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Copyright © Allyn

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  • 1. Chapter 1: What is Public Relations?
      • This multimedia product and its contents are protected under copyright law:
      • any public performance or display, including transmission of any image over network;
      • preparation of any derivative work including the extraction, in whole or in part, of any images;
      • any rental, lease, or lending of the program.
  • 2. Overview
      • Challenges
      • Global scope
      • A variety of definitions
      • Public relations as a Process: RACE
      • The components of public relations
      • Public relations & journalism
      • Public relations & advertising
      • Public relations supports marketing
      • An integrated perspective
      • PR Careers
      • PR Salaries
      • The value of public relations
  • 3. Challenges
      • Challenges
        • PR is multifaceted
      • Global Scope
        • An estimated 3 million people practice public relations world wide.
      • Definitions
        • A number of definitions have been formulated over the years.
  • 4. Public Relations as Process: RACE Model
    • R esearch
    • A ction
    • C ommunication
    • E valuation
  • 5. The Components of Public Relations
    • Counseling
    • Research
    • Media relations
    • Publicity
    • Employee/member relations
    • Community relations
    • Public affairs
    • Government affairs
    • Issues management
    • Financial relations
    • Industry relations
    • Development
    • Multicultural relations
    • Special events
    • Marketing communications
  • 6. Public relations and Journalism: Differences
    • Scope
    • Public relations has many components; journalism has only two.
    • Objectives
    • Journalists are objective observers; public relations personnel are advocates.
    • Audiences
    • Journalists focus on a mass audience; public relations professionals focus on defined publics.
    • Channels
    • Journalists use only one channel; public relations uses a variety of channels.
  • 7. Public relations and Advertising: Differences
    • Tools
    • Advertising works through mass media; public relations relies on a variety of tools.
    • Audience
    • Advertising addresses external audiences; public relations targets specialized audiences.
    • Scope
    • Advertising is a communications function; public relations is broader in scope.
    • Function
    • Advertising is a tool; public relations fills a support role.
  • 8. Public relations and Marketing: Differences
    • Focus
    • Public relations is concerned with relationships; marketing sells products or services.
    • Language
    • Different words are used by each profession to express similar meanings.
    • Method
    • Public relations relies on two-way dialogue; marketing relies on persuasion.
  • 9. How Public Relations Supports Marketing: Strategic Communication
    • Develops new prospects
    • 3rd party endorsements
    • Generates sales leads
    • Paves the way for sales calls
    • Stretches dollars
    • Provides inexpensive literature
    • Establishes credibility
    • Helps sell minor products
    8 ways public relations supports marketing
  • 10. An Integrated Perspective
    • Concept of integration:
    • To use a variety of strategies and tactics to convey a consistent message in a variety of forms.
  • 11. Careers in Public Relations
    • A changing focus in public relations:
    • Integrated Perspective
    • Crisis management in the larger context of strategic management of conflict
    • The range of public relations work
    • Public relations firms/agencies
    • Corporations
    • Self-employed
    • Education
    • Trade associations
    • Government
  • 12. Careers in Public Relations
    • Five essential abilities:
    • Writing skill
    • Research ability
    • Planning expertise
    • Problem-solving ability
    • Business/economics competence
    • Internships
      • Win-win situation
  • 13. Salaries in Public Relations
      • Entry Level
      • Experienced professionals
      • Women: The gender gap
  • 14. The Value of Public Relations
    • A service to society
    • Informative
    • Relevant