ADPR3510 Ch 2 Notes - A DPR3510 Chapter 2: Management of...

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ADPR3510 Chapter 2: Management of Research In Public Relations Public Relations: management of relationships, reputation, trust, confidence - Management function - Conducts research about and organization and its publics - Establish mutually beneficial relationships through communication Public Relations function must demonstrate how it: - Helps the entity’s business goals - What return on investment (ROI) it produces back Publics: - External (ex: investors) - Internal (ex: employees) - Intervening (between org and its external publics; ex: taxi drivers in the tourism industry) Define Publics: - Active. Passive, Ignorant Target Public v. Target Audience Public: identified through shared self-interest and shared communication Audience: activists and trendsetters within the target public who are capable of influencing them Proactive PR Research: anticipate problems before they arise - Should be conducted continuously, especially with internal publics or audiences - Most research projects tend to be reactive
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ADPR3510 Ch 2 Notes - A DPR3510 Chapter 2: Management of...

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