PUR 3000, Week 1
PUR 3000, Week 1 PUR3000
Popular in Principles of Public Relations
verified elite notetaker
Popular in Public Relations
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.
Reviews for PUR 3000, Week 1
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: 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
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'