Intro to Public Relations slides for Chapter 1 - What is PR?

1. What is Public Relations?

3. The Challenge of Public Relations
 PR is multifaceted
 A public relations professionals must have skills in
 Written and interpersonal communication
 Research
 Negotiation
 Creativity
 Logistics
 Facilitation
 Problem solving

4. PR is changing.

5. The Digital Age of
PR
Michael Sebastian, PR Daily

6. What is PR?

7. “Public relations is a strategic
communication process that builds
mutually beneficial relationships
between organizations and their
publics.” - PRSA

8. Key Terms
 Deliberate
 Planned
 Performance
 Public interest
 Two-way communication
 Strategic management of competition and
conflict
 Relationships*

9. The RACE Process
Research
What is the problem?
Action
What is going to be done about it?
Communication
How will the public be told
Evaluation
Was the audience reached & what was the effect?

10. The Components of Public Relations
 Counseling
 Research
 Media relations
 Publicity
 Employee/member relations
 Community relations
 Public affairs
 Government affairs
 Issue management
 Financial relations
 Industry relations
 Development/Fund-raising
 Multicultural relations/workplace
diversity
 Special events
 Marketing communications

11. PR vs. Journalism
Public Relations
• Use many
components
• Advocates
• Defined publics
• Many channels
Journalism
• Uses only two
components
• Objective observers
• Mass audience
• One channel

12. PR vs. Advertising
Public Relations
•Variety of
communication tools
•Specialized audiences
• Broader in scope
• Fills a support role
• Creates a favorable
environment for
organization’s survival
Advertising
•Mass media outlets
• External audiences
• Is a communications
function
• Is a communication tool
in PR
• Sells goods / services

13. PR vs. Marketing
Public Relations
• Builds relationships &
generates goodwill
•Deals with publics,
audiences &
stakeholders
Marketing
• Sells products / services
•Deals with target
market, consumers &
customers

14. PR Supports Marketing
Eight ways public relations supports marketing:
 Develops new prospects
 Provides third party endorsements
 Generates sales leads
 Paves the way for sales calls
 Stretches dollars
 Provides inexpensive literature
 Establishes credibility
 Helps sell minor products
Copyright © 2013 Pearson Education, Inc. All rights reserved.

15. An Integrated Perspective
Public Relations
Advertising Marketing

16. Toward an Integrated Perspective
Concept of integration:
To use a variety of strategies and tactics to convey a
consistent message in a variety of forms
 Global/multicultural
 Research based
 Relationship focused
 Internet/new media oriented
 Toolbox-driven tactics
Copyright © 2013 Pearson Education, Inc. All rights reserved.