LESSON 1
INTRODUCTION TO PUBLIC RELATION
Management of communication between an
organization and its publics
. . . management function that identifies,
establishes, and maintains mutually
beneficial relationships between an
organization and the various public on whom
its success or failure depends.
.. . communication function of
management through which organizations
adapt to, alter, or maintain their
environment for the purpose of achieving
organizational goals.
Toolfor institutions to establish beneficial
relationships with other institutions and
groups.
1. Management
To succeed, PR must report to top
management, unimpeded by any other
group.
2. Action
True PR cannot take place without
ethical, consistent action. No amount of
persuasion will cover up for poor
performance.
Deliberate
Planned
Performance
Public
interest
Two-way communication
Management function
Inform (Awareness)
Persuade (Attitudes)
Change behaviors (Actions)
Seek information from publics
Race
Action
Communication
Evaluation
Research
What is the problem or situation?
Action (program planning)
What is going to be done about it?
Communication (execution)
How will the public(s) be told?
Evaluation
Was the audience reached, with what effect?
Practitioners must communicate with many
different publics at once.
Each public has its own special needs,
media habits, and communication
requirements.
Counseling Issues management
Research Financial relations
Media relations Industry relations
Publicity Development/fund-raising
Employee/Member relations Multicultural
relations/workplace diversity
Community relations
Special events
Public affairs
Marketing communications
Government affairs
Advertising works through mass media; public
relations relies on a variety of tools
Advertising addresses external audiences; public
relations targets specialized audiences
Advertising is a communications function; public
relations is broader in scope
Advertising is a tool; public relations often supports
advertising campaigns
is paid space and time
has high content control
has less credibility (inherent)
is almost all mass-media oriented
is externally geared
is more specialized
can be used as a PR tool
Scope
Public relations has many components; journalism has only two.
Objectives
Journalists are objective observers; public relations personnel are
advocates.
Audiences
Journalists focus on a mass audience; public relations professionals
focus on defined publics.
Channels
Journalists use only one channel; public relations uses a variety of
channels.
Objectives
Audience
Completion vs. Opposition
Role in Management
Public Relations is the “fifth ‘P’” in marketing
strategies, which are product, price, place and
promotion
There are Eight ways PR supports marketing
Develops new prospects
Third party endorsements
Generates sales leads
Paves the way for sales calls
Stretches dollars
Provides inexpensive literature
Establishes credibility
Helps sell minor products
They are numerous:
Writing Consumer relations
Media relations Employee relations
Planning Government affairs
Counseling Investor relations
Research Special publics
Publicity relations
Marketing Public affairs and
Communications issues management
Community relations Web site development
and interface
Five core courses for PR majors
1. Introduction to public relations
2. Public relations research, measurement, and
evaluation
3. Public relations writing and production
4. Supervised work experience in public relations
(internship)
5. An additional PR course in law and ethics,
planning and management, and case studies or
campaigns
1. Writing skill
2. Research ability
3. Planning expertise
4. Problem-solving ability
5. Business/economics competence
6. Expertise in social media
