PR Chapter 1

Designation given to accredited members of the International Association of Business Communicators

Designation given to accredited members of the Public Relations Society of America

The process of creating and sending a persuasive message through controlled media, which allows the sender, for a price, to dictate message, placement, and frequency.

The process of building corporate and product identities and differentiating them from those of the competition.

The exchange of information, verbal or nonverbal, between individuals. Also the third step in the four-step public relations process. Because the process is dynamic, however, communication can occur at any time.

The fourth step of the public relations process. However, because public relations involves a dynamic process, evaluation can occur at any time.

The coordinated use of public relations, advertising, and marketing strategies and tactics to send well-defined, interactive messages to individual consumers.

The world's second largest public relations professional association, with approx. 12,500 members. It was founded in 1970 and is headquartered in San Francisco.

The process of researching, creating, refining, and promoting a product or service and distributing that product or service to targeted consumers.

A concise written account of why an organization exists; an explanation of the purpose of an organization's many actions.

The second step in the four-step public relations process. Because the process is dynamic, however, planning can occur at any time.

A form of public relations that focuses on getting favorable media coverage from the media. In this model, accuracy and truth are not seen as essential.

In a public relations context, any group of people who share a common interest, value, or values in a particular situation.

A form of public relations that focuses on the dissemination of objective and accurate information.

The management of relationships between an organization and the publics that can affect its success. The term to describe the emerging profession was first used in 1923 by Edward L. Bernays in Crystallizing Public Opinion.