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J350 notes 1/6/16

by: EthanHauck

J350 notes 1/6/16 J350

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About this Document

Notes of basics of PR in week one.
Principles of Public Relations
Dean Mundy
Class Notes
public relations




Popular in Principles of Public Relations

Popular in Journalism and Mass Communications

This 1 page Class Notes was uploaded by EthanHauck on Tuesday February 2, 2016. The Class Notes belongs to J350 at University of Oregon taught by Dean Mundy in Fall 2016. Since its upload, it has received 21 views. For similar materials see Principles of Public Relations in Journalism and Mass Communications at University of Oregon.


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Date Created: 02/02/16
Defining PR  Why so clearly define PR?  ● to clearly know, explain, and defend defend our  role  ● to combat false assumptions such as  ○ “it’s all about publicity; it’s about corporate communication”  ○ “it’s just another form of marketing; we only care about spin”    ­“PR helps establish and maintain mutual lines of communication, understanding, acceptance,  and cooperation between an org. and its publics.” Rex Harlow, 1976  ­PR must ensure an organization’s actions are legitimate and address this in the public  Definitions should highlight that PR is:  1. a management function (how do we relation to mgmt?)  2. requires a 2 way communication  3. is a planned activity  4. research­based social science  5. socially responsible  “ensure policy is consistent”  Official definition of PR 2012“PR is a strategic communication process that builds mutually  beneficial relationships between organizations and their publics.”    What does PR do?  1. Tells the story of the institution.  2. Knows what people are saying, where, and to what effect.  3. Earns media coverage; we don’t purchase it like marketing/ads.  4. Considers effects on ​al publics.  5. Seeks, builds, and manages public trust across complex internal and external  stakeholder networks.   6. Serves as org.’s ethical conscious; counsels management.  7. Focuses on long term outcomes rather than short term outputs. We’re guided by the  understanding that ​PR is cumulative, today’s stories become tomorrow’s context.  8. Serve as a rational mindset for decision making.  9. Create, conduct, and MEASURE a planned and sustained communication program…  this requires research.  10. Write, edit, write more in plain English. Serve as the comms funnel for all organization  communications.     


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