Public relations class

Outline of chapter one: what is ‘Public Relations’, Anyway?

1. Prominence of public relations
1. What is ‘public relations’?

i. Public relations is a planned process to influence public opinion, through sound character and proper performance.

2. Planned process to influence public opinion
1. Public Relations’ professionals use Marston’s RACE in their interventions

i. Marston’s RACE:

1. Research

2. Action

3. Communication

4. Evaluation

2. The five principles of the public relations process:

i. Honest communication for credibility

ii. Openness and consistency of actions for confidence

iii. Fairness of actions and reciprocity and goodwill

iv. Continuous two-way communication to prevent alienation and to build relationships

v. Environment research and evaluation to determine the actions or adjustments needed for social harmony

3. Public relations as management interpreter
1. Public Relations professionals are the organization’s interprets :

i. They must interpret the philosophises and policies, programs and practices of their management to the public

ii. They must also convey the attitude of the public to the management.

4. Public relations as public interpreter
1. Public Relations professionals should convey the attitude of the public to the management
2. The publics of public relations

i. Publics can be classified into several categories:

1. internal and external

2. primary, secondary, and marginal

3. traditional and future

4. proponents, opponents, and the uncommitted

5. The function of public relations
1. The function associated with public relations work are numerous, among them are the following:

i. Writing

ii. Media relations

iii. Planning

iv. Counselling

v. Researching

vi. Publicity

vii. Marketing communication

viii. Community relations

ix. Employee relations

x. Government affairs

xi. Investor relations

xii. Special public relation

xiii. Public affairs and issues management

xiv. Web site development and web interface.

6. The curse of ‘spin’
1. Spin means hide realities and mislead the public for the profit of the organization
7. What manner a man or a woman?
1. The seven areas that characterize a successful public relations career

i. Diversity of experience

ii. Performance

iii. Communication skills

iv. Relationship building

v. Productivity and passion

vi. Teamliness

vii. Intangibles (personality, likeability, and chemistry)

2. Technical side

i. Knowledge of the field

ii. Communication knowledge

iii. Current event knowledge

iv. Business knowledge

v. Management knowledge

3. Attitudes

i. Pro-communication

ii. Advocacy

iii. Counselling orientation

iv. Ethics

v. Willingness to take risks

vi. Positive outlook