Chapter 1PR Roles and Responsibilities        This is PR 11th Edition       Newsom, Turk and Kruckeberg
Objectives• To understand the role and responsibilities of  public relations – in public and private companies,  nonprofit...
What is public relations?• Responding to expectations of those who  can influence an organization’s operations  and develo...
Responsibilities of a PR             Practitioner•   Distributing information to publics•   Researching all audiences•   A...
First World Assembly            Definition• PR is an art and social science• PR analyzes trends and predicts their  conseq...
PRSA Definition• Management function• Counseling at the highest level with regard  to policy, courses of action and  commu...
British Institute of PR            Definition• Reputation management• What an organization does and says, and  what others...
10 Basic Principles of PR• PR deals with facts, not fiction• PR’s primary consideration is doing what’s  in the public int...
10 Basic Principles of PR            (cont.)• PR involves effective communication back  and forth between an organization ...
10 Basic Principles of PR            (cont.)• PR requires multidisciplinary application of  theories and concepts• PR has ...
Value of PR andCommunications Management• Sustainability depends on balancing today’s  demands with ability to meet future...
Value of PR and Communications         Management (cont.)• Internal communications enhance recruitment,  retention, develo...
Activities of PR•   Press agentry•   Promotion•   Publicity•   Public affairs•   Research•   Graphics•   Advertising•   Ma...
PR Practitioner’s Job• More need for depth and diversity of  knowledge• More expectation of accountability• Less tolerance...
Main Roles of PR Practitioner• Staff member in organization  – May be specialist in one area of PR if    organization is l...
Main Roles of PR Practitioner              (cont.)• Employees of PR agency or firm  – May be specialists or generalists   ...
Main Roles of PR Practitioner              (cont.)• Independent practitioner or counselor   – May work on project basis or...
Areas of Specialization•   PR for nonprofit organizations (also called NGOs)•   PR for educational institutions•   Fundrai...
Areas of Specialization (cont.)•   Financial PR (also called investor relations)•   PR for industrial companies•   PR for ...
PR: Career, Job (Field) or           Profession?Profession requires:• a body of knowledge• a commitment to continuing educ...
Function of PR in Business and             Society• Manipulative model: control publics, direct  what people think or do t...
Self-Described Roles of PR• PR practitioner as communication technician (skills  oriented)• PR practitioner as communicati...
Roles Boil Down to Two• Technician• Manager• Enacting of role is a function of the  organization, culture of the country a...
The Value of Public Relations• PR can open and maintain a dialogue  between an organization and its publics• PR can encour...
The Value of Public Relations             (cont.)• PR has the opportunity to improve  cooperation between an organization ...
The Value of Public Relations             (cont.)• PR can help management formulate and  advocate sound objectives• PR can...
Obstacles to Ideal PR• Economics: organizations and their  managers’ role to make money• Human nature: natural temptation ...
PR as Problem Finder, Solver and           Preventer• Problems of  – Production  – Growth  – Personnel  – Financing  – Adv...
PR as Interpreter and        Communication Link• Bridges between an organization and its  publics• Helps organization, pub...
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  1. 1. Chapter 1PR Roles and Responsibilities This is PR 11th Edition Newsom, Turk and Kruckeberg
  2. 2. Objectives• To understand the role and responsibilities of public relations – in public and private companies, nonprofit organizations, agencies and firms• To recognize the difference between strategic planning and execution that relies only on tactics and techniques• To appreciate the value of public relations in solving problems and making policy• To understand why individual as well as institutional credibility is critical to public relations practice• To appreciate the international scope of public relations practice This is PR 11th Edition Newsom, Turk and Kruckeberg
  3. 3. What is public relations?• Responding to expectations of those who can influence an organization’s operations and development• Harmonizing interests of an organization with those on whom its growth depends• Serving as intermediary between an organization and all of that organization’s publics This is PR 11th Edition Newsom, Turk and Kruckeberg
  4. 4. Responsibilities of a PR Practitioner• Distributing information to publics• Researching all audiences• Advising management• Helping to set policy• Evaluating PR program effectiveness This is PR 11th Edition Newsom, Turk and Kruckeberg
  5. 5. First World Assembly Definition• PR is an art and social science• PR analyzes trends and predicts their consequences• PR implements planned programs of action• PR serves both the organization and public interest This is PR 11th Edition Newsom, Turk and Kruckeberg
  6. 6. PRSA Definition• Management function• Counseling at the highest level with regard to policy, courses of action and communication, taking into consideration the organization’s social or citizenship responsibilities• Strategic planning for the organization This is PR 11th Edition Newsom, Turk and Kruckeberg
  7. 7. British Institute of PR Definition• Reputation management• What an organization does and says, and what others say about it This is PR 11th Edition Newsom, Turk and Kruckeberg
  8. 8. 10 Basic Principles of PR• PR deals with facts, not fiction• PR’s primary consideration is doing what’s in the public interest• PR programs and policies must conform to public interests• PR must protect the integrity of the media channels it uses for its messages This is PR 11th Edition Newsom, Turk and Kruckeberg
  9. 9. 10 Basic Principles of PR (cont.)• PR involves effective communication back and forth between an organization and its publics• PR depends on the use of scientific public opinion research• PR practitioners must use the social sciences to understand what publics are saying and to communicate effectively with them This is PR 11th Edition Newsom, Turk and Kruckeberg
