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APR 231 Chapter 1

by: Courtney Small

APR 231 Chapter 1 APR 231

Courtney Small

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About this Document

Notes from the first day of class by Professor Gonzenbach. Covers chapter 1.
Intro public relations
William J. Gozenbach
Class Notes
public relations, Introduction
25 ?




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This 5 page Class Notes was uploaded by Courtney Small on Thursday January 14, 2016. The Class Notes belongs to APR 231 at University of Alabama - Tuscaloosa taught by William J. Gozenbach in Fall 2015. Since its upload, it has received 162 views. For similar materials see Intro public relations in Advertising at University of Alabama - Tuscaloosa.


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Date Created: 01/14/16
Chapter 1 Friday, January 14, 2016     9:30 AM Wm J. Gonzenbach, Ph.D. Gonzenbach <- has to spell on first test   The Challenge of PR • Multifaceted: Written, interpersonal, media relations, social media, negotiation, creativity, logistics, facilitation, problem solving and strategic thinking. • Professionals: 300,000 in US; 3 mil. World Wide • US: $3.7 billion (2009); $5 billion (2012) • US:30,000 students (PR area); 600 schools offer curriculum in PR • Global Scope     Key Elements in Definition • Organization and Publics • Deliberate: Intentional • Planned: Organized, systemmatic • Performance: policies and performance • Public Interest: mutually beneficial • 2-Way communication; expository: listen, communicate • Management Function: Strategic and integral $ $ $ $ $ $ $ $ $ $ $ $ $ $ • $   PR Names • Umbrella term: Public Relations • Corporate Communications: most popular Fortune 500 • Combo : Communications and Public Policy • Public Information and Public Affairs: Nonprofits, Universities, and Government • Marketing Communication: Increasingly use now in non-profits • Publicists, Press Agent: Entertainment • Negative: Spin/framing, flack, PR stunt   Public Relations as Process: R.A.C.E • Program Assessment and adjustment ------------> Research and analysis ---> Policy formation---> Programming---> Communication---> Feedback--->Program Assessment and adjustment   Research   Action (Program planning)   Communication (execution)   Evaluation     Public Relations as Process: ROPE • Research • Objectives • Programming (Strategy, Tactics) • Evaluation     Another Model: 4-Step Process • Research • Planning: Objective, Strategy • Implementation: Communication Tactics • Evaluation   Levels of Communication Process • Awareness • Information • Attitude • Behavior   Diversity in PR Work • Counseling • Research • Media Relations • Publicity • Employee/ Member Relations • Community Relations • Public Affairs • Government Affairs : Include lobbying • Issues Management • Financial Relations • Industry Relations • Development/Fund Raising • Multicultural Relations/ Workplace Diversity • Special Events • Marketing Communications   PR vs. Journalism • Broader scope • Information providers, also advocates • More Audiences • Channels beyond mass media • Better pay, dress better   Like Journalism: Expository Communication • Journalistic at heart • Work at existing media • Work with "controlled" communication • Examples : ◦ News Release ◦ Feature ◦ TV coverage ◦ Speech ◦ VNR/ANR ◦ Brochure ◦ Direct Mail ◦ Events   Advertising vs. PR • Paid vs. free (less costly): Ex. WSJ full-page, color : $220,000; Super Bowl 2013 $3.8 million for 30 seconds • Mass Media vs range of channels (owned or controlled media ) • Selling vs. economic, social , political • External consumer audience vs. external & internal • Mutually supportive • Cost and Credibility issues   Marketing vs. PR • 4Ps: Product, Place, Price, Promotion • Marketing Communications or Marketing PR (MPR) or IMC • Element of marketing's promotion function • Kotler: 5th P • Corporate PR (CPR): outside of marketing • Build markets vs. build relationships • External audience vs. external & Internal • Customer-based vs. broad based   IMC: Integrated Marketing Communications • Other terms: convergent or integrated communications • MPR: Marketing Public Relations • Downsizing • Tighter Budgets • Cost • Public and Social Issues   Toward an Integrated Perspective cont. (Image)   PR Supports Marketing: MPR contributions • Wilcox: • Develops new prospects • Third-party endorsements • Generate sales leads • Paves way for sales calls • Stretches dollar • Provides inexpensive literature • Establishes credibility • Helps sell minor products   Careers and Work • Growth of PR concept • PR education • Job Growth   Range of PR Work • Corporations (34%) • Nonprofits/ Foundations (19%) • PR Films (17%) • Government (10%) • Educational (8%) • Independent counseling (8%) • Health Care (1%) • Professional Associations (1%) • Other (2%)   Essential Abilities • Writing skills • Research ability • Planning expertise • Problem-solving ability • Business/ economics competence • Expertise in social media : Networking, Blogging, Tweeting, Podcast, SEO, e-mail outreach, Web management, social bookmarking   Other Points • Internships • www. • Salaries: Location, Type PR , Experience, Educ. • Intro Median: $33K • Corporate Median: $119K; Agency $90K, Nonprofit: $74, 550 • Top in Large Corp. $269K-500K+   Value of PR • Interpret info, determine why and how relevant to people • Explain organization to publics • Provide guidance to organizational leaders


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