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Unformatted text preview: Introduction to Speech Communication Unit 3: Communication in Contexts Exam 3 Review Sheet: Part 2 Strategic Communication Article, Persuasion Lecture and Chapter 15 Strategic Communication (Public Relations) What is strategic communication? A communication function of an organization whereby people adapt to, alter, or maintain their environment for the purpose of achieving their goals What are some of the misconceptions of the public relations field? How do the tasks of marketing, advertising, publicity and press agentry differ and are similar to the tasks of a public relations practitioner? Marketing: identifies human needs and wants o PR doesnt create wants and needs, but it shares the goal in providing publicity Publicity: uncontrolled method of placing messages in the media which leas to coverage of newsworthy events o Function of PRs overall goal, but without the responsibility Advertising: the information in the media by an identified sponsor that pays for the time and space, a controlled environment o PR uses advertising to reach audiences other than the target audience Press angetry: creates newsworthy stories and events to attract media attention to gain public notice o PR may engage in some of these functions, but stears clear of the drama and unnecessary drama What are the five principals of strategic communication (PR)? 1. Deliberate designed to influence 2. Planned organized and often times solves problems 3. Performance must be willing to change 4. Two-way communication conversation with public and organization 5. Management function most effective when members at decision level in organization Explain how two-way communication advantages the organization as well as publics? What are the six tasks of a public relations practitioner? 1. Counseling provide communication within groups 2. Research determine attitudes and behaviors of publics 3. Media relations working with mass media outlets 4. Publicity leaking planned messages through selected media outlets 5. Employee/member relations planned activity with a community to maintain a...
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- Fall '08
- Public Relations