What is Public Relations?
- 1. What is Public Relations?
- 2. …is not a synonym for propaganda, publicity, spin, or hype.…is not artificial or superficial.…is not well understood by many, including some public relations practitioners.Public Relations…
- 3. …is everywhere you look.…often occurs when it appears as if nothing has happened.…fosters mutually beneficial relationships.…can help give organizations their identity.Public Relations…
- 4. a management function.two-way communication.a planned activity.a research-based social science.socially responsible.Public Relations
- 5. Press Agentry/PublicityPublic InformationTwo-way AsymmetricalTwo-way SymmetricalThe Hunt-Grunig Models
- 6. Public Relations, Advertising, and MarketingAdvertising and marketing tend to focus exclusively upon consumers.Public relations focuses upon all publics important to success.
- 7. Public relations resembles most professions in most aspects.The one major difference: Public relations is not licensed.Some fear licensing infringes on free speech.Professional associations provide voluntary licensing.A Profession or a Trade?
- 8. Public relations skills are transferable across a broad range of career opportunities.Public relations demands and rewards creativity.Public relations practitioners can make a real difference in the lives of people.Advantages of aPublic Relations Career
- 9. AgenciesCorporationsGovernmentNonprofit organizations or trade associationsIndependent consultanciesWhere Public Relations Practitioners Work
- 10. ResearchThe Traditional Four-Step ModelEvaluation
- 11. ResearchThe Traditional Four-Step ModelPlanningCommunicationEvaluation
- 12. It implies that one step follows the next in an orderly fashion.In reality, each of the four steps can appear anywhere within the public relations process.The traditional model doesn’t take into account the role of values.Problems with the Traditional Model
- 13. Organizations have fallen out of favor because they failed to live up to their stated values.Organizations have earned praise for adhering to their values.Why Values Are Important
- 16. The values-driven management of relationships between an organization and the publics that can affect its success.What Is Values-DrivenPublic Relations?
- 17. 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.What Is Values-DrivenPublic Relations?
- 20. Your own valuesThe values of the clientThe values of targeted public(s)The values of societyWhose ValuesShould You Follow?
- 21. Values Statements in TextbookHallmark CardsPublic Relations Society of AmericaDeclaration of Principles - Ivy LeePepsiCoWhirlpool CorporationAPCO WorldwideGoodwill Industries of Orange CountyInstitute for Public RelationsBoeing CompanyJohnson & Johnson Kellogg CompanyINK, Inc.Department of Homeland SecurityJ.M. Smucker CompanySpecial OlympicsFederal Communications CommissionLeague of Women Voters of the United States
- 22. Kellogg Company: January 16, 2009Kellogg Company Announces Voluntary Nationwide Recall of Austin® and Keebler® Branded Peanut Butter Sandwich Crackers and Select Snack-Size Packs of Famous Amos® and Keebler® Soft Batch Peanut Butter Cookies Because of Possible Health Risk