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Practice Upload

by: Samantha Suarez

Practice Upload

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Samantha Suarez

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This 5 page Class Notes was uploaded by Samantha Suarez on Sunday September 4, 2016. The Class Notes belongs to at George Mason University taught by in Fall 2016. Since its upload, it has received 4 views.


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Date Created: 09/04/16
COMM 204 Chapter 1 What is Public Relations? Summary  Skills o Interpersonal communication, research negotiation, creativity, logistics, facilitation, and problem solving  Global o The PR field is most extensively developed in the U.S.  Organizations are projected to spend almost $8 million annually (by 2013) on public relations o Belgium, Brazil, Canada, China, France, Germany, Italy, Japan Sweden, & the UK were among the top 50 agencies in 2011 according to income  Defining PR o A process involving numerous subtle and far-reaching aspects beyond media and coverage o Includes research and analysis, policy information, programming, communication, and feedback from numerous publics (Ex. Employees, consumers, investors, etc.) o “Management function that identifies, establishes, and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends” Scott M. Cutlip, Allen H. Center, and Glen M. Broom Words/Phrases that make up PR activity:  Deliberate: Public relations activity is intentional. It is designed to influence, gain understanding, provide info, and obtain feedback  Planned: PR activity is organized. Solutions to problems are discovered and logistics are thought out. The activity is systematic and takes place over a period of time  Performance: Effective PR is based on actual polices and performance. No amount of PR will generate goodwill and support if an organization is unresponsive to community concerns  Public Interest: Reputable PR activity is mutually beneficial to the organization and the public; provides for the alignment of the organization’s self interests with the public’s concerns and interests  Two-Way Communication: more than one-way dissemination of informational materials. It is equally important to solicit feedback  Strategic Management of Competition and Conflict- PR is most effective when it is an integral part of decision making by top management. PR involves counseling and problem solving at high levels, not just the dissemination of information after a decision has been made by other leaders Public Relations as a Process  RACE o R= Research (What is the problem or situation?) o A= Action (What is going to be done about it?) o C= Communication (How will the public be told?) o E= Evaluation (Was the audience reached and what was the effect?) Components of PR  Counseling  Media relations  Publicity  Community relations  Governmental affairs  employee relations  investor relations  development/fundraising  special events  marketing communications How is PR different from Journalism?  Although writing is an important activity in both PR and journalism, the scope, objectives, and channels are different for both  PR has many components. Journalistic writing and media relations, are only two of these elements.  The objective of PR is not only to inform, but to change people’s attitudes and behaviors  Audiences: Journalists write for a mass audience. Public relations professionals segment audiences based on various demographic and psychological characteristics.  Channels: Journalists reach audiences through one channel. PR professionals use a variety of channels How is PR different from advertising?  Publicity is just one area within PR  Advertising works almost exclusively through mass media outlets. PR relies on a number of communication tools (SMS, brochures, events, speeches, news releases, etc.)  Advertising is addressed to external audiences- primarily consumers of goods and services. PR presents its message to specialized external publics (stockholders, vendors, community leaders, etc.) and internal audiences  Advertising is used as a tool in PR  Advertising is primarily to sell goods and services. PR’s function is to help an organization thrive in complex, competitive, environments. How is PR different from marketing?  The goal of PR is to attain and maintain accord and positive behaviors among social groupings on which an organization depends to achieve its mission. PR builds and maintains a hospitable environment for an organization  The goal of marketing is to attract and satisfy customers and clients on a long term basis to achieve an organization’s economic objectives. Marketing builds and maintains markets for an organizations products or services.  PR can be a part of a marketing strategy  PR activities contribute to fulfilling marketing objectives 1. Develop new prospects for markets (people who inquire after seeing a rdoduct release in the news media) 2. Provide 3 party endorsements—via newspapers, magazines, radio, & TV—Through news releases a/b a company’s products, services, etc. 3. Generate sales leads, usually through articles in the trade press a/b new products and services 4. Pave the way for sales calls 5. Stretch and organizations advertising and promotional dollars through timely and supportive news releases 6. Provide inexpensive sales literature—articles about a company and its products 7. Establish a corporation as an authoritative source of info on a given product 8. Help sell minor products that don’t have large advertising budgets How can an Integrated approach to PR benefit an Organization?  An organization’s goals and objectives are best achieved by integrating the activities of advertising, marketing and PR to create a consistent message  Integration requires teamwork and the recognition that each field has strengths that complement and reinforce one another


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