Public relations involves planned and deliberate two-way communication between an organization and its publics to benefit the public interest. It is a management function that utilizes research, counseling, media relations, publicity and other components to support marketing. The chapter discusses definitions of public relations, challenges for PR professionals, the RACE process model, components of PR work, and careers in public relations. It emphasizes communication, research, problem solving and other key skills for the future of the PR field.

1. Copyright © Allyn and Bacon 20091CHAPTERWhat is Public Relations?

2. Questions on AssignmentsCheck syllabus Check Public Relations Matters blogClick the category of COMM 2322 Spring 2011Check with a classmateTHEN . . .Check with meCopyright © Allyn and Bacon 2009

3. Topics Covered in Chapter 1ChallengesPublic relations as Process: RACEOther terms for public relationsThe components of public relationsPublic relations and journalismPublic relations and advertisingPublic relations supports marketingAn integrated perspectiveCareers in public relationsThe value of public relationsCopyright © Allyn and Bacon 2009

4. What IS public relations?Your own definitionShare definitions with groupSimilarities & differences?Copyright © Allyn and Bacon 2009

5. Definitions of Public RelationsA variety of definitions exists for public relations. It is not necessary to memorize any particular definition.The following key words frame most definitions:DeliberatePlannedPerformancePublic interestTwo-way communicationManagement functionCopyright © Allyn and Bacon 2009

6. The PR Professional of the FutureCopyright © Allyn and Bacon 2009

7. ChallengesChallengesPR is multifacetedNecessary SkillsWritten and Interpersonal communicationResearchNegotiationCreativityLogisticsFacilitationProblem SolvingCopyright © Allyn and Bacon 2009

8. Public Relations as Process: R.A.C.E.Copyright © Allyn and Bacon 2009

9. The Components of Public RelationsCounselingResearchMedia relationsPublicityEmployee/Member relationsCommunity relationsPublic affairsGovernment affairsIssues managementFinancial relationsIndustry relationsDevelopment/FundraisingMulticultural relations/Workplace DiversitySpecial eventsMarketing communicationsCopyright © Allyn and Bacon 2009

10. Contact MeBarbara B. Nixon, Ph.D. (ABD)Public Relations FacultySoutheastern UniversityLife Member & Past President of the International Listening Association (listen.org)E-mail: bbnixon@seuniversity.eduTwitter: barbaranixonSkype: barbara.b.nixonBlog: publicrelationsmatters.com