978-0205960644 Chapter 1

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CHAPTER 1: WHAT IS PUBLIC RELATIONS?

OBJECTIVES

After reading this chapter students should:

2. Have a good definition of public relations.

4. Know the difference between public relations, journalism, advertising, and

marketing.

5. Assess the skills needed for a public relations career and what salary to expect.

SUGGESTED PROJECTS AND DISCUSSION

This chapter introduces students to the general concept of public relations and firmly plants

the idea that it is a multifaceted field much more complex than the average person

perceives it to be. In addition, Chapter 1 touches on a number of topics, which are explored

in much greater detail in subsequent chapters. It is assumed that this course is the student’s

first formal introduction to the field of public relations, so class discussion and projects

could include the following:

1. Ask students to conduct a job search for entry-level jobs in public relations. Have

2. Lead a discussion about the importance of writing skills in regard to career success.

Ask students what they can do to improve their writing skills, outside of the

3. Ask class members to clip newspaper articles that mention public relations. In what

context was the term “public relations” used in the article? Did class members come

4. Have students conduct several “man on the street” interviews by asking interview

Following the interviews, ask students to share their findings and discuss the

possible stereotypes or associations that were shared during the interviews.

5. Discuss the notion of “networking” and how students define that skill. Have

7. Break the room into four groups, with one group representing each element of the

R-A-C-E model. Use a specific, successful campaign in your local area as a case

CASE ACTIVITY: BUBBLEWRAP CELEBRATES ITS 50TH ANNIVERSARY

Given that Bubble Wrap has become a “cult favorite” among enthusiasts in the early 21st

century, it makes sense for students to begin secondary research in social media channels to

determine what (besides its usefulness) has made it such a pop icon. Further Web- based

research will help student to better understand Bubble Wrap’s 50-year history. When and

why did the product become so popular? What is the unique “essence” of the product that

makes it so fun and irresistible? To find some answers and to begin brainstorming ideas for

50th anniversary events, students might consider running an online focus group among

Bubble Wrap lovers. Based on these results, the agency team can begin to focus on special

event ideas. Encourage students to think about timing and location. Should activities take

place in major cities, or during high-profile events? Or, does it make more sense to utilize

social media channels? Students should also consider the Sealed Air Corporation’s image

and marketing approaches, and how their management might view such a campaign.

ANSWERS TO QUESTIONS FOR REVIEW AND DISCUSSION

1. How many people are estimated to work in public relations around the world?

2. Is public relations growing as a field in terms of employees and revenues?

3. What key words and phrases are found in most definitions of public relations?

function.

4. What does the acronym RACE stand for?

5. Public relations is described as a loop process. What component makes it a loop

rather than a linear process?

6. Review the description for a public relations specialist on page 4. Did it change your

initial perception or public relations as a field?

8. What are the components of basic public relations practice? Which one sounds the

most interesting to you as a possible career specialty?

9. What other terms are used by organizations to describe the public relations

function? Do you have any preference for any of them? Explain.

10. How do you think portrayals of various careers in films and television are negative

or positive?

11. How does public relations differ from the fields of journalism, advertising, and

marketing?

12. Some experts say that public relations can launch a new product or service better

than advertising can. Do you agree or disagree?

13. Public relations people work for a variety of organizations. What type of

organization would you prefer if you wanted to work in public relations?

14. The text mentions six essential qualities for working public relations. On a scale of 1

to 10, how would you rate yourself on each ability?

15. Discuss entry-level salaries in public relations. Do you think they are too low, or are

they about what you expected/ What about the salaries for experienced

professionals?

16. After reading this chapter, do you think you would enjoy a career in public

relations? Why or why not?