Downloaded 740 times
Uploaded byAlli Mowrey
Introduction to Public Relations | What is PR?
Public relations (PR) involves strategic communication to build mutually beneficial relationships between organizations and their stakeholders. It requires skills in various areas including communication, research, negotiation, and problem solving. PR professionals use tools like the RACE process (research, action, communication, evaluation) and work in fields such as media relations, publicity, and community outreach. While related to advertising and marketing, PR differs in that its goal is to generate goodwill rather than directly sell products. An integrated approach uses various strategies and tactics to consistently convey messaging through multiple channels.
In this document
Powered by AI
Definition of Public Relations and its role in building relationships with the public.
PR is multifaceted; professionals need skills in communication, research, negotiation, and creativity.
Exploring how public relations is changing in the digital age, highlighting new strategies and tools.
Definition of Public Relations and its role in building relationships with the public.
PR as a strategic communication process; includes key terms and the RACE process: Research, Action, Communication, Evaluation.
Various components involved in PR, including media relations, community relations, and more.
Differentiation between PR, journalism, and advertising based on their roles, tools, and audiences.
How PR supports marketing through outreach, endorsements, and building credibility.
Concept of integration in communication strategies to convey a consistent message globally.
More Related Content
Similar to Introduction to Public Relations | What is PR?
Introduction to Public Relations | What is PR?
- 1. What is PublicRelations?
- 3. The Challenge ofPublic Relations PR is multifaceted A public relations professionals must have skills in Written and interpersonal communication Research Negotiation Creativity Logistics Facilitation Problem solving
- 4.
- 5. The Digital Ageof PR Michael Sebastian, PR Daily
- 6.
- 7. “Public relations isa strategic communication process that builds mutually beneficial relationships between organizations and their publics.” - PRSA
- 8. Key Terms Deliberate Planned Performance Public interest Two-way communication Strategic management of competition and conflict Relationships*
- 9. The RACE Process Research What is the problem? Action What is going to be done about it? Communication How will the public be told Evaluation Was the audience reached & what was the effect?
- 10. The Components ofPublic Relations Counseling Research Media relations Publicity Employee/member relations Community relations Public affairs Government affairs Issue management Financial relations Industry relations Development/Fund-raising Multicultural relations/workplace diversity Special events Marketing communications
- 11. PR vs. Journalism Public Relations • Use many components • Advocates • Defined publics • Many channels Journalism • Uses only two components • Objective observers • Mass audience • One channel
- 12. PR vs. Advertising Public Relations •Variety of communication tools •Specialized audiences • Broader in scope • Fills a support role • Creates a favorable environment for organization’s survival Advertising •Mass media outlets • External audiences • Is a communications function • Is a communication tool in PR • Sells goods / services
- 13. PR vs. Marketing Public Relations • Builds relationships & generates goodwill •Deals with publics, audiences & stakeholders Marketing • Sells products / services •Deals with target market, consumers & customers
- 14. PR Supports Marketing Eight ways public relations supports marketing: Develops new prospects Provides third party endorsements Generates sales leads Paves the way for sales calls Stretches dollars Provides inexpensive literature Establishes credibility Helps sell minor products Copyright © 2013 Pearson Education, Inc. All rights reserved.
- 15. An Integrated Perspective Public Relations Advertising Marketing
- 16. Toward an IntegratedPerspective Concept of integration: To use a variety of strategies and tactics to convey a consistent message in a variety of forms Global/multicultural Research based Relationship focused Internet/new media oriented Toolbox-driven tactics Copyright © 2013 Pearson Education, Inc. All rights reserved.