Part I: Evolution
Chapter 1: Defining Public Relations
Teaching Perspective—Chapter Overview
Chapter 1 explains and clarifies the function of public relations. It demonstrates that there is
no one generally accepted definition, but rather many approaches to defining public
relations. It explains that because of this fractured identity, the practice of public relations is
often misunderstood. At the same time, in the first two decades of the 21 st century, the
power and value of public relations have never been greater. Indeed, it is clearly a growth
industry.
But—and here is the key but—the chapter makes it clear that the essence of public
relations lies in the ethical underpinnings of the field. Public relations, stated simply, come
down to doing the right thing. And the chapter tries to reinforce to students, the importance
of this thesis; that it is telling the truth that lies at the essence of public relations counsel.
Spin, as the chapter suggests, is antithetical to that thesis. Spin, in other words, is the enemy
of professional public relations professionals. Instructors should work hard to hammer
home this concept. That’s why Chapter 1 and every other chapter in the text features ethical
cases.
Chapter 1 also stresses the importance of public relations as a planned process to
influence public opinion—one that answers to top management and deals directly with the
critical publics on whom an organization depends.
The importance of candid and truthful communications instead of product safety
cover-ups lies at the heart of the GM “Switchgate” Case Study at the end of Chapter 1. The
,subject of the From the Top Interview at the chapter end is Harold Burson, arguably the
most revered public relations practitioner in the world today.
Among topics discussed in Chapter 1 are:
Prominence of public relations
What is public relations?
Influencing public opinion
Management interpreter
Public interpreter
Public relations publics
Public relations functions
The sin of “spin”
What manner of man or woman?
A Question of Ethics: Repping the Russian Lion
Ever since the first time he became president of Russia in 2000, Vladimir Putin “the lion of
Russia”—has been a constant thorn in the side of the United States.
That’s why in 2006 when one of the world’s most respected public relations agencies,
Ketchum, agreed to represent Russia and its president to influence public opinion, many
wondered if the agency had done the right thing.
Things soon started going downhill for Ketchum and its client, as critics of the Russian
government began turning up dead and Russia became entangled in a series of
controversial military actions around the globe.
From 2006 to 2012, Ketchum was reportedly paid almost $23 million in fees and expenses
on its Russia account. Although the company defended the Russian relationship, some
,public relations professionals argue that representing a controversial nation and its
president is akin to representing a company that sells arms or cigarettes.
As this case illustrates, public relations can be used for many purposes – some ethical and
others unethical. The final decision rests in the hands and hearts of public relations
practitioners.
Possible Answers:
1. In some cases, yes. The public relations profession operates in the world’s
marketplace of ideas. Some of these ideas may be consistent with the United States’
worldview, while others may clash with it. As disagreeable as this may sound,
Ketchum is a private international public relations agency that is free to take on
clients it deems acceptable.
2. The prudent approach here would have been for Ketchum to sever ties with Russia
after it invaded Ukraine. Russia’s actions sparked an international incident that
drew worldwide criticism from many nations including the United States. Clearly,
the court of public opinion was no longer on Russia’s side.
3. Actions are more important than words. When a client begins to act in ways that
violate, or could violate, the human rights of individuals, communities, and societies,
they should not be entitled to public relations representation. For their part,
agencies must consider the value of their reputation. Losing money is much less
costly than sacrificing one’s reputation for ethical performance.
Discussion Starters
1. Public relations has never been more prominent. In a world linked by satellites,
social media, the Internet, and cellular technology, how one communicates becomes
increasingly more critical.
2. According to PRSA’s 2012 definition, “Public relations is a strategic
communication process that builds mutually beneficial relationships
, between organizations and their publics.” Public relations can also be
defined as a planned process to influence public opinion, through sound character
and proper performance, based on mutually satisfactory two-way communication.
3. Public relations means different things to different people. It is a confusing term to
most, who are unfamiliar with its functions.
4. Planning is an essential factor in effective public relations. The success of a public
relations program depends on knowing the goals for which communications are
intended.
5. Action, or performance, is the most critical component. You cannot create effective
communications without proper performance.
6. Advertising and marketing promote products and services. Public relations
promotes an entire institution.
7. Among the United Way’s most important publics are its donors, its employees, and
the recipients of its charity.
8. The seven functions of public relations practice are: 1) writing, 2) planning, 3)
researching, 4) publicity, 5) media relations, 6) consumer relations, and 7)
government relations.
9. Professional, effective public relations is about truth, honesty, and integrity. “Spin” is
the enemy, and is to be avoided at all costs.
10. Technically, public relations professionals must have knowledge of a) the public
relations field, b) communications, c) technology, d) current events, e) business and
f) management. Attitudinally, public relations professionals must a) be pro-
communications, b) be advocates for their organizations, c) be oriented toward
counseling, d) be ethical, e) be willing to take risks, and f) be positive.
