1. What is Public Relations?

2. The Challenge of Public Relations PR is multifaceted A public relations professionals must have skills in Written and interpersonal communication Research Negotiation Creativity Logistics Facilitation Problem solving 3. PR is changing. 4. The Digital Age ofPRMichael Sebastian, PR Daily 5. What is PR? 6. Public relations is a strategiccommunication process that buildsmutually beneficial relationshipsbetween organizations and theirpublics. - PRSA 7. Key Terms Deliberate Planned Performance Public interest Two-way communication Strategic management of competition andconflict Relationships* 8. The RACE ProcessResearchWhat is the problem?ActionWhat is going to be done about it?CommunicationHow will the public be toldEvaluationWas the audience reached & what was the effect? 9. The Components of Public Relations Counseling Research Media relations Publicity Employee/member relations Community relations Public affairs Government affairs Issue management Financial relations Industry relations Development/Fund-raising Multicultural relations/workplacediversity Special events Marketing communications 10. PR vs. JournalismPublic Relations Use manycomponents Advocates Defined publics Many channelsJournalism Uses only twocomponents Objective observers Mass audience One channel 11. PR vs. AdvertisingPublic RelationsVariety ofcommunication toolsSpecialized audiences Broader in scope Fills a support role Creates a favorableenvironment fororganizations survivalAdvertisingMass media outlets External audiences Is a communicationsfunction Is a communication toolin PR Sells goods / services 12. PR vs. MarketingPublic Relations Builds relationships &generates goodwillDeals with publics,audiences &stakeholdersMarketing Sells products / servicesDeals with targetmarket, consumers &customers 13. PR Supports MarketingEight ways public relations supports marketing: Develops new prospects Provides third party endorsements Generates sales leads Paves the way for sales calls Stretches dollars Provides inexpensive literature Establishes credibility Helps sell minor productsCopyright 2013 Pearson Education, Inc. All rights reserved. 14. An Integrated PerspectivePublic RelationsAdvertising Marketing 15. Toward an Integrated PerspectiveConcept of integration:To use a variety of strategies and tactics to convey aconsistent message in a variety of forms Global/multicultural Research based Relationship focused Internet/new media oriented Toolbox-driven tacticsCopyright 2013 Pearson Education, Inc. All rights reserved.