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PR week 3 notes

by: 12

PR week 3 notes COMM 3200-001


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ch 3/ 4 brief history and types of publics
Principles and practice of public relations
Laura Austin-Eurich
Class Notes
public relations, business
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This 3 page Class Notes was uploaded by 12 on Monday February 8, 2016. The Class Notes belongs to COMM 3200-001 at University of Colorado Colorado Springs taught by Laura Austin-Eurich in Fall 2016. Since its upload, it has received 17 views. For similar materials see Principles and practice of public relations in Public Relations at University of Colorado Colorado Springs.

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Date Created: 02/08/16
PR Week 3  New things lend themselves to PR  Once established, then advertise and use media  Advertising is the wind and PR is the sun  The harder the wind blows, the tighter the customer wears the jacket. The more the sun shines, the less they will need the jacket.  PR uses slow build up while advertising is a big bang  PR verbal, Ad is visual  PR is directed at somebody, Ad is at everyone  PR is other directed, Ad is self-directed  PR is a chain of telling others, Ad is a crash and burn after watching once  PR is less expensive, Ad is expensive  PR-less likely to receive the money, Ad more likely to get the funding  PR is new brands and Ad is line extension  PR is brand building and Ad is brand maintenance Need to know facts of PR History:  Bernays and Lee were the founding fathers of PR  Bernays won as the first.  Lee was associated with the Nazi Party, but ironically started ethics in PR  Lee died before he could prove himself and change his reputation  Bernays is nephew of Sigmund Freud  Popularized “PR Counsel”  Bernays outlived his critics PR- free speech vs political speech Ratification of constitution-free speech Things that impacts us:  Information age  Social media  See PR as more important What is a Public?  Public: any group whose members have a common interest or value in a particular situation  Stakeholder: a person or public that has a stake (interest) in an organization or in an issue that involves the organization Value of relationships  Everyone is resource dependent, needs resources others have  Relationships are consistent with values driven PR  They are also consistent with the 2 way symmetrical model of relations  Traditional: long term ongoing  Nontraditional: unfamiliar but evolve into traditional publics  Latent: public values contact with organization but unaware  Aware: is recognized connected but not responded  Active: connect and respond  Intervening: publics to whom an organization communicates in the expectation that the message will be passed along to other publics (news media)  Primary: publics that can directly affect organization’s ability to achieve goals  Secondary: while still important, they have a minimal capacity to affect an organization’s ability to achieve its goals  Internal: inside organization  External: outside  Domestic: own country  International: outside of country What do we need to know about each public?  How much can the public influence our organization goals?  What’s the public’s stake or value in its relationship with our organization?  Who are the opinion leaders and decision makers for the public?  What is the demographic profile of the public?  What is the psychographic of the public?  What is the public opinion of our organization?  What’s the public opinion, if any, of the issue in question? Co-orientation  Discovering agreements and disagreements with key publics  What is our view of this issue?  What is the particular public’s view of this issue?  What do we think the public’s view is? Does this agree with reality?  What does the public think our view is? Does this agree with reality? Employees  Job satisfaction is high  Recession has led to job insecurity  Employees want better supervisors Employee differences  Oldest employees tend to place highest value on job security  Youngest place on job security and salary  Other factors are gender and nationalities News Media  More and more people get news from internet  Journalists are adapting through increased specialization  Minority journalists/ managers are underrepresented in most news media  Convergence of media is changing new media Government  Government officials play important role in success of PR efforts  Government exists at several levels: local, state, federal Investor Publics  Individual shareholders  Financial analysts


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