Public Relation
Public Relations
Strategies and Tactics
Tenth Edition
Dennis L. Wilcox
Glen T. Cameron
This multimedia product and its contents are protected under copyright law. The following are prohibited by law:
•any public performance or display, including transmission of any image over a network;
•preparation of any derivative work, including the extraction, in whole or in part, of any images;
•any rental, lease, or lending of the program.
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.
Chapter 1
What is Public Relations?
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.
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
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.
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
Strategies and Tactics
Tenth Edition
Dennis L. Wilcox
Glen T. Cameron
This multimedia product and its contents are protected under copyright law. The following are prohibited by law:
•any public performance or display, including transmission of any image over a network;
•preparation of any derivative work, including the extraction, in whole or in part, of any images;
•any rental, lease, or lending of the program.
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.
Chapter 1
What is Public Relations?
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.
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
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.
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