In this lesson, I'd like to offer different scholars definitions of public relations. In previous lectures, we have focused heavily on the industry. But in this lecture, I'd like to talk academics. Academic study and industry practice. Some of these definitions offer a slightly different perspective. Why would scholarly definitions be different than industry definitions? We're going to look into that a little bit today. You have a balance of both industry and academic knowledge. Often peer-reviewed academic articles are beyond the reach of the general public. Really, just to flog academic publishing. But these are some go-to books for reading about public relations. Gini Dietrich book is the most recent, and I included it because of the peso model that she discusses in that book. I'll touch on the peso model later in this specialization. In today's lesson, we are going to look at a few definitions of public relations from leading scholars in academia. Academic researchers and scholars study the practice of public relations and theorize about process than outcome. Often these theories can improve how public relations practice public relations or how they think about communication strategy. So many times I hear from students or from professionals, public relations is just common sense. Well, yeah, it should be, but it's not. It's incredible how many brands don't practice even just the simple tenants of public relations. We will then look at how PRSA is involved in shaping public relations education for higher education, but also for professional development. We will talk about the competing perspectives and how sometimes the industry is at odds with academia. Finally, we will close this lesson discussing again how the move towards strategic communication continues to change how PR is defined and practiced. First I'm going to offer you different definitions of public relations from known scholars in the field. Remember, scholars are typically professors who have spent their career focused on a subject and in this case, public relations. You've heard me mention James Grunig before. He's an academic theorist, well-known for his models of public relations. Grunig and Hunt defined public relations as management of communication. Cutlip, center, and bloom take a slightly different approach, keeping with the idea of management function, these scholars also include the idea of mutually beneficial relationships. We haven't yet discussed the four-step process in public relations. That's an upcoming module. But Grable and Vibbert definition refers to the multi-phased process, including research and evaluation. These definitions are sure to include emphasis on the management function, but then these definitions are focused on the strategic use of public relations. You'll see that in relationship building and the application of the four-step process. Next, Baskin, Aronoff, and Lattimore include a working definition of public relations in their book. Public relations, the profession, and the practice. I like this definition because it refers to the organization's objectives. Every brand should have a mission, something that brand seeks to do or be about. Often, brands have core values that are part of the organization's philosophy or how the brand sees the world. This definition also notes that there are both internal and external publics that we should be communicating with. Lastly, these scholars use the terminology, promote the exchange of influence and understanding. That's a mutually beneficial relationships that public relations is all about. Simon wanted to try and group key terms among different scholars definitions of public relations, Simon outlines six elements of the field, management function, relationships between an organization and its public, analysis and evaluation through research, management counseling, implementation and execution of planned program of action communication and evaluation through research, and lastly, achievement of goodwill. We haven't gotten there quite yet. But these groupings by Simon are very similar to the four-step process. Some use the acronym race, some rope. But the idea being that public relations is conducted in four steps, that include; research, objective planning, programming or communication tactics., and then lastly, evaluation. In a similar effort, Wilcox, Ault, and Agee propose the essential elements of the field of public relations. Deliberate, planned, performance, public interest, two-way communication, and management function. I want to point out that this definition includes public interest which was part of PR essays ethical guidelines, but is not often then included in definitions of public relations. The inclusion of public interest here reminds us that we as PR professionals should always have the best interest of the public in mind. I want to close this section of the lesson with Gordon's definition. This definition comes at the practice of public relations a little bit differently, recognizing that it is a process and it is ongoing. It also takes responsibility for the societal implications of practitioners actions. This definition embraces the notion that public relations shapes news and information. As professionals, we hold a lot of responsibility for influencing public opinion. Now let's look at public relations education. The reason I've included a section on education is just to talk through continuing education, but also college curriculum. Understanding what skill sets are required and preferred will only help you figure out what tools to put in your toolbox. APR is the accreditation in public relations. This certification program is sponsored by the Public Relations Society of America. Some practitioners support this accreditation seeing it as a clear indicator of competence. Professionals seek this certification out for their resumes and some employers encourage it. APR signifies to professionals in the field that you and your skill set have been approved. PRSA is also involved in higher education, accrediting college and university programs around the country. This is the certification in education for public relations, and it is administered by a review panel. It ensures undergraduate programs meet various standards. Usually, the CEPR standards include classes that speak to the four steps in public relations: research, writing, strategy, and evaluation. Most undergraduate public relations programs have a set of standardized classes. I think this speaks to the field that generally, PR jobs require professionals to be familiar with the field of public relations, the process of doing public relations, and then with writing and analytical skills, you can learn PR on the job. Despite the industry changing so quickly, the fundamentals do not. Brands and organizations still need to build relationships with consumers and communicate with consumers. These two accreditation certificate programs demonstrate the partnership between academia and industry. There are others but I just wanted to demonstrate that education is a main focus of public relations. The national organization has made it a priority to be involved in different forms of public relations education. It might seem at times that academia and public relations practice have competing interests, but academia and industry work to support each other. Theory explains how to make public relations most effective for organizations in society. Theories predict the way things work or happen. They provide an understanding of the relationship between actions and events. Public relations practitioners consider several theories when they make decisions about how they can build successful relationships with their public. Theory often informs practice or could if we'd only listen. Finally, I want to draw your attention to strategic communication. As the digital landscape continues to evolve, so do the fields of advertising and public relations. Since the advent of the Internet, we've seen a blurring of the lines, but now it's becoming more serious as we compete for budgets. As other fields like marketing and advertising continue to encroach on public relations, not having an agreed upon definition of the field only makes the industry vulnerable. These other fields are making inroads and competing for our budgets. A clear definition used industry-wide would distinguish boundaries and fend off critics. Some might say that a lack of an agreed upon definition only reflects the evolution of the field and the changing nature of practice. But I would argue here that public relations has distinct qualities and characteristics that distinguish it from other persuasive industries. Communication is strategic when it is completely consistent with the organization mission, vision, values, and when it is able to enhance the strategic positioning and competitiveness among competitors. Strategic communication provides a conceptual umbrella that enables organizations to integrate messaging efforts.
