What Is
Public Relations?
Chapter 1
Public Relations:
A Values-Driven Approach
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Public relations is:
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a management function.
two-way communication.
a planned activity.
a research-based social science.
socially responsible.
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The Hunt-Grunig Models
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Press Agentry/Publicity
Public Information
Two-way Asymmetrical
Two-way Symmetrical
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Public Relations,
Advertising, and Marketing
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Advertising and marketing tend to
focus exclusively upon consumers.
Public relations focuses upon all
publics important to success.
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Advantages of a
Public Relations Career:
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Public relations skills are
transferable across a broad range of
career opportunities.
Public relations demands and
rewards creativity.
Public relations practitioners can
make a real difference in the lives of
people.
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Where Public Relations
Practitioners Work:
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Agencies
Corporations
Government
Nonprofit organizations and trade
associations
Independent consultancies
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The
Traditional
Four-Step
Model
Research
Planning
Communication
Evaluation
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Problems with
Traditional Model
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It implies that one step follows the
next in an orderly fashion.
In reality, each of the four steps can
appear anywhere within the public
relations process.
The traditional model doesn’t take
into account the role of values.
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Why Values Are Important
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Organizations have fallen out of
favor because they failed to live up to
their stated values.
Organizations have earned praise for
adhering to their values.
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The Dynamic Model
Research
Planning
Evaluation
Communication
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The Dynamic Model
Research
Planning
Evaluation
Communication
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What Is
Values-Driven
Public Relations?
n
The values-driven management of
relationships between an
organization and the publics that
can affect its success.
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What Is
Values-Driven
Public Relations?
n
In other words: It is the process of
uncovering not just where an
organization wishes to go, but
also the principles that will be
observed in getting there.
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Values-Driven Public Relations
Research
Values
Values
Planning
Evaluation
Values
Values
Communication
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Whose Values
Should You Follow?
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Your own values
The values of the client
The values of targeted public(s)
The values of society
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