‘Public Relations Defined’ Submissions Analysis                     Qualitative and Quantitative ReportsTh...
     •   The role of media relations, publicity and the like within the modern definition of public        relations.     ...
 II.       Quantitative Analysis      A. Snapshot of Submissions      •   927 submissions, comprising 15,688 words.      •...
     C.   Final Word Cloud (All Submissions)                                              4  
 III.   Analysis of Submission Fields       A.   Submission Field 1 — ‘Public Relations [DOES WHAT] with/for [WHOM] to    ...
     B.   Submission Field 1 Word Cloud                                         6  
     C.   Submission Field 2 — ‘Public Relations [DOES WHAT] with/for [WHOM] to    [DO WHAT] for [WHAT PURPOSE]’          ...
     D.   Submission Field 2 Word Cloud                                         8  
     E.   Submission Field 3 — ‘Public relations [DOES WHAT] with/for [WHOM] to    [DO WHAT] for [WHAT PURPOSE]’          ...
     F.   Submission Field 3 Word Cloud                                         10  
     G.   Submission Field 4 — ‘Public relations [DOES WHAT] with/for [WHOM] to    [DO WHAT] for [WHAT PURPOSE]’          ...
     H.   Submission Field 4 Word Cloud                                         12  
 APPENDIX ONEWords submitted to Submission Field 1.connects organizations         uses any means of modern       facilitat...
 important conversations are     manages relationships            supportsbeing held.                                build...
 and various groups and          manages the                      Putting your best footorganizations                   co...
 listens, researches, and       serves                         Connectsthen crafts effective,targeted narratives and      ...
 communicates news and            fosters better                 conveys the messages,ideas                            com...
 way communication and          Is a management function       communicatesopen dialogue                  that guides orga...
 publicity and media            Public relations uses the art   builds mutually beneficialrelations                      a...
 helps in finding the best      Creates image                   saves the assesalternative                               c...
 shares information             is strategic communications     is building and maintaining                               ...
 relevant merits and values     is Recommendation                science of strategicallyof                             Ma...
 creates positive                communicates and engages       establishes goodconversations                             ...
 is the management function    establishes open and           masturbates wild turkeyswhich builds and maintains    honest...
 tells the stories               concerted communication          innovates                                effortsAsks    ...
 The methodology of              manages organizational         The practice or art ofcreating a communication        deci...
 strategically communicates      builds relationships           is the foundationcreates a two-way dialogue      is the pr...
  helps individuals and             is the practice of building      supportsorganizations connect              relationsh...
 APPENDIX TWOWords submitted to Submission Field 2.business partners                 internal and external       clients/c...
 the publics                  various publics               with constituents or                                          ...
 between an organization        key stakeholders              an organization with itsand its diverse audience            ...
 between disparate groups      any organization or         organizations                              individualall types ...
 a client and its target        employees and external        the businessesaudience                       audiences in   ...
 influencers, social           key influencers and key      corporations, brands andengagers, consumers,          audience...
 public audiences              organizations and              the client; person,                              stakeholder...
 for people and                 its values                  stakeholdersorganizations                               organi...
 for the organization          the stakeholders and            for publics and                              target audienc...
Public Relations Defined Submissions Analysis
Public Relations Defined Submissions Analysis
Public Relations Defined Submissions Analysis
Public Relations Defined Submissions Analysis
Public Relations Defined Submissions Analysis
Public Relations Defined Submissions Analysis
Public Relations Defined Submissions Analysis
Public Relations Defined Submissions Analysis
Public Relations Defined Submissions Analysis
Public Relations Defined Submissions Analysis
Public Relations Defined Submissions Analysis
Public Relations Defined Submissions Analysis
Public Relations Defined Submissions Analysis
Public Relations Defined Submissions Analysis
Public Relations Defined Submissions Analysis
Public Relations Defined Submissions Analysis
Public Relations Defined Submissions Analysis
Public Relations Defined Submissions Analysis
Public Relations Defined Submissions Analysis
Public Relations Defined Submissions Analysis
Public Relations Defined Submissions Analysis
Public Relations Defined Submissions Analysis
Public Relations Defined Submissions Analysis
Public Relations Defined Submissions Analysis
Public Relations Defined Submissions Analysis
Public Relations Defined Submissions Analysis
Public Relations Defined Submissions Analysis
Public Relations Defined Submissions Analysis
Public Relations Defined Submissions Analysis
Public Relations Defined Submissions Analysis
Public Relations Defined Submissions Analysis
Public Relations Defined Submissions Analysis
Public Relations Defined Submissions Analysis
Public Relations Defined Submissions Analysis
Public Relations Defined Submissions Analysis
Public Relations Defined Submissions Analysis
Public Relations Defined Submissions Analysis
Public Relations Defined Submissions Analysis
Public Relations Defined Submissions Analysis
Public Relations Defined Submissions Analysis
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Transcript of "Public Relations Defined Submissions Analysis"

