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8/13/2019 Wilcox PPT Chapter01
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Copyright 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.
Chapter 1
What is Public Relations?
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Copyright 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.
Chapter 1 Objectives
Be familiar with theglobal scope of thepublic relations industry
Have a good definition ofpublic relations
Understand that publicrelations is a process,not an event
Know the difference
between public relations,journalism, advertising,and marketing
Assess the skills neededfor a public relationscareer and what salary toexpect
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The Challenge of Public Relations
ChallengesPR is multifaceted
A Public Relations Professionals must have thefollowing skills
Written and Interpersonal communicationResearch
Negotiation
Creativity
Logistics
Facilitation
Problem Solving
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Copyright 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.
A Global Industry
Global expenditures on Public Relations
An estimated three million practitioners
An explosion of growth in China and othernations
A proliferation of university courses
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Copyright 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.
A Definition of Public Relations
A variety of definitions exists for public relations
It is not necessary to memorize any particular
definition The following key words frame most definitions:
Deliberate
Planned
PerformancePublic interest
Two-way communication
Management function
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Copyright 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.
Other Popular Names
Public relations is an umbrella term
Fortune500 companies use corporate
communications
Other companies use communications
Nonprofits usepublic information/public
affairs ormarketing communications
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Stereotypes and Less FlatteringTerms
Glamour
Propaganda
Manipulation
PR gimmick
Spin/framing
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Copyright 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.
Public Relations as Process
Race
Action
Communication
Evaluation
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The Diversity of Public RelationsWork
Counseling
Research
Media relations
Publicity
Employee/Member relations
Community relations
Public affairs
Government affairs
Issues management
Financial relations
Industry relations
Development/fund-raising
Multicultural
relations/workplace diversity
Special events
Marketing communications
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Copyright 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.
Public Relations vs. Journalism
ScopePublic relations has many components; journalism has onlytwo: journalistic writing and media relations
ObjectivesJournalists are objective observers; public relationspersonnel are advocates
Audiences
Journalists focus on a mass audience; public relationsprofessionals focus on defined publics
ChannelsJournalists use only one channel; public relations uses a
variety of channels
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Public Relations vs. AdvertisingAdvertising works through mass media; public
relations relies on a variety of tools
Advertising addresses external audiences;
public relations targets specialized audiences
Advertising is a communications function; publicrelations is broader in scope
Advertising is a tool; public relations oftensupports advertising campaigns
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Public Relations vs. Marketing
ObjectivesAudience
Completion vs. Opposition
Role in Management
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How Public Relations SupportsMarketing
Develops new prospects
Third party endorsements
Generates sales leads
Paves the way for sales calls
Stretches dollars Provides inexpensive literature
Establishes credibility
Helps sell minor products
Public Relations is the fifth P in marketingstrategies, which are product, price, place andpromotion
There are Eight ways PR supports marketing
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Toward an Integrated Perspective
An organizations goals and objectives are bestaccomplished through and integrated approach
Integration is the use a variety of strategies andtactics to convey a consistent message in a varietyof forms
Terms used to explain integration:Integrated marketing communications
Convergent communications
Integrated communications
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Toward an Integrated Perspectivecont.
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A Career in Public Relations
Five core courses for PR majors1. Introduction to public relations
2. Public relations research,
measurement, and evaluation
3. Public relations writing and production
4. Supervised work experience in public
relations (internship)
5. An additional PR course in law andethics, planning and management, and
case studies or campaigns
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Essential Career Skills
1. Writing skill
2. Research ability
3. Planning expertise
4. Problem-solving ability
5. Business/economics competence
6. Expertise in social media
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The Value of Internships
Win-win situation for student andorganization
Student gets academic credit and
firsthand experience
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The Value of Public Relations
The world doesnt need more information, butsensitive communicators to interpret its relevancyfor people
Public relations practitioners explain the goals and
objectives of clients and employees to the publicand provide them with guidance