the practice pf public relations

1. Copyright
Copyright © 2001, Prentice Hall, Inc.
© 2001, Prentice Hall, Inc.
CHAPTER 1
CHAPTER 1

2. 2
Copyright ©2001 Prentice Hall, Inc.
What is…
What is…
What is…
What is…
?
?

3. 3
Copyright ©2001 Prentice Hall, Inc.
is
is performing
performing and
and communicating
communicating
the substance of that performance.
the substance of that performance.
is
is performing
performing and
and communicating
communicating
the substance of that performance.
the substance of that performance.

4. 4
Copyright ©2001 Prentice Hall, Inc.
Who uses…
Who uses…
Who uses…
Who uses…
?
?
The Media
The Media
Small Business
Small Business
Internet Companies
Internet Companies
The Government
The Government
Labor Unions
Labor Unions
Big Business
Big Business
T
h
e
P
r
e
s
i
d
e
n
t
T
h
e
P
r
e
s
i
d
e
n
t
Corporations
Corporations
Sports Teams
Sports Teams
Industries
Industries
Non-Profit
Non-Profit
Agencies
Agencies
Universities
Universities
Entertainment Industry
Entertainment Industry
Federal, State, County Agencies
Federal, State, County Agencies
Politicians
Politicians
Hospitals
Hospitals

5. 5
Copyright ©2001 Prentice Hall, Inc.
21
21st
st
Century Pressures on
Century Pressures on
Public Relations:
Public Relations:
 Job insecurity
Job insecurity
 Lack of credibility
Lack of credibility
 Encroachment by people with nonpublic relations
Encroachment by people with nonpublic relations
backgrounds
backgrounds
 Lack of leadership
Lack of leadership
 Few minority practitioners
Few minority practitioners
 Mastering new technologies
Mastering new technologies
 Lack of understanding by uppermanagement
Lack of understanding by uppermanagement

6. 6
Copyright ©2001 Prentice Hall, Inc.
is distorting, obfuscating, or outright lying
is distorting, obfuscating, or outright lying
to create the appearance of performance.
to create the appearance of performance.
Let’s Discuss
Let’s Discuss The Danger of Spin
The Danger of Spin
SPIN
SPIN 
 Public Relations
Public Relations

7. 7
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Compare / Contrast
Compare / Contrast
Marketing, Sales, Advertising
Marketing, Sales, Advertising
Public Relations
Public Relations
versus
versus
Sell an organization’s products
Sell an organization’s products
Sells the organization itself
Sells the organization itself

8. 8
Copyright ©2001 Prentice Hall, Inc.
Edward Bernay’s definition of…
Edward Bernay’s definition of…
Edward Bernay’s definition of…
Edward Bernay’s definition of…
“
“information given to the public,
information given to the public,
persuasion directed at the public to
persuasion directed at the public to
modify actions, and efforts to
modify actions, and efforts to
integrate actions of an institution
integrate actions of an institution
with its publics and of publics with
with its publics and of publics with
those of that institution.”
those of that institution.”

9. 9
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The Foundation for Public Relations
The Foundation for Public Relations
Research and Education definition:
Research and Education definition:
The Foundation for Public Relations
The Foundation for Public Relations
Research and Education definition:
Research and Education definition:
“
“Public relations is a distinctive management function
Public relations is a distinctive management function
which helps establish and maintain mutual lines of
which helps establish and maintain mutual lines of
communications, understanding, acceptance, and
communications, understanding, acceptance, and
cooperation between an organization and its publics;
cooperation between an organization and its publics;
involves the management of problems or issues; helps
involves the management of problems or issues; helps
management keep informed on and responsive to public
management keep informed on and responsive to public
opinion; defines and emphasizes the responsibility of
opinion; defines and emphasizes the responsibility of
management to serve the public interest; helps
management to serve the public interest; helps
management keep abreast of and effectively utilize
management keep abreast of and effectively utilize
change, serves as an early warning system to help
change, serves as an early warning system to help
anticipate trends; and uses research and sound and
anticipate trends; and uses research and sound and
ethical communication techniques as its principle tools.
ethical communication techniques as its principle tools.

