PR Notes Test 1 - Chapter 1 What is Public Relations 8:25:00 AM*Definition of PR Dictionary definition the word favorable adds to the

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Chapter 1: What is Public Relations? 13/02/2008 08:25:00 **Definition of PR: Dictionary definition : the word favorable adds to the misconceptions about  PR.  Book definition:  management of communication and development of  mutually beneficial relationships between an organization and its publics. Mostly desire an  accurate perception.  Also: communicating an accurate image to an organization’s publics. =  simple summary, important definition.  Characteristics:  - Performance based - Two-way communication - Management function: Business background may help person break out of being  a glorified secretary.  Public:  A group of individuals or organizations who recognize its connection with a  common problem, cause, or goal. Can be internal or external (internal within organization,  external from outside).  6 major groupings: employees, consumers, media, financial markets,  community and government agencies.   Ex: MSU  Current students, potential students, and alumni o Parents o Donors  o Faculty and staff (internal) o Community (could be broken down more) o State o Media
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o Business organizations **PR Practitioners’ roles: Monitor community needs and public opinion towards organizational issues.  Anticipate public opinion towards issues. Public opinion can be found through  research as well as watching what is in the news related to your industry.  o Ex: GM: global issues, layoffs, gas prices, environmental issues Participate in management planning regarding sensitive public issues.  Represent the public interest and predict public reaction to organizational  decisions.  Manage organizational change o Technology developments o Government control: funding to a University o Mergers and acquisitions o Globalization- competitors and markets.  **Public relations process: Research-----Opportunities/Objectives-----Programming/Action------ Evaluation/Feedback (continuous circle).  **PR v. Journalism Similarities Research, gather and disseminate information
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o Write in “AP” style Differences Public relations uses multiple mediums to reach publics- goes beyond writing  and media relations o Goals of work: journalist is just writing about a certain topic. o Objective observers vs. advocated: PR advocates the company to which  you are employed while journalism is ideally unbiased.  o Target audiences/ Channels to reach audiences **PR vs. Advertising Similarities Use mass media to disseminate messages o o Concerned with organizational success
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This note was uploaded on 03/30/2008 for the course ADV 260 taught by Professor Issacson during the Spring '08 term at Michigan State University.

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PR Notes Test 1 - Chapter 1 What is Public Relations 8:25:00 AM*Definition of PR Dictionary definition the word favorable adds to the

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