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Public Relations

Public Relations. Communications 233 Prof. Ed Trotter. Communication affects . . . . Awareness Attitudes Actions The three A’s, so to speak. Levels of involvement. Interested parties Stakeholders Advocates Attorneys, PR practitioners Uninterested parties

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Public Relations

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  1. Public Relations Communications 233 Prof. Ed Trotter

  2. Communication affects . . . • Awareness • Attitudes • Actions • The three A’s, so to speak

  3. Levels of involvement • Interested parties • Stakeholders • Advocates • Attorneys, PR practitioners • Uninterested parties • Don’t care about the topic, organization, etc. • Disinterested parties • Don’t care about an outcome • Journalists • Referees

  4. Public relations definitions • Management of communication between an organization and its publics

  5. Public relations definitions • . . . management function that identifies, establishes, and maintains mutually beneficial relationships between an organization and the various public on whom its success or failure depends.

  6. Public relations definitions • . . . communication function of management through which organizations adapt to, alter, or maintain their environment for the purpose of achieving organizational goals.

  7. Public relations definitions • Tool for institutions to establish beneficial relationships with other institutions and groups.

  8. Key concepts • Deliberate • Planned • Performance • Public interest • Two-way communication • Management function

  9. Aims of Public Relations • Inform (Awareness) • Persuade (Attitudes) • Change behaviors (Actions) • Seek information from publics

  10. The Public Relations Process (RACE) • Research What is the problem or situation? • Action (program planning) What is going to be done about it? • Communication (execution) How will the public(s) be told? • Evaluation Was the audience reached, with what effect?

  11. PR Cycle

  12. Research & analysis Policy formation Program assessment & adjustment Programming Communication Feedback PR Cycle

  13. Counseling Research Media relations Publicity Employee/member relations Community Relations Public Affairs Government affairs Issues management Financial relations Industry relations Development/fund-raising Multicultural relations Special events Marketing communications Applications of PR

  14. Advertising . . . • is paid space and time • has high content control • has less credibility (inherent) • is almost all mass-media oriented • is externally geared • is more specialized • can be used as a PR tool

  15. For more information . . . • Public Relations Society of America • www.prsa.org • Public Relations Student Society of America • www.prssa.org • Institute for Public Relations • www.instituteforpr.com • International Public Relations Association • www.ipra.org • PR Week • www.prweek.com

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