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PUBLIC RELATIONS
THE PROFESSION
PUBLIC RELATIONS
INTRODUCTION AND DEFINITIONS
•  BIPR (British Institution of Public Relations)
•  “Public relations is deliberate, planned, and
sustained effort to establish and maintain
mutual understanding between an
organization and its publics”
PUBLIC RELATIONS
INTRODUCTION AND DEFINITIONS
•  Bernays (1923)
•  “Public relations counseling the business as
one of providing information given to the
public, persuasion directed at the public to
modify attitudes and actions, and efforts to
integrate attitudes and actions of an institution
with its publics and of publics with those of
that institution.”
INTRODUCTION AND DEFINITIONS
•  Seital (2011)
•  “Public relations is a planned process to
influence public opinion, through sound
character and proper performance, based on
mutually satisfactory two-way
communication.”
PUBLIC RELATIONS
INTRODUCTION AND DEFINITIONS
•  PRSA (Public Relations Society of America)
•  “Public relations helps an organization and its
publics adapt mutually to each other. Public
relations is an organization’s efforts to win the
cooperation of groups of people.”
PUBLIC RELATIONS
INTRODUCTION AND DEFINITIONS
•  PR is always guided by:
•  Management
•  Action
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PUBLIC RELATIONS PUBLIC RELATIONS

INTRODUCTION AND DEFINITIONS INTRODUCTION AND DEFINITIONS
•  PR is always guided by: •  PR is always guided by:

•  Management
• Must always report to top management,
unimpeded by any other group.
•  Action
• True public relations cannot take place
without ethical, consistent action.
• No amount of persuasion will cover up for
poor performance.

PUBLIC RELATIONS AS MANAGEMENT

INTERPRETER PUBLIC RELATIONS AS PUBLIC INTERPRETER
Public relations professionals interpret Public relations practitioners interpret the public’s:
management’s: •  Opinions
•  Philosophies •  Needs
•  Policies •  Desires
•  Programs to the management.
•  Practices
to the public.

PUBLIC RELATIONS AS PUBLIC INTERPRETER PUBLIC RELATIONS AS PUBLIC INTERPRETER

Question: Question:
Why it is important for public relations Why it is important for public relations
practitioners interpret the public’s opinions, practitioners interpret the public’s opinions,
needs, and desires to the management? needs, and desires to the management?

Management needs to know what the public

thinks about an organization and its practices!

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THE PROFESSION OF PUBLIC RELATIONS THE PROFESSION OF PUBLIC RELATIONS

PUBLIC RELATIONS FUNCTIONS PUBLIC RELATIONS FUNCTIONS

•  Writing •  Community relations

•  Media relations •  Consumer relations
•  Planning •  Employee relations
•  Researching •  Government affairs
•  Publicity •  Investor relations
•  Marketing communications

BECOMING A PUBLIC RELATIONS BECOMING A PUBLIC RELATIONS

PRACTITIONER: PRACTITIONER:

•  Key areas that you should have knowledge on: •  Key areas that you should have knowledge on:
•  The field •  Communication
• What it is? • The way media work
• What it does? • How to write?

BECOMING A PUBLIC RELATIONS BECOMING A PUBLIC RELATIONS

PRACTITIONER: PRACTITIONER:

•  Key areas that you should have knowledge on: •  Key areas that you should have knowledge on:
•  Technology •  Business
• Familiarity with technologies • Knowledge of your company and industry
•  Current events •  Management
• What is going on? • How senior managers make decisions
• Responsibilities on managers

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BECOMING A PUBLIC RELATIONS
PRACTITIONER:
•  Personal characteristics:
•  A tendency toward communication
•  The ability to advocate
•  Believe and stand up for the employers
•  A desire to counsel senior managers
•  Able to say “no”
BECOMING A PUBLIC RELATIONS
PRACTITIONER:
•  Personal characteristics:
•  A positive outlook on life
•  Must stay on positive
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BECOMING A PUBLIC RELATIONS
PRACTITIONER:
•  Personal characteristics:
•  A strong base of personal ethics
•  Always be ethical and do the right thing
•  A willingness to take risks
•  Stand up for what you believe in and take risks
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