Definitions and Key Terms
Definitions and Key Terms MCA 180
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This 2 page Class Notes was uploaded by Rk18370p on Saturday September 17, 2016. The Class Notes belongs to MCA 180 at Pace University taught by Zeke in Fall 2016. Since its upload, it has received 4 views.
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Date Created: 09/17/16
September 12, 2016 Key Terms and Definition of Public Relations Influencing beliefs and behaviors 1. Power: use authority for overt 2. Patronage: purchase or bribery 3. Persuasion: use communication to promote good will Public Relations is… “management of relationships between an organization and its publics” Defining Public Relations All definitions of PR frame it as Planned activity - organized behavior consistent with values and goals Management function- must be a top concern of leadership Involves two-way communication - involves soliciting feedback Research-based science - must conduct formal and informal research to effectively communicate Socially responsible – constructive in society RACE Process Research: define problem The discovery phase Analysis: what is going to be done The strategy phase Communication: execution The action phase Evaluation: was the audience reached The measurement phase 4 Student Misconceptions 1. Negative Perceptions of the Field September 12, 2016 ◦ PR is more than media relations and special events planning 2. Lack of Management Knowledge ◦ Reliance on strategic management process 3. Lack of Understanding about Relationships ◦ Maintenance, facilitation, problem solving and conflict resolution 4. Lack of Knowledge about Research ◦ Comprises a large portion of field
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