PBRL 270 1st Edition Lecture 1Outline of Current Lecture I. Defining Public RelationsII. The Public Relations ProcessIII.Changing Function of Public RelationsCurrent LectureI. Defining Public Relations- Public Relations is a management function that identifies, establishes and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends. - Managed communication between an organization and its publics.- A strategic communication function through which organizations adapt to, alter or maintain their environment for the purpose of achieving organizational goals.- Public Relations communicates the vision and values of an organization.- Key Descriptive words for people who work in PR:o Deliberateo Plannedo Performance (results)o Public Interesto Two-Way Communicationo Management Function (strategic, not just tactical)o Relationships and issueso New relationshipso Monitors environment – what’s being saidII. The Public Relations Process- There are two acronyms that define the public relations process – R.O.P.E.S and R.A.C.E- Research, Objectives, Programming, Evaluation, Stewardship- Research, Action Planning, Communication, EvaluationIII. Changing Function of PR- Public Relations is a strategic management function- Move professionally and socially responsible - It “uses the science” [communication theories]- Less emphasis on reporting and media relationsThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.- Increased emphasis on spoken and interpersonal communication, personal influence model- Increased range of public relations work and functions- Other terms for “Public Relations”:o Public Affairso Corporate Communicationo Marketing Communicationo Public Information Specialisto External Communications- Public Relations – A growing fieldo Organizations spend around $141 billion a year on public relations functionso Money magazine recently ranked “PR Specialist” as the #20 best career in Americao 22.61% growth rate; $84,567 average