  10. 10. 10 Basic Principles of PR (cont.)• PR requires multidisciplinary application of theories and concepts• PR has an obligation to explain problems to publics before they become crises• PR performance should be measured by only one standard: ethical performance This is PR 11th Edition Newsom, Turk and Kruckeberg
  11. 11. Value of PR andCommunications Management• Sustainability depends on balancing today’s demands with ability to meet future needs• Governance empowers leaders to be directly responsible for deciding and implementing stakeholder relationship policies• Management of an organization’s decisions increasingly determined by their time of implementation This is PR 11th Edition Newsom, Turk and Kruckeberg
  12. 12. Value of PR and Communications Management (cont.)• Internal communications enhance recruitment, retention, development of common interests and commitment to organizational goals• External communications has to bring the organization’s “voice” and interests into stakeholder deliberations and decisions• Coordination of internal and external communications often a multi-faceted, multi- stakeholder, inter-relational enterprise This is PR 11th Edition Newsom, Turk and Kruckeberg
  13. 13. Activities of PR• Press agentry• Promotion• Publicity• Public affairs• Research• Graphics• Advertising• Marketing• Integrated marketing communications• Merchandising This is PR 11th Edition Newsom, Turk and Kruckeberg
  14. 14. PR Practitioner’s Job• More need for depth and diversity of knowledge• More expectation of accountability• Less tolerance for hype• Constants over time: “go-for” attitude, strategic thinking, writing, speaking, persuading, respecting deadlines, multi- tasking This is PR 11th Edition Newsom, Turk and Kruckeberg
  15. 15. Main Roles of PR Practitioner• Staff member in organization – May be specialist in one area of PR if organization is large – Likely to be “Jack/Jill” of all trades in a small organization – May be technician at lower levels, manager at higher levels This is PR 11th Edition Newsom, Turk and Kruckeberg
  16. 16. Main Roles of PR Practitioner (cont.)• Employees of PR agency or firm – May be specialists or generalists depending on size of firm – May be involved in “sales”: generating new business – Often work as a member of team of writers, designers, production staff who together produce a PR message This is PR 11th Edition Newsom, Turk and Kruckeberg
  17. 17. Main Roles of PR Practitioner (cont.)• Independent practitioner or counselor – May work on project basis or retainer – May perform technical tasks for clients – May serve as counselor to client management This is PR 11th Edition Newsom, Turk and Kruckeberg
  18. 18. Areas of Specialization• PR for nonprofit organizations (also called NGOs)• PR for educational institutions• Fundraising and/or donor relations• Research and evaluation• Trend analysis• Issues management• Public opinion evaluation• PR for international, global organizations This is PR 11th Edition Newsom, Turk and Kruckeberg
  19. 19. Areas of Specialization (cont.)• Financial PR (also called investor relations)• PR for industrial companies• PR for general business and retail• PR for government (all levels)• Political PR• Lobbying• PR for health care organizations• PR for sports teams• PR for leisure-time activities This is PR 11th Edition Newsom, Turk and Kruckeberg
  20. 20. PR: Career, Job (Field) or Profession?Profession requires:• a body of knowledge• a commitment to continuing education• a standard educational curriculum to prepare for entry into the profession• control over who enters, exits the profession• a shared code of ethics that guides practice This is PR 11th Edition Newsom, Turk and Kruckeberg
  21. 21. Function of PR in Business and Society• Manipulative model: control publics, direct what people think or do to satisfy an organizations needs• Service model: respond to publics, react to their needs, desires• Transactional model: achieve mutually beneficial relationships with an institution and its publics This is PR 11th Edition Newsom, Turk and Kruckeberg
  22. 22. Self-Described Roles of PR• PR practitioner as communication technician (skills oriented)• PR practitioner as communication facilitator (liaison)• PR practitioner as problem-solving process facilitator (confrontational)• PR practitioner as acceptant legitimizer (yes- person)• PR practitioner as expert prescriber (authoritarian, prescriptive) This is PR 11th Edition Newsom, Turk and Kruckeberg
  23. 23. Roles Boil Down to Two• Technician• Manager• Enacting of role is a function of the organization, culture of the country and training of the practitioner This is PR 11th Edition Newsom, Turk and Kruckeberg
  24. 24. The Value of Public Relations• PR can open and maintain a dialogue between an organization and its publics• PR can encourage mutual adjustment between an organization and its society• PR can focus on the greater good of society, not just the narrow interests of an organization This is PR 11th Edition Newsom, Turk and Kruckeberg
  25. 25. The Value of Public Relations (cont.)• PR has the opportunity to improve cooperation between an organization and its publics/stakeholders• PR provides useful information• PR can raise issues and concerns, reminding management of ethical responsibilities This is PR 11th Edition Newsom, Turk and Kruckeberg
  26. 26. The Value of Public Relations (cont.)• PR can help management formulate and advocate sound objectives• PR can be problem solver• PR can uphold socially responsible behavior This is PR 11th Edition Newsom, Turk and Kruckeberg
  27. 27. Obstacles to Ideal PR• Economics: organizations and their managers’ role to make money• Human nature: natural temptation to play up the good, ignore or deny the negative This is PR 11th Edition Newsom, Turk and Kruckeberg
  28. 28. PR as Problem Finder, Solver and Preventer• Problems of – Production – Growth – Personnel – Financing – Advertising – Business acceptance This is PR 11th Edition Newsom, Turk and Kruckeberg
  29. 29. PR as Interpreter and Communication Link• Bridges between an organization and its publics• Helps organization, publics adjust to change• Stimulates positive change• Enables groups to accommodate each other This is PR 11th Edition Newsom, Turk and Kruckeberg
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