Public Relations

Strategies and Tactics

Tenth Edition

Dennis L. Wilcox
Glen T. Cameron

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 Chapter 1
What is Public Relations?

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 Chapter 1 Objectives

■ Be familiar with the ■ Assess the skills needed

global scope of the for a public relations
public relations industry career and what salary to
expect
■ Have a good definition of
public relations
■ Understand that public
relations is a process,
not an event
■ Know the difference
between public relations,
journalism, advertising,
and marketing

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 The Challenge of Public Relations
■ Challenges
■ PR is multifaceted

■ A Public Relations Professionals must have the

following skills
■ Written and Interpersonal communication
■ Research
■ Negotiation
■ Creativity
■ Logistics
■ Facilitation
■ Problem Solving

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 A Global Industry
■ Global expenditures on Public Relations
■ An estimated three million practitioners
■ An explosion of growth in China and other
nations
■ A proliferation of university courses

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 A Definition of Public Relations

Public relations (PR) definition:

Is the management function that identifies ,
establishes and maintains mutually
beneficial relationships between an
organization and various publics.

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■ Edward Bernays: is the father of modern
public relations.

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■ PR should have two way communication
and mutual understanding with the idea
that an organization also changes its
attitude and behaviors in the process , not
just the target audience.

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■ PR should be mutually beneficial to the
organization and the publics.

■ PR’s main task is to change the attitude

and behaviors.

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A Definition of Public Relations

■ A variety of definitions exists for public relations

■ It is not necessary to memorize any particular
definition
■ The following key words frame most definitions:
■ Deliberate
■ Planned
■ Performance
■ Public interest
■ Two-way communication
■ Management function

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 Other Popular Names

■ Public relations is an umbrella term

■ Fortune 500 companies use corporate
communications
■ Other companies use communications
■ Nonprofits use public information/public
affairs or marketing communications

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 Stereotypes and Less Flattering
Terms

■ Glamour
■ Propaganda
■ Manipulation
■ “PR gimmick”
■ Spin/framing

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Public Relations as Process

Race
■ Research
■Action

■Communication

■Evaluation

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 The Diversity of Public Relations
Work
■ 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

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 We have a Project Due date from
8/3-11/3
■ Imagine you are public relations
professional in one organization.
■ The project in groups not individually ( the
group is not less than 7 individuals) .
■ The project will be delivered in hard copy
(not less than 7 pages and not more than
15 pages), and it has a presentation.
■ The project has 10 marks.
-Good luck-
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