3010 notes 8-30

3010 notes 8-30 - 8-30 What is public relations The...

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Unformatted text preview: 8-30 What is public relations? The management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends. -Should be thought of as a management position. -Should be done at the top/representing something -Help present to the public. -deliberate -planned -performance driven -in the public interest -two-way communication -management function Purpose of Public Relations -To motivate, modify or maintain attitudes, behavior and information levels of targeted publics— internal as well as external -To establish, maintain and/or enhance those relationships that are key to the organization’s success, if not survival. Public Relations Implies -ongoing - counsel, guide people -internal and external -relationship building and maintenance -environmental scanning, aware of environment -boundary spanning, bridging the gap -credibility -pr people have to be plugged in to world around them Public relations industries -professional groups -nonprofits -public relations industries -governmen -international -health care PR Practitioners -employee relations -community relations -investor relations -media relations -international relations Output for PR -research -brochures -campaigns -blogs -premiums/gifts -webcasts -newsletters -crisis plans -paid and controlled (ad spaces, opinion page) -unpaid and uncontrolled (word of mouth, the media, red carpet/janet Jackson) How public relations works R.O.P.E.S. Research, objectives/planning, programs, evaluation, stewardship(follow through) Public Relations and… Journalism- appeals to a mass market …one way Advertising- part of pr, selling product Marketing- customers/selling products and services Pr-relationships and generating goodwill for the company Opportunities/ Challenges -IMC, Intergrading marketing and communication -Investor relations -transparency: trust, reputation -24-7 news cycle Controlled vs mediated tools Global communications Ethics, law Gender & roles ...
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3010 notes 8-30 - 8-30 What is public relations The...

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