A. A variety of definitions

 1. Key elements

 --Deliberate
 --Planned
 --Performance
 --Public Interest
 --Two-Way Communication
 --Management Function

 B. Public Relations as Process  (RACE)

1.  Research
2.  Action and Planning
3.  Communication
4.  Evaluation

C. Components of Public Relations

 1. Counseling
 2. Research
 3. Media relations
 4. Publicity
 5. Employee/Member relations
 6. Community relations
 7. Public affairs
 8. Government affairs
 9. Issues management
10. Financial relations
11. Industry relations
12. Fundraising
13. Minority relations/Multicultural
14. Special events
15. Marketing communications

D. Other Terms for Public Relations

 1. Corporate Terms

a. Corporate communications
b. Public Affairs
c. Corporate Affairs or Relations
d. Marketing Services
e.  External Affairs

    2. Public Information
    3. Public Affairs
    4. Communication management

E.  Public Relations differs from journalism

1.  Broader scope
2.  Information provider, but also advocates
3.  More audiences
4.  Channels beyond mass media

F. Public Relations differs from advertising

1.  Paid and vs. Free
2.  Guaranteed placement vs. No guarantee
3.  Mass media vs. Range of comm channels
4.  Selling vs. Public understanding
5.  External audience vs. Both external and internal

G.  Public Relations differs from marketing

1.  Make money vs. Save money
2.  Build markets vs. Build relationships
3.  External vs. Both external and internal
4.  Customer-based vs. Broader base
5.  Focus on product promotion vs. Many functions
6.  Persuasion vs. Accommodation

H. Factors toward integration of disciplines

1.  Downsizing
2.  Tighter budget
3.  Recognition of public and social issues
4.  Rise of relationship Marketing