  1. 1.   ‘Public Relations Defined’ Submissions Analysis Qualitative and Quantitative ReportsThe information contained below represents a qualitative and quantitative analysis of datacollected from 927 submissions received during the initial crowdsourcing phase of the “PublicRelations Defined” initiative, which ran from Nov. 21–Dec. 2, 2011.I. Qualitative AnalysisA qualitative analysis of commentary left on PRDefinition.PRSA.org, other PRSA blogs andexternal websites and blogs indicates that many within the public relations profession andoutside of it recognize the value of modernizing the definition of public relations. While multipledefinitions exist, comments and feedback provided to the “Public Relations Defined” initiativeindicate there exists widespread misunderstanding and confusion as to what constitutes modernpublic relations in the digital age. This sentiment, which was expressed in numerous comments,Tweets and blog posts, can be summarized as follows: • Public relations professionals (and, thus, the audiences we serve) continue to struggle with definitively explaining “What is PR?”; • Existing definitions do not sufficiently meet the needs of the profession, public, media or business community; and • No one definition is considered the de facto industry definition.Among the comments and feedback received, some common themes and words/phrases stuckout. Those include: • Relationship management vs. reputation management. o While both words appear in many comments and blog posts, they are split among two camps: American commenters more often referred to “relationship management,” whereas British commenters used “reputation management,” often within the same context of defining public relations. This raises the issue of whether these differences need to be reconciled in the candidate definitions and final definition in order to engender stronger industry buy-in for a new definition. Examples: • Commenter Nancy Syzdek wrote in a comment: o “Relationships are at the very core of everything we do. Regardless of the evolution of our tactics and technology, every strategy and objective is to build and support a relationship between an organization and its stakeholders.” • Philip Sheldrake said in a blog post that the initiative must: o “Recognise that reputation is a responsibility of everyone in an organisation, with the public relations professional providing leadership, structure, policy and guidance” 1  
  2. 2.   • The role of media relations, publicity and the like within the modern definition of public relations. o Several commenters expressed interest in seeing these phrases included in any modern definition; however, the overall sentiment of blog posts was that they are outdated concepts of public relations’ modern role and value. • Use of jargon that often belies industry definitions. o Phrases such as “mutually adaptable,” “strategic management function” and “strategic” found in several current definitions also showed up across the data and in the comments and blog posts. o Several comments, though, raised issue with including jargon phrases in a dictionary-like definition that by its very definition should be understood by all without having to explain phrases within the definition. • An expression of desire to include elements for current appreciated industry definitions, including those of the Canadian Public Relations Society and the Chartered Institute of Public Relations. • The role of “influence” in an era where the word often has a negative connotation associated with it. • Concern that any new definition will focus too much on the tools and tactics of modern PR (e.g., social media, blogs) versus a focus on the long-term impact and value of public relations. • The role of social media and technology as both a tool and channel and how that fits within a modern definition. • Former CIPR President Jay O’Connor expressed interest that any new definition stress “the role that public relations must play at board level, helping to explore, define, plan and execute strategy.” • The role of research and ethics. o Several commenters expressed interest in seeing “ethics” placed within a modern definition; however the word did not feature high in any of the rankings for the top words submitted across the four definition submission fields. o “Research,” while little mentioned in the data analysis and in comments/blog posts, has long had a place within the concept of public relations, both within the profession and externally. Specific feedback was submitted by Frank Ovaitt of the Institute for Public Relations, requesting careful consideration to the importance of including “research” in any definition. 2  
  3. 3.  II. Quantitative Analysis A. Snapshot of Submissions • 927 submissions, comprising 15,688 words. • 70 comments left on PRDefinition.PRSA.org and other PRSA blogs. • 18,000+ page views of Public Relations Defined website. • 15 trade and business media articles. o Endorsement from PRWeek Editor-in-Chief Danny Rogers. • More than three dozen blog posts written about the initiative. B. Top-20 submitted words*: • “organization” (present in 409 submissions) • “public” (387) • “communication” (292) • “relationship(s)” (271) • “stakeholders” (176) • “create” (175) • “mutual” (164) • “understand” (159) • “build” (159) • “audiences” (154) • “inform” (151) • “management” (129) • “brand” (124) • “company” (120) • “business” (119) • “people” (107) • “engages” (97) • “client” (94) • “awareness” (93) • “benefit” (84) *Note: These words represent the 20 most popular words submitted across all four boxes of the definition submission field. They should not be construed as the words most relevant for any single definition of public relations. Instead, they should be viewed within the context of their popularity compared to other words and phrases. 3  
  4. 4.   C. Final Word Cloud (All Submissions) 4  
  5. 5.  III. Analysis of Submission Fields A. Submission Field 1 — ‘Public Relations [DOES WHAT] with/for [WHOM] to [DO WHAT] for [WHAT PURPOSE]’  • 3,862 words submitted. • Top-20 most submitted words: o “relationship(s)” (present in 125 submissions) o “communication(s)” (100) o “creates” (58) o “communicates” (54) o “builds” (50) o “organization(s)” (49) o “manages” (44) o “helps” (44) o “engages” (33) o “management” (33) o “strategic” (20) o “maintains” (27) o “facilitates” (27) o “provides” (26) o “public” (25) o “connects” (24) o “awareness” (24) o “conversation” (19) o “information” (19) *See Appendix One for all submissions from Submission Field 1. 5  
  6. 6.   B. Submission Field 1 Word Cloud 6  
  7. 7.   C. Submission Field 2 — ‘Public Relations [DOES WHAT] with/for [WHOM] to [DO WHAT] for [WHAT PURPOSE]’ • 3,175 words submitted. • Top-20 most submitted words: o “organizations” (present in 230 submissions) o “public” (187) o “stakeholders” (126) o “audiences” (92) o “people” (60) o “individuals” (59) o “companies” (57) o “client” (52) o “businesses” (43) o “brand” (39) o “between” (33) o “target” (29) o “group” (28) o “media” (27) o “interest” (25) o “external” (23) o “communities” (22) o “consumers” (17) o “customers” (16) o “entities” (16) *See Appendix Two for all submissions from Submission Field 2. 7  
  8. 8.   D. Submission Field 2 Word Cloud 8  
  9. 9.   E. Submission Field 3 — ‘Public relations [DOES WHAT] with/for [WHOM] to [DO WHAT] for [WHAT PURPOSE]’ • 3,990 words submitted. • Analysis of Field 3 shows that it was the most diverse field in terms of words submitted. No one word or phrase stood out as dominant (as in other submission fields). • Analysis also shows submissions to Field 3 to be the most nuanced in detail and depth of words submitted (see Appendix Three for listing of all submissions from Field 3). • Top-20 most submitted words: o “relationship” (present in 87 submissions) o “communicate” (79( o “public” (77) o “create” (74) o “inform” (72) o “understand” (71) o “build” (61) o “awareness” (39) o “influence” (39) o “mutual” (39) o “audiences” (36) o “engage” (36) o “maintain” (35) o “promote” (32) o “reputation” (29) o “increase” (29) o “brand” (28) o “positive” (26) o “behavior” (24) o “organization” (24) *See Appendix Three for all submissions from Submission Field 3. 9  
