The document discusses definitions of public relations and provides context around its strategic nature. It summarizes public relations as "a strategic communication process that builds mutually beneficial relationships between organizations and their publics." It also outlines typical public relations activities like writing, planning, counseling, and research and discusses models for defining public relations functions.

1. PR
What
is
?

2. 500 definitions

3. 500 definitions
The very people charged with shaping the organization’s
reputation can’t project a unified picture of themselves

4. http://prdefinition.prsa.org/

5. http://prdefinition.prsa.org/
Crowdsourcing the definition: Nov. 2011

6. And the winner is:

7. And the winner is:
“Public relations is a strategic communication process
that builds mutually beneficial relationships between
organizations and their publics.”

8. Public Relations
Public Relations

9. Public Relations
Public
Relationshipswith your

10. Public Relations
Public
Relationshipswith your
Building Trust
Communicating
Advocating

11. What is a Public

12. What is a Public
Who are the university’s publics

13. An Organization s Publics

14. An Organization s Publics
Organization

15. An Organization s Publics
Organization
Board of Directors

16. An Organization s Publics
Organization
Board of Directors
Employees

17. An Organization s Publics
Organization
Board of Directors
Investors Employees

18. An Organization s Publics
Organization
Board of Directors
Investors Employees
Government

19. An Organization s Publics
Organization
Board of Directors
Investors Employees
Unions
Government

20. An Organization s Publics
Organization
Board of Directors
Media
Investors Employees
Unions
Government

21. An Organization s Publics
Organization
Board of Directors
Media
Investors Employees
Unions Consumers
Government

22. An Organization s Publics
Organization
Board of Directors
Media
Investors Employees
Unions Consumers
Government Community

23. Internal Publics
An Organization s Publics
Organization
Board of Directors
Media
Investors Employees
Unions Consumers
Government Community

24. Internal Publics
External Publics
An Organization s Publics
Organization
Board of Directors
Media
Investors Employees
Unions Consumers
Government Community

25. PR as Relationship
• Media Relations
• Employee Relations
• Investor Relations
• Community Relations
• Government Relations
• International Relations
• Blogger Relations
Management

26. PR as Relationship
• Media Relations
• Employee Relations
• Investor Relations
• Community Relations
• Government Relations
• International Relations
• Blogger Relations
Management

27. PR as Relationship
• Media Relations
• Employee Relations
• Investor Relations
• Community Relations
• Government Relations
• International Relations
• Blogger Relations
Management

30. Dove’s Campaign: Advertising or PR?

32. What s the difference
between advertising & PR?

33. Advertising:
you pay for

34. Advertising:
you pay for
PR:
you pray for

35. Advertising PR

36. Advertising PR
Promotes an individual
product or service

37. Advertising PR
Promotes an individual
product or service
Promotes an entire org.

38. Advertising PR
Promotes an individual
product or service
Promotes an entire org.
Messages intended to
persuade to buy

39. Advertising PR
Promotes an individual
product or service
Promotes an entire org.
Messages intended to
persuade to buy
Messages intended to create
goodwill/win support

40. Advertising PR
Promotes an individual
product or service
Promotes an entire org.
Messages intended to
persuade to buy
Messages intended to create
goodwill/win support
Pays media

41. Advertising PR
Promotes an individual
product or service
Promotes an entire org.
Messages intended to
persuade to buy
Messages intended to create
goodwill/win support
Pays media Doesn’t pay media

42. Advertising PR
Promotes an individual
product or service
Promotes an entire org.
Messages intended to
persuade to buy
Messages intended to create
goodwill/win support
Pays media Doesn’t pay media
message unchanged

43. Advertising PR
Promotes an individual
product or service
Promotes an entire org.
Messages intended to
persuade to buy
Messages intended to create
goodwill/win support
Pays media Doesn’t pay media
message unchanged message filtered by media

45. Key PR Ideas

46. • Establishing Credibility
Key PR Ideas

47. • Establishing Credibility
• Acting Ethically
Key PR Ideas

48. • Establishing Credibility
• Acting Ethically
• Advocating Truth
Key PR Ideas

49. • Establishing Credibility
• Acting Ethically
• Advocating Truth
• Winning Goodwill
Key PR Ideas

50. • Establishing Credibility
• Acting Ethically
• Advocating Truth
• Winning Goodwill
• Building Relationships
Key PR Ideas

51. • Establishing Credibility
• Acting Ethically
• Advocating Truth
• Winning Goodwill
• Building Relationships
• Acting as the Organization’s Conscience
Key PR Ideas

52. What do
PR Professionals do?
PR professional

53. What do
PR Professionals do?
Interpret management to the public
PR professional
Management

54. What do
PR Professionals do?
Interpret management to the public
PR professional
Management Public
and the public to management

55. What do
PR Professionals do?
Interpret management to the public
PR professional
Management Public
Mediator
and the public to management

56. Typical PR Activities

57. Typical PR Activities
1. Writing

58. Typical PR Activities
News releases
Speeches
Brochures
Newsletters
Press kits
PSAs
1. Writing

59. Typical PR Activities
1. Writing

60. Typical PR Activities
2. Planning
1. Writing

61. Typical PR Activities
Special Events
Media Events
2. Planning
1. Writing

62. Typical PR Activities
2. Planning
1. Writing

63. Typical PR Activities
2. Planning
3. Counseling
1. Writing

64. Typical PR Activities
2. Planning Advising
management on
how to interact
with key publics
3. Counseling
1. Writing

65. Typical PR Activities
2. Planning
3. Counseling
1. Writing

66. Typical PR Activities
4. Researching
2. Planning
3. Counseling
1. Writing

67. Typical PR Activities
Attitudes &
opinions of key
publics
4. Researching
2. Planning
3. Counseling
1. Writing

68. Typical PR Activities
4. Researching
2. Planning
3. Counseling
1. Writing

69. R-A-C-E Model
Defining PR by its functions

70. R-A-C-E Model
Defining PR by its functions

71. R-A-C-E Model
Research - identify issues & opportunities
Defining PR by its functions

72. R-A-C-E Model
Research - identify issues & opportunities
Action - identify plan of action
Defining PR by its functions

73. R-A-C-E Model
Research - identify issues & opportunities
Action - identify plan of action
Communication/Implementation
Defining PR by its functions

74. R-A-C-E Model
Research - identify issues & opportunities
Action - identify plan of action
Communication/Implementation
Evaluation - measure effectiveness
Defining PR by its functions