ADV 310 Week 2 Notes
ADV 310 Week 2 Notes Adv 310
Popular in Intro to Public Relations
verified elite notetaker
Popular in Department
verified elite notetaker
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.
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
Are you sure you want to buy this material for
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'