PR 321 Exam #1

Public Relations Quotes

"Public relations is a constantly misunderstood expression. A simple expression is offered by reversing the words to say 'relations with the publics'" (Jefkins, 1977, p. 3) "Public relations means exactly what it says, relations of an organization, individual, idea, whatever, with the publics on which it depends for its existence" (Bernays, 1986, p. 35)

A Model

-"A simplified picture of a part of the real world" (Lave & March, 1975, p. 3) -Simpler than the reality: some of the characteristics of the real world, but not all of them -Think about a model of any object (e.g., a model of a building, a model of an animal, a model of a train etc)

Global

-"Think globally, act locally" (the slogan initiated by environmentalist Rene' Dubos) -All PR practice today is global rather than confined to the borders of only one country -Can PR programs in different countries be standardized or must different, localized? -Some specific variables must be taken into account when the generic principles are applied in different settings Specific applications: ◦The political system ◦The economic system ◦Culture, including language ◦The extent of activism ◦The level of development ◦The media system

Roosevelt Era and World War II: 1930-1945 - Leone Baxter

-A pioneer in the field of political public relations -Formed the first agency specializing in political campaigns with husband Clem Whitaker -The duo managed 80 major campaigns, won all but six

Toyota Case

-A strong example of the role PR should play at the senior level: the role providing business consulting advice in the context of reputation impact -How the head of Toyota (Shoichiro Toyoda) had his new head of PR (James Olson) find out how the company should avoid angering US consumers & politicians as it made inroads in the market during the 1980s -How Olson reported Toyota's reputation as an interloper due to the fact that the company produced very little in the US itself -Solution? ◦Not release bunch of news and speeches, but actually invest in building factories and creating jobs in the US -Owner realized that his reputation in America wasn't that great - had PR person figure out what the issue was, and made grounds in America to create more jobs for American people. • It's a community relations case • A strong example of the role PR should play at the senior level: the role providing business consulting advice in the context of reputation impact

Postwar Boom: 1946-1964 - Daniel J. Edelman

-After working as the public relations director of Toni Company, the former CBS reporter started his own firm in 1952. -Daniel J. Edelman established one of the first major U.S. public relations firms in 1952 -Edelman Public Relations Worldwide is now the word's largest independent firm

Integrated Marketing Communication (IMC)

-All forms of communications (PR + Ad + ...) & messages are strategically linked together -Integrate all communication tools to promote brand, so that they work together in harmony -For marketing strategies to optimize communication management.

Booming Twenties Era: 1919-1929 - Arthur Page

-Arthur W. Page pioneered corporate public relations with AT&T -Among the first to utilize public opinion polling -Founded the Arthur W. Page Society

Socially Responsible

-Being a good corporate citizen -Earn a good reputation by good behaviors -Org with good reputation can be resilient against crises & be easier to accomplish org goals -Mutual responsibility shared with publics -When the PR departments helps an org build good relationships with publics, it has value to society as well as to the org -PR serves society by working with publics to resolve the conflicts that tear societies apart

Different Employers in the PR Industry

-Corporation -Nonprofit/Association -PR Firm/Agency -Government/Military -Educational Institution -Independent/Solo Practitioner -Professional Services

Ivy Ledbetter Lee

-Credited by many as the "father of public relations" -Among the first to realize that performance determines the publicity a client gets

Public Information Model

-Direction: One-way -Truth important: journalists-in-residence disseminating accurate, but usually only favorable information about orgs Examples: Government, nonprofit associations, business (e.g., annual reports to investors) etc -U.S. Department of State ◦Public Diplomacy & Public Affair

Two-way Symmetrical Model

-Direction: Two-way -Balanced (symmetrical) effects/outcomes: use research to understand publics & engage in dialogue to bring about symbiotic changes in the ideas, attitudes, & behaviors of both the org & its publics for mutual betterment -Arthur Page Examples: Regulated business, agencies etc -Case ◦Johnson and Johnson's Tylenol Case

Two-way Asymmetrical Model

-Direction: Two-way -Imbalanced (asymmetrical )effects/outcomes: Research of attitudes to determine how to persuade publics to behave in the way the client org wishes (i.e., imbalanced persuasion on behalf of the client org) -Edward Bernays ("engineering public's consent") Examples: Competitive business, agencies etc -Case ◦Hill & Knowlton's public campaign about the Gulf War

