Public Relations - Tutorial

PPuubblliicc RReellaattiioonnss TThheeoorryy aanndd PPrraaccttiiccee Compiled by: EEDDMMOONNDD NNGG June 2003 - 1 - PPuubblliicc RReellaattiioonnss TThheeoorryy aanndd PPrroocceesssseess Part 1 Topic 1: Defining Public Relations Topic 2: Scope of Public Relations / For and Against PR Topic 3: Public Relations Theory and the Management of Populations Topic 4: Media Relations Part 2 Topic 5: Research and Evaluation in Public Relations Topic 6: Planning a Public Relations Program Topic 7: Implementing the Plan: Action and Communication in PR Part 3 Topic 8: Public Relations and New Communication Technologies Topic 9: Government Relations Topic 10: Internal and Community Relations TTOOPPIICC 11:: DDeeffiinniinngg PPuubblliicc RReellaattiioonnss Definition Public Relations is the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation and its publics IPR Australia Public Relations is the distinctive management function which helps establish and maintain mutual line of communication, understanding, acceptance and cooperation between an organisation and its publics Harlow (1976) To do good, and communicate, forget not Hebrews 13:16, cited in Sietel (1992) Harlow (1976) Communication Understanding Acceptance Cooperation Management of problems or issues - 2 - Keeps management informed on Public opinion

- 3 - TOPIC 2: Scope of Public Relations / For and Against Public Relations Scope (activities and specialties) of PR Contemporary Practice Cutlip et al. 2000, p.9: • Publicity • Advertising • Press Agentry • Public Affairs

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