Five Essential Abilities:Five Essential Abilities:

1.1. Writing skillWriting skill

2.2. Research abilityResearch ability

3.3. Planning expertisePlanning expertise

4.4. Problem-solving abilityProblem-solving ability

5.5. Business/economics competenceBusiness/economics competence

““Public Relations is a leadership and Public Relations is a leadership and

management function that helps achieve management function that helps achieve

organizational objectives, define organizational objectives, define philosophy, and facilitate organizational philosophy, and facilitate organizational change.”change.”

Dan Lattimore Dan Lattimore et alet al

““Public Relations: The ProfessionPublic Relations: The Profession

and the Practice” (2007)and the Practice” (2007)

The Role of Public RelationsThe Role of Public Relations

The eyes and ears of an organizationThe eyes and ears of an organization

The link between the chief executive and The link between the chief executive and the marketplacethe marketplace

Responsible for reputation managementResponsible for reputation management

““If an individual is to give advice to others, he If an individual is to give advice to others, he

should have knowledge and understanding. A should have knowledge and understanding. A

liberal-arts education or its equivalent is a liberal-arts education or its equivalent is a

necessity…The [well-grounded] practitioner… necessity…The [well-grounded] practitioner…

will be better able to judge the future in terms will be better able to judge the future in terms

of the past and the present.”of the past and the present.”

Edward L. BernaysEdward L. Bernays

““A Definitive Study of Your FutureA Definitive Study of Your Future

in Public Relations” (1961)in Public Relations” (1961)

The Components of Public RelationsThe Components of Public Relations CounselingCounseling ResearchResearch Media relationsMedia relations PublicityPublicity Employee/member Employee/member

relationsrelations Community relationsCommunity relations Public affairsPublic affairs Government affairsGovernment affairs

Issues managementIssues management Financial relationsFinancial relations Industry relationsIndustry relations DevelopmentDevelopment Multicultural Multicultural

relationsrelations Special eventsSpecial events Marketing Marketing

communicationscommunications

““Experience in public relations and other Experience in public relations and other

professions shows that those attaining professions shows that those attaining greatest greatest

success obtained a thorough grounding in the success obtained a thorough grounding in the

humanities before acquiring their professional humanities before acquiring their professional

skills.”skills.”

Edward L. BernaysEdward L. Bernays

““A Definitive Study of Your FutureA Definitive Study of Your Future

in Public Relations” (1961)in Public Relations” (1961)