What is Public Relations?

12 Sep

Chapter 1 Reading Notes- 2322

Public Relations: Strategies and Tactics- 9th Edition. Dennis L. Wilcox & Glen T. Cameron

           A variety of definitions

            Key Words: Deliberate, planned, performance, public interest, 2-way communication, management function.

Public Relations is a process

Research, Action, Communication, Evaluation


  1. Research 2. Policy formulation 3. Programming 4. Communication 5. Feedback             
  2. 6. Assessment

Differs from journalism in scope, objectives, audience, channels

Differs from advertising

Differs from marketing

PR supports Marketing- two are involved

            IMC model

                        Integrated marketing model

Change of Focus in PR

            Less important to have journalism experience,

Five essential abilities

  1. Writing skill 2. Research ability 3. Planning expertise 4. Problem-solving ability 5. Business/ economics competence.

Starting salary average- $30,000


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