What is Public Relations?Kelli S. Burns, Ph.D.Associate Professor

Public Relations Sequence HeadSchool of Mass Communications

Public Relations is not…• Party planning• Attending

events• Travelling the

world with celebrities

Most People Don’t Most People Don’t Understand PRUnderstand PRFormer White House

press secretary Scott McClellan wrote in his memoir that the Iraq war was sold to the American people with a sophisticated “political propaganda campaign” led by President Bush and aimed at “manipulating sources of public opinion” and “downplaying the major reason for going to war.”

Public Relations is …

““Public relations is a strategic Public relations is a strategic communication process that communication process that builds mutually beneficial builds mutually beneficial relationships between relationships between organizations and their organizations and their publics.”publics.”-- PRSA

Other terms for PROther terms for PR

Corporate terms: Corporate communicationsCorporate terms: Corporate communications Public AffairsPublic Affairs CommunicationsCommunications Corporate relationsCorporate relations

Public InformationPublic InformationMedia RelationsMedia Relations

Flak, huckster, spinster, spin doctorFlak, huckster, spinster, spin doctor

Components of public Components of public relationsrelations

• Counseling managementCounseling management• ResearchResearch

o to influence/persuadeto influence/persuadeo to generate mutual understanding and build to generate mutual understanding and build

relationshipsrelationships• Media relationsMedia relations• PublicityPublicity• Employee/member relationsEmployee/member relations• Community relationsCommunity relations• Government relationsGovernment relations• Issues management/Crisis managementIssues management/Crisis management• Investor relationsInvestor relations• FundraisingFundraising• Special event planningSpecial event planning• Marketing communications/Integrated Marketing Marketing communications/Integrated Marketing

CommunicationCommunication

STRATEGIC COMMUNICATION MANAGEMENTSTRATEGIC COMMUNICATION MANAGEMENT

Some statisticsSome statistics

• More than 350,000 practitioners in U.S.More than 350,000 practitioners in U.S.• 40% increase in employment expected by 40% increase in employment expected by

20142014• 54,000 public relations firms in the U.S.54,000 public relations firms in the U.S.• More than $10 billion spent on PR by U.S. More than $10 billion spent on PR by U.S.

organizations annuallyorganizations annually• The average annual PR budget in a The average annual PR budget in a

publicly owned company is $9.9 million publicly owned company is $9.9 million and $16.4 million for a government and $16.4 million for a government agency.agency.

Industry outlookIndustry outlook• Among fastest-growing industriesAmong fastest-growing industries

• Despite current economic Despite current economic uncertainties, U.S. public relations uncertainties, U.S. public relations firms expect increased revenues and firms expect increased revenues and profits.profits.

• The greatest opportunities for future The greatest opportunities for future public relations growth are in digital public relations growth are in digital communication, social media and communication, social media and corporate reputation management.corporate reputation management.

Based in New York City, PRSA is the world's largest organization for public relations professionals. The Society has nearly 22,000 members and is organized into more than 100 Chapters, which represent business and industry, counseling firms, independent practitioners, military, government, associations, hospitals, schools, professional services firms and nonprofit organizations.

Which one of the following best describes Which one of the following best describes thethe

type of organization you work for?type of organization you work for?

The PR PROCESSThe PR PROCESS

Research

Action

Communication

Evaluation

Push to Add DramaPush to Add Drama

The Best Job in the WorldThe Best Job in the World

CoralineCoraline

Volkswagen Twitter Volkswagen Twitter ZoomZoom

Pee in the Shower?Pee in the Shower?

Public Relations Public Relations SequenceSequence

First SemesterFirst SemesterPUR 3000 Principles of Public RelationsPUR 3000 Principles of Public RelationsJOU 2100 Beginning ReportingJOU 2100 Beginning Reporting

Second SemesterSecond SemesterPUR 3500 Public Relations ResearchPUR 3500 Public Relations ResearchPUR 4100 Public Relations WritingPUR 4100 Public Relations WritingPUR 4401 Public Relations IssuesPUR 4401 Public Relations Issues

Third SemesterThird SemesterPUR 4101 Public Relations DesignPUR 4101 Public Relations DesignPUR 4801 Advanced Public relationsPUR 4801 Advanced Public relationsPublic Relations Practicum/InternshipPublic Relations Practicum/Internship