公共关系第一章 2.pptVIP

Cutlip CentersEffectivePUBLIC RELATIONS 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: Write a definition of public relations that emphasizes, builds and maintains relationships between organizations and their publics. Distinguish between the public relations and marketing, identifying the exchange between provider and customer as the distinguishing characteristic of marketing relationships. Study Guide After studying Chapter 1, you should be able to: Define and differentiate among related concepts, including publicity, advertising, press agentry, public affairs, issues management, lobbying, investor relations, and development. Outline how public relations helps improve organizations and society. Public Relations Concept and Practice Elements of Public Relations: Conducts a planned and sustained program as part of an organization’s management. Deals with the relationships between an organization and its publics. Monitors awareness, opinions, attitudes and behavior inside and outside the organization. Analyzes the impact of policies, procedures and actions on publics. Elements of Public Relations (continued): Adjusts those policies, procedures, and actions found to be in conflict with the public interest and organizational survival. Counsels management on the establishment of new policies, procedures, and actions that are mutually beneficial to the organization and its publics. Elements of Public Relations (continued): Establishes and maintains two-way communication between the organization and its publics. Produces measurable changes in awareness, opinions, attitudes, and behaviors inside and outside the organization. Results in new and/or maintained relationships between an organization and its publics. Public Relations... …is the management function that builds and maintains mutually beneficial relationships between an organization and