Introduction to Public Relations

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Introduction to Public Relations

• Dr. Michael Smilowitz
• SCOM 260
• James Madison University

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Public RelationsA Brief Introduction
Public Relations
What to expect
1. Be able to define and identify the practices
of public relations.
2. Be able to identify and describe the 3Rs
of public relations.
3. Be able to describe the PR process.
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Defining Public Relations
What is PR?
What is PR?
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Defining Public Relations
Press agentry Creating publicity through
attention getting devices or publicity gimmickry.
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Defining Public Relations
Publicity Planned program to obtain favorable
media coverage of topics important to the client.
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Defining Public Relations
Promotion A marketing function that is used to
build the image of a product or service through
paid advertising, public relations, or personal
selling.
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Defining Public Relations
Propaganda Persuasive political communication
that is always done by the other guy -- also
known as spinning.
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Defining Public Relations
Heres the one to keep!
Communication activities that responsibly manage
the interactions between the needs of individuals
the client(s) and those of the relevant public
s.
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Defining Public Relations
To understand the definition of Public Relations
requires us to know the 3 Rs!
PR
PR
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The 3Rs of PR
Responsible Communication
Professional Responsibility
to the client
to the profession.
Social Responsibility.
Ethical Responsibility.
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The 3Rs of PR
Relational Communication
PR professionals actively facilitate message
exchanges between their clients and the publics
with whom the clients share mutual relationships.
Increasingly sophisticated, educated, and
demanding publics expect to be taken seriously.
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The 3Rs of PR
Researched Communication
PR professionals anticipate, analyze, and
interpret public opinion and behaviors which
impact their clients.
PR professionals are paid to chose purposeful
actions and to plan deliberate programs.
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The 3Rs of PR
Responsible Communication
Relational Communication
Researched Communication
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Defining Public Relations
The P of PR represents Process!
R
P
P
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Public Relations as a Cyclical Process
Research and Analysis
Policy Formation
Program assessment and adjustment
Programming
Communication
Feedback
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Public Relations as a Cyclical Process
Research and Analysis
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Public Relations as a Cyclical Process
Policy Formation
Assess the research inputs establish strategic
goals and objectives.
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Public Relations as a Cyclical Process
Programming
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Public Relations as a Cyclical Process
Communication
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Public Relations as a Cyclical Process
Feedback
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Public Relations as a Cyclical Process
Program assessment and adjustment
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Public Relations as a Cyclical Process
Research and Analysis
Policy Formation
Program assessment and adjustment
Programming
Communication
Feedback
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A popular and racy PR process model
Research What is the problem or situation?
Action What is going to be done about it?
Communi- What will the public be told?
cation
Evaluation What was the effect of the
communication?
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A popular and racy PR process model
A popular and racy PR process model
R. A. C. E.