  10. 10.   F. Submission Field 3 Word Cloud 10  
  11. 11.   G. Submission Field 4 — ‘Public relations [DOES WHAT] with/for [WHOM] to [DO WHAT] for [WHAT PURPOSE]’ • 4,760 words submitted. • Top-20 most submitted words: o “organization” (present in 105 submissions) o “mutual” (97) o “public” (79) o “understand[ing]” (74) o “benefit” (74) o “purpose” (69) o “business[es]” (51) o “relationship[s]” (49) o “goal” (48) o “better” (46) o “success” (41) o “achieving” (38) o “company” (34) o “brand” (34) o “awareness” (29) o “beneficial” (29) o “product” (29) o “positive” (29) o “client” (28) o “creating” (27) *See Appendix Four for all submissions from Submission Field 4. 11  
  12. 12.   H. Submission Field 4 Word Cloud 12  
  13. 13.  APPENDIX ONEWords submitted to Submission Field 1.connects organizations uses any means of modern facilitates communication technology andconnections organizations communication to connect helps create a discussioneducates uses any means of modern connects technology andhelps organizations connect communication to connect gives voiceinteracts is the management of Guards the integrity and messages protects the reputation ofhelps organizations develop organisations while instillingbeneficial relationships creates public awareness honest and transparent through the use of the communications with... mediais the manner in which enlightens builds relationships withis the manner in which target constituencies sustains communicationconnections businesses is the nurturing of connects relationshipsinteracts reputation management is the practice of engaginghelps organizations connect is the planned persuasion of Communication function people to behave in wayshelps companies buildstrong relationships that further its sponsors decisively engages objectives. continuallystage facilitates conversation and directs a messages engagementprovide organizations seeks to influence the is the dialoguehelps organizations engage beliefs charges $5,000 per montis the strategic keeps public informed thatcommunication helps build relationships be deceives it negative, positive orPR is perception. exploitative determines when, where and by whom the mostcanonizes the dead clients engages important conversations are being held.builds valuable connections perception building among the public determines when, where and by whom the most 13  
  14. 14.  important conversations are manages relationships supportsbeing held. builds relationships is a tool used to resonatePublic Relations LISTENS withintently, empathetically, and is a craftcritically to the needs and manages reputationsdesires of prospective facilitates productivecustomers, clients, or relationships improves relationshipsconstituents, Serves the public interest as manages, maintains and twits shills and sophists responsible advocates creates an imageEmotionally aligns a target Tells the Story creates ideas for events oraudience stories that are news Getting info out to the public worthy.clarifies , anyway you can. provides informationcommunicate listens shapes idealsstarts a conversation facilities clear communication interactsfaciliates messages Tells a story strategic counsel andGood performance well executioncommunicated is a position that reaches out to the public facilitates informationenhances sharing influences opinions selectedclarifies the message audience(s) is a management functionhelps an entity or protects & promotes informsorganization relate to itsvarious publics is interrelations seeks to sway opinionmaintains a mutually manages image establishes and createsbeneficial relationship mutually beneficial crafts a message relationshipsrelates to the public aggregates comments and is a management functiontells a companys story testimonials of loyal that builds relationships consumers of products and betweenmanages relationships services creates connectionsmanages word of mouth strategically shapes areputation message tries to shape opiniongenerates positive translates maintains an informativeassociations through and professionalmultiple touch points is an all encompassing relationship between people strategy 14  
  15. 15.  and various groups and manages the Putting your best footorganizations communication functions forward while keeping both feet planted firmly on theis a field of work focused on strategically directs groundidentifying and building communicationrelationships facilitates a conversation facilitatescommunicates drives information sharing serveskeeps mediates communication is the management ofis the active attempt to communication engages in communicationrestore and maintain asense of community ensures the timely flow of builds and maintains accurate information relationshipsis combat spins creates and disseminatesis the exchange of ideas information using traditional pushes media, social media andengages events communicatesbrings to light provides information shares information, informs,involves working with an engages Raises awarenessorganization illuminates the marketing facilitates dialoguebuilds relationships messages tells the storystrategically communicates helps companies Engineersfosters two-way communicatescommunications Promotes Through Publicity creates conversationfosters a relationship helps organizations persaudes through the strengthen relationshipsmaintains and cultivates strategic presentation of factrelationships or opinions by using is the conveyance of facts, endorsements, events and opinions and ideasis the startegic managment all media channelsof relationships provides services communicatesis the sum total is a communications builds connections function ofgenerates and protectssocial capital communicates connectssets expectations and facilitates dialogue helps share the storiesdrives performance promotes Public relations delivers a strategic and clear message 15  
  16. 16.  listens, researches, and serves Connectsthen crafts effective,targeted narratives and communicates and engages is a strategic process ofconversation-driving content communication by connects organizationscommunicates The activities and attitudes builds relationshipsCommunicates intended to analyze, adjust to, influence and direct is NOT advertisingWhy try to do is the art and science of Quantifies the image orcommunicates communicating perceptiondevelops ethically sound manages brand and is reputation managementstrategic communication reputations listens and responds toprovides an authentic voice is an active conduit of conversations communicationsharpens actively engages communicates usingbuilds mutually-beneficial diverse multi-media tools enhances relationshipsrelationships between helps shape conversationsaids provides awareness designscreates mutually beneficial facilitates communictionrelationships Public relations is the professional discipline of Engagesstrategically communicates strategically and ethically managing relationships counselsengages manages and maintains and is a disciplineconnects people key relationships manages the reputation andsets expectations and communicates credibilitymanages performance counsels, leads and "People relations" createsdevelops strategies and collaborates understandingbest practices builds relationships that does whatactions and deeds earn trust manages public perceptionsHelps create a meaningful manages communicationdialogue communicates employs communicationis a strategic function that strategies shapes conversationsfacilates employs a variety of tools Communicates a messageart of communications and mechanisms communicates knowledge 16  
