Public Relations, 4th Edition

1An overview of public relations

Jane Johnston and Clara Zawawi

In this chapter

1. What is public relations?
2. Defining public relations
3. The role of public relations practitioners
4. Public relations activities
5. Relationship to marketing and advertising
6. From publics to markets
7. Skills needed in public relations
8. University curricula
9. Growth and change
10. Conclusion

What is public relations?

Popular films and television shows present a patchy image of the profession of public relations. Samantha in Sex and the City, C. J. in The West Wing, Bridget in Bridget Jones’s Diary and The Thick of It’s Malcolm Tucker depict public relations practitioners as widely varying types, from manipulative to airheaded, hard-working to party professionals. Indeed, popular culture presents ...