COMM 309 Midterm.docx - COMM309 Midterm What is PR Public...

This preview shows page 1 - 3 out of 11 pages.

COMM309MidtermWhat is PR?
4 Step Process in PR:1.Research is defining the process/opportunity. What is the problem or situation?2.Action/Planning is looking at your goals and strategies. What is going to be done about it?3.Communication/implementation is putting things into action or the execution phase. How will the public be told?4.Evaluation is looking back and seeing if the results achieved met our objective. Was the audience reached and what was the effect?Advertising vs. Public RelationsAdvertising is paid media and is placed in mass media outlets while public relations relies on owned media.Advertising is placed in mass media outlets like TV, radio, magazines, newspaper. Whereas, PR relies on owned media which is media platforms that are owned/controlled by the organization. Ex. newsletters, brochures, podcasts, Facebook brand pages, Twitter handles, websites.Advertising is directed at potential buyers of goods, while PR presents its message to specialized external audiences (stockholders, vendors) and internal publics (employees) that aren’t really purchasers of a product.Advertising is known as a specialized communication function. PR is a broader scope, dealing with policies and performance of the entire organization.
Advertising is used as a communication tool in PR, and PR supports advertising campaigns. Advertising’s primary function is to sell goods and services.PR’s function is to create an environment where the organization can thrive.Marketing vs. PRMarketing is transaction oriented. The purpose of marketing is to sell goods through attractive packaging, competitive pricing, retail and online promotions, and efficient distribution systems.The purpose of PR is to build relationships that can enhance the organization’s reputation and establish trust through policies, products and services.Audiences for marketing are customers and consumers.PR deals with a much broader audience and public. Investors, community

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture