The document outlines the key components of public relations (PR) work, which include counseling, research, media relations, publicity, employee relations, community relations, public affairs, government affairs, issues management, financial relations, industry relations, development/fundraising, multicultural relations, special events, and marketing communications. It then provides brief definitions for each component. The document also discusses why PR is important for organizations and outlines nine ways that PR can contribute to an organization's bottom line, such as providing early warnings, building morale, motivating employees, identifying opportunities, managing crises, and influencing public policy.

1. Lecture 2 Components of PR

11. Why is PR important? (9 ways PR contributes to bottom line) Early warning on issues, social/political change, Research, liaison with all publics 3. Issue anticipation Build morale, teamwork, productivity Internal relations and communication 2. Organizational motivation Pave way for sales, fund raising, stock offerings Publicity, promotion, 1. Awareness & information Outcomes Principal Activities Process

12. Why is PR important? (9 ways PR contributes to bottom line) Realistic, competitive and enlightened decisions Counseling senior managers about what’s really happening 6. Overcoming executive isolation Protect position, retain allies and constituents Respond to or blanket issues, disasters, attacks 5. Crisis management Discover new markets, products, methods, positive issues Interaction with internal and external audiences 4.Opportunity identification Outcomes Principal Activities Process

13. Why is PR important? (9 ways PR contributes to bottom line) Public consent to activities, political barriers removed Constituency relations, lobbying, grassroots campaign 9. Influencing public policy Create reputation, enhance economic success through “double bottom line”, earn trust Social accountancy, research, volunteerism, philanthropy 8. Social responsibility Ease resistance to change, promote smooth transition, reassure affected constituents Corporate culture, research 7. Change agentry Outcomes Principal Activities Process