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USC - JOUR 201 - Class Notes - Week 8

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USC - JOUR 201 - Class Notes - Week 8

School: University of South Carolina
Department: Journalism Core
Course: Principles of Public Relations
Professor: Thomas Klipstine
Term: Fall 2018
Tags: Jour, 201, and Pr
Name: Week 8 Notes
Description: Week 10 Module Notes
Uploaded: 11/02/2018
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background image Week 10 Notes – JOUR 201 The Publics: Community Relations Community Relations - “An institution’s planned, active, and continuing participation with and within a community to maintain and enhance its environment
to the benefit of both the institution and the community.” 
- everything an organization does that impacts the community - same planning process that applies to PR, can be applied to  planning community relations efforts (remember RACES or 
ROPES)
- most importantly, practitioners need to understand a community o How is it structured? Who makes up the community?
o What are the strengths and weaknesses? Economics; 
Politics? o What does the community know, and how do people feel  about the company/organization? (PR audit or other 
research)
Criteria for Community Relations Activities: - Creating something needed that did not exist before o Ex) Park - eliminate something that is a community problem o Ex) crime - Bring awareness/means to a problem of self-determination o Ex) environment o Ex) a hotel that started using some of its space to offer  daycare to the employees - Sharing resources, facilities or professional expertise o Ex) in-king donations or pro bono services - Reconstituting, repairing, “dressing up” o Ex) beach clean up, adopt a highway program  - Tutoring, counseling, training o Ex) encouraging employees to do so - Activating others o Ex) FedEx, St. Jude, PGA Golf Other Specific Functions of Community Relations:
background image - When an organization moves, relocates or closes o an organization entering a community or leaving a  community is going to bring or take away jobs, and 
communicating about this not only with the media but also 
with employees, and the community members whom it 
affects is going to be very important in terms of how that 
organization is perceived
- Local government, political, social action o Ex. Google expert might serve on California state  government technology board/council Google has some expertise in this area and can 
provide some perspective that the government 
employees might not have
o United Way Loaned Executive Program when executives from various businesses volunteer 
their time to work with the nonprofit organization, 
United Way, to help with the organization’s annual 
workplace fundraising campaigns
 cuts down on the amount of work that United Way 
employees need to do, which is always a plus for 
nonprofits because they have limited resources, and it 
gives the executives a chance to volunteer their time 
and talents and to make their own organization more 
visible in the community
- Corporate Social Responsibility and Philanthropy o CSR - the continuing commitment by a business to  contribute to economic development while improving the 
quality of life of the workforce and their families as well as 
the community and society at large
a way of doing business that takes into consideration 
employees, the environment, the community at large 
and even specific causes within the community, such 
as philanthropic efforts or events to benefit nonprofit 
organizations or community groups
Ex. BMW in SC Corporate Social Responsibility (Pyramid) - Top: CSR
background image o the idea of CSR really began gaining ground fairly recently,  in the 1980s, and when it first started becoming popular 
some business fundamentalists thought it was a radical idea
o They argued that the point of business is to make money, so that money can be distributed to shareholders o By focusing time and resources on things like CSR, a  company’s bottom line might falter, and this goes against 
core business principles
o Continue to grow in 1990s and early 2000s - Middle: Ethical Considerations
- Bottom: Legal Obligations
Corporate Philanthropy - Legally, corporations can donate up to 10 percent of earnings to  charity (4% is more typical) - when corporations give money to nonprofit or philanthropic  organizations Cause-Related Marketing - Increases sales; enhances image; must be appropriate; can be  controversial - when a corporate entity partners with a nonprofit and offers a  product where a portion of the proceeds benefits the nonprofit - This is different than corporate philanthropy because with cause- related marketing the corporation is also benefiting because it 
typically increases sales for the corporation, and brings in extra 
money for the corporation while also raising money for a 
nonprofit
- Ex. KFC’s “Buckets for the Cure” campaign, in which KFC sold  pink buckets of fried chicken, from which a portion of the 
proceeds went to the Susan G. Komen organization benefiting 
breast cancer research
o Somewhat bad and highly controversial, because a lot of  people thought it was problematic for a company that sells 
fried chicken to try to tie itself to a heath organization like 
Susan G. Komen

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School: University of South Carolina
Department: Journalism Core
Course: Principles of Public Relations
Professor: Thomas Klipstine
Term: Fall 2018
Tags: Jour, 201, and Pr
Name: Week 8 Notes
Description: Week 10 Module Notes
Uploaded: 11/02/2018
7 Pages 126 Views 100 Unlocks
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  • 24/7 Homework help
  • Notes, Study Guides, Flashcards + More!
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