MGT3201_mod10_media_and_PR

MGT3201_mod10_media_and_PR - MGT3201 APPLIED ADMINISTRATION...

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Module 10 - Public Relations Role of Administrative Staff MGT3201 APPLIED ADMINISTRATION MGT3201 APPLIED ADMINISTRATION
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This session This session Define the term public relations Explain the role of public relations in an organisation List the advantages/disadvantages of in- house vs external PR Describe several ways in which corporate image can be communicated and enhanced Develop an outline for a public relations program Prepare a media release & media conference
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References References Study book module 10 Selected readings 10.1 (Dwyer, 2005) 10.3 (Gilpin, 2008) 10.5 (Jacques, 2009)
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The role of PR The role of PR Seen as a form of advertising and is misunderstood. BUT it should play a central role in terms of the organisation’s communication Used to improve the image of the individual, product and organisation. Impacts on every part of the organisation. AND must convey the right message. Mostly basic and straightforward – not necessarily expensive. Communication, communication, communication! Source: Austin, 1992:5-6
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Definition of Public Relations Definition of Public Relations definitions are frequently conflicting and generally diverse some definitions list the media used for PR communications and others focus on the publics, or target audience, with which public relations communicates
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Public Relations Defined Difficult to sum up in a brief statement According to Baskin & Aronoff (1988) Public Relations is a management function and they offer the following definition:
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Definition Definition “…. .. a management function that helps to define organisational objectives and philosophy and facilitate organisational change . Public relations practitioners communicate with all relevant internal and external publics in the effort to create consistency between organisational goals and societal expectations. .....
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This note was uploaded on 07/31/2011 for the course MGMT 2027 taught by Professor Shak during the Three '07 term at Queensland.

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MGT3201_mod10_media_and_PR - MGT3201 APPLIED ADMINISTRATION...

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