  17. 17.  communicates news and fosters better conveys the messages,ideas communication stories, and hidden truthsbuilds mutually-beneficial builds relationships Listens and conversesrelationships facilitates learning and tells a storyis the intentional practice of interactive dialogue provides resources andis the practice of engaging connects informationkey audiences facilitates an ongoing shapes perceptionsinforms conversation management ofhelps tell stories promotes awareness relatesserves to communicate informs and influences bringsis a two way influence Establishes and enrichesprocess relationships through multi- helps amplify a message or disciplinary communication missioncreates conversation tools shares a (branded)manages relationships and builds relationships messageperceptions crafts is abouttells the story of a group,organization, corporation or builds bridges protects and strengthensother assembly of people or the reputationsideas Represents a community, individual or organization is about sharing facts andgenerates awareness truth engagesprovides a mutually Connects businesses andbeneficial relationship using engages brands with the rest of thetools such as media worldrelations (including social monitors, creates, managesmedia), events planning, & leads conversations Connects businesses andintegrated communications, brands with the rest of theetc. world facilitates truthful communicationhandles perceptions PR is a discipline that uses are actions undertaken well targeted and sustainedadvocates specifically to motivate online and off line communicationsmanages communications enables an organization toof multiple forms effectively communicate build relationships between and mutual understandingadvocates creates works that include between organisations and writings, graphics and their stakeholders, servescreates positive discourse promotions as the ethical leader of the organisation, enables two- 17  
  18. 18.  way communication and Is a management function communicatesopen dialogue that guides organizations in achieving congruence informs and engagesprovides the context between their desired public perception and their cultivates relationshipseats operational realities. connectsis using a variety of means manages communicationand mediums facilitates conversation is the management functioncommunicates a message that helps organizations and helps bring awareness to a communities cause, brand orarticulates and delivers key organization. It tells a story,messages listens and as a result participates in the shares information community and is social.Amplifies the conversation maintains awareness always strugglesengages brings organizations is storytelling and listening togetherfacilitates communications creates and manages opens doors conversationsenables the management ofan organizations reputation manages reputations has not solved this problemEngages sets a public image creates and influenceslistens to the stakeholders messaging andof a company of provides facts and communicationsorganization, creates interpretation of factsconversations based on seeks to informwhat they learn from them informsand builds relationships mediates cultural values communicatesrelates fosters a community Speaks withengages informs lends an informed voiceOne-to-many, one-to-one educates and informsand many-to-many Public relations positionsstrategically aligned individuals, organizations is the practice of engagingactivities dedicated to and causesprotecting and enhancing develops and managesbrand, brand awareness, connects organizations and messagescredibility, reputation and brandgoodwill enables starts a conversationuses strategiccommunication is a communications Plan assertive platform communicationinforms, responds to andcontibutes to publicly relates 18  
  19. 19.  publicity and media Public relations uses the art builds mutually beneficialrelations and science of human relationships between communication to connectmanages reputations provocative ideas forms a messageenables the flow of builds understanding a strategy-driveninformation and insight communications practice makesshares verbal or written communicatescontent and conversations provides in a honest and transparent way creates and maintainsenables the flow of reputationsinformation and insight brings positive attention informsestablishes and strengthens communicatesstrategic relationships communicatesthrough ethical, honest and supports conversationstransparent actions promotes engagesis the art of communicating is a communication bridgeand interacting facilitates communication constructs a narrativeworks Acts as a medium provides a stage and aprovides strategic direction creates networks of captive audience dialoguecreates and maintains a Ethically and efficiencymutual relationship is about relationship manage organization-public management relationstalks AND listens brings together questions create the identity of adevelops an intimate Company/brandawareness of an engages a company,organization, product or business or organization attempts to distort people’sidea perception of reality relays a messageengages displays actions does whatprovides professional manages the reputation,assistance corporate image and public dialogue affairsconnects organizations communicates meaningful, useful messages opens eyes ofhelps an organization adjustits behavior is building trust through strengthen the connectivity engagement, demonstratingcommunicates my values beyond my facilitates a two-way communication businesscommunicates develop the "face" 19  
  20. 20.  helps in finding the best Creates image saves the assesalternative creates, promotes and includes a wide range ofengages stakeholders maintains a message tools to inform or persuadingpeople use a broad-based communicatestraining, experience, and a is the strategic managementhuge dose of common engages functionsense facilitates interaction aligns the way a companybuilds and reinforces presents itselfrelationships advocates enablesmanages transparency refers to the practice of setting measurable engages and shapesConnect people with the objectivesright business Communicate creates engagement and ainfects call to action builds ongoing rapportare the ethical, interactive builds brand awareness connects companies andactions brands provides informationutilises a variety of connectscommunication channels Communicatesand networks was the placing hegemony facilitatesstrategic council and public Guidesadvocate is the strategic relationship management through connectsencourages mutual communicationsunderstanding presents messages establishes relationshipsfacilitates communication cultivates relationships is self defined. It engagescommunicates information Listensabout and creates an image facilitates ongoingfor the client -- product, conversations applies psychologyservice, business, person,or other is the umbrella under which produces publicity, key messages are manages media relationsinforms, learns and defends developed, connected to and communications, and key publics and distributed builds reputationCreates, guides and with state-of-the-artmanages brand communications toolscommunications to reach a is a professionwide range of publics advances understanding takes on the voicethrough various media and buy-inchannels. builds relationships maintainsbuilds networks of influence 20  
