Practitioners of public relations are active in an industry that has evolved rapidly by borrowing concepts from a wide range of other disciplines. This is something I've been increasingly reminded of in recent years as I coached candidates preparing for the IABC or PRSA accreditation exam. RACE was the first widely-used acronym associated with the public relations process. Others include ACT, PAT, PICA, SISCE, SPACE, SPICE, and TRACE. Public relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends. In the two decades I've coached accreditation candidates, more of them have used RACE than any other acronymic model. The PRSA exam directly asks candidates to explain the public relations process and essentially wants a textbook-style answer. Recalling an acronym can also keep practitioners from skipping important steps as they go through their daily work. ��ri�8��9��Y&=�̛A��ק_���� o����e0 And, since PRSA endorses the. And, in terms of achieving positive outcomes that enhance an organization's relationships with its publics, there is little or no difference in the effectiveness of these different approaches. It was soon after that book that the Public Relations Society of America (PRSA) began citing RACE in its brochures and advocating it as a fundamental best practice for those seeking accreditation. But, ultimately, they all come down to the same thing. Public relations (PR) refers to managing how others see and feel about a person, brand, or company. Faced with a stressful testing situation, candidates who don't have an easy-to-remember memory cue, such as an acronym, will often lose their focus and leave out key elements that they knew and should have written down. Z�J���끮�9���+S�v��PS,N�í�x�&,F��b(��mіD$֕ RACE, GRACE, ACE, and dozens of similar acronyms have been used to describe the public relations process over the years. Consider those cited here, adopt one that has been published elsewhere, or make up your own. Public Relations Process - Formative Research - View presentation slides online. But, ultimately, they all come down to the same thing. There is So, over the years, we've been inundated with other acronyms that claim to be as good, or better, in describing the public relations process. OC̋��Z�����Z2l-&g/f��^P����������k++M5�BW�!����i���&��0�CF��+��x֓&{�,f\�mʞ�α�8��A��M�G�K[�-4~����g��㭹I�����Qpf'Bo�M�V�i��4��ϯ��먴7����Y�e>�o���CB�;ŭ��=:��Դ�9t�)�\k��ऻňA݂�����q0Q[3�6�K����sMC�G����qt�y�e�Bt؛輰6{&X{L�L�c���:� �pꇞu~���{3�L�ӑ.����5� ���s����1�a����uܼfGg���4(D��� ��w,�S�W�~����v And, in terms of achieving positive outcomes that enhance an organization's relationships with its publics, there is little or no difference in the effectiveness of these different approaches. Still other approaches went in the opposite direction by adding one or more additional steps to the public relations process. Broom, 2009, Effective Public Relations, page 7. Public relation is a two way process. Using an acronym as a memory aid isn't limited to test-taking. Students would learn them well enough to get through their exams and then, just as quickly, forget them. It involves ... RACE is a concise and effective summary of how public relations should be performed and a clever mnemonic warning not to race into action before you think about what you're getting into. They're great for introducing students to different ways of thinking about and describing public relations work. Although their approaches to testing are somewhat different, both the IABC and PRSA accreditation exams require a thorough understanding of public relations and the ability to quickly and concisely explain it. PACE is one of several approaches that essentially kept the same four steps in its description of the public relations process but gave one or more of the steps a new name. RACE describes public relations as a four-step, continually-cycling process. They simply divide the public relations process into different numbers of steps with different labels on them. Zoran Tomić (2008, 50) sees public relations as a process of an organization's communications with its internal and external public in order to achieve mutual understanding, build social responsibility and realize common interests.
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