Chapter 1: Defining Public Relations
Teaching Perspective—Chapter Overview
Chapter 1 explains and clarifies the function of public relations. It demonstrates that there is
no one generally accepted definition, but rather many approaches to defining public
relations. It explains that because of this fractured identity, the practice of public relations is
often misunderstood. At the same time, in the first two decades of the 21 st century, the
power and value of public relations have never been greater. Indeed, it is clearly a growth
industry.
But—and here is the key but—the chapter makes it clear that the essence of public
relations lies in the ethical underpinnings of the field. Public relations, stated simply, come
down to doing the right thing. And the chapter tries to reinforce to students, the importance
of this thesis; that it is telling the truth that lies at the essence of public relations counsel.
Spin, as the chapter suggests, is antithetical to that thesis. Spin, in other words, is the enemy
of professional public relations professionals. Instructors should work hard to hammer
home this concept. That’s why Chapter 1 and every other chapter in the text features ethical
cases.
Chapter 1 also stresses the importance of public relations as a planned process to
influence public opinion—one that answers to top management and deals directly with the
critical publics on whom an organization depends.
The importance of candid and truthful communications instead of product safety
cover-ups lies at the heart of the GM “Switchgate” Case Study at the end of Chapter 1. The
,subject of the From the Top Interview at the chapter end is Harold Burson, arguably the
most revered public relations practitioner in the world today.
Among topics discussed in Chapter 1 are:
Prominence of public relations
What is public relations?
Influencing public opinion
Management interpreter
Public interpreter
Public relations publics
Public relations functions
The sin of “spin”
What manner of man or woman?
A Question of Ethics: Repping the Russian Lion
Ever since the first time he became president of Russia in 2000, Vladimir Putin “the lion of
Russia”—has been a constant thorn in the side of the United States.
That’s why in 2006 when one of the world’s most respected public relations agencies,
Ketchum, agreed to represent Russia and its president to influence public opinion, many
wondered if the agency had done the right thing.
Things soon started going downhill for Ketchum and its client, as critics of the Russian
government began turning up dead and Russia became entangled in a series of
controversial military actions around the globe.
From 2006 to 2012, Ketchum was reportedly paid almost $23 million in fees and expenses
on its Russia account. Although the company defended the Russian relationship, some
,public relations professionals argue that representing a controversial nation and its
president is akin to representing a company that sells arms or cigarettes.
As this case illustrates, public relations can be used for many purposes – some ethical and
others unethical. The final decision rests in the hands and hearts of public relations
practitioners.
Possible Answers:
1. In some cases, yes. The public relations profession operates in the world’s
marketplace of ideas. Some of these ideas may be consistent with the United States’
worldview, while others may clash with it. As disagreeable as this may sound,
Ketchum is a private international public relations agency that is free to take on
clients it deems acceptable.
2. The prudent approach here would have been for Ketchum to sever ties with Russia
after it invaded Ukraine. Russia’s actions sparked an international incident that
drew worldwide criticism from many nations including the United States. Clearly,
the court of public opinion was no longer on Russia’s side.
3. Actions are more important than words. When a client begins to act in ways that
violate, or could violate, the human rights of individuals, communities, and societies,
they should not be entitled to public relations representation. For their part,
agencies must consider the value of their reputation. Losing money is much less
costly than sacrificing one’s reputation for ethical performance.
Discussion Starters
1. Public relations has never been more prominent. In a world linked by satellites,
social media, the Internet, and cellular technology, how one communicates becomes
increasingly more critical.
2. According to PRSA’s 2012 definition, “Public relations is a strategic
communication process that builds mutually beneficial relationships
, between organizations and their publics.” Public relations can also be
defined as a planned process to influence public opinion, through sound character
and proper performance, based on mutually satisfactory two-way communication.
3. Public relations means different things to different people. It is a confusing term to
most, who are unfamiliar with its functions.
4. Planning is an essential factor in effective public relations. The success of a public
relations program depends on knowing the goals for which communications are
intended.
5. Action, or performance, is the most critical component. You cannot create effective
communications without proper performance.
6. Advertising and marketing promote products and services. Public relations
promotes an entire institution.
7. Among the United Way’s most important publics are its donors, its employees, and
the recipients of its charity.
8. The seven functions of public relations practice are: 1) writing, 2) planning, 3)
researching, 4) publicity, 5) media relations, 6) consumer relations, and 7)
government relations.
9. Professional, effective public relations is about truth, honesty, and integrity. “Spin” is
the enemy, and is to be avoided at all costs.
10. Technically, public relations professionals must have knowledge of a) the public
relations field, b) communications, c) technology, d) current events, e) business and
f) management. Attitudinally, public relations professionals must a) be pro-
communications, b) be advocates for their organizations, c) be oriented toward
counseling, d) be ethical, e) be willing to take risks, and f) be positive.
