Chap 1 - 2010 Post

Chap 1 - 2010 Post - 8/23/10...

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Unformatted text preview: 8/23/10 Public
Rela/ons
/
Umbrella
Term
 Good Public Relations Spin Doctors Publicity Communication Propaganda Corporate Relations Hype Corporate Public Affairs Chapter
1
 Flacks Public Affairs Defining
Public
Rela/ons
 Bad Corporate Communication Fluff Public
Rela/ons
 Public
Rela/ons
 Terms
Generally
Used
To
Describe
Func/on
 •  Communica/on
Staff
 •  Community
Rela/ons
 •  Corporate
Rela/ons
 •  Media
Rela/ons
 •  Public
Affairs
 Most
Popular
Terms
Used
 •  Corporate
Communica/ons
 •  Public
Affairs
 •  Public
Rela/ons 

 •  Public
Rela/ons
 •  •  •  •  Persuasion
 Propaganda
 Spin
 Publicity
 
Defined
as:
 •  Rela/onships
 
The
management
 func/on
that
establishes
 and
maintains
mutually
 beneficial
rela/onships
 between
an
organiza/on
 and
its
publics
 1 8/23/10 Public
Rela/ons
 •  Public
rela/ons
is
a
planned
process
to
 influence
public
opinion,
through
sound
 character
and
proper
performance,
based
on
 mutually
sa/sfactory
two‐way
 communica/on.
 Public
Rela/ons
 •  •  •  •  A
planned
process
 Two‐way
communica/on
 A
management
func/on
 An
art
and
a
science
 p.
4
‐
text
 Public
Rela/ons
–
Our
Defini/on

 Key
Words
 •  The management of communication between an organization and it’s publics. Management
 •  •  •  •  Management
 Communica/ons
 Organiza/ons
 Publics
 •  •  •  •  •  Chapter
5
 Plans
 Objec/ves

 Goals
 Campaigns
 2 8/23/10 Public
Rela/ons
As
A
Management
 Process
 Public
Rela/ons
As
A
Management
Process
 The
Four
Step
PR
Process
 •  Research
 •  Ac/on
 •  Communica/on
 •  Evalua/on
 Traditional Planning Four-Step Public Relations Process Model The
Four
Step
PR
Process
 •  R
Research
–
What
is
the
problem?
 •  A
Ac/on
‐

What
to
do
about
it?
 •  C
Communica/on
–
How
to
tell
the
public

 •  E
Evalua/on
–
How
did
we
do?
Was
the
 






audience
reached,
and
with
what



 






effect?
 RACE Model of the Public Relations Process RESEARCH RESEARCH ACTION ACTION EVALUATION COMMUNICATION COMMUNICATION EVALUATION Communnca/ons
 •  Chapter
3
 •  As
a
process,
theories
 •  Goals
of
Communica/on
 –  To
inform
 –  To
persuade
 –  To
mo/vate
 –  To
build
mutual
understanding
 Organiza/ons
 •  •  •  •  •  Chapter
5
 PR
Department
 PR
Agency
 Corporate
 Non‐profit
 3 8/23/10 Publics
in
Public
Rela/ons
 Publics
in
Public
Rela/ons
 •  Public
‐
is
a
group
of
people
with
a
stake
in
an
 issue,
organiza/on,
or
idea.
 •  What
cons/tutes
a
public?
When
a
group
of
 people
face
 1.  A
similar
indeterminate
situa/on
 2.  Recognize
what
is
indeterminate
and
 problema/c
in
that
situa/on
 3.  Organize
to
do
something
about
the
problem
 P.
11
text
 Types
of
Publics
 •  •  •  •  •  Internal
 External
 Primary
 Secondary
 Marginal
 •  •  •  •  •  Tradi/onal
 Future
 Proponents
 Opponents
 Uncommi\ed
 Specific
Publics
 •  •  •  •  •  Employees
 Unions
 Dealers
 Suppliers
 Stockholders
 •  The
media
 •  Customers
 •  Special
Interest
 Groups
 •  The
community
 •  Legislators
 Public
Rela/ons
Func/ons
 Internal
Publics
 External
Publics
 Employees
 Unions
 Dealers
 Suppliers
 Stockholders
 •  The
media
 •  Customers
 •  Special
Interest
 Groups
 •  The
community
 •  Legislators
 •  •  •  •  •  •  •  •  •  •  •  •  Wri2ng
 Media
rela2ons
 Planning
 Counseling
 Researching
 Publicity
 Marke2ng
 communica2ons
 •  •  •  •  •  •  •  •  Community
rela2ons
 Consumer
rela/ons
 Employee
rela2ons
 Government
affairs
 Investor
rela2ons
 Special
public
rela/ons
 Public
Affairs
and
Issues
 Social
Media
Interface
 4 8/23/10 “What
PR
Leaders
Look
For

 In
Job
Candidates”
 Key
Public
Rela/ons
Ac/vi/es
 Major
 •  Internal
Rela/ons
 •  Publicity
 •  Press
Agentry
 •  Public
Affairs
 •  Issues
Management
 Minor
 •  Adver/sing
 •  Lobbying
 •  Investor
Rela/ons
 •  Development
 •  Great
wri/ng
skills
(verbal
skills)
 –  Communica/on
skills
(social
media)
 •  Business
literacy
 –  Business
and
financial
knowledge
 •  Crea/vity
 –  Ability
to
think
strategically
 •  Experience
 –  Strong
work
ethic
 •  First
15
minutes
of
interview
decisions
will
be
made
 –  HR
study
30%
 Public
Rela/ons
 IS
NOT:
 •  Adver/sing
 •  Marke/ng
 Adver/sing
 •  •  •  •  •  •  Marke/ng
 •  •  •  •  Sell
products
 Make
money
for
the
organiza/on
 Build
markets
 Customer‐focused
in
nature
 Paid
space
in
media
 Guaranteed
placement
 Selling
goods
and
services
 External
audience
 Exclusively
mass
media
 A
tool
used
in
public
rela/ons
 Public
Rela/ons
 •  •  •  •  •  Free
placement
of
material
 Save
money
for
the
organiza/on
 Wide
range
of
audiences
 Build
rela/onships
 Both
customers
and
non‐customers
 5 8/23/10 The
Curse
of
“Spin”
 Public
rela/ons
promotes
an
en/re
organiza/on
 Marke/ng
and
adver/sing
promote
a
product
or
 service
 •  Outright
lying
to
hide
what
really
happened
 •  Twis/ng
the
truth
 •  Not
telling
all
the
facts
 6 ...
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This note was uploaded on 06/13/2011 for the course JOUR 328 taught by Professor Klipstine during the Fall '10 term at South Carolina.

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