Public Relation

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Public Relations

Strategies and Tactics
Tenth Edition

Dennis L. Wilcox
Glen T. Cameron
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Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

Chapter 1
What is Public Relations?

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Chapter 1 Objectives
 Be familiar with the
global scope of the
public relations industry

 Assess the skills needed
for a public relations
career and what salary to
expect

 Have a good definition of
public relations
 Understand that public
relations is a process,
not an event
 Know the difference
between public relations,
journalism, advertising,
and marketing

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

The Challenge of Public Relations

 Challenges
 PR is multifaceted

 A Public Relations Professionals must have the
following skills
 Written and Interpersonal communication
 Research
 Negotiation
 Creativity
 Logistics
 Facilitation
 Problem Solving

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

A Global Industry

 Global expenditures on Public Relations
 An estimated three million practitioners
 An explosion of growth in China and other
nations
 A proliferation of university courses

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A Definition of Public Relations
 A variety of definitions exists for public relations
 It is not necessary to memorize any particular
definition
 The following key words frame most definitions:
 Deliberate
 Planned
 Performance
 Public interest
 Two-way communication
 Management function
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

Other Popular Names






Public relations is an umbrella term
Fortune 500 companies use corporate
communications
Other companies use communications
Nonprofits use public information/public
affairs or marketing communications

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

Stereotypes and Less Flattering
Terms






Glamour
Propaganda
Manipulation
“PR gimmick”
Spin/framing

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Public Relations as Process
 Race
 Action
 Communication
 Evaluation

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

The Diversity of Public Relations
Work


Counseling



Issues management



Research



Financial relations



Media relations



Industry relations



Publicity



Development/fund-raising



Employee/Member relations





Community relations

Multicultural
relations/workplace diversity



Special events



Marketing communications




Public affairs
Government affairs

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

Public Relations vs. Journalism
 Scope
Public relations has many components; journalism has only
two: journalistic writing and media relations

 Objectives
Journalists are objective observers; public relations
personnel are advocates

 Audiences
Journalists focus on a mass audience; public relations
professionals focus on defined publics

 Channels
Journalists use only one channel; public relations uses a
variety of channels
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

Public Relations vs. Advertising
 Advertising works through mass media; public
relations relies on a variety of tools
...
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