APR 231 Notes
APR 231 Notes APR 231
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This 0 page Bundle was uploaded by kristen schneider on Monday December 7, 2015. The Bundle belongs to APR 231 at University of Alabama - Tuscaloosa taught by William J. Gozenbach in Fall 2015. Since its upload, it has received 39 views. For similar materials see Intro public relations in Advertising at University of Alabama - Tuscaloosa.
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Date Created: 12/07/15
APR 231 VI CH 1 Intro to PR August 20 2015 The Challenge of PR a Multifaceted written interpersonal media relations social media research negotiation creativity logistics facilitation problem solving and strategic thinking Professionals 300000 in the US 3 million worldwide US 37 billion 2009 5 billion 2012 US 30000 students PR Area 600 schools offer curriculum in PR Global scope Key E ements in De nition Organization amp Publics i Students are the consumers of the university Deliberate intentional Planned organized systematic Performance policies and performance Public Interest mutually beneficial 2Way communication expository listen communicate i Writing is very journalistic Management Function strategic and integral i Viewed like marketing department ii quotbest and most cost efficient way to do thisquot iii Understand the audience h i money driven industry PR Names Umbrella term Public Relations Corporate Communications most popular Fortune 500 Combo Communications and Pubic Policy Public Information and Public Affairs Nonpro ts Universities Government Marketing communication Increasingly use now in nonpro ts Publicists Press Agent Entertainment g Negative Spinframing ack PR stunt 4Step Process a Research b Planning Objective Strategy c Implementation Communication tactics d Evaluation Public Relations as Process ROPE a Research b Objectives c Programming Communication Tactics d Evaluation Levels of Communication Process a Awareness i Obama running for president very low awareness levels ii If not aware you won t votebuy men 0 990 0 on om Tth APR 231 b CH 1 Intro to PR August 20 2015 Information c Attitude d VII a b Tth I 3 VIII PR 5 P39 lt 3 C d e IX Like i Attitude more apt to change based on the information you have Behavior Diversity of PR Work CounseHng i Consulting work Research i Growing and important side Media Relations i Getting info transmitted PubHcRy EmployeeMember Relations Community Relations i Neighbors around your plant Public Affairs i Relationships with governmental entities Government affairs include lobbying i Smoking on Campus communication campaign Issues Management Financial Relations i Investors money people funding sources stock investors Industry Relations i trade association someone belongs to DevelopmentFund Raising Multicultural RelationsWorkplace Diversity Special Events Marketing Communications Journalism Broader scope Information providers also advocates i Represent the interest within the bounds of the law More audiences i TV magazine internet newspaper etc Channels beyond mass media Better pay dress better ournalism Expository Communication a Journalistic at heart b Work with existing media c Work with controlled communication X a b i News releases TV coverage speech brochure direct mail Advertising vs PR Paid vs free less costly Ex WSJ fuIIpage coIor 220000 Super Bowl 2013 38 million for 30 Mass media vs range of channels owned or controlled media APR 231 c d e f XI DP00quot XII E 0 XML Ra DThFDQDO39QJ g sure1m en 69 CH 1 Intro to PR Selling vs economic social political External consumer audience vs external amp internal Mutually supportive Cost and Credibility issues Marketing vs PR 4 P S Product Place Price Promotion Marketing Communications or Marketing PR MPR or MC Element of marketing s promotion function Kotler 5th P Corporate PR CPR Outside of marketing i Build markets vs build relationships External audience vs external amp internal Customerbased vs Broad based Integrated Marketing Communication Other terms convergent or integrated communications MPR Marketing Public Relations Downsizing Tighter budgets Cost Public and social issues e of PR Work Corporations 34 Nonpro tsFoundations 19 PR Firms 17 Government 10 Educational 8 Independent Consulting 8 Health Care 1 Professional Associations 1 Other 2 August 20 2015
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