04:192:365 Quiz: Principles of PR quiz 1 review.docx
30 Oct 2014
School
Department
Course
Professor
Document Summary
Most important skills are: writing complex concepts in clear language, writing- on demand, writing- knowing the subject. An art and a science (creative, and has structural process) Has been practiced informally for as long as history has been recorded. Began to be formalized early in the last century. Public relations is about reputation the result of what you do, what you say and what others say about you. Public relations practice is the discipline which looks after reputation with the aim of earning understanding and support, and influencing opinion and behavior. Public relations is a set of processes that utilize factual information to influence the beliefs of groups and individuals to achieve mutually beneficial objectives. Public interest always takes precedence over personal gain. Always make decisions in favor of public. When you lose public trust you lose everything: the integrity of the media must always be preserved. We need media and they need us.