Press Agentry/Publicity Model

-Direction: one way -The key objective: seek attention in almost any way possible -Complete truth not essential: practitioners' spreading the faith of the client org, often through incomplete, distorted, or half-true information Examples: Sports, entertainment, theatre, product promotion etc. Like Lizzie Grubman's PR e-agency's sports marketing division

Booming Twenties Era: 1919-1929 - Doris Fleischman Bernays

-Doris Fleischman Bernays married Bernays in 1922 and ran their firm with him -With her husband, counseled corporations, government, and presidents -An early feminist who struggled for professional equality

Booming Twenties Era: 1919-1929 - Edward Bernays

-Edward L. Bernays introduced the term "public relations counsel" in Crystallizing Public Opinion, the first book on public relations -Conceptualized public relations as "engineering pubic consent"

Outlook of PR Industry

-Employment is expected to rise 24% by 2018, making PR one of the fastest growing professions -Earnings - Average salary in 2010 was $59,370

Strategic Management

-Excellent PR programs are managed strategically -Strategic department develop programs to communicate with strategic publics ◦Strategic publics offering the greatest opportunity or threat -Cyclical system of internal/external environmental scanning, strategy formulation, strategy implementation, & evaluation and control -Managing conflict with strategic publics reduces the potential costs associated with their dissatisfaction -Strategic issues/crisis management

Developing a Model

-Four models of PR to explain how PR is practiced developed by J. Grunig (e.g., J. Grunig, 1976; J. Grunig, 1984; J. Grunig & Hunt, 1984; J. Grunig, 2001) -One of the most widely used models -To improve PR practice (normative theory), first explain the behaviors of PR practitioners (positive theory)

Hill & Knowlton Case

-H&K's biggest contract PR on behalf of the government of Kuwait after the invasion of Kuwait in August 1990 -To persuade Americans to support all out war on Iraq -H&K set up a front group, named "Citizens for a Free Kuwait" -Over the following 6 months, the government funded CFK to the tune of $11.9 m, $10.8 m of which went on fees to H&K -Research: H&K commissioned daily opinion polls to assess the public mood & identify the themes & slogans to concentrate on -Hearing by the Congressional Human Rights Caucus ◦A Kuwait girl, known only as Nayirah, told she had seen Iraqi soldiers taking babies from incubators & leaving them to die on the floor -The story captured the media's interests & had a huge impact on public opinion, even Amnesty International; the apparent impact on the Senate's five vote majority to declare war -Only much later, journalist John MacArthur found: ◦Nayirah was indeed the daughter of the Kuwaiti ambassador to this country ◦Nayirah had been coached in giving the testimony by Lauri Fitz-Pegado, H&K's vice-president ◦The story was entirely untrue

Postwar Boom: 1946-1964 - Harold Burson

-Harold Burson joined Bill Marsteller to found Burson-Marsteller in 1953 -By 1983, it was the world's largest public relations firm -Operating on six continents, the firm is now a global conglomerate

World War I Period: 1917-1918 - George Creel

-Headed the Committee on Public Information during WWI -Demonstrated the power of publicity to mobilize public opinion

Tylenol's Tampering Scare

-In 1982, Jonhson and Johnson experienced a major crisis when it was discovered numerous bottles of its Extra-Strength Tylenol capsules had been laced with cyanide; seven people had died -Made quick decisions & deliver sincere concern for its customers

Major of PR Practitioners

-In undergrad degrees, 36% majored in PR & 18% majored in journalism -In grad degrees, 32% have MA, 11% of which are in PR -Nearly 40% of respondents were PR majors in college, followed by 19.2% journalism majors, and 6.2% business majors

Education & Preparation

-Increasingly, public relations is the major of choice for students entering the field -Journalism experience is no longer required -However, employers still value media experience -Many employers also want experience in a specialized field

Cause-Related Marketing (CRM)

-Involves intricate marketing campaigns that strategically align your organization with a specific cause consumers care about -Gives a portion of proceeds to that charity

Building a Public Relations Definition

-Involves the management of problems or issues -Helps management to keep informed on and responsive to public opinion -Defines and emphasize the responsibility of management to serve the public interest -Helps management keep abreast of and effectively utilize change, serving as an early warning system to help anticipate trends -Uses research and sound and ethical communication as its principal tools

