Intro to Public Relations Notes
The Challenge of Public Relations • PR is multifaceted ⁃ A public relations professional must have skills in ⁃ Written and interpersonal communication ⁃ Research ⁃ Negotiation ⁃ Creativity ⁃ Logistics ⁃ Facilitation ⁃ Problem solving
Global Scope • The public relations industry is growing in many nations ⁃ Almost $8 billion spent each year in the US ⁃ Expected growth of 23% in Asian revenue in the next five years ⁃ Annual spending of $2.2 billion in China
A Variety of Definitions • A number of definitions have been formulated over the years ⁃ Cutlip, Center, and Broom, Effective Public Relations ⁃ Public relations is the management function that identifies, establishes and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends. ⁃ Glen Cameron, University of Missouri ⁃ Public relations is the "strategic management of competition and conflict for the benefit of one's own organization-and when possible-also for the mutual benefit of the organization and its various stakeholders or publics." ⁃ Public Relations Society of America (2012) ⁃ Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics ⁃ Kevin Trowbridge (2012) ⁃ Public relations is the communication management function through which organizations build and maintain mutually beneficial relationships with the public on whom the organization's success or failure depends.
Public Relations - Key Terms • Communication • Management • Build and Maintain • Mutually Beneficial • Relationships • Organization • Publics
RPIE • Research • Planning • Implementation • Evaluation
Differences between Journalism and PR
Journalists|PR Professionals|
• Use only two components (writing and media relations)|• Use many components|
• Are objective observers|• Are advocates|
• Focus on a mass
Global Scope • The public relations industry is growing in many nations ⁃ Almost $8 billion spent each year in the US ⁃ Expected growth of 23% in Asian revenue in the next five years ⁃ Annual spending of $2.2 billion in China
A Variety of Definitions • A number of definitions have been formulated over the years ⁃ Cutlip, Center, and Broom, Effective Public Relations ⁃ Public relations is the management function that identifies, establishes and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends. ⁃ Glen Cameron, University of Missouri ⁃ Public relations is the "strategic management of competition and conflict for the benefit of one's own organization-and when possible-also for the mutual benefit of the organization and its various stakeholders or publics." ⁃ Public Relations Society of America (2012) ⁃ Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics ⁃ Kevin Trowbridge (2012) ⁃ Public relations is the communication management function through which organizations build and maintain mutually beneficial relationships with the public on whom the organization's success or failure depends.
Public Relations - Key Terms • Communication • Management • Build and Maintain • Mutually Beneficial • Relationships • Organization • Publics
RPIE • Research • Planning • Implementation • Evaluation
Differences between Journalism and PR
Journalists|PR Professionals|
• Use only two components (writing and media relations)|• Use many components|
• Are objective observers|• Are advocates|
• Focus on a mass