Public Relations Study Guide

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

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
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 
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
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 
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

This document was uploaded on 02/07/2012.

Page1 / 11

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

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online