12/2/2022

Cutlip & Center's

Effective
PUBLIC RELATIONS
Tenth Edition

PART I
Concept, Practitioners, Context, and Origins

Chapter 2
Practitioners of Public Relations

Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall

Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.

Study Guide

After studying Chapter 2, you should be able to:

1. Describe practitioners’ characteristics and work
assignments.
2. Define the four major roles played by practitioners,
discuss the major differences among roles, and
distinguish among them in practice.

2-1
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.

Study Guide
After studying Chapter 2, you should be able to:
3. List the five criteria for evaluating the professional
status of public relations and discuss the extent to
which public relations qualifies.
4. Outline the major requirements for success in public
relations, identifying writing as the primary skill
required for success.

2-2
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.

1
 12/2/2022

Public Relation Employers

2-3
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.

Public Relations Work Assignments

1. Writing and editing

2. Media relations and placements
3. Research
4. Management and administration
5. Counseling
6. Special events
7. Speaking
8. Production
9. Training
10.Contact 2-4
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.

Public Relations Roles

• Expert Prescriber
• Communication Technician
• Problem-Solving Process Facilitator
• Communication Process Facilitator

2-5
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.

2
 12/2/2022

Correlations Among Roles

Problem–
Communication Communication Solving
Technician Facilitator Facilitator
Expert
Prescriber .18 .73 .84

Problem–
Solving .12 .78
Facilitator
Communication
Facilitator .24

2-6 (Text p. 42)

Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.

Correlations with Decision–Making

New Major New Plans to Evaluation

Policies Problems Programs Implement Of Results

Expert
Prescriber .54 .62 .59 .38 .33

Comm.
Technician –.14 N.S. N.S. .23 N.S.

Comm.
Facilitator .47 .48 .51 .40 .30

Prob–Solv.
Facilitator .59 .64 .50 .29 .45

2-7
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.

Organizational Environments and Roles

Low Threat High Threat

Little Communication Problem-Solv.
Change Technician Process
Facilitator
Much Communication Expert
Change Process Prescriber
Facilitator

(Adapted from Table 2.2)

2-8
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.

3
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Determinant of Manger Role

Information Gathering

Enactment of
Manager Role

2-9
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.

Attributes of a Profession
1. Requires specialized education to
acquire a body of knowledge and skills
based on theory developed through
research.
2. Provides a unique and essential service
recognized by the community.
3. Emphasizes public service and social
responsibility over private interests.
2-10
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.

Attributes of a Profession

4. Gives autonomy to and places

responsibility on practitioners.
5. Enforces codes of ethics and standards
of performance through a self-
governing association of colleagues.

2-11
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.

4
 12/2/2022

Number 1 Requirement
for Success
• Ability to write grammatically correct, easy-
to-read, forceful, informative and
persuasive copy for publication and
speech.

2-12
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.

2-13
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.