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Public Relations Study Guide

Public Relations Study Guide - Public Relations Study Guide...

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Public Relations Study Guide Range of Public Relations Definitions: A management function that helps define an organizational philosophy and  direction by maintaining communication within a firm and with outside forces  and by monitoring and helping a firm adapt to significant public opinion  Good Perception o Managing Image o Positivity  Bad Perception o Confusion o Spinners trying to sell  o Persuasive  PR vs. Advertising: Public Relations o Writer for organizations that they represent of public information model:  journalist-to-resident  Advertising o Marketing tool (communication with markets consisting of people who  purchase products / services) o Paid space and time  PR vs. Marketing: Public Relations o Cost reduction  o Communicate with many publics 
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o Various publics (not only customers for marketing_ such as the media,  employees, community leaders, government regulators, investment  analysts, activist publics and more Marketing o Profit generation  o Sales and distribution function whose key (limited) publics are  customers, retailers and distributors  Roles of PR Practitioners: Manager Role o Focuses on activities that help identify and solve public relations  problems  o Carry out three roles: Expert Prescriber: the person who operates as a consultant to  define the problem, suggests options, and oversees  implementation Communication Facilitator: the person on the boundary between  the organization and its environment who keeps two-way  communication flowing  Problem-solving Facilitator: the person who partners with senior  management to identify and solve problems  Technician Role o Represents the craft side of public relations:  Writing / editing information (speech writing, disseminating 
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