Date post: | 14-Jan-2015 |
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Education |
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Five Essential Abilities:Five Essential Abilities:
1.1. Writing skillWriting skill
2.2. Research abilityResearch ability
3.3. Planning expertisePlanning expertise
4.4. Problem-solving abilityProblem-solving ability
5.5. Business/economics competenceBusiness/economics competence
““Public Relations is a leadership and Public Relations is a leadership and
management function that helps achieve management function that helps achieve
organizational objectives, define organizational objectives, define philosophy, and facilitate organizational philosophy, and facilitate organizational change.”change.”
Dan Lattimore Dan Lattimore et alet al
““Public Relations: The ProfessionPublic Relations: The Profession
and the Practice” (2007)and the Practice” (2007)
The Role of Public RelationsThe Role of Public Relations
The eyes and ears of an organizationThe eyes and ears of an organization
The link between the chief executive and The link between the chief executive and the marketplacethe marketplace
Responsible for reputation managementResponsible for reputation management
““If an individual is to give advice to others, he If an individual is to give advice to others, he
should have knowledge and understanding. A should have knowledge and understanding. A
liberal-arts education or its equivalent is a liberal-arts education or its equivalent is a
necessity…The [well-grounded] practitioner… necessity…The [well-grounded] practitioner…
will be better able to judge the future in terms will be better able to judge the future in terms
of the past and the present.”of the past and the present.”
Edward L. BernaysEdward L. Bernays
““A Definitive Study of Your FutureA Definitive Study of Your Future
in Public Relations” (1961)in Public Relations” (1961)
The Components of Public RelationsThe Components of Public Relations CounselingCounseling ResearchResearch Media relationsMedia relations PublicityPublicity Employee/member Employee/member
relationsrelations Community relationsCommunity relations Public affairsPublic affairs Government affairsGovernment affairs
Issues managementIssues management Financial relationsFinancial relations Industry relationsIndustry relations DevelopmentDevelopment Multicultural Multicultural
relationsrelations Special eventsSpecial events Marketing Marketing
communicationscommunications
““Experience in public relations and other Experience in public relations and other
professions shows that those attaining professions shows that those attaining greatest greatest
success obtained a thorough grounding in the success obtained a thorough grounding in the
humanities before acquiring their professional humanities before acquiring their professional
skills.”skills.”
Edward L. BernaysEdward L. Bernays
““A Definitive Study of Your FutureA Definitive Study of Your Future
in Public Relations” (1961)in Public Relations” (1961)