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Public Relations Notes

by: Maddy Schoap

Public Relations Notes STCM 232

Maddy Schoap
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About this Document

Notes before the midterm
Public Relations
Arhlene Flowers
Class Notes




Popular in Public Relations

Popular in Strategic Communication

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


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