20093137 AhnSolAh

1. Public Relations
20093137
Ahn SolAh

2. Definition
• Ivy Lee and Edward Louis Bernays established the first definition of public
relations in the early 1900s.
• "a management function, which tabulates public attitudes, defines the
policies, procedures, and interests of an organization... followed by
executing a program of action to earn public understanding and
acceptance.“
• In August 1978, the World Assembly of Public Relations Associations
defined the field.
• "the art and social science of analyzing trends, predicting their
consequences, counseling organizational leaders, and implementing
planned programs of action, which will serve both the organization and the
public interest.“
•The Public Relations Society of America (PRSA) defined public relations in
1982 as
• "Public relations helps an organization and its publics adapt mutually to
each other.“
• In 2011 and 2012, the PRSA developed a crowd-sourced definition.
•"Public relations is a strategic communication process that builds mutually
beneficial relationships between organizations and their publics."

3. Modern public relations
• Advertising dollars in traditional media productions have declined and
many traditional media outlets are seeing declining circulation in favor of
online and social media news sources.
• Social media releases, search engine optimization, content publishing,
and the introduction of podcasts and video are other burgeoning trends.
• Social media has increased the speed of breaking news, creating
greater time constraints on responses to current events.
• Companies are utilizing social media channels, such as and
Microblogging. Some view two-way communications in social media in
two categories: asymmetrical and symmetrical.

4. Methods, tools, and tactics
 Financial public relations – communicating financial results and business
strategy
 Consumer/lifestyle public relations – gaining publicity for a particular product
or service
 Crisis communication – responding in a crisis
 Internal communications – communicating within the company itself
 Government relations – engaging government departments to influence
public policy
Audience targeting - relations is to identify the target audience, and to tailor
messages to appeal to each audience.
Messaging - Messaging is the process of creating a consistent story around a
product, person, company or service.
Social media marketing - Digital marketing is the use of Internet tools and
technologies such as search engines, Web 2.0 social bookmarking, new media
relations, blogging and social media marketing. Interactive PR allows
companies and organizations to disseminate information without relying solely
on mainstream publications and communicate directly with the public,
customers and prospects.

5. 3 ways Social Media is Changing PR
This downright addiction to social media has made an impact in virtually every industry as companies
seek to create strategies to engage on the social web.
Public relations is certainly no exception as practitioners seek to communicate with, and hear from
consumers, as well as using social channels to share information with key audiences.
• Conversation Versus A Speech - Two-way communication directly with the
consumer is a tremendous opportunity for businesses to gain real-time feedback
on messaging coming from the company.
• Information Gathering - The speed of information sharing is faster than ever
before and PR professionals have access to a wealth of content that can be
shared with consumers seeking solutions to a problem. PR teams can create
new opportunities to create a favorable brand impression that can lead to the
beginning of a social media relationship and a potential business relationship.
• Personal Service - With the advance of social media, One upset customer on a
Facebook page or a challenging blog post can send brands into a crisis mode.
Rather than focus on the channels, focus on the expectations of the audiences
and how to serve as a valued resource for them.

6. Reference
http://en.wikipedia.org/wiki/Public_relations
http://www.toprankblog.com/2011/02/social-media-changing-
pr/