What is Public Relations? (August 24th and 26th)
What is Public Relations? (August 24th and 26th) MC3343
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This 10 page Class Notes was uploaded by Chelsea Kubenka on Sunday August 30, 2015. The Class Notes belongs to MC3343 at Texas State University taught by Charles Kaufman in Fall 2015. Since its upload, it has received 106 views. For similar materials see Intro to Public Relations in Journalism and Mass Communications at Texas State University.
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Better than the professor's notes. I could actually understand what the heck was going on. Will be back for help in this class.
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Date Created: 08/30/15
WHAT IS PR Perception vs Realities AUGUST 24th Perception refers to how people perceive somethingsomeone o Someone39s opinion the truth as you define it Reality Truth based on actual documented evidence regardless of bias PUBLICITY STUNTS 1925 Goodyear blimp offered free rides 1996 Taco bell bought the liberty bell 2008 VS fantasy bra WHAT IS PR Public Relations Definition Organize special events 0 Help with branding Management of info as it affects Write and distribute news releases general amp specific target 0 Seek free news coverage audiences or publics it manifests Manage crisis itself in many forms 0 Write speeches and create political messages 0 Create propoganda Pepare clients for interviews Key points of PR definition 0 Generate publicity Mutually beneficial 2 way Counsel clients on strategy exchange 0 Create publications Stategic deliberate amp 0 Create and staff exhibits planned 0 Work and media Focused on ALL publics or 0 Create buzz target audiences of an organization PR amp REPUTATIONS General opinion of an institution of individual formed usually over an extended period of time DIRECT AND INDIRECT EXPERIENCES Direct experience 0 1st hand personal experience 39 Shopping I Website 39 Staying ata hotel 39 Vacationing I Attending a university Indirect experience 0 Lisening to friends 0 Sharing forwarding media ads etc AUGUST 26TH 1027 PM DIFFERENT KINDS OF PR 0 Corporate communication 0 Public affairs 0 Corporate relations 0 Corporate marketing and communication 0 Communication specialist Public information KEY FUNCTIONS Media Relations 0 Managing traditional media 0 Content development new media 0 Crisis communications 0 Event planning Campaigns Problem solving 0 Image management message Promotions and publicity Names that PR people are called FLACK OR FLAK Term journalist use for Public Relations people 0 Around since 1939 0 Once was an acronym for a German antiaircraft gun SPIN DOCTOR In the 1980s it was refered to unethical or misleading tactics by politicians Now refers to an effort by public relations people to find a positive side to a story PUBLIC RELATIONS IS A LOOP PR is goneway PR listens to publics to understand their needs and responses 0 Actions and communication are adapted based on the feedback MEDIA RELATIONS PUBLICISTS Press agents Concerned with one PR task 0 To get stories into the media about clients 0 Job is to get publicity Pitch to traditional media 0 Gatekeepers Creating media 0 Bypassing gatekeepers WHAT IT IS NOT DISTINCTIONS Journalism 0 Provides quotobjectivequot info 0 Purports to be unbiased in representing info 0 Seeks out adversial relationships 0 Generally communicates with mass audiences Advertising 0 Involves buying spacetime in media 39 More costly o Guarenteed placement of messages o Sells goods and services 0 Focuses on external audiences 0 Mass mediated PR vs ADVERTISING PR 0 Managing info publics internalexternal events in a problemsolving context 0 PR in the business of selling ideas 0 Advertising 0 Producing conclusions visually INTEGRATED MARKETING COMMUNICATIONS IMC PRAdvertisingsales promotion quotmarketingquot all support each other TRAINING IN PR 0 Writing storytelling Research 0 Planning Problemsolving Business marketing economics 0 Media creation 0 Helpful 0 Photography graphicdesign web new media etc CAREER OPPORTUNITIES Corporate entity 0 PR firm large and small 0 Hybrid PRAdvertising agency Nonprofit organizations 0 You can always do non profit work on the side and still hold a regular job with one other opportunities listed above PR OPPORTUNITIES In PR outsourcing means that a company hires PR firms to do some or all of its PR work ADVANTAGES OF USING A PUBLIC RELATIONS FIRM Objectivity 39I39II J IIJ of the o Iniro party Independent 0 Collaborative work 0 Variety of skills expertise Deep bench o Offices across the country andor globe Special problemsolving Different level of accountability DISADVANTAGES Superficial grasp of client problems 0 Need for prolonged briefing period Resentment of internal staff a problem that can be solved HOW FIRMS GET PAID Basic hourly fee plus reimbursement for outofpocket expenses