  21. 21.  shares information is strategic communications is building and maintaining planning relationshipsprovides communication Provides channels of is the ethical and effectivemanages reputations communication managementInfluences manages communication Includes every activity and relationships designed to create, maintainmanages relationships and grow relationships connects clientscommunicates helps precise regulationscreates a positive message informs offers opportunitiesinfluences communicates storytellingis the strategic management encourages dialogueof relationships influence is the practice of building,manages information and anticipates perceptions strengthening andcommunication processes maintaining trust creates understandingDevelops and delivers vital communicateinformation communicates involves managing is the strategic Engages internal and relationshipsmanagement of external audiencesrelationships provides appropriate explains communicationsfacilitates a conversation is strategic and effective creates messagingcommunicates communications influences actions andManage all imaginable and inform society about recent understandingunimaginable sort of and relevant ongoing social,communication effectively political, economic, cultural is the C-level management activities function that organizes andbuilds trust directs two-way brand creates mutual dialog through multiple understanding channels and actionsmakes known a product ,acompany, an institution or aperson to the target publics is the art to relate manages reputationwith objective perspective planned is an essential internal andbuilds relationships with external advocacy communications discipline Utilizes bilateral and variedhelps create understanding, verbal and non verbalconnection and communications platforms is the C-level managementcollaboration function of defining and then purposefully championing 21  
  22. 22.  relevant merits and values is Recommendation science of strategicallyof Management communicating and executing proactive ideasEnhances messages recommendation management connects organizations andopen brands recommendationsbuilds relationships and management builds recommendationinfluence Recommendation is the practice of strategic,creates messages to tell the management message-drivenstory communications Recommendationis the strategic management Management communicatesof the communicationprocess Creates content, creates an environment conversation and coverage"Public relations" is the that results in marries art and sciencepractice of effective action recommendationsand communication Recommendation Recommendation Managementprovides a platform management leverages various mediaengages is recommendation channels managementanalyzes the Recommendationcommunications landscape builds relationships Managementof Managing communications Recommendationis two-way, honest Managementcommunication helps people say the right things Recommendationcreates an image Management plansconverses connects fosters positive relationshipsGets Facilitates approaches find needssupports evokes a two-way builds communities conversationcreates and managesrelationships aligns the wants and needs enables organizations to of a company communicateRecommendationManagement serves as a conduit engage the publicrecommendation communicates an are the good-willmanagement organizations affairs ambassadors crafts messages 22  
  23. 23.  creates positive communicates and engages establishes goodconversations relationships creates and managesconnects people images and perceptions manages relationshipscommunicates creates third party creates relationships recommendationsmessage builds relationships creates longterm,uses communications transparent and sustainable builds and developsstrategically relationships relationshipsbuilds bridges strategically applies interactstells and defends the story protects and enhances builds and upholds brand reputation relationshipsengages in communication Adapts with the changing is values drivenManages all media to provide up to datecommunications collaborative knowledge establishes a relationship between companies and the public in order to establishcultivates a positive image uses multiple media and maintain a positive image through digital andhelps connect brands physical public media helps a company or outlets. organization relate andcreates, builds, and have a good relationshipmaintains relationships advocates responsible for respondingis an ongoing effort to build quickly if an organization engagesand maintain strong ties faces an issue with a product or a person etc. it communicates also takes on a moreThe strategic use ofcommunications business side of upholds relationships communications. PR helps gains image back.strategically uses engagestransparent, two-waycommunications fosters and creates creates relationships relationshipssells a product or a person.A credible way of building effectively connects and is a mutual relationshiprelationships with people communicates between a client and anand organizations. Poses organizationan opinion that will sway communicatespeople. is one of the most effective manages relationships ways to communicate atells a story powerful narrative story creates relationshipsadvocates values-driven communicatescreates a strategy creates relationships 23  
  24. 24.  is the management function establishes open and masturbates wild turkeyswhich builds and maintains honest communicationlong term, mutually works to create awarenessbeneficial relationships opens communication develops factual, fun andco-ordinates organizational establishes relationships unique positioning thatcommunication creates awarness conveyed is a communications best by third party sourcesengages management function and credible stories through various communicationbuilds relationships interacts vehiclesuses communication builds relationships builds a positive relationshipis the strategic management inspires Informs and cultivatesof competition and conflict relationships engagesinform and persuade facilitates valuable relationships involvesbuilds relationships bridges audience with builds relationshipis the practice of building informationand maintaining mutually increases awarenessbeneficial relationships is the relationship, the network between people increases awarenessinforms, educates, engagesand connects Establishes connections creates awarenessprovides organizations helps an organization raises awareness communicatecreates and develops informs acts as a bridgerelationships facilitates relationships fosters relationshipsinfluences beliefs creates communications fosters relationshipsconnects a brand addresses awareness engagesestablishes or maintains arelationship increases awareness sharesProvides a platform tofamiliarize, connect, and increases awareness is the development andengage the "public" cultivation of a relationship professionally maintains theis the discipline of public image creates opportunities tocommunicating with any develop social capitalperson related to the creates a positive messagecompany internally and build, supervise andexternally Lights the Way optimize works 24  
