McGraw-Hill OnlineMcGraw-Hill Higher EducationLearning Center
Student Center | Instructor Center | Information Center | Home
Career Opportunities
Letter From the Author
PowerWeb: Mass Communication
PowerWeb: Violence & Terrorism
Learning Objectives
Chapter Outline
Chapter Overview
Multiple Choice Quiz
Glossary
Flashcards
Media Links
Crossword Puzzles
Worksheet
Feedback
Help Center


Baran Book Cover
Introduction to Mass Communication, 2/e
Stanley J. Baran

Public Relations

Chapter Overview


Public relations is difficult to define, because it can involve publicity, research, public affairs, media relations, promotion, merchandising, and more. In its maturation as an industry, public relations has passed through four stages, culminating in advanced two-way communication.

Some 200,000 people work in public relations in the United States, in 4,000 firms and in in-house PR operations. They typically carry out 14 activities, including publicity, communication, public affairs, and government relations. PR is not the same as advertising, in part because of its policy-making component.

Globalization, specialization, and converging technologies are trends in public relations. An important issue in the industry is ethical standards, one example being the proliferation of video news releases and their challenge to media literate consumers.