Week 2 Public Relations
Week 2 Public Relations ADPR 3850
Popular in Public Relations ADPR 3850
Popular in Public Relations
This 5 page Class Notes was uploaded by Kera Felton on Wednesday February 10, 2016. The Class Notes belongs to ADPR 3850 at University of Georgia taught by Micheal Caccitore in Fall 2016. Since its upload, it has received 9 views. For similar materials see Public Relations ADPR 3850 in Public Relations at University of Georgia.
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Date Created: 02/10/16
What is Public Relations? Tuesday, August 16, 2016 12:32 PM Notes by: JaKera Felton What is public relations? a strategic management of competition and conflict for the mutual benefit of the organization and its various stakeholders and publics b The management function that identifies, establishes, and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends. c The management of communication between an organization and its publics. -the professional maintenance of a favorable public image by a company or other organization or a famous person. Public relations isn't balanced or neutral. …And, Who are these so-called "publics" a Internal and external public o Based on organizational boundaries b Primary, secondary, and marginal o Based on influence and needs c Traditional and future o Based on time d Proposed, opponents, and uncommitted o Based on relationship Other Terms Common To Definitions of Public Relations a Deliberate b Planned c Performance d Public Interest e Two-Way Communication Components of Public Relations Counseling/Opinion Change Research Media relations Publicity Employee/Member Relations Community Relations Public Affairs/Lobbying (PR aimed at government) New and Existing Relationships Issue Management Financial Relations Monitoring Environment Development/Fund-raising Multicultural relations/workplace diversity Special Events Integrated Communications Etc. In Short, PR is Multi-faced a A public relations professional must have skills in: Written and interpersonal communication Research Negotiation Creativity Logistics/Management Skills Facilitation Problem Solving Public Relations As a Process: R.A.C.E a Research-Define the problem (what is the problem or situation?) Some form of qualitative or quantitative research is often conducted to define the problem Example 1: a survey of company morale Example 2: survey of consumers Example 3: analysis of sales data Oftentimes, we'll conduct a situation analysis to summarize the problem and broader situation b Action-state the program objectives (what is going to be done about it?) Differentiate between goals (long-term) and objectives (specific outcomes) Objectives may be informational, attitudinal/motivational, and/or behavioral Brainstorm for campaign What should we do? c Communication-develop campaign to meet objectives (How will the public be told?) Base the campaign on pre-existing research Base the campaign on theory Base the campaign on the research you conducted earlier in the process d Evaluation-evaluate, evaluate, evaluate Should be done continuously Did the campaign work? The Situation Analysis Client Background Product/Service/Brand Information Market/Competition Consumer Profile Brand and Marketing Analysis S.W.O.T (Strength, weaknesses, opportunities, and threats) Analysis Strategic Implications and Recommendations Alternative Depictions of the Process Formative (before) research and analysis Use research to establish objectives/strategies Develop campaign Execute plan/campaign Evaluative (after) research Use research to adjust future campaign(s) Differences Between Public Relations and Journalism Scope Journalism is about producing content News Articles, Magazine Features, TV Segments Public relations has a much broader scope Might be organizing a special event or counseling issues Objective Journalism strives for objectivity in reporting Point/counter-point news writing, giving equal time to both sides of the debate (global warming, intelligent, design vs. evolution) Public relations has a goal of advocacy Audiences & Channels Journalists produce content for the medium for which they work, but must also write for mass audiences Paul Krugman produces articles for the NY Times while Matt Drudge does so for the "The Drudge Report" website Public relations specialists will tailor their materials much more to different segments of the public and will often do so through a variety of channels Differences Between Public Relations and Advertising Tools Advertiser use paid placements as their primary tool for work Print media ads, commercials, product placement Public relations work in the area "earned" or "owned" media Professionals might submit news information to journalists for consideration (publicizing an event), but also rely heavily on the events themselves to build relationships with publics and different organizations Audience Advertisers are concerned only with an external audience Consumers of various goods/services Public relations professionals are concerned with both internal and external audiences They might target external groups like shareholders, vendors, or opinion leaders, including environmental groups Or, they might focus efforts on employees within the organization Scope/Function The scope of advertising is much smaller and is viewed as a specialized communication function (to market the product) Walmart and their brand image or employee relations Public relations is a broader in scope, dealing with the performance of the organization as a whole They deal with not only how customers view their organization, but also how employees within the organization feel, how customer service is operating, etc Cost Advertising can be quite expensive Effective PR (product publicity) is often viewed as a cost-effective alternative Product publicity is news coverage of a product or service Why might this be more effective than advertising to promote a product or service'? Brand Journalism* Marketing Defined The act or process of selling and purchasing in a market, The process or technique of promoting, selling, and distributing a product or service Public relations is oftentimes more effective than marketing or advertising at Premarket conditioning (longterm) strategy development Generating word of mouth Building a brand's reputation Building corporate reputation Overcoming a crisis Etc. Marketing is oftentimes more effective than Public Relations or advertising when it comes to Launching a new product or service Promoting a new product or service Acquiring customers Retaining customers Advertising is better than PR or marketing at: Building awareness for a specific product or service Why the shift to Integrated/Strategic Communication? Downsizing leads to consolidation Oftentimes fewer employees expected to do some work
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