  25. 25.  tells the stories concerted communication innovates effortsAsks uses all available communicates technologies and resourcesencodes the message for effective communication Connectspromotions It is a professional function manages reputations that leverages both physicalis the act of communicating and digital communication establishes relationships mediums (i.e. social media, news outlets, brochures) todevelops and maintains create, maintain, orrelationships fosters goodwill replenish relationships with key constituents, in a long-is a function to build attempts to win the term sense.relations day/week/month conversespositively communicates badgersmessages engages assists and encouragesis a means for establishing brings brands to lifeand maintaining manages relationshipsrelationships does damage control communicationsis a strategic managementfunction Networks Inspiresaids in the building of helps people and works businessesmutually beneficialrelationships creates a favorable climate is the process of developingIs a distinct management two-way communication provides the opportunityfunction that identifies,establishes and maintains a indirectly influencesmutually beneficial helps people, businesses perceptionsrelationships between an and organizationsorganization and its various builds and maintainspublics. is knowing what to say; relationships when to say it; how to say it;provides strategic where to say it; whom to creates an outlet forconversation say it to communicationstrategically and effectively influences is the internal and externalcommunicates promotion of operations provides relevant performancePublic relations shapes an informationimage connects companies raises awareness andworks engages audiences ethically communicatesis a process is the connection and relationship needed 25  
  26. 26.  The methodology of manages organizational The practice or art ofcreating a communication decisions and creating and promotinglink communications messages to maintain goodwillpositions a brand provides research-based guidance fosters mutualhelps to define, create and communicationdisseminate clear and effectively communicateshonest messaging communicates values is a management andcreates communication function listens deeply and tells stories wellpeople drives business objectives creates a stable climateengages establishes and maintains reciprocal relationships manages an image andmediates influential interactionsrelationships managerial process utilizes all kinds ofsupports sales & marketing generates awareness communicationefforts We are sentinels, like a is an ongoing strategiccreates and manages lighthouse, steering our conversationreputations and relationship clients and organizations from harm, strong and helpsInfluences the behavior and standing tall.beliefs builds and maintains the management function mutually benefittingfosters conversations that identifies, establishes relations and maintainsdrives reputation, provides mutually beneficialawareness and is the deliberate, planned relationshipsunderstanding and sustained efforts builds mutually beneficialhelps human beings to get is a strategic process of relationshipsinto contact communicating, engaging, and collaborating provides two-wayEnhances and maintains communicationthe reputation and/or image protects company and brand reputation communicatesbuild effective relationships transmits news to the is a two-way conversationhelps build and establish people that cover the newsrelations creates open provide ideas communicationbuilds mutually beneficialrelationships provides ethical strategic shares information planning, consultation and implementation science connects the public 26  
  27. 27.  strategically communicates builds relationships is the foundationcreates a two-way dialogue is the practice of communicates a message management concernedsupports business goals with understanding and creates and maintains an influencing strategically immediate and openpublic relations identifies important stakeholder dialogueand refines a problem or groups (publics) in order toopportunity, researches it to maximise the chances of is a process wheredetermine the prevailing success for the organization communicatespublic view organisation. plans and implementstakes an issue Persuades strategic communication programssets the agenda fosters respectful and informed relationships creates a dialogueis the use of any form ofcommunication to connect manages the manages interactions communication functionsfacilitates dialogue for exists as innovationcustomers shares meaning builds understanding andfacilitates communication establishes, compels and awareness maintains a positive emotional impression of theis a practice that informs organizationprofessionallycommunicates communicates on behalf of is a powerful a person or organization communications toolstrengthens relationships Communicates the promotes conversation andencourage CEOs to perspective of an understandingcommunicate organization Strategically engages indevelops a direct line of is the process of networking conversationcommunication shares connectsmanages the image andreputation communicates intentions changes perceptions on and actions how the public views aestablishes and maintains a matter.relationship manages, builds and maintains relationships collaboratesis building perception,through which a brand is deliversbuilt works via strategic two-way communication helps create a strong andfacilitates open influential brand identitycommunication strategically advises communicatesfacilitates creates positive engagement 27  
  28. 28.   helps individuals and is the practice of building supportsorganizations connect relationships and communicating serves as the keeper ofpromotoes corporate reputation shares who we areeducates, influences and initiates and managesinspires provides a way dialoguesis the professional promotes a positive image promotes communicationmaintenance of a favorablepublic image through shares a message helps an organization withtraditional and new media creating mutually beneficialvia two-way communication facilitates conversations relationshipsbuilds positive relationships fosters communication engagesand awareness assists clients to engage is a profession that utilizesis a practice that the journalistic andprofessionally communication skills of the communicatescommunicates ideas and written, non-verbal andmessages spoken word is the practice of building awareness and trust by acommunicates tries to make it easier person or organization, often through massbuilds long lasting communications, strugglesrelationships Public relations is a holistic is the management functionIn a democracy, public business function that that creates and maintainsrelations fills the crucial role endeavors to cultivate mutually beneficialof fostering strategic connections relationshipsrelationships. helps people/organizations informs and influencesis the values-drivenmanagement of enables conversation nurtures relationshiprelationships cultivation, trust management, and loyalty Public relations is the art ofThe art or science of development influencing and managingcommunicating public perception is exploiting strengths andconnects and exposes a managing weaknesses makes people talkperson, place, product,event, service or idea enhances relationships communicatesbuilds relationships is the multi-faceted art of Disseminates information communication between afosters a communication brand, organization or entity is a strategic marketingrelationship function 28  
