THINK Public Relations WilcoxCameronReberShin Chapter 1 What is

THINK Public Relations Wilcox/Cameron/Reber/Shin Chapter 1: What is Public Relations?

Ch 1: What is Public Relations?

The Challenge of Public Relations ● PR is multifaceted. ○ A public relations professionals must have skills in § § § § § Written and interpersonal communication Content production Variety of media experience Research Negotiation Creativity Logistics Facilitation Problem solving

Global Scope ● The public relations industry is growing in many nations. ○ Almost $8 billion spent each year in the U. S. ○ Expected growth of 23% in Asian revenue in the coming years ○ Annual spending of $2. 2 billion in China ○ What are examples of foreign business growth in the U. S. ? …. Of U. S. growth into other countries?

A Variety of Definitions ● A number of definitions have been formulated over the years. ○ Cutlip, Center, and Broom, Effective Public Relations § Public relations is the management function that identifies, establishes and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends. ○ Glen Cameron, University of Missouri § Public Relations is the “strategic management of competition and conflict for the benefit of one’s own organization—and when possible—also for the mutual benefit of the organization and its various stakeholders or publics. ”

What Do You Think? ● What are the key terms used in the definitions that frame today’s modern PR? ● Relationships? ● Strategic communication? ● Various publics? ● Others? Copyright © 2013 Pearson Education, Inc. All rights reserved.

Public Relations - Key Terms ● ● ● Deliberate Planned Performance Public interest Two-way communication Strategic management of competition and conflict

Public Relations as a Process: RACE Evaluation ec PR g in s fin lem De ob Pr Ex Research m a r g o r e. P h t g tin a u l a Ev ut io n g n i n n a m Pl Communication a Progr Copyright © 2013 Pearson Education, Inc. All rights reserved. Action

It’s not just intuition or guessing ● ● ● ● Research Target market Business analysis, like SWOT Knowledge of trends, events Strategic planning Knowledge of media Execution analytics

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

What Do You Think? ● How do social media offer both opportunities and obstacles for public relations practitioners?

Differences between Journalism and PR Journalists ● Use only two components (writing and media relations) ● Are objective observers ● Focus on a mass audience ● Use only one channel PR Professionals ● ● Use many components Are advocates Focus on defined publics Use a variety of channels

Differences between Advertising and PR Advertising ● Works through mass media outlets ● Addresses external audiences ● Is a communications function ● Is a communication tool in PR ● Sells goods and services Public Relations ● Relies on a variety of communication tools ● Targets specialized audiences ● Is broader in scope ● Fills a support role ● Creates a favorable environment for an organization’s survival

What Do You Think? ● How can PR activities fulfill marketing objectives? Examples…

How 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

Differences between Marketing and PR Marketing Public Relations ● Is concerned with building ● Is concerned with customers and selling products or services relationships and generating goodwill ● Deals with target market, ● Deals with publics, audiences, and consumers, and customers stakeholders

Toward An Integrated Perspective: Strategic Communication ● 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

Ethics, Integrity, Perceptions ● Is PR ‘spin? ’ ● Our perception of politicians, celebrities, lawyers, salespeople, etc. ? ● The public’s perception of PR? ● Cultural issues in PR? ● Economic responsibilities? ● Start keeping an observation log…

Observation log ● Blue Book, entries multiple times a week, updated by each Friday. Only front pages. ● On Friday, take a screen shot of you last page and post to then provided Padlet site (see course outline) …. Password j 328 ● Public Relations / Current Events Observation Diary ● Bring to every class, be ready to turn in. ● questions ? ###