ABSTRACT

Book Title: Strategic Planning for Public Relations

Chapter Author: Ronald D. Smith

orcid.org/0000-0002-9757-8399

Chapter Number and Title: Introduction

This introduction considers what public relations is and what it isn't. It outlines the role of communication managers and technicians and overviews the threefold structure of the book: explanations, examples, and exercises. The Introduction also offers definitions of public relations from various professional organizations around the world. It deals specifically with intentional and strategic communication undertaken by businesses and nonprofit organizations. It also looks at the concept of integrated communication, which blends public relations and marketing communications. It addresses strategic public relations and public relations in the public interest. Finally, the Introduction presents the PESO concept of paid, earned, shared, and own media—the structure used in this text to distinguish among the various media venues.