JRN 406 Chapter 3: Week 3 - what is PR & where it came from reading

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Week 3: what it is and where it came from. For pr"s reputation: let"s define ourselves candidly - paul seaman: four definitions of pr between the prsa and cprs. All definitions share one flaw: evasiveness about what pr is really about: pr is more about messages than relationships, prsa definitions: Public relations is the management function of researching, engaging, communicating, and collaborating with stakeholders in an ethical manner to build mutually beneficial relationships and achieve results: paul seaman comments: Mutually beneficial : waffle because only one side pays our free and we can"t represent both sides interests equally. Every management function involves engaging, communicating and collaborating with stakeholders or it is not a management function. Public relations is a strategic communication process that develops and maintains mutually beneficial relationships between organizations and their key publics: paul seaman comments: The logic of this definition is that if you are doing tactical and reactive pr you are not doing pr at all.

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