Brand journalism

-Journalism-style storytelling on behalf of a company/client (to earn & keep an audience's attention) -Report what happens to a brand in the world to the target audience to garner credibility toward brand -Multi-media storytelling & data-driven content marketing

Internal PR Department's Disadvantage

-Loss of objectivity -Domination and subservience -Confused mission and roles

Reasons for Retaining the Outside PR Counseling Firm

-Management has no formal public relations program in place -Headquarters is far from communications and financial centers -The firm has a range of up-to-date contacts -Experienced executives and creative specialists, who would otherwise be unavailable -Highly specialized services the clients cannot afford or does not need on a full-time basis -Independent judgment of an outsider on crucial policy matters

Managerial

-Managerial & technician roles should coexist & be intertwined -However, at least, senior PR practitioners should perform managerial role -CEOs prefer their top PR person to be a manager or communication liaison rather than a technician -To be a member of or to have ready access to the dominant coalition -Technician roles for the craft side of PR such as writing, editing, taking photos, handling communication production, running special events, & making telephone calls to the media Managerial roles ◦Expert prescriber as a consultant to develop policy (see the Toyota case) ◦Communication facilitator as boundary spanner ◦Problem-solving facilitator as issue/crisis manager

Working With Other Departments: Business Intelligence

-Many businesses now do "data mining" and other sophisticated environmental and competitive scanning and analysis -Public relations practitioners must work closely with this function to identify key stakeholders and maximize relationships

P.T. Barnum

-Master of embellishment and origins of press agentry -His circuses put on display such oddities that he introduced the world "jumbo" to our language -Promoter Barnum even employed his own press agent, Richard F. "Tody" Hamilton, whom he credited with much of the success of the circus

New Approaches

-More organizations are now using a combination of internal departments and outside counsel for the public relations function -Top management increasingly recognizes the importance of public relations in attaining organizational success

Retaining Outside Counsel

-Outside counseling firms can bring a fresh perspective to the client's issues and problems ◦ UNC & Edelman -Internal staff and outside counselors work from different yet equally valuable perspectives

Establishing A Public Relations Department

-Over time, the role of public relations has evolved to become an integral part of the management team -To stay on the management team, public relations must contribute to achieving organizational goals & demonstrate accountability through measurable results

Press Agentry Origins

-Press agentry was an early forerunner of modern public relations -Press agents used the media to create American heroes, promote circus acts, settle the West, and build up political heroes

Factors Influencing PR Participation in Management

-Proximity and access -Organizational changes in management or structure -Characteristics of practitioners -Extent to which research is used -Degree to which line managers and practitioners view public relations as part of management team

Working With Other Departments: Marketing

-Public relations and marketing must work in harmony; This is often called "integrated communication" -The lines between the two disciplines are blurring -Competition and conflict can arise between these two functions

Charles Russell Lowell

-Railroad publicist within press agentry origins -Part of railroad publicists who played an important role in settling our nation and creating the romantic aura that still surrounds the West. -Lowell directed the Burlington Railroad's publicity campaign that launched in 1858

The Common Denominator

-Regardless of your career path in public relations, writing is the common denominator -Writing skills will be a key requirement throughout your career

Diverse

-Requisite variety to embrace external diversity, internal diversity is prerequisite -For excellent PR, as the environment gets diverse, PR dept & practitioners should be diverse to reflect such environmental diversity in PR practice -As "cultural interpreters"

Managerial Roles

-Research & evaluation -Planning/Programming Relationship management: Customer, community, media, investors, etc. -Communication management: issue, crisis, reputation, brand, organizational identity, etc.

Ethical

-Symmetrical communication clarifies the problem of how to make public relations ethical because it defines ethics as a process of public relations rather than an agreement on a specific decision -As a process, symmetrical PR provides a forum for dialogue and discussion on issues for which people with different values generally come to different conclusions -As long as the dialogue is structured according to ethical rules, the outcome should be ethical

Symmetrical

-Symmetrical communication for mutual betterment -Boundary spanners to be "the eyes and ears of the organization" -Being "internal activist" for public interest -Use research to manage conflict, to negotiate with publics, and to improve understanding different publics, rather than to persuade them -Constructive conflict management:those with a symmetrical world view exchange information with stakeholders in an effort to devise win-win solutions to their common problems or issues -Communication is "open, up front, and honest"

Having an Internal Public Relations Department

-Team membership -Knowledge of the organization -Economy to the organization for ongoing programs -Availability to associates

Roles

-Technicians are primarily concerned with writing, producing, and disseminating communications ◦They typically earn less and are not part of the management inner circle. -Managers are required to be skilled researchers, strategic thinkers, and able to think in terms of outcomes or impact of public relations activities.

