Public Relations Chapter 1

Public Relations:

Strategies and Tactics

11th Edition

Dennis L. Wilcox Glen T. Cameron Bryan H. Reber

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Chapter 1

What is Public Relations?

Chapter 1 Objectives

Be familiar with the

global scope of the

public relations industry

Have a good definition of

public relations

Understand that public

relations is a process,

not an event

Know the difference

between public relations,

journalism, advertising,

and marketing

Assess the skills needed

for a public relations

career and what salary to

expect

This infographic shows numerous words that are

associated with the concept of public relations:

The Challenge of PR

Biggest Challenge

PR is multifaceted

A Public Relations Professionals must have the

following skills:

Written and Interpersonal communication

Research

Negotiation

Creativity

Logistics

Facilitation

Problem Solving

A Global Industry

Global expenditures on Public Relations

An estimated 3 million practitioners

An explosion of growth in China and other

nations

A proliferation of university courses

A Definition of Public Relations

One early definition: “Public relations is the management

function which evaluates public attitudes, identifies the policies

and procedures of an individual or an organization with the

public interest, and plans and executes a program of action to

earn public understanding and patience.”

One of the first major textbooks the field defined: “Public