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 Relations●Advertising 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.