Copyright © Allyn & Bacon 2003 What Is Public Relations? Chapter 1 Public Relations: A Values-Driven Approach This multimedia product and its contents are protected under copyright law. The following are prohibited by law: any public performance or display, including transmission of any image over a network; any public performance or display, including transmission of any image over a network; preparation of any derivative work, including the extraction, in whole or in part, of any preparation of any derivative work, including the extraction, in whole or in part, of any images; images; any rental, lease, or lending of the program. any rental, lease, or lending of the program.

Copyright © Allyn & Bacon 2003 Public relations is: n a management function. n two-way communication. n a planned activity. n a research-based social science. n socially responsible.

Copyright © Allyn & Bacon 2003 The Hunt-Grunig Models n Press Agentry/Publicity n Public Information n Two-way Asymmetrical n Two-way Symmetrical

Copyright © Allyn & Bacon 2003 Public Relations, Advertising, and Marketing n Advertising and marketing tend to focus exclusively upon consumers. n Public relations focuses upon all publics important to success.

Copyright © Allyn & Bacon 2003 Advantages of a Public Relations Career: n Public relations skills are transferable across a broad range of career opportunities. n Public relations demands and rewards creativity. n Public relations practitioners can make a real difference in the lives of people.

Copyright © Allyn & Bacon 2003 Where Public Relations Practitioners Work: n Agencies n Corporations n Government n Nonprofit organizations and trade associations n Independent consultancies

The Traditional Four-Step Model Research Planning Communication Evaluation Copyright © Allyn & Bacon 2003

Problems with Traditional Model n It implies that one step follows the next in an orderly fashion. n In reality, each of the four steps can appear anywhere within the public relations process. n The traditional model doesn’t take into account the role of values.

Copyright © Allyn & Bacon 2003 Why Values Are Important n Organizations have fallen out of favor because they failed to live up to their stated values. n Organizations have earned praise for adhering to their values.

The Dynamic Model Research PlanningEvaluation Communication Copyright © Allyn & Bacon 2003

The Dynamic Model Research PlanningEvaluation Communication Copyright © Allyn & Bacon 2003

What Is Values-Driven Public Relations? n The values-driven management of relationships between an organization and the publics that can affect its success.

Copyright © Allyn & Bacon 2003 What Is Values-Driven Public Relations? n In other words: It is the process of uncovering not just where an organization wishes to go, but also the principles that will be observed in getting there.

Values-Driven Public Relations Research PlanningEvaluation Communication Values Copyright © Allyn & Bacon 2003

Whose Values Should You Follow? n Your own values n The values of the client n The values of targeted public(s) n The values of society