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UNT - JOUR 2000 - Class Notes - Week 5

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UNT - JOUR 2000 - Class Notes - Week 5

School: University of North Texas
Department: Journalism and Mass Communications
Course: Principles of Advertising & Public Relations
Professor: Sheri Broyles
Term: Spring 2016
Tags: journalism, Journalism/English, English/Journalism, and Pr
Name: JOUR 2000 Week 5 Notes
Description: These notes cover PR strategy.
Uploaded: 02/27/2018
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background image PR Strategy We plan in order to  o Organizational mission o Manage resources o Be pro­active, set the agenda o Guide research o Know publics o Small budget (restricted) o Stay on Brand No Plan = Chaos o Lululemon went through a cycle of one bad crisis after  another Had no idea who their public was (market) PR process o Research o Planning o Communication o Evaluation o In the real world, this is not a linear process ­ you will go  back and forth many times Publics o Anyone that my have an interest or association with your  organization o Also, People who have the potential interest or association o Sometimes referred to as stakeholders Prioritizing Publics o Traditional & Non­Trad Trad. = defined, long­term relationship Media, investors, employees, gov., community,  other businesses, consumers Non­trad =no existing relationship but may come across Harder to define o Primary & Secondary
background image Primary ­ have influence over goals, have resources you need, require maintained relationship Secondary ­ still require maintenance but no influence  over goals, don't have resources o Internal & External Internal = inside org. Employees Shareholders Tenuous connection(alumni) External = outside org Media o Latent ­ non­active, not aware ­ haven't been targeted by org. o Aware ­ aware but not established relationship o Active ­ aware and in relationship Powerful but Uncontrolled o Intervening Publics Has influence over or communication with other  publics Media is most obvious and powerful Other: Interest groups, vocal critics, anyone with  an interpersonal group (word of mouth) o Influencers o Social media makes this more interesting Researching Publics o How do we know which publics to focus on? How do we  know how to communicate with them? o Research Strengths  Weakness Opportunities Threats  Probing the attitudes of groups Measuring opinions of various groups

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School: University of North Texas
Department: Journalism and Mass Communications
Course: Principles of Advertising & Public Relations
Professor: Sheri Broyles
Term: Spring 2016
Tags: journalism, Journalism/English, English/Journalism, and Pr
Name: JOUR 2000 Week 5 Notes
Description: These notes cover PR strategy.
Uploaded: 02/27/2018
4 Pages 15 Views 12 Unlocks
  • Better Grades Guarantee
  • 24/7 Homework help
  • Notes, Study Guides, Flashcards + More!
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