Relations as a Process:

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?

  • **Public relations differs from journalism, advertising, and marketing.

“Marketing executives in a 2006 PRWeek survey [ranked] the effectiveness of public relations higher than advertising or marketing in nine areas.”:

•  Brand reputation

•  Corporate reputation

•  Cultivating thought leaders

•  Strategy development

•  Launching a new product

•  Building answers

•  Generating word of mouth

•  Message development

•  Overcoming a crisis                

–There are 5 essential abilities one should have if planning a career in PR:

(1.)  Writing skills 

(2.)  Research ability

(3.)  Planning expertise

(4.)  Problem-solving ability

(5.)  Business/economics competence




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