PR CHAPTER 1&2 NOTES

Chapter 1: What Is Public Relations?

1. Ubiquity and Core Definition

  • Definition: Public relations is the values-driven management of relationships between an organization and the publics that can affect its success.

  • The Five Essential Elements of PR:

    1. Management Function: PR practitioners counsel leadership, shape policy, and measure campaign outcomes.

    2. Two-Way Communication: Involves both sending messages and actively listening to stakeholder concerns.

    3. Planned Activity: PR efforts are deliberate, structured, and aligned with organizational goals and values.

    4. Research-Based Social Science: Formal and informal research informs messaging and strategic positioning.

    5. Social Responsibility: Responsibilities extend beyond corporate goals to playing a constructive role in society.

  • Key Terms:

    • Public: Any group of people sharing common interests or values in a particular situation.

    • Stakeholder: A public that has a specific stake in an organization or an issue involving it.

2. Models and Theories of Public Relations

  • Approaches to Problem Solving:

    • Heuristic (Practical): Uses trial-and-error based on past experience; can be costly and risky.

    • Theoretical (Scientific): Uses tested models and social science research for structured decision-making.

  • PR Models:

    • Cutlip, Center, and Broom Models (Practitioner Roles):

    • Expert Prescriber: Authority on PR problems and solutions.

    • Communication Technician: Hired primarily for writing and production execution.

    • Communication Facilitator: Serves as a mediator/liaison between an organization and its publics.

    • Problem-Solving Process Facilitator: Collaborates with other managers to solve strategic issues.

    • Hunt and Grunig Models (Organizational Interactions):

    • Press Agentry/Publicity: Focuses on gaining media coverage.

    • Public Information: Practitioner acts as a "journalist in residence" disseminating factual info.

    • Two-Way Asymmetrical: Uses research to persuade publics to accept a specific viewpoint.

    • Two-Way Symmetrical: Focuses on two-way communication for mutual understanding and conflict resolution (considered the normative ideal).

    • Contingency Theory of Accommodation: PR practice exists on a continuum between pure accommodation (building trust) and pure advocacy (arguing for a stance), depending on dynamic variables.

    • Reflective Paradigm (Reflection): Focuses on societal legitimization across four core functions: counseling, coaching, conceptualizing, and executing.

3. PR vs. Marketing and Advertising

  • Advertising: Uses paid, controlled media to influence targeted audiences.

  • Marketing: Focuses on research, product creation, pricing, and promotion targeting consumers.

  • Integrated Marketing Communications (IMC): A consumer-focused blending of advertising, marketing, and PR functions.

4. The Public Relations Process

  • Traditional Linear Model:

    1. Research: Discovery phase (information gathering).

    2. Planning: Strategy phase (developing goals and action steps).

    3. Communication: Execution phase (directing messages to publics).

    4. Evaluation: Measurement phase (assessing success).

  • Dynamic Model: Recognizes that PR is interactive and non-linear; research and evaluation occur continuously across all stages.

  • Values-Driven PR: Embeds personal, professional, organizational, and societal values directly into every step of the dynamic PR process.

Chapter 2: Jobs in Public Relations

1. Resource Dependency Theory

  • Core Beliefs:

    1. Organizations need key resources (e.g., raw materials, fair media coverage, dedicated employees) to achieve goals.

    2. Key resources are often controlled by external publics.

    3. Organizations build productive relationships with resource-controlling publics to secure those resources.

2. Practitioner Categories & Job Duties

  • David Dozier’s Categorization:

    • PR Managers: Formulate policy, counsel leadership, and take responsibility for overall program outcomes. Common in complex, rapidly changing environments.

    • PR Technicians: Execute tactical details (writing releases, managing social channels, producing content) defined by management. Common in stable environments.

  • Essential Entry-Level Competencies:

    • Exceptional written and oral communication skills.

    • Social media management and multidisciplinary storytelling.

    • Critical thinking and understanding of basic business principles.

    • Internship experience and real-world execution.

  • Time Tracking: Agency and corporate practitioners meticulously record working hours in short increments (e.g., 15-minute blocks) for client billing and operational accountability.

3. Five Major Employment Settings

  1. Corporations: For-profit enterprises. Specialized roles include:

    • Employee Relations, Media Relations, Government Relations (Public Affairs), Community Relations, Business-to-Business (B2B), Consumer Relations, and Investor Relations.

    • Boundary Spanning: Functioning as an intermediary spanning the space between an organization and external publics.

    • Intersection Management: Addressing complex issues where multiple stakeholder groups intersect simultaneously.

  2. Nonprofit Organizations and Trade Associations: Focus on donor relations, fundraising, member communications, and advocacy.

  3. Governments: Operating at federal, state, or local levels under titles like Public Information Officer (PIO) or Press Secretary. Federal law (Title 5, Section 3107) restricts spending on explicit "publicity experts," making informative communication the primary objective.

  4. Public Relations Agencies: Multi-client firms offering specialized or integrated communication services organized by client accounts.

  5. Independent Consultancies: One-person operations offering niche expertise (e.g., crisis comms, speechwriting) or generalist services.