JB 2183 Ch 1 What is PR

PR is...
“ 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:
Deliberate
Planned
Performance
Public interest
Two-way communication
MANAGEMENT FUNCTION

PR has a process...
4 steps in the PR process
Research
What is the problem or situation?
Action (planning)
What will you do about it?
Communication
How will you tell your audience(s)
Evaluation
Did your plan work? How well?

Components of PR
Counseling management
Research of public opinion
Media Relations
Publicity
Employee relations
Community relations
Public affairs
Government affairs
Financial relations
Industry Relations
Development (aka fund-raising)
Multicultural Relations
Special events
Marketing communications

Most popular Terms for PR in Fortune 500
Corporate Communications
External Communications
Public Affairs
Communication
Corporate Relations
Corporate Public Affairs

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
Channels – Many vs. one

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)
4 P’s of marketing:
Product
Price
Place
Promotion
Public Relations

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
Third party endorsement
Make friends
Give a reason to buy
Create a climate of consumer acceptance

The trend...
Integration
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
About 200,000 in US
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
Corporations
Non-profits
Entertainment, Sports and Travel
Government and Politics
Education
International

Skills Needed
Writing
Research
Planning
Problem-solving
Business/economics competence

Job levels in PR
Technicians
Specialists (Corp PR)
Agency Executive (Agency PR)
Supervisors
Manager
Director
Executive

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:
Central States $67,000
Northeast $90,100
Years of experience:
21 - $155,000
Less than 4 - $49,000
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.

JB 2183 Ch 1 What is PR

by Bill Handy on Jan 10, 2009

Accessibility

Categories

Upload Details

Usage Rights

Statistics

JB 2183 Ch 1 What is PR Presentation Transcript