Chapter 1 - Sites @ Brookdale Community College

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Chapter One:
What is Public Relations, Anyway?
Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
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In the early 21st century, public relations and
social media have emerged as powerful
societal forces.

Together, they have revolutionized the way
we communicate with key publics around the
world.

What current events can you think of that
underscore this new reality?
Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
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In numbers:

It is a multi-billion dollar business practiced by
320,000 professionals in the U.S. alone.

Employment growth is expected to grow by 21%
between now and 2020 (faster than avg. occupations)

Public relations has grown rapidly across the globe:
From Europe to China; Latin America to Africa.
Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
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Let’s define the field…
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One definition to consider……
Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
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“Public relations is a strategic communication
process that builds mutually beneficial
relationships between organizations and their
publics.
Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
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 R = Research
 A = Action
 C = Communication
 E = Evaluation
Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
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B: Background
R: Research
O: Objectives
S: Strategy
I: Implementation
E: Evaluation
Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
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“Ho Ho Ho—Out Goes the I-Man”
Review this case on page 17 & 18. As a class, discuss:

Had you been advising Imus, what would you have
counseled him to do/say after making his racial slur?

How would you have counseled him with respect to
Al Sharpton? Would you have gone on Sharpton’s
radio show?

Imus on “Today” with Matt and Al
Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
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