Chapter 1 outline :What is Public Relations, Anyway?

I. Prominence of Public Relations
1.What is Public Relations?
“It is a process that engage in a planned activity in order to influence the attitudes and actions of a specific community”
II. Planned Process to Influence Public Opinion
R-A-C-E: the four step model based on specific functions
III. Public Relations as Management Interpreter
IV. Public Relations as Public Interpreter
1. The public of public relations
2. Internal and external
3. Primary, secondary, and marginal
4.Traditional and future
5.Proponents, opponents, and the uncommitted

V. The Functions of Public Relations
1.Writing
2. Media Relations
3. Planning
4.Counselling
5.Publicity
6. Marketing Communication
7.Community Relations

8.Consumer Relations
9.Employee Relations

10. Government Affaires
11.Investor Relations
12. Special Public Relations
13.Public affairs and issues management
14.Web site development and web interface
VI. The Curse of “Spin”

VII. What Manner of Man or Woman?
1. Characteristics for a successful public relations career:
a.Diversity
b.Performance
c.Communication Skills
d.Relationship building
e.Proactively and passion
f.Timeliness
g.Intangibles, such as personality, likeability, and chemistry