Wells17_Basic - Public Relations Part 5: Integration and...

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Public Relations Part 5: Integration and Evaluation Chapter 17
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17 - 2 Chapter Outline I. Chapter Key Points II. The Practice of Public Relations III. Public Relations Planning IV. Public Relations Tools V. Effectiveness and PR Excellence
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17 - 3 Key Points Explain what PR is and how it differs from advertising Describe the most common types of PR programs Analyze the key decisions in PR planning Explain the most common types of PR tools Discuss the importance of measuring the results of PR efforts
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17 - 4 The Practice of Public Relations Used to generate goodwill for an organization Helps an organization and its publics relate to each other
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17 - 5 Comparing Public Relations and Advertising Media use Control Credibility Public relations people seek to persuade media gatekeepers to carry stories about their companies This aspect of PR is called publicity
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17 - 6 Comparing Public Relations and Advertising Media use Control Credibility In the case of news stories, public relations people are at the mercy of the media gatekeeper Advertising runs exactly as the client who paid for it has approved
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This note was uploaded on 11/19/2011 for the course ECON 101 taught by Professor Smith during the Spring '11 term at AIB College of Business.

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Wells17_Basic - Public Relations Part 5: Integration and...

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