CHAPTER 1
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What is…
?
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is performing and communicating
the substance of that performance.
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Who uses…
?
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21st Century Pressures on
Public Relations:

Job insecurity

Lack of credibility

Encroachment by people with nonpublic relations
backgrounds

Lack of leadership

Few minority practitioners

Mastering new technologies

Lack of understanding by uppermanagement
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Let’s Discuss
The Danger of Spin
is distorting, obfuscating, or outright lying
to create the appearance of performance.
SPIN  Public Relations
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Compare / Contrast
Marketing, Sales, Advertising
Sell an organization’s products
versus
Public Relations
Sells the organization itself
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Edward Bernay’s definition of…
“information given to the public,
persuasion directed at the public to
modify actions, and efforts to
integrate actions of an institution
with its publics and of publics with
those of that institution.”
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The Foundation for Public Relations
Research and Education definition:
“Public relations is a distinctive management function
which helps establish and maintain mutual lines of
communications, understanding, acceptance, and
cooperation between an organization and its publics;
involves the management of problems or issues; helps
management keep informed on and responsive to public
opinion; defines and emphasizes the responsibility of
management to serve the public interest; helps
management keep abreast of and effectively utilize
change, serves as an early warning system to help
anticipate trends; and uses research and sound and
ethical communication techniques as its principle tools.
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1980 Task Force on the Stature
and Role of Public Relations
offers two definitions:
1. Public relations helps an organization
and its publics mutually adapt to each
other.
2. Public relations is an organization’s
efforts to win cooperation from groups
of people.
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Let’s Discuss
Defining by Function
John Marston’s
Research
R
A
Action
C
Communication
E
Evaluation
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Let’s Discuss
Defining by Function
Sheila Clough Crifasi’s
Research
R
O
Objectives
S
Strategies
I
Implementation
E
Evaluation
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Denny Griswold’s definition:
“Public relations is the management
function which evaluates public
attitudes, identifies the policies and
procedures of an individual or an
organization with the public interest,
and plans and executes a program of
action to earn public understanding
and acceptance.”
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QUICK QUIZ
What are the five principles of Melvin Sharpe’s
“Harmony” Process?
1. Honest communication for credibility
2. Openness and consistent actions to build public
confidence
3. Fairness of actions for reciprocity and goodwill
4. Continuous two-way communication to prevent
alienation and to build relationships
5. Environmental research and evaluation to
determine the actions or adjustments needed to
create social harmony
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Public Relations Practitioners must:
Management to the Public
and
The Public to Management
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QUICK QUIZ
What constitutes a…
?
A group of people who:
1. Face a similar problem
2. Organize to do something
about the problem
3. Have a stake in an issue,
idea, or organization
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Publics can be:
or
Give examples:
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Publics can be:
or
Give examples:
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Publics can be:
or
Give examples:
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Publics can be:
or
Give examples:
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Based on values and lifestyles,
consumers can be:
ACTUALIZERS
FULFILLEDS
BELIEVERS
ACHIEVERS
STRIVERS
EXPERIENCERS
MAKERS
STRUGGLERS
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Public Relations Practitioners
must be:
Ethical
Truthful
Credible
The Organization’s Conscience
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