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Public Relations Lecture Notes

by: Kacie Notetaker

Public Relations Lecture Notes ADPR3850

Marketplace > University of Georgia > Public Relations > ADPR3850 > Public Relations Lecture Notes
Kacie Notetaker
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These are the notes from the first lecture through the notes from guest speaker, Powell Moore from yesterday.
Introduction to Public Relations
Class Notes
public relations




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This 10 page Class Notes was uploaded by Kacie Notetaker on Wednesday August 24, 2016. The Class Notes belongs to ADPR3850 at University of Georgia taught by Cacciatore in Spring 2016. Since its upload, it has received 62 views. For similar materials see Introduction to Public Relations in Public Relations at University of Georgia.

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Date Created: 08/24/16
PR and definitions- Lecture 1 08/24/2016 ▯ The Heineken Payphone ad~ is it an ad? ▯ Commercials are ads ▯ ▯ Defining Public Relations  “Strategic management of competition and conflict…for the mutual benefit of the organization and its various stakeholders and publics”  “The management function that identifies, establishes, and maintains mutually beneficial relationships between organization and various publics on whom its success or failure depends”  “The management of communication between an organization and its publics” Who are the publics?  Internal and external o Based on organizational boundaries  Primary, secondary, and marginal o Based on influence/ need  Traditional and future o Based on time  Proponents, opponents, and uncommitted o Based on relationship o Proponents- support you ▯ ▯ Deliberate and Planned  PR is data informed  Based on empirical evidence Performance  Improve an organization’s standing  Relationships with employees ▯ Public interest ▯ Two-way communication  Expectation that you have a dialogue with people Components of PR  Research, media relations, publicity, financial relations, community relations, etc. ▯ ▯ A PR 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  Research defining PR problems  Action program planning  Communication execution  Evaluation evaluating the program ▯ ▯ Research- define the problem  Some form of qualitative or quantitative research is often conducted to define the problem, analyze the data o EX: a survey of company morale o survey of consumers o analysis of sales data  Sometimes conduct a situation analysis to summarize the problem and broader situation  Situation Analysis o Client background—know your customers o Product/ Service/ Brand info o Market/ Competition o Consumer Profile- who is buying your product, how long have they been buying, understand their thinking o Brand and Marketing Analysis-- o SWOT (Strengths, Weaknesses, Opportunities, and Threats) Analysis- where is there room for improvement o Strategic implications and recommendations—what can we do moving forward ▯ ▯ Action- state the program objectives  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? o Brainstorming from research stage Communication- develop campaign to meet objectives  Base the campaign on pre-existing research  Base the campaign on theory  Base the campaign on the research you conducted earlier in the process Evaluation  Should be done continuously  Did the campaign work?  Clients want to see numbers, how things have changed Alternative depictions of the process  Formative (before) research and analysis  Use research to establish objectives/strategies  Develop campaign  Execute  Evaluative (after) research  Use research to adjust future campaigns ▯ ▯ Differences between PR and Journalism  Scope o Journalism is about producing content  Ex: news articles, magazine features, TV segments o PR has a much broader scope  May organize a specific event one day and write press release the next, they have various jobs instead of focusing on one  Objectives o Journalism strives for objectivity in reporting  Point/counter point news writing, giving equal time to both sides of debate o PR has a goal of advocacy  Designed to change how you think about something, wants to persuade you  Audiences and Channels o Journalism produce content for the medium for which they work, but must also write for mass audiences  Write at the level every one can read o PR specialists will tailor their materials much more to different segments of the public and will often do so through a variety of channels  Work across different spaces Brand Journalism- produced by the brand ▯ ▯ Differences between PR and Advertising  Tools o Advertisers use paid placements as their primary tool for work  EX: print media ads, commercials o PR works in the area of “earned” or “owned” media o Professionals might submit news info to journalists for consideration (ex: organizing an event) but also rely heavily on the events themselves to build relationships with publics and different organizations  Audience o Advertisers are connected only with an external audience o PR 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 o Advertising is much smaller and is viewed as a specialized communication function (market the product) o PR is broader in scope dealing with the performance of the organization as a whole  Deal with how consumers view their organization and how employees within the organization feel, how customer service is operating  Cost o Advertising- expensive o Effective PR 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? Marketing defined 1. the act or process of selling or purchasing in a market; process of promoting, selling, and distributing a product or service ▯ Differences between PR and Marketing  Audience Focus o Marketing is consumer focused, w a goal of selling products or services through packaging and promotions o PR is focused on many different publics, and while sales are important and supported by PR, they are not its sole purpose  Concerned with relationships and trust with publics  Concerned w an org’s values  Language o Marketing utilizes sales oriented language  The speak “target markets” o PR is less concerned with the “hard sell” and is more conversational in tone  Interested in two way communication  Objective o Method of marketing is to satisfy economic objectives o PR might be doing its job if it raises awareness, educates, or informs the public, and/or builds trust in the organization  PR’s currency is not necessarily economic but could be awareness or trust ▯ ▯ How to meet your objectives  Public Relations is more effective than marketing or advertising at o Premarket conditioning o Long term strategy development o Generating work of mouth o Building a brand’s reputation o Building corporate reputation o Overcoming a crisis  Marketing is more effective than PR or advertising when it comes to o Launching a new product o Promoting a new product o Acquiring customers o Retaining customers o Targeting niche audiences  Advertising is more effective than PR or marketing at o Building awareness for a specific product or service ▯ Strategic communication:  Concept of integration o To use a variety of strategies and tactics to convey a consistent message in a variety of forms ▯ ▯  Why the shift to integrated/ strategic communication?  Downsizing leads to consolidation o Fewer employees expected to do same amount of work  Tighter budgets o Advertising can be costly so alternative means of building publicity being turned to  Lets not just do advertising, lets find ways to do other things  Advertising clutter and credibility o Maybe not the cure all it was believed to be  Increasing attention to how social policy can influence the marketing of products invites PR participation o What groups should the organization give to, if any? How PR contributes to the bottom line  Building awareness- increase sales and stock prices through publicity, promotion, and targeted communications to segmented audiences  Organizational motivation- increase company morale through internal relations and communication  Issue scanning- understanding public opinion early in the process through systematic and comprehensive research  Opportunity identification- discover new markets and opportunities by maintain dialogues with a variety of audiences  Crisis management – protect your position and rep by having a concrete plan for handling crisis o Ex: Ryan Lochte fabricating the robbery  Counseling executives- help make informed decisions by counseling those in charge  Serving as an agent of change- outline benefits and plans for change through dialogue with a variety of audiences ▯ UGA and Grady graduate ▯ Nixon, Ford, Reagan, W Bush ▯ Department of Defense ▯ ▯ Senate office ▯ Office in white house ▯ Office across from assistant general of the army ▯ Office in pentagon ▯ Worked on republican conventions ▯ Two oversees assignments ▯ Served in army in Germany ▯ Bush administration ▯ Representative of secretary of defense ▯ ▯ Trying to influence public policy in DC ▯ Lobbying ▯ Went to Ft. Benning ▯ ▯ While you were in college, what were the most beneficial things you did for your career? “Business manager for red and black” ▯ ▯ What would you consider your greatest achievements? “Working for Richard Russell”  Berlin wall went up while in Germany  In Pentagon while plane flew into it ▯ Reagan  “Wrote a radio strip everyday, makes you think how you want to face the issues of that day” ▯ Experiences with different cultures doing your job  Russian federation has drug problem fueled out of Afghanistan, thought it was bad if we thought it was good, they don’t understand win win scenarios over there ▯ How has PR changed over the years?  “Technology”


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