Public Relation

Public Relations

Strategies and Tactics
Tenth Edition

Dennis L. Wilcox
Glen T. Cameron
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Chapter 1
What is Public Relations?

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Chapter 1 Objectives
 Be familiar with the global scope of the public relations industry

 Assess the skills needed for a public relations career and what salary to expect  Have a good definition of public relations
 Understand that public relations is a process, not an event
 Know the difference between public relations, journalism, advertising, and marketing

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The Challenge of Public Relations

 Challenges
 PR is multifaceted

 A Public Relations Professionals must have the following skills
 Written and Interpersonal communication
 Research
 Negotiation
 Creativity
 Logistics
 Facilitation
 Problem Solving

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A Global Industry

 Global expenditures on Public Relations
 An estimated three million practitioners
 An explosion of growth in China and other nations  A proliferation of university courses

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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
 Performance
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