Public relations involves planned and deliberate two-way communication between an organization and its publics to benefit the public interest. It is a management function that utilizes research, counseling, media relations, publicity and other components to support marketing. The chapter discusses definitions of public relations, challenges for PR professionals, the RACE process model, components of PR work, and careers in public relations. It emphasizes communication, research, problem solving and other key skills for the future of the PR field.

1. Copyright © Allyn and Bacon 2009 1 C H A P T E R What is Public Relations?

2. Questions on Assignments Check syllabus Check Public Relations Matters blog Click the category of COMM 2322 Spring 2011 Check with a classmate THEN . . . Check with me Copyright © Allyn and Bacon 2009

3. Topics Covered in Chapter 1 Challenges Public relations as Process: RACE Other terms for public relations The components of public relations Public relations and journalism Public relations and advertising Public relations supports marketing An integrated perspective Careers in public relations The value of public relations Copyright © Allyn and Bacon 2009

4. What IS public relations? Your own definition Share definitions with group Similarities & differences? Copyright © Allyn and Bacon 2009

5. Definitions of Public Relations A variety of definitions exists for public relations. It is not necessary to memorize any particular definition. The following key words frame most definitions: Deliberate Planned Performance Public interest Two-way communication Management function Copyright © Allyn and Bacon 2009

6. The PR Professional of the Future Copyright © Allyn and Bacon 2009

7. Challenges Challenges PR is multifaceted Necessary Skills Written and Interpersonal communication Research Negotiation Creativity Logistics Facilitation Problem Solving Copyright © Allyn and Bacon 2009

8. Public Relations as Process: R.A.C.E. Copyright © Allyn and Bacon 2009

9. The Components of Public Relations Counseling Research Media relations Publicity Employee/Member relations Community relations Public affairs Government affairs Issues management Financial relations Industry relations Development/Fundraising Multicultural relations/Workplace Diversity Special events Marketing communications Copyright © Allyn and Bacon 2009

10. Contact Me Barbara B. Nixon, Ph.D. (ABD) Public Relations Faculty Southeastern University Life Member & Past President of the International Listening Association (listen.org) E-mail: bbnixon@seuniversity.edu Twitter: barbaranixon Skype: barbara.b.nixon Blog: publicrelationsmatters.com