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USC - JOUR 201 - Week 15 Notes - Class Notes

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USC - JOUR 201 - Week 15 Notes - Class Notes

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background image Corporate PR – JOUR 201 Week 15 Notes  Characteristics of Corporations - “corporate” can refer to different forms of business” o Publicly traded o Privately traded or “closely held”
o Private
Family owned Partnerships Where does PR fit? - Corporate structure depends on organization size o A statewide corporation is going to be structured much  differently than a national or global corporation o In most instances, public relations or communications is its  own department, but who you report to can vary greatly by 
the size and structure of the company
- Where does/should PR report? o Marketing
o Human Resources or Legal
o CEO, COO or other upper management Corporate PR (Ch. 16) Corporate Public Relations - A means by which businesses seek to improve ability to do  business Target Audience - Goal is to reach people via media Target Public - Goal is to discuss communal issues Target Market - Goal is to influence buying decisions
background image Common Roles: Technician vs. Manager - Deal a lot with controlled media, such as newsletters, advertising, websites, marketing communication materials - May also deal with uncontrolled or earned media via news  releases and media relations - PR technicians are the ones who write the press releases,  manage the social media, they might do media pitching, create 
videos and so on. 
- PR managers are usually the ones in charge or strategy and the  PR planning process that we discussed early on this semester  - Most people will start out as technicians and work their way up to be managers. - Controlled media o  refers to communications materials that a corporation or  other entity manages – such as a company website, paid 
advertising, a company newsletter and so on
- Uncontrolled or earned media o refers to the communication that we have less control over,  such as media relations and the earned media coverage 
that results from a news release or a pitch to media
Corporate Reputation - the most important goal/tool to achieve business objectives Reputation Management - a results-oriented management function that seeks to leverage  reputation as an asset, enlisting important stakeholder groups 
including employees, consumers, communities and investors to 
assist the organization in the achievement of its strategic design, 
and seeking to minimize the resistance of those groups to 
legitimate management organization
Corporate Branding - promoting the brand name of a corporate entity, as opposed to  specific products or services. The activities and thinking that go 
into corporate branding are different from product and service 

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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 15 Notes
Description: Final Notes
Uploaded: 12/01/2018
3 Pages 77 Views 61 Unlocks
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