Chapter One Reading

January 21, 2010 at 6:19 pm (Comm 2322, Reading Notes) (, )

Chapter One- What Is Public Relations?

Public Relations- Strategies and Tactics by Dennis L. Wilcox and Glenn T. Cameron

Key Ideas

1. Public Relations is a Process. The acronym RACE, created by John Marston, helps us evaluate that process.(Pg. 8-9)

2. Other common names for public relations are corporate affairs, corporate relations, external communications, and public affairs. (Pg. 12)

3. A 2006 PRWeek survey ranked public relations more effective than advertising in nine total ares. (Pg 22)

  1. Brand reputation,
  2. Corporate reputation,
  3. Cultivating thought leaders,
  4. Strategy development,
  5. Launching a new product,
  6. Build awareness,
  7. Generating word of mouth,
  8. Message development
  9. Overcoming a crisis.

4. There are five abilities that are essential to someone wishing to pursue a career in public relations. (pg 25)

  1. Writing Skill
  2. Research ability
  3. Planning expertise
  4. Problem-solving
  5. Business/economics competence.
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