Chapter 1: What is PR?

This chapter covers so many practical and significant issues related to the definition of PR – it was definitely thought provoking. Here are some highlights from this chapter:

• I like the way the authors broke down the numerous definitions of PR by listing and discussing the commonalities among the many definitions. My favorite portion of the breakdown of the commonalities among PR definitions is the idea that “PR is socially responsible”. This seems to be the viewpoint of the authors throughout the chapter and I am glad that they underline this idea.
• When I read the statistic about PR being rated as 12th on the list of the 250 most stressful jobs it really made me think, but I can definitely believe this statistic to be true. After doing internships in this area I have taken note of the different ways my different supervisors deal with their stress. (Hopefully in the future I will be able to learn from my observations). Thankfully, the very next section of the book called “Why a PR Career?” reminded me of some of the reasons why I am interested.
• I like the values-driven definition of public relations that our textbook offers. I also appreciate the fact that the authors acknowledge the difficulties that accompany adhering to values.
• The section in the book about the 4 step process of PR is useful because it shows the evolution from the traditional 4 step process to the process that leaves room for the dynamics of everyday life and the changing world, evaluation of actions, and values.
• The “Actions Speak Louder than Words” sections are very useful because they emphasize how important it is to stick to organizational values in PR. Regardless of what a mission statement says and how pretty it sounds, what the organization actually does in that crunch time is what truly matters. The actual example about The Gap is useful because it shows how it can be difficult to uphold organizational values, however it is still the best route to take.