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PUR 3000, Week 1

by: Taylor Notetaker

PUR 3000, Week 1 PUR3000

Taylor Notetaker
GPA 3.5

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About this Document

Crisis Management, What is PR, Advertising, History
Principles of Public Relations
Class Notes
public relations, journalism, UF
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This 7 page Class Notes was uploaded by Taylor Notetaker on Tuesday September 13, 2016. The Class Notes belongs to PUR3000 at University of Florida taught by Kong in Fall 2016. Since its upload, it has received 8 views. For similar materials see Principles of Public Relations in Public Relations at University of Florida.


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Date Created: 09/13/16
What is Public Relations?  Apple utilizes PR to launch their new products Marketing communication of PR Advertising  PR  Marketing  All are integrated aspects  Build a mutual beneficial relationship with your audiences PR is to build good images and maintain those good images to the public  Must have a good identity Crisis Communication/Management  PR lets the public know of the crisis and how to prevent it from happening again in the future  PR responding to the plagiarizing of Michelle Obama’s speech during the presidential campaign o PR specialists must do extensive research before hand o Make sure that the information matches up with your client’s values and interests Public Relations = “The management of communication between an org and its publics” “A communication function of management thru which orgs adapt to, alter, or maintain their environment for the purpose of achieving organizational goals” – Long & Hazelton 1  PR is a strategic communication process that builds mutually beneficial relationships between orgs and their public -PR society of America 2012  Who says? What? To Whom? Through what channels? with what effects?  Communication is a receiver-phenomenon  Orgs: Profit, non-profit, gov’t  Publics: community members, stockholders (shareholders), consumers, employees, media, government agencies, activist, etc. Want them to know about my products, trigger their desire to buy product, make audience think that it is a 2-way communication, relate to them and take suggestions in to consideration Must use your audiences’ own language to communicate with them  Cultural differences (baby-boomers vs millennials)  Makes communication more effective  Must maintain a good relationship between the employer and employees  Must maintain relationship with different types of media relations Key words for defining PR  Management function – deliberate and planned, persuasive and advocacy  Relationships  Research, strategic, evaluation 2  Communication – all types, especially 2-way communication  Advocacy – representing your organization, telling the public the truth  Public interest – ethics  Continual process  Solve problems  Performance- bottom line Contribution to the bottom line  Awareness and info  Organizational motivation  Issues anticipation – if you can’t anticipate and solve the issue, the issue can turn into a crisis  Opportunity identification  Crisis management  Overcoming executive isolation  Social responsibility  Influencing public policy o Feb. 2003, anti-war protests RACE: Process of PR Research  Action  Communication  Evaluation  R: Research: what is the problem or situation  A: Action: (program planning) - what is going to be done about it? goals and objects  C: Communication: (execution) how will the public be told o Take advantage of the media and edit ur message  E: Evaluation: was the audience reached and what was the effect 3 Old McDonald’s Add 1970’s  Theme: cleaning  At that time customers were very concerned with the cleanliness in restaurants Case Study  Costa Concordia  Carnival corporation is the how is happened explain how to Components of PR  Counseling  Research  Media relations  Publicity  Employee/member relations  Community relations o Starbucks Community Relations  Public Affairs  Government Affairs  Issues Management  Financial Relations  Industry Relations  Development/Fundraising Journalism vs PR Journalism  Main component is writing  Not necessarily management  Ascribes to objectivity  Mass audience single channel of media employer  Informs PR 4  Many components: writing, special events, counseling  Management skills required  Advocacy vote  Communicate with highly segmented audiences  Variety of channels  Informs to change attitudes and behaviors Advertising vs PR Advertising  Paid space/time  Guaranteed placement  Selling goods and services  External audiences  Mass media outlets  Specialized communications PR  Free placement  No guaranteed placement  Generate public understanding  Internal and external audiences  Wide range channel  Create favorable environment Marketing vs PR Marketing  Makes $$ for the organization  Builds markets for goods& services  Deals with primarily external audiences  Restricts PR to product publicity and promotion  Persuasive, customer based 5 PR  Save $$ for the organization  Builds relationships and good will  Wide range of internal and external audiences  Includes many mgmt. and communication functions  Accommodative through dialogue, both customers and non Integrated Marketing Communication (IMC)  Website  Social Media  PR  Search Marketing and SEO  Events  Advertising  Direct Marketing  Email Marketing  Internal Communications TV/Radio Other Terms for PR  For Fortune 500 companies: corporate communication (165), PR 64, public affairs, communication, corporate relations, corporate public affairs  Public info – social service agencies, universities and government agencies  Community relations – social service agencies  Public affairs – military  Negative: flack, flak, spin, spin doctors Where PR Practitioners work?  34% corps 6  19% nonprofit/foundation  17% PR/Advertising/marketing communication firms  10% gov’t  8% educational institutions  8% independent consulting Fields of PR  large gender gap in salaries Essential career skills  writing skills  research ability  planning expertise  problem solving  business/economics experience  expertise in social media 7


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