Professional Documents
Culture Documents
© 2001, Prentice Hall, Inc
© 2001, Prentice Hall, Inc
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La
r esi de
g e n f i t e ss
The Government cies
Industries B u s i n e s s
e n t I n d u s try
Bi g
Copyright ©2001 Prentice Hall, Inc. Entertainm 4
21st Century Pressures on
Public Relations:
Job insecurity
Lack of credibility
Encroachment by people with nonpublic relations
backgrounds
Lack of leadership
Few minority practitioners
Mastering new technologies
Lack of understanding by uppermanagement
Copyright ©2001 Prentice Hall, Inc. 5
Let’s Discuss The Danger of Spin
versus
Public Relations
Sells the organization itself
Copyright ©2001 Prentice Hall, Inc. 7
Edward Bernay’s definition of…
John Marston’s
Research
Action
Communication
Evaluation
Copyright ©2001 Prentice Hall, Inc. 11
Let’s Discuss Defining by Function
What constitutes a…
?
A group of people who:
1. Face a similar problem
2. Organize to do something
about the problem
3. Have a stake in an issue,
idea, or organization
Copyright ©2001 Prentice Hall, Inc. 16
Publics can be:
or
Give examples:
Copyright ©2001 Prentice Hall, Inc. 17
Publics can be:
or
Give examples:
Copyright ©2001 Prentice Hall, Inc. 18
Publics can be:
or
Give examples:
Copyright ©2001 Prentice Hall, Inc. 19
Publics can be:
or
Give examples:
Copyright ©2001 Prentice Hall, Inc. 20
Based on values and lifestyles,
consumers can be:
ACTUALIZERS FULFILLEDS
BELIEVERS ACHIEVERS
STRIVERS EXPERIENCERS
MAKERS STRUGGLERS
Copyright ©2001 Prentice Hall, Inc. 21
Public Relations Practitioners
must be:
Ethical Truthful Credible