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Working in Public Relations

by: Rk18370p

Working in Public Relations MCA 180

Marketplace > Pace University > MCA 180 > Working in Public Relations
GPA 3.81

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Week 3 9/26/16
Intro to PR
Class Notes
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This 2 page Class Notes was uploaded by Rk18370p on Saturday September 24, 2016. The Class Notes belongs to MCA 180 at Pace University taught by Zeke in Fall 2016. Since its upload, it has received 3 views.

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Date Created: 09/24/16
Working in Public Relations I. Examples a. Political PR i. The process by which an organization or individual actor engages in purposeful communication political purposes ii. Seeks to influence and to establish relationships so that political goals can be achieved b. Celebrity PR i. The process by which an individual actor builds good for the goal of building and maintaining celebrity ii. Not geared toward promoting particular films, television programs or products but the individual II. 2 ways of explaining PR a. Resource Dependency Theory i. strategic approach ii. look to establish relationships with publics in order to gain access to needed resources (Pfeffer & Salancik, 1978) iii. to acquire resources, organizations build productive relationships with publics that control the resources iv. explains need for organization to negotiate position within environment v. They all have a resources we need 1. Clients 2. Media 3. Consumers 4. Critics 5. Stockholders and analysts 6. Competitors 7. Government 8. Educational institutions b. Institutional Theory i. beyond instrumental ii. acknowledging that there are influences on decision making that are often shaped by non-instrumental factors (DiMaggio & Powell, 1991) iii. forms of ideas, practices and structures span organizations and become authoritative guidelines for social behavior (Scott, 2004) iv. Explains need for organization to negotiate position within environment III. 2 Categories of Practitioner a. Managers – solve problems, advise leaders, make policy decisions b. Technicians – prepare communications that executive public relations policies IV. Where are the jobs a. Corporations i. Where most PR occurs ii. Employee relations, government relations, media relations, community relations, b2b relations, consumer relations, investor relations b. Nonprofits i. Similar to corporations ii. But added donor relations and fundraising c. Governments i. Focus on voters, news media, employees and special- interest groups d. Agencies i. Assist with other organizations e. Independent Consultants i. Smaller range of activity than agencies


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