Public Relations Notes
Public Relations Notes STCM 232
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This 9 page Class Notes was uploaded by Maddy Schoap on Thursday March 3, 2016. The Class Notes belongs to STCM 232 at Ithaca College taught by Arhlene Flowers in Fall 2016. Since its upload, it has received 10 views. For similar materials see Public Relations in Strategic Communication at Ithaca College.
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Date Created: 03/03/16
Public Relations Naming a product recognition association 1st impression Public Relations Employee Community Gov/Civic Affairs Media Campaigns/politics Definition: • Writing • Connections • Data/Forecasting • Lobbying/persuasion • Outreach Publics Reaching them • social media • website • advertisements • presentations Who are they 1 • Target audience • Stakeholders • Internal &External • Users • Primary, secondary, and marginal • Traditional and future • Proponents, opponents and the uncommitted When you approach your client, do research. RACE: Research, Action, Communications, Evaluation ROSIE: Research, Objectives, Strategies, Implementation, Evaluation PRIE: Research, Planning, Implementation, Evaluation ADDIE: Analyze, Design, Develop, Implement, Evaluate Public Relations promotes the entire organization. Marketing and Advertising promote a product or service PR Functions Writing Social Media interface Counseling Publicity Community Relations Investor Relations Public Affairs and Issues 2 Media Relations Planning Researching Marketing communications Consumer Relations Government Affairs Special Public Relations Crisis Communications Successful PR Career Diversity of experience Performance Communication skills Relationship building Proactivity and passion Teamliness Intangibles (personality, likability, chemistry) Necessary Technical Skills Knowledge of the field Communications knowledge Technological knowledge Current events knowledge Business knowledge Management knowledge 3 Necessary “Attitudes” Pro communications Advocacy Counseling attitude Ethics Willingness to take risks Positive outlook Wednesday, September 2, 2015 History and Growth of Public Relations Public awareness/Public Opinion Globalization 4 Conflict, change, confrontation Ivy lee Father of Public Relations Publicity and Press Agentry vs Public Relations Earn public confidence and good will through honestly and accuracy Strive to INFORM WWI & the Creel Committee (Committee on Public Information) Publicity as a weapon to encourage national sentiment and support WWII & the US Office of War Information (OWI) June 19421945 Radio, Newspaper, Poster, Photos, Films, etc Connection between battlefront and civilians International endeavors cont’d • State Department • US Information Service • CIA/Strategic Services Edward Barnays & Doris Fleischman Transformed from journalistic to underpinned in psychology, sociology and social psychology • reach individuals in terms of their unconscious desires, fears, and needs 5 BursonMarsteller, NY Emphasized marketingoriented public relations • help clients sell their goods and services, maintain a favorable market for their stock, and foster harmonious relationships with employees Aurthur Page Analyze overall relation to the public create a system for informing all employees about firms general policies and practices create a system giving contact employees the knowledge to deal with the public create a system drawing employee and public questions back up through the organization to magement ensure frankness in communicating company action Wednesday, September 9, 2015 Interactive Communication Process The essence of communication in all contexts is that people exchange messages to accomplish goals or objectives Strat Comm is designed to MAXIMIZE opportunities Getting there 6 Components: Theories: World View: • People • See • Objective Models (senders/rece ivers/theorizer • Probe • Interpretive • Message s) • Critique • Critical • Source • Messages: (sender) the creation • Act • Encoding and interpretation • Channel of • Symbols: the • Receiver uses and meanings • Decoding • Channels/ • Feedback Medium • Noise • Noise/ • Shared interference meaning • Contexts/ social locations 7 Grunig Hunt Four Models Public Agentry Model Public Information Model Two Way Asymmetric Model Two Way Symmetric Model 8 Tuesday, March 8, y 9