Ch. 1- What is Public Relations?

19 Sep

Text: Public Relations Strategies and Tactics-9th Edition-Wilcox, D. & Cameron, G.

  • Public Relations
    • Is multifaceted
    • In order to become a professional, one must have skills that include:
      • Written and interpersonal communication
      • Research
      • Negotiation
      • Creativity
      • Logistics
      • Facilitation
      • Problem Solving
  • Definition for the modern practice of public relations was described by Professors Lawrence W. Long and Vincent Hazelton as…
    • “ a communication function of management through which organizations adapt to, alter, or maintain their environment for the purpose of achieving organizational goals.” (Cameron & Wilcox, 2010, p. 6)
  • Public Relations as a process:
    • Research
    • Action
    • Communication
    • Evaluation
  • PR differs from Journalism
    • Journalists simply present facts
    • Public relation professionals have the objective to not only inform, but also change people’s attitudes and behaviors
  • PR differs from Advertising
    • Advertising is paid space and broadcast time
  • PR differs from Marketing
    • Goal of PR is to attain and maintain accord and positive behaviors among the public of a company
    • Goal of marketing is to attract and satisfy customers
  • In the past, those entering public relations were often former journalists, but now PR has evolved into it’s own distinct academic discipline
  • PR professionals are employed
    • Corporations (private and public): 34%
    • Nonprofits/Foundations: 19%
    • Public relations firms: 17%
    • Government: 10%
    • Educational institutions: 8%
    • Independent consulting: 8%
    • Health Care: 1%
    • Professional Associations: 1%
    • Other: 2%

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