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CHAPTER 1CHAPTER 1

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What is…What is…What is…What is…

??

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is is performingperforming and and communicatingcommunicating the substance of that performance.the substance of that performance.is is performingperforming and and communicatingcommunicating the substance of that performance.the substance of that performance.

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Who uses…Who uses…Who uses…Who uses…

??The MediaThe Media

Small Business

Small Business

Internet CompaniesInternet Companies

The GovernmentThe Government

Labor Unions

Labor Unions

Big BusinessBig Business

The

Pre

side

ntT

he P

resi

dent

Corporations

Corporations

Sports TeamsSports Teams

IndustriesIndustries

Non-Profit

Non-Profit AgenciesAgencies

UniversitiesUniversities

Entertainment IndustryEntertainment Industry

Federal, State, County Agencies

Federal, State, County Agencies

PoliticiansPoliticians

HospitalsHospitals

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2121stst Century Pressures on Century Pressures on Public Relations:Public Relations: Job insecurityJob insecurity

Lack of credibilityLack of credibility

Encroachment by people with nonpublic relations Encroachment by people with nonpublic relations backgroundsbackgrounds

Lack of leadershipLack of leadership

Few minority practitionersFew minority practitioners

Mastering new technologiesMastering new technologies

Lack of understanding by uppermanagementLack of understanding by uppermanagement

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is distorting, obfuscating, or outright lying is distorting, obfuscating, or outright lying to create the appearance of performance.to create the appearance of performance.

Let’s DiscussLet’s Discuss The Danger of SpinThe Danger of Spin

SPIN SPIN Public Relations Public Relations

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Compare / ContrastCompare / Contrast

Marketing, Sales, AdvertisingMarketing, Sales, Advertising

Public RelationsPublic Relations

versusversus

Sell an organization’s productsSell an organization’s products

Sells the organization itselfSells the organization itself

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Edward Bernay’s definition of…Edward Bernay’s definition of…Edward Bernay’s definition of…Edward Bernay’s definition of…

““information given to the public, information given to the public, persuasion directed at the public to persuasion directed at the public to modify actions, and efforts to modify actions, and efforts to integrate actions of an institution integrate actions of an institution with its publics and of publics with with its publics and of publics with those of that institution.” those of that institution.”

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The Foundation for Public Relations The Foundation for Public Relations Research and Education definition:Research and Education definition:The Foundation for Public Relations The Foundation for Public Relations Research and Education definition:Research and Education definition:““Public relations is a distinctive management function Public relations is a distinctive management function which helps establish and maintain mutual lines of which helps establish and maintain mutual lines of communications, understanding, acceptance, and communications, understanding, acceptance, and cooperation between an organization and its publics; cooperation between an organization and its publics; involves the management of problems or issues; helps involves the management of problems or issues; helps management keep informed on and responsive to public management keep informed on and responsive to public opinion; defines and emphasizes the responsibility of opinion; defines and emphasizes the responsibility of management to serve the public interest; helps management to serve the public interest; helps management keep abreast of and effectively utilize management keep abreast of and effectively utilize change, serves as an early warning system to help change, serves as an early warning system to help anticipate trends; and uses research and sound and anticipate trends; and uses research and sound and ethical communication techniques as its principle tools.ethical communication techniques as its principle tools.

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1980 Task Force on the Stature 1980 Task Force on the Stature and Role of Public Relations and Role of Public Relations offers two definitions:offers two definitions:

1980 Task Force on the Stature 1980 Task Force on the Stature and Role of Public Relations and Role of Public Relations offers two definitions:offers two definitions:

1.1. Public relations helps an organization Public relations helps an organization and its publics mutually adapt to each and its publics mutually adapt to each other.other.

2.2. Public relations is an organization’s Public relations is an organization’s efforts to win cooperation from groups efforts to win cooperation from groups of people.of people.

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Let’s DiscussLet’s Discuss Defining by FunctionDefining by Function

RR AA CC EE

John Marston’sJohn Marston’sJohn Marston’sJohn Marston’s

RResearchesearch AActionction CCommunicationommunication EEvaluationvaluation

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Let’s DiscussLet’s Discuss Defining by FunctionDefining by Function

RR OO SS II EE

Sheila Clough Crifasi’sSheila Clough Crifasi’sSheila Clough Crifasi’sSheila Clough Crifasi’s

RResearchesearch OObjectivesbjectives SStrategiestrategies IImplementationmplementation EEvaluationvaluation

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Denny Griswold’s definition:Denny Griswold’s definition:Denny Griswold’s definition:Denny Griswold’s definition:

““Public relations is the management Public relations is the management function which evaluates public function which evaluates public attitudes, identifies the policies and attitudes, identifies the policies and procedures of an individual or an procedures of an individual or an organization with the public interest, organization with the public interest, and plans and executes a program of and plans and executes a program of action to earn public understanding action to earn public understanding and acceptance.”and acceptance.”

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QUICK QUIZQUICK QUIZ

What are the five principles of Melvin Sharpe’s What are the five principles of Melvin Sharpe’s “Harmony” Process?“Harmony” Process?

1.1. Honest communication for credibilityHonest communication for credibility

2.2. Openness and consistent actions to build public Openness and consistent actions to build public confidenceconfidence

3.3. Fairness of actions for reciprocity and goodwillFairness of actions for reciprocity and goodwill

4.4. Continuous two-way communication to prevent Continuous two-way communication to prevent alienation and to build relationshipsalienation and to build relationships

5.5. Environmental research and evaluation to Environmental research and evaluation to determine the actions or adjustments needed to determine the actions or adjustments needed to create social harmonycreate social harmony

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Public Relations Practitioners must:Public Relations Practitioners must:Public Relations Practitioners must:Public Relations Practitioners must:

Management to the PublicManagement to the PublicManagement to the PublicManagement to the Public

The Public to ManagementThe Public to ManagementThe Public to ManagementThe Public to Management

andandandand

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QUICK QUIZQUICK QUIZ

A group of people who:A group of people who:

1.1. Face a similar problemFace a similar problem

2.2. Organize to do something Organize to do something about the problemabout the problem

3.3. Have a stake in an issue, Have a stake in an issue, idea, or organizationidea, or organization

What constitutes a…What constitutes a…

??

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Publics can be:Publics can be:

oror

Give examples:Give examples:

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Publics can be:Publics can be:

ororGive examples:Give examples:

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Publics can be:Publics can be:

oror

Give examples:Give examples:

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Publics can be:Publics can be:

ororGive examples:Give examples:

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Based on values and lifestyles, Based on values and lifestyles, consumers can be:consumers can be:Based on values and lifestyles, Based on values and lifestyles, consumers can be:consumers can be:

ACTUALIZERS

BELIEVERS

STRIVERS

MAKERS

FULFILLEDS

ACHIEVERS

EXPERIENCERS

STRUGGLERS

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Public Relations Practitioners Public Relations Practitioners must be:must be:Public Relations Practitioners Public Relations Practitioners must be:must be:

Ethical Truthful Credible

The Organization’s Conscience