Lecture 1 - Introduction to Contemporary Public Relations...

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Introduction to Contemporary Public Relations and Strategic Communications COM 259 Bill Brewer, APR Clinical Faculty
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“Public relations: The methods and activities employed by an individual organization, corporation, or government to promote a favorable relationship with the public.” The term can be used many different ways, and its not always used in a positive way. Can be viewed as manipulation. That is not what PR is about. (American Heritage Dictionary)
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Evolution-An Overview Early 1900’s- corporations and muckrackers WW I-George Creel and propaganda, got public support WW II-definitions include reciprocal, mutual and between organizations and publics. Webster’s Third New World –”art and science of developing reciprocal understanding and good will”.
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An Alternate View Yale Professor and Public Opinion Quarterly founder, Harwood Childs in 1930’s: “the essence of public relations is not the presentation of a point of view, nor the art of tempering mental attitudes, nor the development of cordial and profitable relationships… it is to reconcile and adjust in the public interests those aspects of our personal and corporate behavior which have a social significance” Organizations changing to benefit the public , and their interests. Corperare social responsibility.
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Elements of Public Relations: Conducts a planned and sustained program as part of an organization’s management. Plan and communicate. Deals with the relationships between an organization and its stakeholder publics. ( MU is our client, the publics are students, parents, alumni, oxford citizens, professors, the state, high schools, satellite campuses, administration, businesses that hire students) breaking down into sub groups… PR’s job is to balance relationships between all of these publics. The customers in this example are the companies that hire students. Students are the “raw material”/ “product”. Monitors awareness, opinions, attitudes and behavior inside and outside the organization. Researching how these people feel and make changes. Analyzes the impact of policies,
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This note was uploaded on 11/15/2011 for the course COM 259 taught by Professor Brewer during the Spring '08 term at Miami University.

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Lecture 1 - Introduction to Contemporary Public Relations...

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