“ PR is a distinctive MANAGEMENT function which helps establish and maintain mutual lines of communication, understanding, acceptance, and cooperation between an organization and its public PR involves the MANAGEMENT of problems or issues
Public Relations Society of America (PRSA)
Key words to remember in defining public relations are:
PR has a process... 4 steps in the PR process What is the problem or situation? What will you do about it? How will you tell your audience(s)
Did your plan work? How well?
Components of PR Research of public opinion
Development (aka fund-raising)
Most popular Terms for PR in Fortune 500
Less- flattering PR terms
Why and what are you doing about it?
PR vs. Journalism Scope – Many components vs. two (writing and media relations Objective – Advocates vs. objectivity
Audience – Mass audience vs. defines publics
PR vs. Journalism Scope - PR practitioners have many jobs and management skills Publicity - Just one small aspect of PR
Objectives - Journalists provide timely, accurate information to the public. PR also informs but also persuades people to change behavior or maintain positive behavior for an organization through a mutually beneficial relationship
PR vs. Advertising Advertising is paid, external, controlled, identifiable and can be used as a communication tools for PR initiatives
PR is earned – it communicates through news releases, feature stories, events/efforts, TV and Radio appearances, etc.
How PR supports marketing ( The 5 th P)
Public relations vs. marketing PR is used to achieve a number of marketing objectives: Raise awareness and develop new prospects Inform and educate/Est. credibility Gain understanding/Build trust
Create a climate of consumer acceptance
The trend... Combining public relations, advertising and marketing efforts to achieve corporate goals
Keeps messages to audiences consistent
Global scope of PR 3 million people worldwide in PR One of the fastest growing industries through 2007 Fortune magazine says PR is #8 on a list of “where the best jobs are.”
US has most developed PR practices and is a model for other countries
Variety of Opportunities
Entertainment, Sports and Travel
Job levels in PR
Agency Executive (Agency PR)
INTERNSHIPS Get one (or two or three, etc.) as soon as possible Internship is everything in this field, and leads to job opportunities
Non Traditional Internship
Experience Pays National average for experienced PR people:
PR Week 2007 Salary Survey
Value of PR
In a time when we are overwhelmed by information, PR segments and creates specialized messages that our audience want to or need to hear. This is not done without motivation. These strategic messages create relationships, educate, facilitate and ultimately help achieve the goals for companies, organizations or persons.