What is PR?

1. What is Public Relations?
Kelli S. Burns, Ph.D.
Associate Professor
Public Relations Sequence Head
School of Mass Communications

2. Public Relations is not…
•Party planning
•Attending events
•Travelling the
world with
celebrities

3. Most People Don’t Understand Most People Don’t Understand
PRPR
Former 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.”

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

5. Other terms for PROther terms for PR
Corporate terms: Corporate communicationsCorporate terms: Corporate communications
Public AffairsPublic Affairs
CommunicationsCommunications
Corporate relationsCorporate relations
Public InformationPublic Information
Media RelationsMedia Relations
Flak, huckster, spinster, spin doctorFlak, huckster, spinster, spin doctor

6. Components of public relationsComponents of public relations
•Counseling managementCounseling management
•ResearchResearch
oto influence/persuadeto influence/persuade
oto generate mutual understanding and build relationshipsto generate mutual understanding and build relationships
•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 CommunicationMarketing communications/Integrated Marketing Communication
ÞÞ STRATEGIC COMMUNICATION MANAGEMENTSTRATEGIC COMMUNICATION MANAGEMENT

7. 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 201440% increase in employment expected by 2014
•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 publicly owned The average annual PR budget in a publicly owned
company is $9.9 million and $16.4 million for a company is $9.9 million and $16.4 million for a
government agency.government agency.

8. Industry outlookIndustry outlook
•Among fastest-growing industriesAmong fastest-growing industries
•Despite current economic uncertainties, U.S. public Despite current economic uncertainties, U.S. public
relations firms expect increased revenues and profits.relations firms expect increased revenues and profits.
•The greatest opportunities for future public relations The greatest opportunities for future public relations
growth are in digital communication, social media and growth are in digital communication, social media and
corporate reputation management.corporate reputation management.

9. 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.

10. Which one of the following best describes theWhich one of the following best describes the
type of organization you work for?type of organization you work for?

11. The PR PROCESSThe PR PROCESS
Research
Action
Communication
Evaluation

12. Push to Add DramaPush to Add Drama

13. The Best Job in the WorldThe Best Job in the World

14. CoralineCoraline

15. Volkswagen Twitter ZoomVolkswagen Twitter Zoom

16. Pee in the Shower?Pee in the Shower?

17. Public Relations SequencePublic Relations Sequence
First SemesterFirst Semester
PUR 3000 Principles of Public RelationsPUR 3000 Principles of Public Relations
JOU 2100 Beginning ReportingJOU 2100 Beginning Reporting
Second SemesterSecond Semester
PUR 3500 Public Relations ResearchPUR 3500 Public Relations Research
PUR 4100 Public Relations WritingPUR 4100 Public Relations Writing
PUR 4401 Public Relations IssuesPUR 4401 Public Relations Issues
Third SemesterThird Semester
PUR 4101 Public Relations DesignPUR 4101 Public Relations Design
PUR 4801 Advanced Public relationsPUR 4801 Advanced Public relations
Public Relations Practicum/InternshipPublic Relations Practicum/Internship