New User Special Price Expires in

Let's log you in.

Sign in with Facebook


Don't have a StudySoup account? Create one here!


Create a StudySoup account

Be part of our community, it's free to join!

Sign up with Facebook


Create your account
By creating an account you agree to StudySoup's terms and conditions and privacy policy

Already have a StudySoup account? Login here

Week 2 Public Relations

by: Kera Felton

Week 2 Public Relations ADPR 3850

Kera Felton
GPA 3.5
View Full Document for 0 Karma

View Full Document


Unlock These Notes for FREE

Enter your email below and we will instantly email you these Notes for Public Relations ADPR 3850

(Limited time offer)

Unlock Notes

Already have a StudySoup account? Login here

Unlock FREE Class Notes

Enter your email below to receive Public Relations ADPR 3850 notes

Everyone needs better class notes. Enter your email and we will send you notes for this class for free.

Unlock FREE notes

About this Document

These are the notes from week 2 of Public Relations taught by M. Cacciatore.
Public Relations ADPR 3850
Micheal Caccitore
Class Notes




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.

Similar to ADPR 3850 at UGA

Popular in Public Relations


Reviews for Week 2 Public Relations


Report this Material


What is Karma?


Karma is the currency of StudySoup.

You can buy or earn more Karma at anytime and redeem it for class notes, study guides, flashcards, and more!

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


Buy Material

Are you sure you want to buy this material for

0 Karma

Buy Material

BOOM! Enjoy Your Free Notes!

We've added these Notes to your profile, click here to view them now.


You're already Subscribed!

Looks like you've already subscribed to StudySoup, you won't need to purchase another subscription to get this material. To access this material simply click 'View Full Document'

Why people love StudySoup

Steve Martinelli UC Los Angeles

"There's no way I would have passed my Organic Chemistry class this semester without the notes and study guides I got from StudySoup."

Allison Fischer University of Alabama

"I signed up to be an Elite Notetaker with 2 of my sorority sisters this semester. We just posted our notes weekly and were each making over $600 per month. I LOVE StudySoup!"

Bentley McCaw University of Florida

"I was shooting for a perfect 4.0 GPA this semester. Having StudySoup as a study aid was critical to helping me achieve my goal...and I nailed it!"

Parker Thompson 500 Startups

"It's a great way for students to improve their educational experience and it seemed like a product that everybody wants, so all the people participating are winning."

Become an Elite Notetaker and start selling your notes online!

Refund Policy


All subscriptions to StudySoup are paid in full at the time of subscribing. To change your credit card information or to cancel your subscription, go to "Edit Settings". All credit card information will be available there. If you should decide to cancel your subscription, it will continue to be valid until the next payment period, as all payments for the current period were made in advance. For special circumstances, please email


StudySoup has more than 1 million course-specific study resources to help students study smarter. If you’re having trouble finding what you’re looking for, our customer support team can help you find what you need! Feel free to contact them here:

Recurring Subscriptions: If you have canceled your recurring subscription on the day of renewal and have not downloaded any documents, you may request a refund by submitting an email to

Satisfaction Guarantee: If you’re not satisfied with your subscription, you can contact us for further help. Contact must be made within 3 business days of your subscription purchase and your refund request will be subject for review.

Please Note: Refunds can never be provided more than 30 days after the initial purchase date regardless of your activity on the site.