Chapter 1:
What is Public
Relations?
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Overview

Challenges

Global scope

Public relations &
advertising

Public relations
supports marketing

A variety of definitions

Public relations as a
Process: RACE

An integrated
perspective

The components of
public relations

PR Careers

PR Salaries

The value of public
relations

Public relations &
journalism
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Allyn & Bacon 2008
Challenges

Challenges


Global Scope


PR is multifaceted
An estimated 3 million people practice public
relations world wide.
Definitions

A number of definitions have been formulated over
the years.
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Public Relations as Process:
RACE Model

Research

Action

Communication

Evaluation
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The Components of Public Relations

Counseling

Issues management

Research

Financial relations

Media relations

Industry relations

Publicity

Development

Employee/member relations

Multicultural relations

Community relations

Special events

Public affairs

Marketing communications

Government affairs
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Allyn & Bacon 2008
Public relations and Journalism:
Differences

Scope
Public relations has many components; journalism has only two.

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.
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Allyn & Bacon 2008
Public relations and Advertising:
Differences

Tools
Advertising works through mass media; public relations relies on a
variety of tools.

Audience
Advertising addresses external audiences; public relations targets
specialized audiences.

Scope
Advertising is a communications function; public relations is
broader in scope.

Function
Advertising is a tool; public relations fills a support role.
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Allyn & Bacon 2008
Public relations and Marketing:
Differences

Focus

Language

Method
Public relations is concerned with relationships; marketing sells
products or services.
Different words are used by each profession to express similar
meanings.
Public relations relies on two-way dialogue; marketing relies on
persuasion.
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How Public Relations Supports
Marketing: Strategic Communication
8 ways public relations supports marketing
Develops new prospects
 3rd party endorsements
 Generates sales leads
 Paves the way for sales
calls





Stretches dollars
Provides inexpensive
literature
Establishes credibility
Helps sell minor products
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An Integrated Perspective
Concept of integration:
To use a variety of strategies and tactics to convey a
consistent message in a variety of forms.
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Careers in Public Relations
A changing focus in public relations:
1.
Integrated Perspective
2.
Crisis management in the larger context of strategic
management of conflict
The range of public relations work
1.
Public relations firms/agencies
2.
Corporations
3.
Self-employed
4.
Education
5.
Trade associations
6.
Government
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Careers in Public Relations
Five essential abilities:
1.
2.
3.
4.
5.
Writing skill
Research ability
Planning expertise
Problem-solving ability
Business/economics competence
Internships
Win-win situation
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Salaries in Public Relations
 Entry
Level
 Experienced professionals
 Women: The gender gap
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The Value of Public Relations

A service to society

Informative

Relevant
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Allyn & Bacon 2008