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CH1 Intro - INTRODUCTION TO PUBLIC RELATIONS THE MYTHS THE...

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INTRODUCTION TO PUBLIC RELATIONS THE MYTHS THE REALITIES
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WHAT IS PR? A GLOBAL ACTIVITY WITH EXCELLENT PROSPECTS FOR GROWTH HARD WORK, LONG HOURS WRITING, WRITING, WRITING!
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WHAT IS PR? A SIMPLE DEFINITION : “THE MANAGEMENT FUNCTION THAT IDENTIFIES, ESTABLISHES, AND MAINTAINS MUTUALLY BENEFICIAL RELATIONSHIPS BETWEEN AN ORGANIZATION AND THE PUBLICS ON WHOM ITS SUCCESS OR FAILURE DEPENDS.”
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ANOTHER DEFINITION “THE MANAGEMENT OF COMMUNICATION BETWEEN AN ORGANIZATION AND ITS PUBLICS.” MUTUAL UNDERSTANDING WHERE THE ORG ALSO CHANGES ITS ATTITUDES AND BEHAVIORS ( TWO- WAY SYMMETRICAL MODEL )
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WHAT PR IS NOT HYPE PROPOGANDA “IMAGE” VS. SUBSTANCE (“IDENTITY”) JUST JOURNALISM AND MEDIA RELATIONS “MINGLING AT PARTIES” -- SEE P. 14 ( 13 )
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MORE ON WHAT PR IS (KEYWORDS) A DELIBERATE , PLANNED, MANAGEMENT FUNCTION INVOLVING TWO-WAY COMMUNICATION SERVING THE ORGANIZATION’S PERFORMANCE AND OPERATING IN THE PUBLIC INTEREST
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PR IS A PROCESS R ESEARCH WHAT IS THE SITUATION?
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