After reading this chapter, students should be able to:
Offer a succinct, accurate definition of public relations. Knowledge of the various aspects of the field and the activities that can be expected of its practitioners is essential for scholars of the discipline. |
|
|
|
Describe in detail the importance of building common ground between an organization and the various publics upon whom it depends for success. Knowledge of the importance of mutually beneficial relationships and two-communication between constituent publics is necessary in any attempt to influence organizational perceptions, and the actions that result from those perceptions. |
|
|
|
Describe how public relations differentiates itself from other fields. Knowledge of how public relations employs the media and other distribution channels in a two-way communication environment to promote the entire organization, not simply products and services offered to the public, helps practitioners understand their unique place in organization welfare. |
|
|
|
Identify the activities that make up the day-to-day life of public relations practitioners. Knowledge of the various activities that will compose a career in public relations provides budding practitioners with a complete picture of the field they have chosen to study and will help combat the false impressions of working public relations that are often fostered by misunderstanding. |
|
|
|
Describe how public relations practitioners shape organizational activities through management and leadership roles. Knowledge of how modern public relations best belongs high in the organizational flow chart, so that it can assist in the formation and implementation of various efforts; rather than simply serving in a reactionary or supplementary capacity, is essential for practitioners who will be asked to help shape all types of organizational activities—not just communication as mandated by marketers. |
|
|
|
Outline the current state of the industry and the characteristics of public relations practitioners. Knowledge of the breadth of the industry's influence and use as well as the typical attributes in terms of education, salary and gender of its practitioners is necessary in understanding the growth of the field and those working within it. |