Part I: Evolution

Chapter 1: Defining Public Relations

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Learning Objectives
 To define the practice of public relations and
underscore its importance as a valuable and
powerful societal force in the 21st century.
 To explore the various publics of public relations,
as well as the field’s most prominent functions.
 To underscore the ethical nature of the field and
to reject the notion that public relations
practitioners are employed in the practice of
“spin.”
 To examine the requisites - both technical and
attitudinal - that constitute an effective public
relations professional.
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Opening Example: Obama in VN - Public
Relations Concerns

 Improve news
media coverage
 The relationship
of US & VN
 Obama’s image

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Learning Objective 1
 To define the practice of public relations
and underscore its importance as a valuable
and powerful societal force in the 21st
century.

Copyright ©2014 by Pearson Education, Inc. All rights reserved.

Prominence of Public Relations
 Social media and
public relations have
revolutionized
communications with
publics.
 Example: #metoo

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Prominence of Public Relations
 Multibillion-dollar business in the United
States
 320,000 professionals; 21% employment
growth expected from 2010 to 2012
 International Public Relations Association –
strong membership in 80+ countries
 250 U.S. colleges and universities offer public
relations sequence/degree
 U.S. government has thousands of
communications professionals
 Trade associations have strong membership
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What is Public Relations?

PRSA’s 2012 definition

“Public relations is a strategic communication

process that builds mutually beneficial
relationships between organizations and their
publics”

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What is Public Relations?

Seitel’s definition

“Public relations is a planned process to

influence public opinion, through sound
character and proper performance, based on
mutually satisfactory two-way communication.”
Þ Consistence btw what u say & what u do (org)
Þ 2-way communication: + others say
Þ Build trust (mutual relationship)

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What is Public Relations?

Research, planning, communications dialogue,

and evaluation, are all essential in the practice
of public relations

PR = information persuasion (persuade

audience through what u say to build
reputation)

ATL – media
BTL – non media
TTL – social media
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Planned Process to Influence Public
Opinion
 Marston’s R-A-C-E
 Research-Action-Communication-Evaluation
 PR = Performance Recognition
 Crifasi’s R-O-S-I-E
Research-Objectives-Strategies-
Implementation-Evaluation
 R-P-I-E
Research-Planning-Implementation-
Evaluation

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Planned Process to Influence Public
Opinion
 Sharpe’s Five Principles
 Honest communication (credibility)
 Openness and consistency of actions (confidence)
 Fairness of actions (reciprocity and goodwill)
 Continuous two-way communication (prevent
alienation, build relationships)
 Environmental research and evaluation
(determine actions or adjustments needed for
social harmony)
 Jenny’s description: “the management of
communications between an organization and… its
publics”

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Public Relations as Management
Interpreter
 Every organization has public relations
 Public relations professionals:
 Interpret philosophies, policies, programs,
practices of management to public
 Convey attitudes of public to management
 Counsel Management
 Advise Management
 Recommend Action

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Public Relations as Public Interpreter
 Learn about what
public really thinks
 Let management
know
 Examples:
 …
 …
 …

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Now it’s your turn……

Can you think of a recent case in

which an organization was not
correctly interpreting public views?

What were the consequences?

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Learning Objective 2
 To explore the various publics of public
relations, as well as the field’s most
prominent functions.

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The Publics of Public Relations
 Public relations
should be
publics relations
 Internal and
external
 Primary,
secondary and
marginal
 Traditional and
future
 Proponents,
opponents and
uncommitted
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The Functions of Public Relations
 Writing  Community relations
 Media relations  Consumer relations
 Social media  Employee relations
interface  Government affairs
 Planning  Investor relations
 Counseling  Special publics
 Researching relations
 Publicity  Public affairs and
 Marketing issues
communications  Crisis
communications
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Learning Objective 3
 To underscore the ethical nature of the field
and to reject the notion that public relations
practitioners are employed in the practice of
“spin.”

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The Sin of Spin
 Spin ≠ Public Relations
 Mild: Interpret issue to sway public opinion
(e.g. positive slant on negative story)
 Virulent: Confusing, distorting, or obfuscating
the issue or Lying
 Antithetical to proper practice of Public
Relations

 Public relations cardinal rule: Never, ever lie.

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Learning Objective 4
 To examine the requisites - both technical and
attitudinal - that constitute an effective public
relations professional.

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Seven Areas  Successful PR Career
 Diversity of experience
 Performance
 Communications skills
 Relationship building
 Proactivity and passion
 Teamliness
 Intangibles, such as personality, likeability,
and chemistry

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Desired Technical Skills
 Knowledge of the field.
 Communications knowledge.
 Technological knowledge.
 Current events knowledge.
 Business knowledge.
 Management knowledge.

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Desired Attitudinal Requisites
 Pro communications.
 Advocacy.
 Counseling orientation.
 Ethics.
 Willingness to take risks.
 Positive outlook.

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