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Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall 1-1

Chapter One:

What is Public Relations, Anyway?

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In the age of social media, public relationsprofessionals must cut through the onlineclutter with arguments that are:

persuasive believable

actionable

Yet, the power, value and influence of publicrelations have never been greater.

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In numbers: It is a multi-billion dollar business practiced by

158,000 professionals in the U.S. alone.

Employment growth is expected to increase faster

than average through the year 2012.

Public relations has grown rapidly across the globe:From Europe to China; Latin America to Africa.

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Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall 1-5

In respect: A survey of Fortune 1000 company executives

revealed strong support for the practice.

250 U.S. colleges and universities offer public relations

degree programs to more than 20,000 majors.

The Public Relations Society of America (PRSA) boasts20,000 members in 116 chapters.

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The strength of public relations stems fromits roots:

A democratic society where people have

freedom to debate and make decisionsin thecommunity, the marketplace, the home, theworkplace and the voting booth.

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Lets define the field

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One definition to consider

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Public relations helps an organization and itspublics adapt mutually to each other. Publicrelations is an organizations efforts to win thecooperation of groups of people.

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R = Research

A = Action C = Communication

E = Evaluation

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Public relations professionals interpretmanagements

Philosophies

Policies

Programs Practices

to the public.

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Practitioners must communicate with manydifferent publics at once.

Each public has its own special needs, mediahabits and communication requirements.

Technology has created a complex webof interrelationships between publics.

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Internal and external

Primary, secondaryand marginal

Traditional and future

Proponents, opponentsand the uncommitted

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Who makes up the publics

at your college or university?

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What does the termmean to you?

Spin equals distortion,obfuscation or lying.

Spin cannot cover up

for poor performance.

Spin does NOT equalgood public relations!

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Key personal characteristics:

A tendency toward communication

The ability to advocate

A desire to counsel senior managers A strong base of personal ethics

A willingness to take risks A positive outlook on life

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Shut Up, Dawg!Review this case on page 9. As a class, discuss: What other options did A&E have beyond

suspending Chapman?

Should the network have taken him back? If so,

under what conditions?

For more information on this case, go to:

http://www.realityblurred.com/realitytv/archives/dog_

the_bounty_hunter/2007_Nov_02_off_air

http://www.realityblurred.com/realitytv/archives/dog_the_bounty_hunter/2007_Nov_02_off_airhttp://www.realityblurred.com/realitytv/archives/dog_the_bounty_hunter/2007_Nov_02_off_airhttp://www.realityblurred.com/realitytv/archives/dog_the_bounty_hunter/2007_Nov_02_off_airhttp://www.realityblurred.com/realitytv/archives/dog_the_bounty_hunter/2007_Nov_02_off_air