Chapters 5 and 20. PR Professionals and Management.

2 Dec

Chapter 5

The Public Relations is accepted as a step of the management process if a company is smart (Seitel, Page 99). PR managers need to think on their feet and be able to achieve results. The best way to do this is to have one foot inside the company and one foot outside (Seitel, Page 81).

The public relations management process should include 4 steps

1. Defining Problem or Opportunity

2. Programming

3. Action

4. Evaluation

(Seitel, Page 83).

In creating a PR plan (spells out the campaign), there are 10 items that should be incuded,

1. An Executive Summary

2. Communication Process

3. Background

4. Situation Analysis

5. Message Statement

6. Audiences

7. Key Audience Messages

8. Implementation

9. Budget

10. Monitoring and Evaluation

All of these skills are so important, and Pr professionals are one of the fastest growing career choices because the needs of companies have changed (Seitel, Page 99).

Chapter 20

“The public must be informed” – Ive Lee (100 years ago) (Seitel, Page 400). Even he knew 100 years ago that PR professionals (or whatever they would be called) are important. PR jobs use to be the first to be cut when the Country was in an economic downturn; however, companies realize how important these people are to their image and how much they portray the organizations face (Seitel, Page 400).

When going into this field, and searching for a job, you should,

-Consider what interests you and start early

-Get a name

-Dispatch a personal letter


-Prepare an elevator speech (Seitel, Page 403).

Once you have your foot in the door, there are 7 keys to being successful.

1. Diversity of Experience

2. Performance

3. Communications Skills

4. Relationship Building

5. Pro-activity and Passion

6. Teamliness

7. Intangibles (Seitel, Page 405).


All of the reading notes in my blog are taken from the eleventh edition of The Practice of Public Relations, by Fraser P. Seitel.


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