Chapter 16

Chapter 16 - Chapter 13 Public Relations Public Relations

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Unformatted text preview: Chapter 13 Public Relations Public Relations __________________________________________________________________ DEFINING PUBLIC RELATIONS DEFINING PUBLIC RELATIONS Though there are some similarities between public relations and advertising (both try to persuade and both use mass media), they are essentially different: . public relations is a function of management whereas advertising is a marketing function. . advertising uses all communication methods except interpersonal communications; public relations uses all forms of communication. . advertising is sponsored (paid for), whereas PR communications are not, though advertising may be used to help further the public relations agenda. Press agentry (the staging of events to attract media or public attention to a person, product, organization, or cause) is sometimes confused with public relations. PR is much broader than simply attracting attention, though attracting attention can be useful in some PR campaigns. Another term often confused with PR is publicity , the placing of stories in the mass media. Like press agentry, publicity is also just a tool of a public relations campaign. In addition, publicity is primarily a one-way process whereas PR involves two-way communication. To help define what PR really is, lets examine what PR people actually do. 1. PR involves working with public opinion . It attempts to influence public opinion in ways positive to the client. 2. PR is concerned with communication. The PR professional explains the client's actions to its various publics (internal and/or external groups involved with or affected by the client). . Internal publics include employees, managers, unions, stockholders. . External publics include consumers, government, dealers, suppliers, community members, mass media. 3. Public relations is a management function. Its goal is to help a company set its goals and adapt to a changing environment. It is a planned, goal-oriented activity. IM13-1 Public relations as defined by the World Assembly of Public Relations: Public relations is the art and social science of analyzing trends, predicting their consequences, counseling organization leaders and implementing planned programs of action which serve both the organizations and the publics interests. A SHORT HISTORY OF PUBLIC A SHORT HISTORY OF PUBLIC RELATIONS RELATIONS Interpreted broadly, public relation practices show up throughout history. In our own country, the Boston Tea Party, symbols of liberty, and the publications advocating freedom from Britain are early examples. At the end of the 19 th century the muckrakers stories on big business corruption spurred these companies to hire writers to help counter what we would call bad press, and highlight instead the industrys side of the story. Thus we see the first clear evidence of a specific and concentrated effort to manipulate public opinion by communication spets....
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This note was uploaded on 04/09/2008 for the course JRN 1101 taught by Professor Colaco during the Fall '07 term at Troy.

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Chapter 16 - Chapter 13 Public Relations Public Relations

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