Chapter One: What is Public Relations, Anyway?

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In the early 21st century, public relations and social media have emerged as powerful societal forces.

Together, they have revolutionized the way we communicate with key publics around the world.
What current events can you think of that underscore this new reality?
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In the age of social media, public relations professionals must cut through the online clutter with arguments that are:

persuasive believable actionable

Yet, the power, value and influence of public relations have never been greater.
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In numbers:

It is a multi-billion dollar business practiced by 158,000 professionals in the U.S. alone. Employment growth is expected to increase faster than average through the year 2012.

Public relations has grown rapidly across the globe: From Europe to China; Latin America to Africa.
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In respect:

A survey of Fortune 1000 company executives revealed strong support for the practice. 250 U.S. colleges and universities offer public relations degree programs to more than 20,000 majors.

The Public Relations Society of America (PRSA) boasts 20,000 members in 116 chapters.
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The strength of public relations stems from its roots: A democratic society where people have freedom to debate and make decisions in the community, the marketplace, the home, the workplace and the voting booth.

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Lets define the field

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One definition to consider

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Public relations helps an organization and its publics adapt mutually to each other. Public relations is an organizations efforts to win the cooperation of groups of people.

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 R = Research A = Action C = Communication E = Evaluation

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1. Management
To succeed, public relations must report to top management, unimpeded by any other group.

2. Action
True public relations cannot take place without ethical, consistent action. No amount of persuasion will cover up for poor performance.

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Honest communication for credibility

Openness and consistency for confidence Fairness of actions for reciprocity, goodwill Two-way communication to build relationships Research and evaluation to determine actions and to adjust for social harmony
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Public relations professionals interpret managements

Philosophies Policies Programs Practices

to the public.
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10-Second Quiz!
Who is that lady in the blue dress, and why is she with President Bush?

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To management, public relations practitioners interpret the publics:

Opinions Needs Desires

Management needs to know what the public thinks about an organization and its practices!
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Now its your turn

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Practitioners must communicate with many different publics at once. Each public has its own special needs, media habits and communication requirements. Technology has created a complex web of interrelationships between publics.
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Internal and external

Primary, secondary and marginal Traditional and future Proponents, opponents and the uncommitted
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Segmenting by values and lifestyles

Actualizers Fulfilleds Believers Achievers

Strivers Experiencers Makers Strugglers

What do each of these groups signify?

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Who makes up the publics at your college or university?

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Public relations, marketing, advertising

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Marketing and advertising traditionally promote products and services. Public relations promotes an entire organization.

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They are numerous:

Writing Media relations Planning Counseling Researching Publicity Marketing communications Community relations

Consumer relations Employee relations Government affairs Investor relations Special publics relations Public affairs and issues Social media interfaces

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What does the term mean to you?

Spin equals distortion, obfuscation or lying. Spin cannot cover up for poor performance. Spin does NOT equal good public relations!
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Key knowledge areas:

The field The communications process Technology Current events Business Management

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Key personal characteristics:

A tendency toward communication The ability to advocate A desire to counsel senior managers A strong base of personal ethics A willingness to take risks A positive outlook on life

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Shut Up, Dawg!

Review this case on page 9. As a class, discuss: What other options did A&E have beyond suspending Chapman?

Should the network have taken him back? If so, under what conditions?

For more information on this case, go to: http://www.realityblurred.com/realitytv/archives/dog_ the_bounty_hunter/2007_Nov_02_off_air

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