Copyright © Allyn & Bacon 2003 What Is Public Relations? Chapter 1 Public Relations: A Values-Driven Approach This multimedia product and its contents

Copyright © Allyn & Bacon 2003Copyright © Allyn & Bacon 2003

What IsPublic Relations?

Chapter 1

Public Relations:

A Values-Driven Approach

This multimedia product and its contents are protected under copyright law. The following are prohibited by law:This multimedia product and its contents are protected under copyright law. The following are prohibited by law:

• • any public performance or display, including transmission of any image over a network;any public performance or display, including transmission of any image over a network;

• • preparation of any derivative work, including the extraction, in whole or in part, of any preparation of any derivative work, including the extraction, in whole or in part, of any

images;images;

• • any rental, lease, or lending of the program.any rental, lease, or lending of the program.


Public relations is:

a management function. two-way communication. a planned activity. a research-based social science. socially responsible.


The Hunt-Grunig Models

Press Agentry/Publicity Public Information Two-way Asymmetrical Two-way Symmetrical


Public Relations, Advertising, and Marketing Advertising and marketing tend to

focus exclusively upon consumers. Public relations focuses upon all

publics important to success.


Advantages of aPublic Relations Career: 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.


Where Public Relations Practitioners Work: Agencies Corporations Government Nonprofit organizations and trade

associations Independent consultancies

The Traditional Four-Step Model

Research

Planning

Communication

EvaluationCopyright © Allyn & Bacon 2003Copyright © Allyn & Bacon 2003


Problems with Traditional Model 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.


Why Values Are Important

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.

The Dynamic Model

Research

Planning Evaluation

Communication


The Dynamic Model

Research

Planning Evaluation

Communication



What IsValues-DrivenPublic Relations?

The values-driven management of relationships between an organization and the publics that can affect its success.


What IsValues-DrivenPublic Relations?

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.

Values-Driven Public Relations

Research

Planning Evaluation

Communication

Values

Values

Values

Values



Whose ValuesShould You Follow? Your own values The values of the client The values of targeted public(s) The values of society

Documents

Copyright © Allyn & Bacon 2003 What Is Public Relations? Chapter 1 Public Relations: A Values-Driven Approach This multimedia product and its contents