  29. 29.  APPENDIX TWOWords submitted to Submission Field 2.business partners internal and external clients/consumers entitiestheir stakeholders their employers the purposetheir stakeholders an organizations for a product, person or stakeholdersaudiences company with stakeholdersthe public and in an effort tostakeholders nothing whom organizationskey stakeholders influence and rely on any organizations constituent audiencestheir customers, with an organizationsstakeholders and the public any organizationspublic constituent audiences of managementa company on behalf of the provider it customers represents,an organization language, media and with phonestheir customers technology with the mission of thepublics of the publics clienttheir stakeholders public audiencestheir stakeholders and key stakeholders everyoneaudiences the companies for publichear stakeholders companiesa platform an organizations organizationskey audiences stakeholders individuals, groups, andan organization people and ideas organizationsAudience voiceless organizations and theirwith its scripture audiences anyone the organisationsimportant stakeholders activities affects clientsany media and specific interested people organizationsorganizations 29  
  30. 30.  the publics various publics with constituents or customersorganizations and the employers/clientspublic an organization and its a company or person stakeholdersclients and its key publicsand stakeholders clients the benefit of the sponsoran individual, company or any organization or person the environmentservice the public with: groups/organizations,words, photos, video practitioners both public and private for: the public, local citizensall an organizations organizationspublics individuals or groups who various publics have an interestfor brands or organizations businesses peopleorganizations main audiences pathcommunities brands and organizations by organizationswith practioners who (corporations, CSOs andengage the public through the events or stories are governments)various channels for the client to use in social media or any other with communication toolscompanies and their venue for exposure. Theconsumers players can be anyone. with target audiencesthose we represent a personalitys, products, key stakeholderswith customers or companys audience the publicsocial media, press others for the purpose of creatingcontacts, old fashioned interacts with the public a positive image or brandnewspapers, broadcast and internal stakeholdersand use of twitter /blog internal and external anyone publics, including media,insight the community, and an organization and its employeesits clients publics many publics the publicPeople mutually beneficial communication with target audiencesfor the business news-worthy information among groups with aindividuals and common interest or goalorganizations distortions and spin with the public and ana reputation all the tools it can muster organization 30  
  31. 31.  between an organization key stakeholders an organization with itsand its diverse audience most importantgroups organizations and relationships individualsof relations those we work with an organization and itsclients existing and potential to a targeted audience (ie stakeholders public)integrity and urgency clients various and specificorganization and its audiencespublics companies, organizations and individuals with multiple public foran organizations key multiple interestspublics stakeholders with all mediaorganizations and the publics and organizationsmass public something this important organizationsthe organization stakeholder audiences various groups of publicsbetween an organization people and organizationsand its publics internal constituents and external stakeholders for an organizationpublic entities and theparties that disseminate consumer and corporate content driversfactual information to consumption between an organizationaudiences interested in through all channels and its stakeholderssuch entities a targeted audience decision makers at allhigh paying corporations levels of an organization an organization and itscontent publics clients and segementedpeople publics business andorganizationsmedia and the public an organizations goals and Audiences visionits intern clients/money stakeholderstheir message key stakeholders shared intereststhe public consideration by the public with integrity and a sensecustomers entities of urgencythe public management through among our clients and which organizations stakeholder andienceswith select audiences onbehalf of interested parties audiences 31  
  32. 32.  between disparate groups any organization or organizations individualall types of organizations companies, organizations,and influential individuals and societies online and print mediastakeholders organizations the mediaclients and their publics Publics the building ofbusiness relationships citizens, consumers,key stakeholders (media, and/or other forms of writers and thoughtcustomers, investors, community members leadersregulators, general public) ranging from local to global, with stakeholders for anpeople organization stakeholdersthe opinion Test companies, brands andmedia, stakeholders and people using communicationstargets processes individuals, companiesan organization, its and entities contentemployees and keystakeholders organizations testa specific purpose stakeholders the publicinternal and external interested audiences organizationsaudiences with an organizations organizations and theirorganizations and constituents current, former andindividuals potential audience for businesses andcommunicators products for mutual learning and adaptation of commonbetween an organization audiences and goalsand its diverse publics. stakeholders interested audiencesvarious stakeholders Stakeholders between organizations andaffected parties employers and clients their publicsorganizations organizations within the context diverse minds, perspectives &between an organization for organizations and opinionsand its stakeholder publics individuals organizations, individualswhoever is paying companies/people and companies clients 32  
