What is Public Relation

Publicity is just one of many tactics used by public relations practitioners.
Public relations also build corporate and product identities, a process known as branding.

The Fall of Advertisement and the rise of PR.
Al and Laura Ries, authors of this book, argument that is was PR – not advertisement - that launched brands: Starbucks, Palm, the Body Shop, Walmart, Red Bull, etc.

Public - any group of people who share common interest or values in a particular situation.
When a public has a relationship with your organization, the public is called a stakeholder.

Comprehensive definition of public relations
Public relations is a management function.
Public relations involves to way communication.
Public relations is a planned activity.
Public relations is a research - based social science.
Public relations is socially responsible.

Marrying Theory and Practice
Heuristic – using educated guesses based upon trial and error to reach a satisfaction solution.
Theoretical – decisions rest on tried and tested models verified through social science research.
Axioms – self-evident or universally recognized truths, than the natural sciences.

Four models of practitioners
1. expert prescribe (as an authority on both public relations problems and solutions).
2. communication technician (hired primarily for writing and editing skills)
3. communication facilitator (who serves as a liaison, interpreter and mediator between the organization and its publics)
4. problem – solving process facilitator (who collaborates with other managers by helping them define and solve problems)

The Public Relations Process
Public relations is conducted within the framework of a four- step process.
Remember: This is public relations, the profession of a thousand definitions.

The Traditional Four-Step Model of the Public Relations Process
ROPE: Research Objectives Programming Evaluation
RACE: Research Action Communication Evaluation
ДОБАВИТЬ фигуру 1.1 из книги

Public Relations Process
Research- the Discovery phase
Planning- the Strategy phase
Communication- the Execution phase
Evaluation- the phase of Measurement

The Dynamic Model of the PR process
ДОБАВИТЬ ФИГУРУ 1.2

The role of values in public relations
Key component: values
Values are defined as the fundamental beliefs and standards that drive behavior and decision making.

Values-Driven Public Relations
How can organization try to ensure that their actions match their words?
We advocate an approach we call values-driving public relations.
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PR is the values-driven management of relationships between an organization and the public that can affect its success.
Values incorporated: planning and communication
If that sounds easy, it isn’t.

Whose values should you follow ?
An organization must: Identify and Consider its own values.
Sometimes it is hard to decide which values to follow.
Conflict between organization and social values, organization must make a difficult choice.