Chapter 1: What is Public Relations? This multimedia product and its contents are protected under copyright law: •any public performance or display, including transmission of any image over 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 © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 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 Copyright © Allyn and Bacon 2006Copyright © 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. Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Public Relations as Process: RACE Model Research Action Communication Evaluation Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 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 Copyright © Allyn and Bacon 2006Copyright © 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. Copyright © Allyn and Bacon 2006Copyright © 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. Copyright © Allyn and Bacon 2006Copyright © 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. Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 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 Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 An Integrated Perspective Concept of integration: To use a variety of strategies and tactics to convey a consistent message in a variety of forms. Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 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 Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 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 Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Salaries in Public Relations Entry Level Experienced professionals Women: The gender gap Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 The Value of Public Relations A service to society Informative Relevant Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008