chapter:1 what is public relations

March 26, 2009 at 1:20 am (chapter summaries)

The follwong are notes I gathered from chapter:1 from the,3110,0205626130,00.html

   Public Relations involves many different aspects. Few people fully comprehend all that this line of work entails. Such as; research, analysis, policy information, programming, communication, and feedback. Long and Hazelton developed a good definition for PR. They described it as “a communication function of management through which organizations adapt to, alter, or maintain their environment for the purpose of achieving organizational goals”.

    the key words to public relations are:

  • deliberate
  • planned
  • performance
  • public interest
  • two-way communication
  • management function

    Public relations focuses on a process. This process can be remembered by RACE. These four letters stand for the four key elements which are; Research, Action, Communication, and Evaluation. Another public relations process is known as the “never-ending cycle”. This model includes these six steps; research and analysis, policy formulation, programming, communication, feedback, and assessment.

The following are the basic components that make up public relations:

  • counseling
  • research
  • media relations
  • publicity
  • employee/ member relations
  • community relations
  • public affairs
  • governemnt affairs
  • issues management
  • financial relations
  • industry relations
  • development/fund-raising
  • multicultural relations/workplace diversity
  • special events
  • marketing communications

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