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

ADV 310 Week 2 Notes

by: natalie stephan

ADV 310 Week 2 Notes Adv 310

natalie stephan
GPA 3.65
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 Intro to Public Relations

(Limited time offer)

Unlock Notes

Already have a StudySoup account? Login here

Unlock FREE Class Notes

Enter your email below to receive Intro to Public Relations 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

In week 2 of ADV 310, Prof Yao describes the definition of Public Relations, discusses PR's value as an organizational function and as a strategic communication function. He also discusses who are ...
Intro to Public Relations
Mike Yao
Class Notes
public relations, Advertising, communication




Popular in Intro to Public Relations

Popular in Department

This 4 page Class Notes was uploaded by natalie stephan on Wednesday August 17, 2016. The Class Notes belongs to Adv 310 at University of Illinois at Urbana-Champaign taught by Mike Yao in Fall 2016. Since its upload, it has received 22 views.

Similar to Adv 310 at UIUC


Reviews for ADV 310 Week 2 Notes


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: 08/17/16
ADV 310 Week 2 8/29-9/2 What is Public Relations? PR is a very broad and elusive animal What my friends think I do: party What my mom thinks I do: work at a computer Wat society thinks I do: lie What the media thinks I do: photobomb Wat I think I do: look classy What I actually do: Connect, communicate, create content Textbook Definition: “ Public relations is a leadership and management function that helps achieve organizational objective, define philosophy, and facilitate organizational change...” Defining PR as an organizational function: Historically, PR is responsible for 1) Dealing with the media a. Getting media to tell our clients stories i. Earned media b. Responding to media requests i. When journalists wants a comment on story, interview with CEO on topic 2) Dealing with crisis a. Problem with product to lawsuit to illegal activity etc. b. Managing control of what the public knows c. Involves interacting with media, community, employees, etc.; determining message etc. d. Note lawyers often get involved very quickly when organization experiencing crisis i. Chipotle 3) Publication (owned media) a. Exception ads and marketing materials 4) Other common roles associated with PR (but not as strongly) a. Event planning b. Fund raising c. Community relations, government relations, employee relations Defining PR as “strategic communication” “Public relations is a strategic communication process that builds mutually beneficial relationships between organization and their publics”-PRSA PR being strategic communication implies 1) persuasion social influence a. we use communication to get people to i. Buy, support, boycott 2) PR Mass communication but also interpersonal, small group a. EX: special events 3) Build mutually beneficial relationships implies a. PR is more than just “spinning” the message b. Relationship also suggests some level of mutual investment c. Varies types of relationships i. Client, public, opinion leaders, media, donors, etc d. But also understanding nature of relationship i. Are individuals or groups actively involved or engaged? Passively involved? Potentially involved ii. Are they happy, angry, indifferent? e. A lot like playing chess 4) Who are the publics? a. Dewey Definition: group of people who share a common problem or goal and recognize their common goal b. How do I communicate with different publics in order to keep a positive relationship? c. More targeted definition of the publics: groups of people who have the same type of relationship with an organization Who are the publics for the UIUC  Students (External): if you see students as customers who are paying to go here and it’s a service, more likely prospective students  Students (Internal): they provide the service of promoting the university, graduating with the diploma, an important u of I entity, power to control the reputation of the school, more likely alumni, treat them as investors  Faculty/Staff (Internal): they are employees of the University  Media (External)  Area Businesses (External): How the student population affects campus town businesses  Area residents (External): Pros and Cons for area residents when students come back to campus  Legislators (External): UIUC has 700,000 living alumni, that can have a large impact politically  Alumni (External) Differentiating PR, Advertising, and Marketing Communications In terms of job function  PR o Media Relations o Crisis Communication o Public Affairs o Gov. relations o Advocacy  Advertising o Creatives & Design o Media planning &Buying o Consumer research  The overlap o Consumer Campaigns o Brand development management o Audience research & analysis In terms of Communication process  PR o Does NOT have complete control over message o Internal and external audience o Focus on relationship building o Personal o Has very little control over who and when will read your message o Usually not paid  Advertising o Strive for complete control over message o External audience o Focus on persuasion o Impersonal  The overlap o Highly strategic ADV 310 Intro to Public Relations 8/22/16-8/26/16 Week 1 Q: How does a company stay connected with the public? A: Media placement, press conferences, news release (for minor events, journalists don’t get to ask questions) Q: How does an organization create/maintain/repair its public image? A: TV Commercials, strategy, Q: How can a business promote itself without paying for advertising? A: Getting people’s attention by using celebrities on their products, being bold and doing the right thing Q: How does an entire industry promote/protect itself? A: Using a worldwide event like the Olympics to change its image. Creating an ad campaign that covers the whole industry generally like milk. Q: How can we mobilize the community for a cause? A: Social Media Q: Why study PR? A: A possible career path in a rapidly growing industry, to think more strategically 8/24/16 Syllabus, Office Hours, Textbook Went over Schedule, talked about group projects, research 8/26/16 Got into groups for first Discussion


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

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!"

Jennifer McGill UCSF Med School

"Selling my MCAT study guides and notes has been a great source of side revenue while I'm in school. Some months I'm making over $500! Plus, it makes me happy knowing that I'm helping future med students with their MCAT."

Jim McGreen Ohio University

"Knowing I can count on the Elite Notetaker in my class allows me to focus on what the professor is saying instead of just scribbling notes the whole time and falling behind."


"Their 'Elite Notetakers' are making over $1,200/month in sales by creating high quality content that helps their classmates in a time of need."

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.