PR Basics

1. INTRODUCTION TO PUBLIC
RELATIONS
Source: Spotlightoncareers.org

2. Definitions
"Public Relations is the deliberate, planned and
sustained effort to establish and maintain
mutual understanding between an organization
and its publics"
Institute of Public Relations, USA

3. Definitions
"Public relations it the attempt by information
persuasion and adjustment to engineer public
support for an activity, cause, movement or
institution."
Edward L. Bernays

4. Definitions
"Everything involved in achieving a favourable
opinion".
George F. Meredith

5. Definitions
“Public relations is a planned process to
influence public opinion, through sound
character and proper performance, based on
mutually satisfactory two-way communication.”
(Wilcox D. et al., 2013)

6. Definitions
“Public relations helps an organization and its
publics adapt mutually to each other. Public
relations is an organization’s efforts to win the
cooperation of groups of people.” (PRSA)

7. Video
https://www.youtube.com/watch?v=7ptiYPcIeM
8

8. Integrated Marketing Communications
Source: Google.com

9. Integrated Marketing Communication
... is the coordinated effort in marketing
communication, sales promotion, product
publicity, corporate advocacy advertising, issues
management, and public relations activities
designed to have an impact on sales.

10. Other synonyms for PR
Corporate Communicatios
Public Affairs
Corporate relations

11. Examples
Have you ever used PR?
What did you do?

12. PR as a process: RACE

13. Components of PR
Research
Media Relations
Publicity
Employee/member relations
Counseling
Community relations
Public Affairs
Government affairs

14. Components of PR
Issues Management
Financial Relations
Industry relations
Development
Multicultural relations
Special events
Marketing communications

15. Two elements guide the process
1) Management - to succeed, PR must report to
top management.
2) Action - True PR cannot take place without
ethical, consistent action.

16. Sharpe's five principles
 Honest communication for credibility
Opennes and consistency for confidence
Fairness of actions for reciprocity, goodwill.
2-way communication to build relationships
Research and evaluation to determine actions
and adjust for social harmony.

17. PR and Advertising Differences
Tools
Advertising works through mass media; public
relations relies on variety of tools
Audience
Advertising addresses external audiences; public
relations targets specialized audiences.

18. PR and Advertising Differences
Scope:
Advertising is a communication function; public
relations is broader in scope
Function
Advertising is a tool; public relations fills a
support role.

19. Publicity
It is an information from an outside source that
is used by the media because the information
has new value.
It is an uncontrolled method of placing
messages in the media because the source does
not pay the media for placement.

20. Careers in PR
5 essential abilities:
1. Writing skill
2. Research ability
3. Planning expertise
4. Problem - solving ability
5. Business/economics competence

21. Task 1
1) Research the differente between PR and
Marketing
2) What are Public Affairs?
3) What kind of PR professional associations are
in Mexico and in the USA?

22. References
1) Wilcox, D., Cameron G., Xifra J., “Public
Relations Strategies and Tactics”, 10th
edition.
2) Google.com
3) Spotlightoncareers.com
4) Youtube.com