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Effective: Study Guide
Effective: Study Guide
PART I
Concept, Practitioners, Context, and Origins
Chapter 1
Introduction to Contemporary
Public Relations
Study Guide
After studying Chapter 1, you should be able to:
1. Write a definition of public relations that emphasizes,
builds and maintains relationships between
organizations and their publics.
2. Distinguish between the public relations and
marketing, identifying the exchange between
provider and customer as the distinguishing
characteristic of marketing relationships.
1-1
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.
Study Guide
After studying Chapter 1, you should be able to:
3. Define and differentiate among related concepts,
including publicity, advertising, press agentry, public
affairs, issues management, lobbying, investor
relations, and development.
4. Outline how public relations helps improve
organizations and society.
1-2
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.
1
12/2/2022
Public Relations
1-3
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.
PUBLIC RELATION PR
2
12/2/2022
1-5
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.
1-7
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.
3
12/2/2022
Public Relations...
1-9
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.
Marketing...
1-10
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.
4
12/2/2022
Confusion between
publicity and advertising
1-11
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.
Publicity...
1-12
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.
1-13
Copyright ©2009 by Pearson Education, Inc.
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.
5
12/2/2022
1-14
Copyright ©2009 by Pearson Education, Inc.
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.
Advertising...
• …is information placed in the media by an
identified sponsor that pays for the time
and space.
• Advertising is a controlled method of
placing messages in the media.
1-15
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.
PR vs ADs
6
12/2/2022
PR – Pray for
Specialized Parts
of the Practice
1-16
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.
Internal Relations...
• …is the specialized part of public relations
that builds and maintains mutually
beneficial relationships between managers
and the employees on whom an
organization’s success depends.
1-17
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.
7
12/2/2022
Public Affairs…
1-18
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.
Lobbying…
1-19
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.
Issues Management…
1-20
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.
8
12/2/2022
Investor Relations…
1-21
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.
Development…
1-22
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.
9
12/2/2022
1-26
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.
10
12/2/2022
1-27
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.
11