Effective: Cutlip, Center's & Broom

Cutlip, Center's & Broom
Effective
PUBLIC RELATIONS
Eight Edition
PART I
Concept, Practitioners, Context, and Origins
Chapter 1
Introduction to Contemporary
Public Relations
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:
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
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
Public Relations
Concept and Practice
1-3
“Public relations is the attempt, by
information, persuasion, and
adjustment, to engineer public support
for an activity, cause, movement or
institution.”
Edward L. Bernays, 1955

1-4
“The deliberate, planned and sustained
effort to establish and maintain mutual
understanding between an organization
and its publics.”
British Institute of Public Relations
1-5
Elements of Public Relations:
1. Conducts a planned and sustained program as
part of an organization’s management.
2. Deals with the relationships between an
organization and its publics.
3. Monitors awareness, opinions, attitudes and
behavior inside and outside the organization.
4. Analyzes the impact of policies, procedures
and actions on publics.
1-6
Elements of Public Relations
(continued):
5. Adjusts those policies, procedures, and actions
found to be in conflict with the public interest
and organizational survival.
6. Counsels management on the establishment of
new policies, procedures, and actions that are
mutually beneficial to the organization and its
publics.
1-7
Elements of Public Relations
(continued):
7. Establishes and maintains two-way
communication between the organization and
its publics.
8. Produces measurable changes in awareness,
opinions, attitudes, and behaviors inside and
outside the organization.
9. Results in new and/or maintained relationships
between an organization and its publics.
1-8
Confusion between Public Relations
and Marketing

Public Relations...
• …is the management function that builds

and maintains mutually beneficial
relationships between an organization and
the publics on whom its success or failure
depends.
1-9
Marketing...
• …is the management function that

identifies human needs and wants,
provides "products" to satisfy those needs
and wants, and causes transactions that
deliver products and services in exchange
for something of value to the provider.
1-10
Parts of the Function
1-11
Publicity...
• …is information from an outside source

that is used by the media because the
information has news value.
• Publicity is an uncontrolled method of
placing messages in the media because
the source does not pay the media for
placement.
1-12
Nest Heads Comic Strip (Used with permission)
1-13
Copyright ©2009 by Pearson Education, Inc.
Nest Heads Comic Strip (Used with permission)
1-14
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
Specialized Parts
of the Practice
1-16
Press Agentry
• Press Agentry is creating newsworthy

stories and events to attract media
attention and to gain public notice.

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
Public Affairs…
• …is the specialized part of public relations

that builds and maintains relationships
with governmental and community
stakeholder groups in order to influence
public policy.
1-18
Lobbying…
• …is a specialized part of public relations

that builds and maintains relations with
government primarily for the purpose of
influencing legislation and regulation.
1-19
Issues Management…
• …is the proactive process of anticipating,

identifying, evaluating, and responding to
public policy issues that affect
organization’s relationships with its publics.
1-20
Investor Relations…
• …is a specialized part of corporate public

relations that builds and maintains
mutually beneficial relationships with
shareholders and others in the financial
community to maximize market value.
1-21
Development…
• …is a specialized part of public relations in

nonprofit organizations that builds and
maintains relationships with donors and
members to secure financial and volunteer
support.
1-22
Core Axioms of Public Relations:
1. Public relations takes a broad view of an organization’s
environment by attending to a wide range of issues and
relationships with stakeholders.
2. Public relations is part of strategic management,
seeking to avoid or solve problems through a goal-
directed process.
3. Public relations outcomes must be quantified and
measured. This requires a detailed understanding and
assessment of what’s happening now and of desired
future states.
1-23
Core Axioms of Public Relations
(continued):
4. Strategic planning begins by identifying the current
conditions motivating the process, the contributing
forces and actors in the situation, the objectives to be
achieved with each target public, and the overall
program goal.
5. Public relations programs outline how the organization
will get from where it is, to where it wants to be.
6. Public relations initiatives must have senior
management’s support and cooperation, and cannot be
isolated from other operations.
1-24
Core Axioms of Public Relations
(continued):
7. Success or failure depends more on what the
organization does than on what it says, unless the
communication itself becomes a problem. Success,
however, requires a coordinated program of deeds and
words.
8. Success also requires that all actions, communication
and outcomes are ethical, legal, and consistent with the
organization’s social responsibility.
9. Ultimately, success will be judged by the organization’s
impact on society and culture—as will the character and
professional careers of the public relations practitioners
who helped plan and implement its programs.
1-25
What Purposes does Public
Relations Serve in Society?
• Its social function—its mission—is
achieved when public relations facilitates
adjustment and maintenance in the social
systems that provide us with our physical
and social needs.
1-26
This course is about that
concept of “public relations.”
1-27
1-28

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Cutlip, Center's & Broom

Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall

Concept and Practice

Edward L. Bernays, 1955

British Institute of Public Relations

Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall

• …is the management function that builds

• …is the management function that

• …is information from an outside source

• Press Agentry is creating newsworthy

Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall

• …is the specialized part of public relations

• …is a specialized part of public relations

• …is the proactive process of anticipating,

• …is a specialized part of corporate public

• …is a specialized part of public relations in

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