An overview of PR
What is PR?
PR - the management, art & science of building & maintaining relationships between organizations & their stakeholder publics.
•Public in PR is called "publics"
•It has an "S" at the end
•It is cyclical
In PR, The word audience is not encouraged.
Why? because it refers to a "passive" group of people not "reactive".
PR is guided by these steps:
Step 1: There is researching and analyzing.
Step 2: There is policy & formation.
Step 3: There is programming.
Step 4: Communication
Step 5: Feedback
•Must be connected to both
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Crisis Management – Deals w/ issues that get out-of-hand
11. Financial Relations – Creating & Maintaining Investor Confidence
12. Industry Relations – Relating w/ other firms in the industry
13. Development/ Fund Raising – Demonstrating the need for & encouraging the public to support an organization
14. Miniority Relations/Multicultural affairs – Relating w/ individuals & groups in various cultural groups
15. Special Events & Public Participation – Stimulating an interest in a person, prodict or organization
16. Marketing Communication – Combination of activities designed to sell a product service or idea
17. Reputation Management – A track record of an organization in the public’s mind
18. Corporate Culture -
19. Litigation PR – form of reputation management that started in the 1990s/ Influencing Public Perception
10 Basic Principles
1. PR deals with fact not fiction
2. PR is public & not a personal service
3. PR practitioners must have the guts to say NO!
4. PR practitioners should never lie to the news media, either outright or by implication
5. PR practitioners probably was the original ombudsman.
6. PR cannot afford to be a guessing game.
7. Intuition is not enough.
8. The PR field require multi-disciplinary applications (jack of all trades)
9. Should alert & advice so people won't be taken by surprise
10. A PR practitioner should be measured by only one standard.
PR: The Profession and the Practice
PR is a management function that helps achieve organizational objectives, define philosophy, and facilitate organizational change.
PR practitioners communicate with all relevant internal and external publics to develop positive relationships and to create consistency between the organizational goals and societal expectations.
PR practitioners develop, execute, and evaluate organizational programs that promote the exchange of influence and understanding among an organization’s constituents parts and publics.
Task Force on the Stature and Role of PR (PRSA 1980)
•PR helps an organization and its publics adapt mutually to each other
•PR is an organization’s effort to earn the cooperation of groups of people
•PR helps organizations effectively interact and communicate with their key publics
Denny Griswold, Founder of PR News
PR is the management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organization with the public interest, and plans and executes a program of action to earn public understanding and acceptance.
Scott Cutlip, Allan Center, Glen Broom
PR is a the management function that identifies, establishes, and maintains mutually beneficial relationships between an organization and the various publics on which its success or failure depends.
James Grunig and Todd Hunt
The management of communication between an organization and its publics.
British Institute of Public Opinion
PR is a...