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MC3343 Notes, 8/30-9/1

by: Graciela Sills

MC3343 Notes, 8/30-9/1 3343

Graciela Sills
Texas State
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About this Document

A summary of the material from the first two days of class. Includes basic definitions and examples pertaining to public relations.
Intro to Public Relations
Charles Kaufman
Class Notes
masscommunication, PublicRelations




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Popular in Journalism and Mass Communications

This 3 page Class Notes was uploaded by Graciela Sills on Sunday August 28, 2016. The Class Notes belongs to 3343 at Texas State University taught by Charles Kaufman in Fall 2016. Since its upload, it has received 8 views. For similar materials see Intro to Public Relations in Journalism and Mass Communications at Texas State University.

Similar to 3343 at Texas State

Popular in Journalism and Mass Communications


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Date Created: 08/28/16
Intro to PR Notes: 8/30­ 9/1    Public relations = ​strategic ​communication process that b​ utually beneficial  relationships between organizations and their publics     or    PR = management of information as it affects general and specific target audiences or publics    Creating Awareness/Making Impressions  ● Publicity stunts   ○ Goodyear Blimp offered free rides (1925)  ○ “Taco Liberty Bell” (1996)  ○ Victoria’s Secret “Black Diamond Fantasy Miracle Bra” (2008)  ○ Flash mobs  ○ AMC put zombies on New York City streets to promote ​ he Walking Dead  ● Organize special events   ● Write and distribute news releases   ● Seek free news coverage  ● Manage crisis communication  ● Help with branding  ● Write speeches and create political messages  ● Create propaganda   ● Prepare clients for interviews  ● Generate publicity for celebrities  ● Counsel clients on strategy  ● Create exhibits   ● Promote and raise funds for nonprofit groups  ● Create social media  ● Work with conventional media      Key Functions    Media Relations  ● Managing traditional and digital media  ○ Telling a story  ● Content development/New Media  ● Crisis communications  ● Event planning  ● Campaigns  ● Image management  ● Promotional and publicity  Flack or flak­ ​term journalists often use for PR people  (Originated 1939; word was once acronym for a German anti­aircraft gun)    Spin doctor­ ​refers to any effort by PR people to find positive side to a story  (Originated in 1980s; referred to unethical or misleading tactics by politicians and campaigns)    PR is a loop­­ NOT one­way  ● PR listens to publics to understand their needs and responses  ● Actions and communication are adapted based on feedback    Boundary spinning or linking  ● PR links organizations and publics; spans gap between the two    Media Relations/Publicists  ● Also called​ ress agents  ● Concerned with one PR task: to get stories about clients in media  ● The job is to get publicity  ● Pitch to traditional media (gatekeepers)  ● Creating media (bypassing gatekeepers)    What it is not/distinctions  ● Marketing  ● Journalism: unlike PR, journalism consists of “objective”/unbiased information  ○ Seeks out adversarial relationships  ○ Communicates with mass audiences  ● Advertising: involves buying space/time in media (more costly)  ○ Guaranteed placement of messages  ○ Sells goods and services  ○ Focuses on external audiences  ○ Mass mediated  ○ Projects “What you wish for” message    PR often complements ad campaigns  ● Managing info, publics (internal and/or external), + events in problem­solving context    Integrated Marketing Communication (IMC)  ● PR, advertising, and sales promotions support each other  ○ Print, broadcast, interactive, direct response, etc.    Training for PR  ● Writing (storytelling)  ● Research  ● Planning  ● Problem­solving  ● Business, marketing, economics  ● Media creation  ● Helpful: photography, graphics/design, web, New Media, etc.    Career opportunities: corporate entity, nonprofit organizations, PR firm (large and small), hybrid  PR/advertising agency  ● Most PR firms and corporate entities take on pro bono projects for nonprofits as a matter  of corporate responsibility.  It’s “good PR” and the right thing to do.    PR opportunities: in PR, outsourcing means that a company hires PR firms to do some or all of  its PR work  ● Most companies outsource some activities  ● Big firms: Edelman, Burson­Marsteller, Weber Shandwick, Cohn & Wolfe,  Fleishman­Hillard  ● Boutique, specialized firms as well (e.g., all digital)   


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