Unit 1: Foundations of Public Relations
To understand where the field of public relations is heading, it helps to know its history. The past of public relations is still relatively young, so thankfully we do not need to dig too deep to find its roots. Public relations campaigns can involve media relations, employee and member relations, community affairs, government regulation, financial reporting, issues management, marketing communications, fundraising, and most any aspect of an organization's interaction with people inside or outside of its doors. Public relations professionals frequently advise the higher rungs of management, helping top decision-makers formulate a company message. Once that message is developed, it is disseminated to stakeholders within an organization and to the general public, using appropriate tools for effective outreach and media relations.
Completing this unit should take you approximately 4 hours.
Upon successful completion of this unit, you will be able to:
- discuss the origins and aims of public relations; and
- describe current and future trends impacting public relations.
1.1: Key Innovations and Founding Figures in the Development of Public Relations
Read this insightful analysis of the beginnings, evolution, and current state of the public relations industry. Note the roles played by public relations innovators Ivy Lee and Edward Bernays, both former journalists who applied their communication skills to shaping public opinion through the news media on behalf of their clients. Also, notice how PR practitioners have sought to evolve from more than just a "mouthpiece" to participating in high-level decision-making, such as in the case of the BP Gulf of Mexico oil spill.
Read this chapter for an introduction to the definitions and functions of public relations.
Read this chapter to continue your introduction to the definitions and functions of public relations.
Review this article for an overview of the history, definitions, and methods of public relations. It is not necessary to digest the entire article, but it serves well as a touch point as the course delves into the finer aspect of successful public relations practices. As you read this overview, which describes key figures and the evolution of public relations, compare the piece with the earlier assigned article "Rise of the Image Men” for additional insights into PR practices and practitioners. You may also research the role of Doris Fleishman as one of the early women influencing the development of public relations.
Read this article by a long-time public relations executive. How can a PR practitioner make sure their work remains grounded in fundamental traditions and methods?
1.2 Models and Roles of Public Relations
This chapter revisits several key historical developments in public relations. The author explores community and government relations, crisis communication, fundraising, internal and employee relations, issues management, investor relations, marketing communications, media relations, and social responsibility. We will explore these topics in more detail in future units.
This chapter discusses the management role PR practitioners play in many businesses and organizations.
1.3: New Directions in Public Relations
In this article, PR agency owner Marsha Friedman interviews Al Ries, an international marketing expert and author, and they discuss case studies in traditional marketing and PR campaigns. Friedman and Ries discuss how changing times have modified PR professionals' focus.
In this article, PR executive Blake Miller describes the changing strategies for challenging times in the field.
Unit 1 Discussion
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