com 259 study guide - COM 259 STUDY GUIDE*Public Relations...

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COM 259 STUDY GUIDE *Public Relations : the methods and activities employed by an individual organization, corporation, or government to promote a favorable relationship with the public *Public Affairs : the specialized part of public relations that builds and maintains mutually beneficial governmental and local community relations *Press Agentry : creating newsworthy stories and events to attract media attention and to gain public notice *Lobbying : the specialized part of public relations that builds and maintains relations with government, primarily for the purpose of influencing legislation and regulation *Issues Management : the proactive process of anticipating, identifying, evaluating, and responding to public policy issues that affect organizations’ relationships with their publics *Marketing : the management function that identifies human needs and wants, offers products and services to satisfy those demands, and causes transactions that deliver products and services in exchange for something of value to the provider Internal Relations : the specialized part of public relations that builds and maintains mutually beneficial relationships between managers and the employees on whom an organization’s success depends Investor Relations : a specialized part of corporate public relations that builds and maintains mutually beneficial relationships with shareholders and others in the financial community to maximize market value Publicity : information from an outside source that is used by the media because the information has news value. It is an uncontrolled method of placing messages in the media because the source does not pay the media for placement. Advertising : information placed in the media by an identified sponsor that pays for the time and space. It is a controlled method of placing messages in the media.
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*Developmen t: the specialized part of public relations in private organizations that builds and maintains relationships with donors and members for the purpose of securing financial and volunteer support Integrated Marketing Communication : the coordinated effort in marketing communication, sales promotion, product publicity, corporate advocacy advertising, issues management, and public relations activities designed to have an impact on sales Four Models of PR: (Grunig & Hunt) Press Agentry 1 way communication through mass media to give distorted information. Purpose is advocacy (PT Barnum). Little/ no research is required. Main fields include: sports, theater, music, film, Hollywood Public Information 1 way distribution, not necessarily with persuasive intent. Based on journalistic ideal of accuracy and completeness. Mass media is primary channel. Use fact-finding for content, but little audience research of attitudes and dispositions (Ivy Lee). Main fields include: government, nonprofit groups, public institutions Two-Way Assymetric 2 way communication with imbalanced effects. Purpose is scientific persuasion.
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