Growing Pay Gap Between Journalism & PR

-The salary gap between PR specialists & news reporters has widened to almost $20,000 a year according to U.S. Bureau of Labor Statistics ($54,940 vs. $35,600) -PR specialists now outnumber reporters by nearly 5 to 1 (BLS data include part-time & full-time employees, but not self-employed)

Retaining the Outside PR Counseling Firm

-These range widely in terms of size and scope -More than 1,700 public relations firms operate in the U.S., serving more than 7,000 clients -With growing globalization, the public relations capital has shifted from New York to London

Working With Other Departments: Legal Counsel

-Traditionally, legal and public relations counselors approach situations from different perspectives -Lawyers tend to favor "no comment," while public relations favor openness and communication -However, cooperation is both essential and possible

Line Vs. Staff Management

-Traditionally, line functions involve product and profit-producing functions -Staff functions include those that advise and assist line executives -Public relations is a staff function -It advises and supports line managers who have responsibility and authority to run the organization

Integrative

-With marketing, rather than control from each other, specialization of each function for coordinated communications -True integration: rather than "speaking with one voice,""the sharing of thoughts from all directions of communication lines" -There should not be several "heads of PR" -PR Dept should not be splintered into discrete functions that support other departments (primarily marketing, finance, or personnel) or respond to different publics -Excellent PR Dept should be integrated, not in a fragmented structure

One-way Models of PR

1. Press agentry/publicity model 2. Public information model

Recognition

2002 Q. Appreciation of corporate communications as compared to a year ago: ◦Increased - 66 percent ◦Decreased - 4 percent ◦Remained the same - 30 percent

Reputation Management

2002 Q. Concern about company's reputation as compared to a year ago: ◦Less concerned - 3 percent ◦About the same - 46 percent ◦More concerned - 51 percent (2/2) 2002 Q. Who manages company's reputation: ◦Internal public relations - 67 percent ◦External public relations - 35 percent ◦Marketing expert - 20 percent ◦Management consultant - 12 percent ◦Human resources expert - 8 percent ◦Advertising expert - 7 percent

ROI (Return On Investment)

2008 Q. Currently, how satisfied are you with the ROI (Return on Investment) from your company's PR activities? ◦Extremely satisfied 8.5% ◦Very satisfied 25.5% ◦Fairly satisfied 49% ◦Not very satisfied 15.5% ◦Not at all satisfied 1.5%

Organizational Spending

2008 Q. For which of these disciplines will you spend "much more" than this year in terms of 2009 spending? ◦Digital marketing 67% ◦Public relations & corporate communication 38% ◦Sales and promotion 38% ◦Direct mail 24% ◦Ad 22.5% ◦Corporate social responsibility 20.5% ◦Mobile marketing 13%

Information Influence

2008 Q. Which of the following info sources has become more influential over the past three years? ◦Word of mouth 60% ◦Trade media covering my industry 54% ◦Blogs covering my industry 50% ◦Wall Street Journal/Dow Jones 43.5% ◦CNN 38% ◦NYT 26%, Forbes 25.5%, Business Week, 24%, Fortune 22.5%, Time 16%, Newsweek 14.5%

Two-way Models of PR

3. Two-way asymmetrical model 4. Two-way symmetrical model

Period of Protest and Empowerment: 1965-1985 - Activist leaders

Activists including Rachel Carson, Ralph Nader, and Martin Luther King Jr., broke many social barriers

Samuel Adams' public relations techniques

An organization to implement action 1. The use of symbols to arouse emotion 2. The use of memorable slogans 3. Staged events to catch public attention 4. Telling your side of a story first

Evolution to Maturity

As the 20th century progressed: -Corporations employed public relations to defend themselves against muckraking journalists -President Wilson created the Committee on Public Information as World War I loomed -Public relations began to gain recognition as a social science and a profession of its own

