What is PR?
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This document defines public relations and outlines what it entails. It begins by stating what public relations is not, such as party planning or celebrity travel, then provides a definition from the Public Relations Society of America that public relations is a strategic communication process that builds mutually beneficial relationships. It lists common public relations terms and components of public relations work, including counseling, research, media relations, and crisis management. Statistics on the public relations industry in the US are also provided, showing its size, growth, and average budgets. The document concludes by describing the public relations process and a sample public relations university curriculum.
What is PR?
- 1. What is Public Relations? Kelli S. Burns, Ph.D. Associate Professor Public Relations Sequence Head School of Mass Communications
- 2. Public Relations is not… • Party planning • Attending events • Travelling the world with celebrities
- 3. Most People Don’t Understand Former White House PR press secretary Scott McClellan wrote in his memoir that the Iraq war was sold to the American people with a sophisticated “political propaganda campaign” led by President Bush and aimed at “manipulating sources of public opinion” and “downplaying the major reason for going to war.”
- 4. Public Relations is … “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” -- PRSA
- 5. Other terms for PR Corporate terms: Corporate communications Public Affairs Communications Corporate relations Public Information Media Relations Flak, huckster, spinster, spin doctor
- 6. Components of public relations • Counseling management • Research o to influence/persuade o to generate mutual understanding and build relationships • Media relations • Publicity • Employee/member relations • Community relations • Government relations • Issues management/Crisis management • Investor relations • Fundraising • Special event planning • Marketing communications/Integrated Marketing Communication ⇒ STRATEGIC COMMUNICATION MANAGEMENT
- 7. Some statistics • More than 350,000 practitioners in U.S. • 40% increase in employment expected by 2014 • 54,000 public relations firms in the U.S. • More than $10 billion spent on PR by U.S. organizations annually • The average annual PR budget in a publicly owned company is $9.9 million and $16.4 million for a government agency.
- 8. Industry outlook • Among fastest-growing industries • Despite current economic uncertainties, U.S. public relations firms expect increased revenues and profits. • The greatest opportunities for future public relations growth are in digital communication, social media and corporate reputation management.
- 9. Based in New York City, PRSA is the world's largest organization for public relations professionals. The Society has nearly 22,000 members and is organized into more than 100 Chapters, which represent business and industry, counseling firms, independent practitioners, military, government, associations, hospitals, schools, professional services firms and nonprofit organizations.
- 10. Which one of the following best describes the type of organization you work for?
- 11. The PR PROCESS Research Action Communication Evaluation
- 12. Push to Add Drama
- 13. The Best Job in the World
- 14. Coraline
- 16. Pee in the Shower?
- 17. Public Relations Sequence First Semester PUR 3000 Principles of Public Relations JOU 2100 Beginning Reporting Second Semester PUR 3500 Public Relations Research PUR 4100 Public Relations Writing PUR 4401 Public Relations Issues Third Semester PUR 4101 Public Relations Design PUR 4801 Advanced Public relations Public Relations Practicum/Internship