- In this chapter I learned that public relations is something that is not easy to define. This is true even for people who have long been involved in or around the profession. It is for this reason that the book has focused more on the key points of PR rather than an actual definition. The key elements are PR is a management function, it involves two-way communication, it is a planned activity, it is a research-based social science, and it is socially responsible.
- People often relate public relations with advertising and marketing. However, public relations, advertising, and marketing each have a different meaning and involve different processes.
- Public relations is a unique career because it is important for every organization to keep and maintain successful relationships with the public.
- The four steps of the public relations process are research, planning, communication, and evaluation. However, it is very important to never forget about values. Within PR, you must consider the company’s values, the public’s values, and the values of society. It is the values of the involved people that should drive all PR processes. These values should be considered and evaluated throughout the whole process.