Importance of PR

Boosting stock price: Important - 34 percent Increasing sale: Very Important - 48 percent Raising brand awareness: Very important - 69 percent Safeguarding image: Very important - 64 percent Crisis management: Very important - 59 percent

Diversity and cultural competence

Building and maintaining relationships with all racial and ethnic segments of the community has increased opportunities for practitioners and minority-owned firms

Period of Protest and Empowerment: 1965-1985 - Corporate campaigns

Churches, labor unions and other groups used public relations tactics to force change upon corporations; adjustment and adaptation became the new model

Paid Media

Controlled method of placing messages in the media by paying for/purchasing space & time in the media

Press Agentry Dissemination

During the two decades before 1900, press agentry spread from show businesses to closely related enterprises.

Types of Media

Earned media, owned media, and paid media

Biddle and the Bank of United States

Effectively demonstrated the power of press agentry when Jackson's opponents created the myth of Davy Crockett. Biddle's press agent, Mathew St. Clair Clarke, decided to build up "a brash, loud-talking Tennessee Congressman, the colorful Colonel David Crockett and to build him up as a frontier hero to counter Old Hickory's (President Andrew Jackson) appeal to the frontiersmen."

Principles of Excellence in PR Management

Excellent public relations is: 1. Managerial 2. Strategic management function 3. Integrative 4. Symmetrical 5. Socially responsible 6. Diverse 7. Ethical 8. Global

Counseling Firm Costs

Fees are typically set in one of four ways: -Monthly retainer -Minimum retainer plus staff time -Hourly charges based on staff expertise -Fixed project fee

Working With Other Departments: HR

Human Resources -Employee communications can be a source of conflict; it requires close cooperation between Human Resources and public relations

Business practices

In the late 19th century: -Development of industry -Population growth and urbanization -The rise of powerful monopolies -Enlightened corporate attitudes ...all paved the way for the rise of modern public relations

Working With Other Departments: IT

Information Technology -The IT department must work closely with public relations to speak with "one voice"; Each needs the other's expertise

Difference between PR and Marketing

Marketing is the management function that identifies human needs and wants, offers products and services to satisfy those demands, and causes transactions that deliver products and services to users in exchange for something of value to the provider. In PR, there is no exchange of title in relationships with employees, community members, environmentalists, and other constituent publics. Organizations cannot "own" support, trust, commitment, or loyalty from those upon whom the organization's survival depends, like in PR.

Media Relations

Media relations refer to the relationship that a company or organization develops with journalists

Owned Media

Owned media is any web property that you can control and is unique to your brand. One of the most common examples is a website, although blog sites and social media channels are other examples of owned media properties too. Channels like social media and blogs are extensions of your website, and all three are extensions of your brand as a whole. The more owned media you have, the more chances you have to extend your brand presence in the digital sphere.

Public Relations Defined

Public relations is the distinctive management function which helps establish and maintain mutual lines of communication, understanding, acceptance, and cooperation between an organization and its publics ... the management function that establishes and maintain mutually beneficial relationships between an organization and the publics on whom its success or failure depends. ...management of communication between an organization and its publics. Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and publics.

Models of Public Relations: Public Information

Purpose: Dissemination of information Nature of Communication: One-way; truth important Nature of Research: Little; readability, readership Where Practiced Today: Government, nonprofit associations, business

Models of Public Relations: Two-way Symmetrical

Purpose: Mutual understanding Nature of Communication: Two-way; balanced effects Nature of Research: Formative; evaluative of understanding Where Practiced Today: Regulated business, agencies

Models of Public Relations: Press Agentry/Publicity

Purpose: Propaganda Nature of Communication: one-way; complete truth not essential Nature of Research: little; "counting house" Where Practiced Today: Sports, theatre, product promotion

Models of Public Relations: Two-way Asymmetrical

Purpose: Scientific persuasion Nature of Communication: Two-way; imbalanced effects Nature of Research: Formative; evaluative of attitudes Where Practiced Today: Competitive business; agencies

Earned media

Refers to publicity gained through promotional efforts other than paid media advertising, which refers to publicity gained through advertising. If owned media sites are the destination then earned media is the vehicle that helps people get there. What good is a website or social media site if no one is seeing or interacting with it? That's where earned media comes in. Earned media is essentially online word of mouth, usually seen in the form of 'viral' tendencies, mentions, shares, reposts, reviews, recommendations, or content picked up by 3rd party sites. Examples: positive sentiments on social media, write reviews online or in print media, voluntarily people write or say positive word of mouth which organizations earn from people.

