Principles of Public Relations Week 1 Notes
Principles of Public Relations Week 1 Notes STC 116
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This 4 page Class Notes was uploaded by Elaina Palacki on Sunday August 30, 2015. The Class Notes belongs to STC 116 at University of Miami taught by Weiting Tao in Summer 2015. Since its upload, it has received 76 views. For similar materials see Principles of Public Relations in Strategic Communication at University of Miami.
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Date Created: 08/30/15
Public Relations Class 1 the management function that identi es establishes and maintains mutually bene cial relationships between an organization and the various publics on whom its success or failure depends all about relationship management publics are the audiencesstakeholders in the process Exampes ofpubics communities peers governmentsregulators employees shareholdersinvestors clients media organizationsinitiatives NGOs ratingresearch agencies politicianspolitical parties suppliers internal publics employees contractors trade unions local local gov local NGO suppliers neighbors local interest groups customers etc nannal international Key Words for Public Relations objectives of public relations activities awareness acceptance attitude change behavior change before you do a campaign you do surveys to make sure the audience enjoysunderstands the message words and actions need to be effective in delivering the message public interests Ste a diam Public Relations as a Process Research what is the problem or situation Action what is going to be done about it program planning Communication How will the public be told execution Evauation what were the effects Research client problem audiences Objectives impact output Programming planning implementation Evauation preparation in process monitoring postprogram analysis Stewardship reciprocity responsibility reporting relationship nurturing Class 2 August 27 2015 Differences between Journalism and Public Relations journalism writing management skills may not be required objectivity communicate with mass audience through single channel to inform Public Relations writing special events counseling many components besides writing management skills required objectivity and advocacy communicate with highly segmented audiences through various channeb to inform and change attitudes and behaviors Differences in Marketing and Public Relations Advertising paid spacetime guaranteed placement to sell goods and services external audiences customers use mass media outlets specialized communication function Public Relations free placement no guaranteed placement to generate understanding externalinternal audiences use various channels to get message across management function focusing on communication Differences in Marketing and Public Relations Marketing make money for the organization to build markets for goods and services primarily deal with external audiences product publicity and promotion use persuasive approaches to obtain interest Public Relations save money for the organization crisis prevention to build relationships and foster good will deal with external and internal audiences management and communication function use accommodative approaches dialogue mutual understanding to achieve public interest integrated communication IC integrated marketing convergent communication A communication process of planning creating integrating and implementing diverse forms of marketing communication advertising sales promotion direct marketing public relations online communications and social media that are delivered over time to a brand s targeted customers Reasons for Use of IMC all about synergy multiple communication and marketing methods yield more than individual when coordinated the sum is worth more than the parts Public Relation specialists from 1950 to 2012 has grown from 19000 to 229100 Where PR Practitioners Work Most work in either Corporations 40 PRadvertisingmarketing communication rms 27 Levels of PR Positions entry level technician account supervisor account manager director executive Pay depends on region title type of organization job classi cation either technical or managerial Essential Career Skills to be a CCO writing skills research ability planning expertise problem solving ability businesseconomic competence Harvard business review the economists wall street journalnew york times adageregancomPR strategistsPR tactics expertise in social media To get Involved take classes research case strategies writing campaigns social media strategies graphic design international public relations internships PR Concepts PRSSA Public Relations Student Society of America PRSA Public Relations Society of America
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