1. Public Relations Strategies and Tactics Tenth Edition
Dennis L. Wilcox
Glen T. Cameron
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2. What is Public Relations?
Chapter 1
What is Public Relations?
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3. Chapter 1 Objectives
Be familiar with the global scope of the public relations industry
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
Assess the skills needed for a public relations career and what salary to expect
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4. 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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5. Global expenditures on Public Relations
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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6. 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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7. 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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8. Stereotypes and Less Flattering Terms
Glamour
Propaganda
Manipulation
“PR gimmick”
Spin/framing
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9. Public Relations as Process
Race
Action
Communication
Evaluation
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10. The Diversity of Public Relations Work
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/workplace diversity
Special events
Marketing communications
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11. Public Relations vs. Journalism
Scope
Public relations has many components; journalism has only two: journalistic writing and media relations
Objectives
Journalists are objective observers; public relations personnel are advocates
Audiences
Journalists focus on a mass audience; public relations professionals focus on defined publics
Channels
Journalists use only one channel; public relations uses a variety of channels
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12. Public Relations vs. Advertising
Advertising works through mass media; public relations relies on a variety of tools
Advertising addresses external audiences; public relations targets specialized audiences
Advertising is a communications function; public relations is broader in scope
Advertising is a tool; public relations often supports advertising campaigns
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13. Public Relations vs. Marketing
Objectives
Audience
Completion vs. Opposition
Role in Management
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14. How Public Relations Supports Marketing
Public Relations is the “fifth ‘P’” in marketing strategies, which are product, price, place and promotion
There are Eight ways PR supports marketing
Develops new prospects
Third party endorsements
Generates sales leads
Paves the way for sales calls
Stretches dollars
Provides inexpensive literature
Establishes credibility
Helps sell minor products
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15. Toward an Integrated Perspective
An organization’s goals and objectives are best accomplished through and integrated approach
Integration is the use a variety of strategies and tactics to convey a consistent message in a variety of forms
Terms used to explain integration:
Integrated marketing communications
Convergent communications
Integrated communications
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16. Toward an Integrated Perspective cont.
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17. A Career in Public Relations
Five core courses for PR majors
Introduction to public relations
Public relations research, measurement, and evaluation
Public relations writing and production
Supervised work experience in public relations (internship)
An additional PR course in law and ethics, planning and management, and case studies or campaigns
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18. Essential Career Skills
Writing skill
Research ability
Planning expertise
Problem-solving ability
Business/economics competence
Expertise in social media
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19. The Value of Internships
Win-win situation for student and organization
Student gets academic credit and firsthand experience
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20. Salaries
Salaries depend on factors such as location, job title, the industry, and the type of public relations specialty
Entry Level vs. experienced professionals
Men vs. women
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21. The Value of Public Relations
The world doesn’t need more information, but sensitive communicators to interpret its relevancy for people
Public relations practitioners explain the goals and objectives of clients and employees to the public and provide them with guidance
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