Samuel Adams

Samuel Adams and his cohorts used public relations techniques to arouse public opinion

American beginnings of PR

The American beginnings of public relations can be traced back to the American Revolution.

The Glass Ceiling

The glass ceiling, broken? ◦Recent data suggests that women have caught up to men in public relations management roles ◦However, pay still lags

PR's function (i.e., line vs. staff function)

The line-staff management distinction originated in the military - those who fight the battle versus this who support the fighters - but now is used in most large organizations. For example, line functions in industry include the product - and profit-producing functions: engineering, production, and marketing, advertising. Staff functions include those that advise and assist line executives: finance, legal, human resources, and public relations.

Gender in PR Industry

The number of women in public relations has increased steadily; by the late 1980s, females became a majority

Community relations

The relationship that a company, organization, etc. has with the people who live in the area in which it operates. When a company makes a commitment to the community part of its core business strategy, it not only helps attract and retain top employees, but it also positions itself positively among customers and, increasingly, improves its position in the market.

Summary: The Four Orienting Traditions in PR History

The rhetorician and press agent tradition ◦P.T. Barnum The journalistic publicity tradition ◦Ivy Lee, (Edward Bernays) The persuasive communication campaign tradition ◦Edward Bernays The relationship-building and two-way communication tradition ◦Arthur Page

Investor Relations

The specialized part of a corporate public relations that builds and maintains mutually beneficial relationships with shareholders and others in the financial community to maximize market value.

Public Relations Starts with Top Management

Top management must demonstrate: 1. Commitment to and participation in public relations 2. Retention of competent public relations counsel 3. Incorporation of public relations perspectives in policy making 4. Two-way communication with both internal and external publics 5. Coordination of what is done with what is said 6. Clearly defined goals and objectives

Difference between PR and Advertising

Unlike publicists, advertisers control content, placement, and timing by paying for media time and space. Advertising gives the source control over content and placement. Advertising is information placed in the media by an identified sponsor that pays for the time or space. It is a controlled method of placing messages in the media.

Colonel William F. Cody

Used similar press agentry techniques to promote his "Wild West Show."

Amos Kendall

became the first presidential press secretary under Andrew Jackson in the 1820s

Varying types of relationship management with different publics

community relations, media relations, customer relations, investor relations

Relationship management

help organization have the autonomy in goal attainment by means of cultivating quality relationships with strategic publics.

Customer Relations

is the process and manner by which a business develops, establishes, and maintains relationships with its customers. Businesses rise and fall through the support of their customer bases. Consequently, it is absolutely essential that you develop effective customer relations.

Technical Roles of PR: Special events

planning special events

Mathew St. Clair Clarke

provided early corporate public relations for the Bank of the United States in the 1830s

Technical Roles of PR: Speaking

public speaking; sometimes, act as press secretary

Technical Roles of PR: Production

web/print design & publication production

Digital Age and Globalization: 1985-Present

• Internet technology changed everything, including media and the practice of public relations • The Web has shifted control from traditional mass media to social media • Social media has created greater diversity of viewpoints, better organizational transparency, and precisely targeted communication

UNC and Edelman Case

• UNC and Edelman Case ○ Steered student athletes towards classes that never met and only required a paper to pass for 18 years ○ Although UNC had its own PR team, the internal relations could not handle the issue because of objectivity. UNC hired Daniel J. Edelman as one of the firms to help cover the issue ○ UNC paid Daniel. J Edelman $1.7 million for seven months of media consulting

Work Assignments

• Writing and editing • Media relations and social media • Research • Management of clients and staff • Strategic planning • Counseling • Special events • Speaking • Production • Training • Personal contacts

Professionalism

◦ A key concern and a goal for those entering the field ◦ Public relations practitioners now qualify as "professionals" by meeting professional and ethical standards

Ethical conduct

◦ It all comes down to individual behavior and personal choice

Race and ethnicity in PR Industry

◦According to PRSSA, in 2011, about 20 percent of its members were non-White ◦However, minorities remain under-represented in the public relations practice

Technical Roles of PR: Writing/editing information

◦Speech writing ◦Disseminating information through the media