Detailed Outline of Chapter1

Kaoutar Kaddouri
COM 4301
Dr. Ibahrine
Fall 2007

A detailed Outline of Chapter I

What Is Public Relations, Anyway?

I- Prominence of Public Relations
1- Position of public relations people in society
2- Public Relations field is facing a serious competition from other fields.
3- The strengths of the field of Public Relations.
4- What Is Public Relations?
a- Different definitions of Public Relations.
II- Planned Process to Influence Public Opinion
1- Research.
2- Action
3- Communication
4- Evaluation
5- Definition of public relations: Management and Action
6- Melvin Sharpe definition of the process of Public Relations
a- Honest communication for credibility
b- Openness and consistency of actions for confidence
c- Fairness of actions for reciprocity and goodwill
d- Continuous two-way communication
e- Environmental research and evaluation
III- Public Relations as Management Interpreter
1- Every organization has public relations
2- Public Relations affect anyone who has contact with other human beings.
3- The role of management to have good public relations.
IV- Public Relations as Public Interpreter
1- the importance of interpreting in the management of an organization
2- policies and practices to the public
3- interpretation of public views of the organization
a- Internal and External
b- Primary, secondary, and marginal
c- Traditional and future
d- Proponents, opponents, and the uncommitted
4- Segmentation of publics based on values and lifestyles
a- Actualizers
b- Fulfilleds
c- Believers
d- Achievers
e- Strivers
f- Experiencers
g- Makers
k- Strugglers
V- The Functions of Public Relations
1- Writing
2- Media Relations
3- Planning
4- Counseling
5- Researching
6- Publicity
7- Marketing Communications
8- Community Relations
9- Consumer Relations
10- Employee Relations
11- Government affairs
12- Investor Relations
13- Public affairs and issues management
14- Web site development and web interface
VI- The Curse of "Spin"
1- Definition of Spin
2- The notion of spinning the facts.
VII- What Manner of Man or Woman?
1- Talking Points
a- The Scanlon Scandal and the Problem with Public Relations
VIII- Top of the Shelf
1- Public Relations: The Complete Guide
2- Case Study: The Rise and Fall and Rise of Queen Martha.
IX- Voice of Authority
1- An interview with Harold Burson