> PUBLIC RELATIONS INVOLVES THE CULTIVATION OF

FAVORABLE RELATIONS FOR ORGANIZATIONS AND

PRODUCTS WITH ITS KEY PUBLICS THROUGH THE USE OF
A VARIETY OF COMMUNICATIONS CHANNELS AND TOOLS.
BUILDING AWARENESS AND A FAVORABLE
IMAGE
MEDIA CHANNELS FOR PUBLIC COMMENT
MANAGING CRISES
ORGANIZATIONS TARGET MARKET

> IS THE PRACTICE OF MANAGING THE SPREAD OF

INFORMATIONBETWEEN AN INDIVIDUAL OR AN
ORGANIZATION(SUCH AS A BUSINESS, GOVERNMENT
AGENCY, OR A NONPROFIT ORGANIZATION) AND THE
PUBLIC

Public relations is the management

function that identifies, establishes, and
maintains mutually beneficial
relationships between an organization and
the various publics on whom its success
or failure depends.

-- Cutlip, Center and Broom

HISTORY
Began in America in the late 1800s.
Railroad companies promoted the
American West.
Began in America in the late 1800s.
Railroad companies promoted the
American West. Term public
relations first used.

THE EVOLUTION OF PUBLIC

RELATIONS
Press Agentry/Publicity
One-way communication
Mass media-driven
Often hype
Public Information
One-way communication
Mass media primary channel
Information-oriented

Two-way Asymmetric
Two-way communication
Audience research/feedback

Purpose is to become more

effective persuaders

Two-Way Symmetric
Two-way, balanced
communication Purpose:
mutual understanding and/or
adjustment

AGE OF THE PRESS AGENT

Annie Oakley, Buffalo Bill, and Davie Crockett. P.T. Barnum: Barnum and
Baileys Circus

PRs Purpose :
To Identify, build and sustain
mutually beneficial relationships.

PRs Scope :
Public relations began as a media
relations activity (i.e., publicity).
Today, public relations includes
employee relations, investor relations,
community relations, public affairs,
lobbying, and social media.

They Operate On Different Levels

And From Different Perspectives
And Perceptions

MARKETING AND PUBLIC

RELATIONS

Marketing Strategy and Planning (Firm)

MARKETING ARCHITECTURAL SERVICES Marketing
architectural services is different from marketing other services
or marketing a product. Architecture involves a complex mix of
creative and technical skills, and marketing architectural
services calls for convincing prospective clients

PUBLIC RELATIONS STRATEGIES FOR YOUR

PRACTICE
The keys to establishing a presence in the industry, increasing
your firm's exposure, and attracting new business
Architecture firm is attracting clients >marketing > virtually
through online platforms > in-person through word-of-mouth>
old fashioned networking, a firm needs to promote itself.

Tip 1: Connect with the Community

Establish a reputation in the industry by going out in the real
world and engaging with people face-to-face.
(The colleagues you meet might be seeking collaborators)

Tip 2: Establish a Presence

>Visibility with more than a websites online database of
firms and projects is a good starting point.

Tip 3: Engage with the Media

Coverage in print magazines, websites, and blogs can lend
credibility to new firms

Tip 4: Hire a Photographer

Show off your completed projects to attract new
business.