MKTG 123 - Ch 1: Defining PR (Evolution)

PRSA’s definition of PR

public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.

John Marston’s Four Step Model (R-A-C-E)

1. RESEARCH (research attitudes about the issue at hand)

2. ACTION (identify action of the client in the public interest)

3. COMMUNICATION (communicate that action to gain understanding, acceptance, and support)

4. EVALUATION (evaluate the communication to see if opinion has been influenced)

Research

research attitudes about the issue at hand

Action

identify action of the client in the public interest

Communication

communicate that action to gain understanding, acceptance, and support

Evaluation

evaluate the communication to see if opinion has been influenced

R-O-S-I-E approach

1. research

2. objectives

3. strategies

4. implementation

5. evaluation

R-P-I-E

1. research

2. planning

3. implementation

4. evaluation

PR, if it is to serve the organization properly must

report to top management

Public relations must serve as

an honest broker to management, unimpeded by any other group

For public relations to work, its advice to management bust be

unfiltered, uncensored, and unexpurgated

What are the five principles of the public relations process by Professor Sharpe?

1. Honest communication for credibility

2. Openness and consistency of actions for confidence

3. Fairness of actions for reciprocity and goodwill

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

5. Environmental research and evaluation to determine the actions or adjustments needed for social harmony

Public relations professionals are mediators between

client (management) and public (all those key constituent groups on whom an organization depends)

A public arises when a group of people

1. faces a similar indeterminate situation,

2. recognizes what is indeterminate and problematic

3. organizes to do something about the problem

Publics can be classified into several overlapping categories:

1. Internal and external

2. Primary, secondary, and marginal

3. Traditional and future

4. Proponents, opponents, and the uncommitted

Spin means

the distinctive interpretation of an issue or action to sway public opinion, as in putting a positive slant on a negative story.

or

confusing an issue or distorting or obfuscating it or even lying

7 characteristics of a successful public relations career

• Diversity of experience

• Performance

• Communications skills

• Relationship building

• Proactivity and passion

• Teamliness

• Intangibles, such as personality, likeability, and chemistry

6 Important technical skills

1. knowledge of the field

2. communications knowledge

3. technological knowledge

4. current events knowledge

5. business knowledge

6. management knowledge

6 Attitudes requesities

1. pro communications

2. advocacy

3. counseling orientation

4. ethics

5. willingness to take risks

6. positive outlook