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Strategic Planning for Public Relations

Beginning the Journey

Tricia Hansen-Horn and Adam E. Horn

Strategic Planning for Public Relations: Beginning the Journey is written for the next generation of public relations professionals. It takes account of the changing needs of the PR industry, where strategic thinking is needed in abundance but tends to be in short supply among many people who are just launching their careers. This book is designed to address this shortfall by providing a multi-level understanding of strategy to show how it directly correlates to successful public relations. The book’s conversational tone and real world chapter exercises move the reader from insight to strategic vision and application. Exercises at the end of each chapter are designed to help students further explore, reflect on and apply what they have learned. The book’s unique approach to strategy and strategic planning provides the tools for students becoming strategists first and tacticians second – essential criteria for successful public relations professionals.


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6. Public Relations Functions, Roles, Situations and Contexts, and Specializations


6Public Relations Functions, Roles, Situations and Contexts, and Specializations The chapters leading up to this one help you form some idea of the functions public relations serves and the kinds of roles public relations professionals play. To further facilitate your SRC public relations strategist development, we know it is important to more closely acquaint you with the following areas: (1) public relations functions, (2) professional public relations roles, (3) public relations situations and contexts, and (4) public relations specializations. Because public relations is such a complex profession—and that is what makes it such an invig- orating career choice—it is impossible to describe for you every function, role, situation or context, specialization, job title, or jargon you might encounter. However, the ability to make well-reasoned choices does rest on your under- standing of what public relations professionals can do and the terms associated with it. Our intent is to arm you with that understanding. Once you have finished reading this chapter, turn to the appendix titled “Important Public Relations and Media Job Titles and Jargon.” You will find it a valuable resource. The strategic applications section in it is designed to help you develop a more comprehensive understanding of its contents. 122 | Strategic Planning for Public Relations: Beginning the Journey Public Relations Functions Public relations is a vital function of all organizations. It is vital to for-profits and non-profits alike. It is vital to governments. It is vital to every organization, newly formed or long established, and its roles...

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