Ch. 3: Managing Competition and Conflict
ANOTHER way Public Relations can be defined is the strategic management of
competition and conflict.
A pervasive condition when two or more groups or organizations vie for the
same resources, sales and
Chapter 9: Media Relations/ Print & Broadcast
II. Objectivity in the Media
A. Publicity is regarded as more credible than advertising.
B. Objectivity: presumed goal of a journalist, fairness with the intention of
remaining neutral in reporting a story,
Chapter 5: Management
I. Public relations people must master knowledge of such management functions
as planning, budgeting, objective setting, and how top management thinks and
II. Management Process of Public Relations
A. Thinking on your feet
Chapter 3: Communication
II. Goals of Communication
A. To Inform
B. To Persuade
C. To Motivate
D. To Build Mutual Understanding
III. Traditional Theories of Communication
A. Two Step Flow Theory: an organization would beam a message first
Chapter 1: What is Public Relations Anyway?
I. Prominence of Public Relations
A. 84% of Fortune 1000 company executives felt the practice of public
B. The Department of Defense alone has 7,000 professional
communicators spread out among t
A cute, neighborly candy store in Los Altos does
not make sufficient revenue to donate funds to the
local school district as its business plan intends.
With a built in social responsibil
Ch. 8 Continued
Factors in Persuasive Communication
1.Audience analysis (critical)
2.Appeals to selfinterest (whats in it for me?)
3.Audience participation (events)
4.Suggestions for action (close the deal)
Chapter 8: Public Opinion and Persuasion
Public Opinion is
The sum of individual opinions on an issue
affecting those individuals.
Three aspects about public opinion formation
The public tends to be passive.
Few issues are important to everyone.
Chapter 7: Law
I. Scott Sidell: (2008) worked for Structured Settlement Investments, which
monitored his personal emails weeks after he left the company.
II. Lawyers correctly advise clients on what they must do, within the letter of legal