Public Relations

Public Relations

1. Profession

   • Education
     • A body of knowledge for learning skills
   • Training
     • Instruction, continuing education to improve and update skills
   • Literature
     • Textbooks, case studies, reference books, and academic journals
   • Research
     • Evaluation and measurement of programs and campaigns
   • Code of Ethics
     • Standards that generate trust and credibility

2. Request for Proposal

   • Known as an RFP. Firms are invited to make a presentation regarding their capabilities and express their ideas about what program they would create to address the potential client’s particular needs

3. Advocacy research

   • Sending out surveys with questions that use highly charged words to elicit an emotional reaction from the respondent. Such questions are considered “loaded” because they are intentionally skewed to generate a predictable response. Such surveys often are done in the arena of politics and public policy debate.

4. . Audience objectives

   • What is it that the audience wants to know, and how can the message be tailored to audience self-interest? Consumers are more interested in how a new tablet computer will increase their productivity than in how it works

5. Reference

   • Dennis L. Wilcox, Glen T. Cameron, Bryan H. Reber. (2015). Public Relations. England: Pearson.