10. 10
Copyright ©2001 Prentice Hall, Inc.
1980 Task Force on the Stature
1980 Task Force on the Stature
and Role of Public Relations
and Role of Public Relations
offers two definitions:
offers two definitions:
1980 Task Force on the Stature
1980 Task Force on the Stature
and Role of Public Relations
and Role of Public Relations
offers two definitions:
offers two definitions:
1.
1. Public relations helps an organization
Public relations helps an organization
and its publics mutually adapt to each
and its publics mutually adapt to each
other.
other.
2.
2. Public relations is an organization’s
Public relations is an organization’s
efforts to win cooperation from groups
efforts to win cooperation from groups
of people.
of people.

11. 11
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Let’s Discuss
Let’s Discuss Defining by Function
Defining by Function
R
R
A
A
C
C
E
E
John Marston’s
John Marston’s
John Marston’s
John Marston’s
R
Research
esearch
A
Action
ction
C
Communication
ommunication
E
Evaluation
valuation

12. 12
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Let’s Discuss
Let’s Discuss Defining by Function
Defining by Function
R
R
O
O
S
S
I
I
E
E
Sheila Clough Crifasi’s
Sheila Clough Crifasi’s
Sheila Clough Crifasi’s
Sheila Clough Crifasi’s
R
Research
esearch
O
Objectives
bjectives
S
Strategies
trategies
I
Implementation
mplementation
E
Evaluation
valuation

13. 13
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Denny Griswold’s definition:
Denny Griswold’s definition:
Denny Griswold’s definition:
Denny Griswold’s definition:
“
“Public relations is the management
Public relations is the management
function which evaluates public
function which evaluates public
attitudes, identifies the policies and
attitudes, identifies the policies and
procedures of an individual or an
procedures of an individual or an
organization with the public interest,
organization with the public interest,
and plans and executes a program of
and plans and executes a program of
action to earn public understanding
action to earn public understanding
and acceptance.”
and acceptance.”

14. 14
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QUICK QUIZ
QUICK QUIZ
What are the five principles of Melvin Sharpe’s
What are the five principles of Melvin Sharpe’s
“Harmony” Process?
“Harmony” Process?
1.
1. Honest communication for credibility
Honest communication for credibility
2.
2. Openness and consistent actions to build public
Openness and consistent actions to build public
confidence
confidence
3.
3. Fairness of actions for reciprocity and goodwill
Fairness of actions for reciprocity and goodwill
4.
4. Continuous two-way communication to prevent
Continuous two-way communication to prevent
alienation and to build relationships
alienation and to build relationships
5.
5. Environmental research and evaluation to
Environmental research and evaluation to
determine the actions or adjustments needed to
determine the actions or adjustments needed to
create social harmony
create social harmony

15. 15
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Public Relations Practitioners must:
Public Relations Practitioners must:
Public Relations Practitioners must:
Public Relations Practitioners must:
Management to the Public
Management to the Public
Management to the Public
Management to the Public
The Public to Management
The Public to Management
The Public to Management
The Public to Management
and
and
and
and

16. 16
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QUICK QUIZ
QUICK QUIZ
A group of people who:
A group of people who:
1.
1. Face a similar problem
Face a similar problem
2.
2. Organize to do something
Organize to do something
about the problem
about the problem
3.
3. Have a stake in an issue,
Have a stake in an issue,
idea, or organization
idea, or organization
What constitutes a…
What constitutes a…
?
?

17. 17
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Publics can be:
Publics can be:
or
or
Give examples:
Give examples:

18. 18
Copyright ©2001 Prentice Hall, Inc.
Publics can be:
Publics can be:
or
or
Give examples:
Give examples:

19. 19
Copyright ©2001 Prentice Hall, Inc.
Publics can be:
Publics can be:
or
or
Give examples:
Give examples:

20. 20
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Publics can be:
Publics can be:
or
or
Give examples:
Give examples:

21. 21
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Based on values and lifestyles,
Based on values and lifestyles,
consumers can be:
consumers can be:
Based on values and lifestyles,
Based on values and lifestyles,
consumers can be:
consumers can be:
ACTUALIZERS
BELIEVERS
STRIVERS
MAKERS
FULFILLEDS
ACHIEVERS
EXPERIENCERS
STRUGGLERS

22. 22
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Public Relations Practitioners
Public Relations Practitioners
must be:
must be:
Public Relations Practitioners
Public Relations Practitioners
must be:
must be:
Ethical Truthful Credible
The Organization’s Conscience