This preview shows pages 1–3. Sign up to view the full content.
This preview has intentionally blurred sections. Sign up to view the full version.View Full Document
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.
-in the public interest
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
- counsel, guide people
-internal and external
-relationship building and maintenance
-environmental scanning, aware of environment
-boundary spanning, bridging the gap
-pr people have to be plugged in to world around them
Public relations industries
-public relations industries
Output for PR
-paid and controlled
(ad spaces, opinion page)
-unpaid and uncontrolled
(word of mouth, the media, red carpet/janet Jackson)
How public relations works
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
-IMC, Intergrading marketing and communication
-Investor relations -transparency: trust, reputation
-24-7 news cycle
Controlled vs mediated tools
Gender & roles ...
View Full Document
- Fall '07
- Public Relations