This is a snapshot of project information archived on 2 September 2022. Please contact the project team for most recent updates.
Introduction to Public Relations
Subject: Media, Journalism & Communication Studies
Book Language: English
Audience: Undergraduate students in public relations courses
Book Cover: https://miro.medium.com/max/1600/1*K_nM7d6VIWsJAKEeLJ51oA.jpeg
Created date: November 15, 2019
Updated date: July 21, 2021
Target Release Date: 2020-12-31
License:
• I don’t know
Needs:
• Contributors
• Peer Reviewers
• Editors
Description:
Introduction to public relations is a required course for all public relations majors in higher education. The textbook is meant to prepare students for the modern practices of a public relations practitioner. The text will expose students to the principles, evolution, and professional practice of public relations. An emphasis on the history of public relations, the process of public relations, diversity and globalization of public relations, and effective communication strategies. Key learning objectives that should be met with this textbook are: Demonstrate knowledge regarding the role and function of contemporary public relations in today’s society and in the global economy.
Demonstrate knowledge of the evolution of public relations throughout history, and the range of careers available in today’s contemporary practice.
Demonstrate knowledge of the basic process of public relations – research, planning, communication, evaluation – and how to apply this process to various situations.
Demonstrate knowledge regarding the basic theories of communication/persuasion and how to apply them to specific public relations situations.
Short Description:
Introduction to public relations is a required course for all public relations majors in higher education. The textbook is meant to prepare students for the modern practices of a public relations practitioner. The text will expose students to the principles, evolution, and professional practice of public relations. An emphasis on the history of public relations, the process of public relations, diversity and globalization of public relations, and effective communication strategies.
Outline
What is Public Relations?
a) A definition of public relations
b) Global context of public relations
c) The challenge of public relations
Diversity of Public Relations Work
a) Public Relations vs. Journalism
b) Public Relations vs. Advertising
c) Public Relations vs. Marketing
d) Integrated Marketing Communications
Careers in Public Relations
a) The value of public relations
b) Essential career skills
c) Value of internships
d) Salaries in the field of public relations
e) Personal Branding
f) Employers
i) Agencies
ii) Corporations
iii) Nonprofits and NGOs
iv) Government / Military
v) Independent Pracitioner
g) Areas of Specialization
i) Health
ii) Sports and Entertainment
iii) Political and public affairs
iv) Financial and entrepreneurial
v) Consumer
vi) International
vii) Meetings and Events
History of the Profession
a) Theories and Communication Models
i) Transmission / media-effects theories
ii) Audience theories
iii) Message theories
iv) Public relations – specific theories
b) Eras of Public Relations History
i) Early Beginnings
ii) Era of Press Agentry (1800s)
iii) Pioneering Public Relations (1900-1950)
iv) Rapid Growth of Public Relations (1950-2000)
v) Digital Age and Globalism (2000 – present)
The Public Relations Process
a) Research
i) Research in the RPIE process
(1) Primary
(2) Secondary
(3) Formative
(4) Summative
ii) Situation Analysis
iii) Quantitative Research
iv) Qualitative Research
v) Ethics in Research
b) Planning
i) Hierarchy of Outcomes
ii) Strategic Planning for Public Relations
(1) SMART Objectives
iii) Timelines
iv) Budgets
(c) Implementation
i) Channels of Communication
(1) Controlled vs. Uncontrolled
(2) Owned, Paid, Shared, Earned media
(3) Communication in Action
d) Evaluation
i) Purpose of Evaluation
ii) Objectives of Evaluation
iii) Evaluation Research Steps
iv) Models of Evaluation
(1) Advertising Equivalency Model
(2) Barcelona Principles
(3) PESO Model
v) Interpreting and Using Results
Writing for Public Relations
a) Writing well for public relations
i) Writing for business
(1) Formal business communication
(2) Speechwriting
(3) Internal communications
ii) Writing for news media
(1) Press release
(2) Media advisory
iii) Writing for digital and social media
(1) Mobile first writing
(2) Writing for search engine optimization
(3) Influencer and advocate engagement
iv) Engaging Content
(1) Text
(2) Images
(3) Video
(4) Curated Content
Legal & Ethical Consideration
a) Doing the Right Thing
i) Ethics vs. Morals
ii) Ethical Standards
(1) Code of Ethics
(2) Personal Ethics
b) Sources of Law
i) The First Amendment
ii) Corporate Speech
iii) Commercial Speech
c) Regulating Public Relations
i) Lobbying
ii) Federal Trade Commission
iii) Food and Drug Administration
iv) The Securities and Exchange Commission
v) Other Federal Regulations
(1) Freedom of Information Act
d) Damaging Another’s Reputation
i) Defamation
ii) Libel
iii) Consent
iv) Privacy
Issues and Crises
a) Issue vs. Crisis
b) Proactive Issues Management
c) Crisis Response Strategies
d) Social Media and Crisis
Global Public Relations
a) Public relations and culture
b) International public relations
c) Public diplomacy
Participants
• @allisonbrown
• @w.j.palmer
• @robincookbondy
