Public relations What is it?
Today in class • Define public relations • Look at the PRSA • Divide into agencies • Work on your first agency assignment
What is public relations? • When analyzed in 2008, there were 472 definitions of public relations. • “Public relations is a planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication” (Seitel, 2008).
WHAT IS THE PRSA? • Public Relations Society of America • Provides professional development, sets standards of excellence and upholds ethics for PR industry. • Provides: • Networking • Professional Recognition • Learning • Intelligence • Job Center
How does the PRSA define pr? • Anticipating, analyzing and interpreting public opinion, attitudes and issues that might impact, for good or ill, the operations and plans of the organization. • Counseling management at all levels in the organization. • Researching, conducting and evaluatingprograms of action and communication to achieve the informed public understanding necessary to the success of an organization’s aims. • Planning and implementing the organization’s efforts to influence or change public policy. “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
PROCESS TO use for PUBLIC RELATIONS efforts • RACE- process defined by John Marston • Research- what attitudes are currently held? • Action- what action can the client take in the public interest? • Communication- how can it be communicated to gain understanding, acceptance and support? • Evaluation- what impact did this make on the attitudes of the public?
Public relations as an interpreter • Every call, letter, encounter and event is public relations. • Two roles of public relations practitioners for management: • Interpret the philosophies, policies, programs and practices of the management to the public. • Convey attitudes of the public to the management.
What does an agency do? • “PR agencies, as opposed to advertising agencies, promote companies or individuals via editorial coverage. This is known as “earned” or “free” media — stories appearing on websites, newspapers, magazines and TV programs — as compared to “paid media” or advertisements. • PR agencies and advertising agencies share the same goals: promoting clients and making them seem as successful, honest, important, exciting or relevant as possible. But the paths to creating awareness are vastly different. Most people understand advertising is paid for by the client and should be viewed with skepticism. Articles or TV appearances in respected publications have the advantage of third-party validation and are generally viewed more favorably” (Wynne, 2013).
YOUR AGENCIES • AGENCY 1 • Kolin • MV • Studer • Vanessa • AGENCY 2 • Jerry • Linh • Maya • Randall AGENCY 3 Andrea Chaz Kenneth Mary AGENCY 4 Brianna Jacob Kelsey Kevin Rach