Posted by: emilywil | March 9, 2009

Chapter 1: What is PR?

Chapter one was an overview of what the world of PR can offer and what they do.

There were many definitions of PR but my favorite one was: “Public Relations is the management function that identifies,establishes,and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends.”  This came from the book Effective Public Relations written by Scott Cutlip, Allen Center, and Glen Broom.

Key Words Within Public Relations

  • Deliberate
  • Planned
  • Performance
  • Public Interest
  • Two-Way Communication
  • Management Fuction

Public Relations as a Process:

  • Research
  • Action
  • Communication
  • Evaluation

There are positive terms for PR such as, corporate communications, corporate affairs, corporate relations, and public affairs.  On the flip side there are negative terms often related to PR such as spin doctor and there have been many examples of negative PR practice in the movie Thank You for Smoking and Wag the Dog.

Public relations differs from advertising, marketing, and journalism, however it does support the marketing field.

There are five essential abilities within PR:

  1. Writing Skills
  2. Research Ability
  3. Planning Expertise
  4. Problem-Solving Ability
  5. Business/Economics Competence

Women dominate the field of Public Relations, however more men hold higher positions within the companies.

*All this information was taken from Public Relations: Strategies and Tactics: 9th Edition By: Dennis L. Wilcox and Glen T. Cameron51wtg-2biozl__sl500_aa240_


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