  33. 33.  a client and its target employees and external the businessesaudience audiences in conversations with the key stakeholdersthe public and an of a brandorganization key individuals & communities responsible for theorganizations organisations social organizations and their responsibility, representbetween 2 or more parties publics stakeholders toorganizations management strategically selectedbetween organizations and people and groups stakeholderstheir affected publics its publics the dogreal people clients that seek out an individual orpublics improvements organizationmembers of learning an organization, brand, or between entitiescommunities and tribes identity for an individual orclients, people, great purpose and care organizatinorganiztations, to customers, employees, Brand followerscorporations, and media and investorsgovernments stakeholders and for the public influencersamong stakeholders entities and individuals with internal and externalfor the company and its audiencespublic relationships among its key audiencesthe public with the public Journalists / Bloggers /a companys customers, people Communicatorsthe media, and othercommunity participants organizations with a desire the people in these interested and affected communitiespeople or organizations persons and groups publics (audiences,their audience targets) helping peopleorganizations, including two or more stakeholdersfor-profits and non-profits, of the organizations we represent —driving solid, long-lastingOrganization relationships with relevant with the public, throughcommunities interactive communication, audiences/stakeholders, including members, the businesses prospects, media, 33  
  34. 34.  influencers, social key influencers and key corporations, brands andengagers, consumers, audiences personalitiespolicy makers to be consolidated publicsthose engaged in theprocess the public clientsThis activity should be led the public organizationsby trained professionals between organizations and (between) communicatorseither from withing the the people who matter to and audiencesorganziation or in a themconsultancy structure, cultural network compatible interests participants with anstrategic publics interest in the brand or a organizations and publics brand-related topictransparentcommunication businesses, people, public (between) communicators figures, organizations, and audiencesstakeholders fashion, the list goes onan organization and on key stakeholders of an organizationtheir audiences internal stakeholder with userswords and passion people businessesDominik an organizations stakeholders organizationsbusiness and/or people more than 100 years both internal and externalbusinesses publicsto the publc companies, organizations, individuals, organizations and individualspeople and businesses companies orstakeholders public opionion organizationsthe public stakeholders its target audiencea diverse audience constituent stakeholders clientsTo establish mutually general audiences their audiencesbeneficial relationshipswith the public a brands constituents to better conform to the relevant audiences expectations of audiencestheir interested upon which theconstituencies organizations and groups organization depends organisations people 34  
  35. 35.  public audiences organizations and the client; person, stakeholders company, organization,with the right people news medium, etc. an emotional connectionindividuals and companiesorganizations business, governments and organizations the society as a wholeclients companies and brands with online and offlineto defined audiences strategies creative usagebrands and organizations for a wide range of influencers commercial and non-stakeholders products, services, people commercial organizationsrelevant audiences and organizations around the worldwith community for clients/audience with stakeholderscorporations (or non-profits, advocacy groups, with internal stakeholders stakeholders andetc.) focused on external influencers constituencies speedstakeholders companies the environmentan organization focused on common of an organization ororganizations and people interests, and shared individualfor interest groups of any goals, over time,kind the relevant public of an consumers and organisationanswers stakeholders organizations and theirits target audience(s) for those who have a publics vested interest in trying toa company, organization control thought within the public peopleor individual masses (even when engaged in narrowed individualswhom targeting) stakeholders, constituents,audiences organizations customers, targeted segements of the public,organizations potential investors, and/or the public in customers and businesses general.people related target market words, campaigns andstakeholders PR-people customersindividuals, organizations, Organizationsand the world around them 35  
  36. 36.  for people and its values stakeholdersorganizations organizations with stakeholdersstakeholders relationships and between an organisationa target audience information and its publicsconstituents relevant to the consumers a client or organizationtopic with individuals, groups, clientsthe community and organizations between the organisationthe public their consumers and its divers publics through communicationits organization organizations internal and externalindividuals and the companies, nations publics/stakeholder groupsorganizations Public entities about concepts anda specific or targeted organizationsaudience audiences clients an organization and itsall key stakeholders diverse publicsthe public strategic publics those outside the brand /audiences Closely companyinformation sharing clients stakeholders and the general publicstakeholders and the clients, organizations,public companies, firms, between people, cultures, corporations, etc organizations andclients and members of governmentsthe media that uses traditional and digital communications transparency andan organizations publics tools opennesseveryone the company they are with communication tools speaking forobjectives, strategies and the communitytactical executions the public and the media, through both traditional individuals andall of an organizations and social media, organizationsstakeholders the world organizations andpublic stakeholders publicstheir bosses between executives and the public their publicsan organization 36  
  37. 37.  for the organization the stakeholders and for publics and target audiences of the organizationsaudiences organisation publicseveryone between/among groups of people/organizations businesses, non-profitorganizations entities and individualseveryone all key stakeholders an organizationpeople the most relevant publics a person, place, ora vested interest in order a businesses or an business organizationorganizations and anyone with an interest inindividuals between organizations or an issue individualspeople Others audienceswith all available means organizations and on behalf of an individualsspecific audience organization relevant audienceswith all of your audiences to strengthen connections to key stakeholders – brands, businesses, policyconsidering ethics individuals, institutions and and products those that influence them stakeholders, clients,between an organisationand its publics an organization service providers, charities and more!with the public that exists to brands, businesses andpersuasive an organization, person or organisations issue in a dynamic, freeMutually beneficial brands/businesses/public speech marketplacemessaging sector organizationsindividuals/brands/people/t brandhings opportunity brandsof organization- an organisation, businessstakeholder relationships or institution or individual 3rd party influencerswith constituencies of an organization brands, businesses andimportant to an productsorganization organization/publics organisationspeople "between" an organization and its public brandspublic interested humans 37  

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