PR is a distinctive management function that helps establish communication between an organization and its publics. It involves managing issues through a four step process of research, planning, communication, and evaluation. PR encompasses many components including counseling, research, media relations, publicity, community relations, and financial relations. PR aims to raise awareness, build trust and credibility, and create a climate for consumer acceptance in support of marketing goals. It is a growing industry with opportunities in many sectors.

1. PR is... “ PR is a distinctive MANAGEMENT function which helps establish and maintain mutual lines of communication, understanding, acceptance, and cooperation between an organization and its public PR involves the MANAGEMENT of problems or issues Public Relations Society of America (PRSA)

2. Key words to remember in defining public relations are: Deliberate Planned Performance Public interest Two-way communication MANAGEMENT FUNCTION

3. PR has a process... 4 steps in the PR process Research What is the problem or situation? Action (planning) What will you do about it? Communication How will you tell your audience(s) Evaluation Did your plan work? How well?

4. Components of PR Counseling management Research of public opinion Media Relations Publicity Employee relations Community relations Public affairs Government affairs Financial relations Industry Relations Development (aka fund-raising) Multicultural Relations Special events Marketing communications

5. Most popular Terms for PR in Fortune 500 Corporate Communications External Communications Public Affairs Communication Corporate Relations Corporate Public Affairs

6. Less- flattering PR terms Why and what are you doing about it?

7. PR vs. Journalism Scope – Many components vs. two (writing and media relations Objective – Advocates vs. objectivity Audience – Mass audience vs. defines publics Channels – Many vs. one

8. PR vs. Journalism Scope - PR practitioners have many jobs and management skills Publicity - Just one small aspect of PR Objectives - Journalists provide timely, accurate information to the public. PR also informs but also persuades people to change behavior or maintain positive behavior for an organization through a mutually beneficial relationship

9. PR vs. Advertising Advertising is paid, external, controlled, identifiable and can be used as a communication tools for PR initiatives PR is earned – it communicates through news releases, feature stories, events/efforts, TV and Radio appearances, etc.

10. How PR supports marketing ( The 5 th P) 4 P’s of marketing: Product Price Place Promotion Public Relations

11. Public relations vs. marketing PR is used to achieve a number of marketing objectives: Raise awareness and develop new prospects Inform and educate/Est. credibility Gain understanding/Build trust Third party endorsement Make friends Give a reason to buy Create a climate of consumer acceptance

12. The trend... Integration Combining public relations, advertising and marketing efforts to achieve corporate goals Keeps messages to audiences consistent

13. Global scope of PR 3 million people worldwide in PR About 200,000 in US One of the fastest growing industries through 2007 Fortune magazine says PR is #8 on a list of “where the best jobs are.” US has most developed PR practices and is a model for other countries

14. Variety of Opportunities Corporations Non-profits Entertainment, Sports and Travel Government and Politics Education International

15. Skills Needed Writing Research Planning Problem-solving Business/economics competence

16. Job levels in PR Technicians Specialists (Corp PR) Agency Executive (Agency PR) Supervisors Manager Director Executive

17. INTERNSHIPS Get one (or two or three, etc.) as soon as possible Internship is everything in this field, and leads to job opportunities Non Traditional Internship

18. Experience Pays National average for experienced PR people: Central States $67,000 Northeast $90,100 Years of experience: 21 - $155,000 Less than 4 - $49,000 PR Week 2007 Salary Survey

19. Value of PR In a time when we are overwhelmed by information, PR segments and creates specialized messages that our audience want to or need to hear. This is not done without motivation. These strategic messages create relationships, educate, facilitate and ultimately help achieve the goals for companies, organizations or persons.