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Chapter 1

Public relations is a planned process to influence public opinion through two-way communication. It involves research, action, communication, and evaluation. PR professionals must interpret their organization's policies to the public and convey public attitudes back to management. The functions of PR include writing, planning, media relations, counseling, researching, publicity, marketing communications, community relations, consumer relations, employee relations, government affairs, investor relations, public affairs, and web development. Trends in PR include the growth of large institutions, heightened public and media sophistication, more societal change and conflict, growing global media and public opinion, and internet dominance.

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Norhashikin Norizan
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111 views

Chapter 1

Public relations is a planned process to influence public opinion through two-way communication. It involves research, action, communication, and evaluation. PR professionals must interpret their organization's policies to the public and convey public attitudes back to management. The functions of PR include writing, planning, media relations, counseling, researching, publicity, marketing communications, community relations, consumer relations, employee relations, government affairs, investor relations, public affairs, and web development. Trends in PR include the growth of large institutions, heightened public and media sophistication, more societal change and conflict, growing global media and public opinion, and internet dominance.

Uploaded by

Norhashikin Norizan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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DTE30123

The Practice of
Public Relations
Chapter 1
INTRODUCTION TO PUBLIC RELATIONS
Is a planned process to influence public
opinion, through sound character and
proper performance, based on mutually
satisfactory two-way communication

PUBLIC RELATIONS
Public relations helps an organization and its public
adapt mutually to each other
Action
Research - Identify action of
- Research attitudes about the client in the
the issues at hand public interest.

the process in influencing


public opinion

Communication Evaluation
- Communicate that action - Evaluate the communication
to gain understanding, to see if opinion has been
acceptance, and support influenced.
Public relation as
management interpreter
They must interpret the philosophies, policies,
programs and practices of their management to the
public

They must convey the attitudes of the public to their


management

To communicate these ideas accurately and candidly


to the public.
Public relation as public
interpreter
Finding out what the public really thinks about the
firm and letting management know.

Interpreting back to management how the public


views them and their organization.
THE FUNCTIONS OF
PUBLIC RELATIONS

Writing – written vehicles from


new release to speeches and Media Relations – dealing with the
from brochure to press
advertisements

Counseling – in
Planning – of special dealing with
events, media events, management and
management function its interactions
and the like with key publics
THE FUNCTIONS OF
PUBLIC RELATIONS

Researching – of
attitudes and opinions Publicity – generating
that influence behavior positive publicity for a
and beliefs client or employer

Marketing communications –
creating brochures, sales Community relations –
literature, meeting displays and positively putting forth the
promotions organization’s messages and
image within the community
THE FUNCTIONS OF
PUBLIC RELATIONS

Consumer Relations – Employee Relations –


Interfacing with Communicating with the all-
consumer through important internal publics of
written and verbal the organization, those
managers and employees who
communications.
work for the firm.

Government affairs – dealing Investor relations – for public


with legislators, regulators and companies, communicating
local, state and federal officials. with stockholders and those
who advise them.
THE FUNCTIONS OF
PUBLIC RELATIONS

Special public relations


– dealing with those Public affairs and issues
publics uniquely critical management – dealing with
to particular public policy and its impact
on the organization.
organizations.

Web site development and web


interface – creating what often is
the organization’s principle
interface with the public.
Discuss the trends in public
relation
Growth of big institutions
The tiny community college, and the small local bank are rapidly
disappearing. The public relations profession has evolved to
interpret these large institutions to the publics they serve.
Heightened public awareness and media sophistication.
All the other communications technologies that have helped
fragment audiences. The invention of mass communications, for
example printing press to television and internet.
Increasing incidence of societal change, conflict and
confrontation.
With the growth of the Web, activists have become increasingly
more daring, visible and effective.
Discuss the trends in public
relation
Growing power of global media, public opinion and
democracy.
Public opinion is a powerful force not only in democracies like the
United State but also for oppressed peoples around the world.
Dominance of the internet
The extraordinary growth of the internet and the world wide web
has made millions of people around the world instant consumers
of unlimited communication.

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