What is Public Relations?

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:

DeliberatePlannedPerformancePublic interestTwo-way communicationManagement function

Other Popular Names

Public relations is an umbrella term Fortune 500 companies use corporate

communications Other companies use communications Nonprofits use public information/public

affairs or marketing communications

The Diversity of Public Relations Work

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

Public Relations vs. Journalism Scope

Public relations has many components; journalism has only two: journalistic writing and media relations

Objectives Journalists are objective observers; public relations personnel are advocates

Audiences Journalists focus on a mass audience; public relations professionals focus on defined publics

ChannelsJournalists use only one channel; public relations uses a variety of channels

Public Relations vs. Advertising Advertising 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; public relations is broader in scope

Advertising is a tool; public relations often supports advertising campaigns

Public Relations vs. Marketing ObjectivesAudienceCompletion vs. OppositionRole in Management

How Public Relations Supports Marketing

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 marketing strategies, which are product, price, place and promotion

There are Eight ways PR supports marketing

Toward an Integrated Perspective

An organization’s goals and objectives are best accomplished through and integrated approach

Integration is the use a variety of strategies and tactics to convey a consistent message in a variety of forms

Terms used to explain integration:Integrated marketing communicationsConvergent communicationsIntegrated communications

Toward an Integrated Perspective cont.

A Career in Public Relations Five core courses for PR majors

1. 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 and ethics, planning and management, and case studies or campaigns

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

The Value of Public Relations The world doesn’t need more information, but

sensitive communicators to interpret its relevancy for people

Public relations practitioners explain the goals and objectives of clients and employees to the public and provide them with guidance