COM 107 WEEK OF 11/2
COM 107 WEEK OF 11/2 COM 107
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This 3 page Class Notes was uploaded by Samuel Gozinsky on Thursday November 5, 2015. The Class Notes belongs to COM 107 at Syracuse University taught by Prof. Chock in Fall 2015. Since its upload, it has received 15 views. For similar materials see Communications and Society in Communication at Syracuse University.
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Date Created: 11/05/15
Public relations COM 107 11-2-15 I. Cutlip, center and broom A. PR is the management function of building and maintaining mutually beneficial relationships between a. Management function 1. PR operates best when it works with the dominant coalition or the top decision makers in an organization 2. Because the dominant coalition ultimately sets the image or identity of the organization 3. Based on the decisions the dominant coalition makes on behalf of the organization- the chief executives 4. Based on the organization’s actions 5. The job of PR is to counsel management B. How to build corporate character a. Ensure CEO commitment b. Create collaboration at the top c. Build on the existing values and culture d. Assess the needs and values of all stakeholders e. Include the entire team f. Develop a set of valued behaviors g. Tell the story through consistent communication h. Reinforce and reward behaviors i. Incorporate values into business models and behaviors j. Develop appropriate measurements C. Mutually beneficial relationships a. Win-win relationships if possibke b. Agree to disagree relationships when necessary c. Give-take relationships to maintain balance D. Building and maintaining relationships a. PR does this: 1. Help to identify relationships that need to be cultivated 2. Help to establish relationships 3. Help to understand the dynamic of key relationshios 4. Help to make relationships as helpful to the organization as possible E. Publics a. A group of people joined by a common issue b. This group can evolve on its own c. This group can hurt the organization d. It can help the organization e. It may have a stake in the organization f. It can be active, aware, or latent 1. Latent- you are affected by the organization, but youre not aware of it g. There is always more than 1 public for every issue h. PR tries to move people from latency to awareness to active F. Success or failure a. PR’s role is to create a stable environment for the organization to operate b. Build and maintain relationships that will help organization succeeed c. Negotiate relationships that are threatening th4e success of the relationship and try to create II. The process of PR A. Communication B. PR is the management of communication between an organization and its publics C. Every organization is a media company a. Content b. Credibility needed c. Accuracy d. Information source e. Converged 1. Oline 2. On air 3. In print 4. In person D. 4 step process a. Resrerach b. Objectives c. Programming 1. Strategies: 2. Paid, earned, shared, owned d. Evaluation III. PR vs. Advertising and marketing A. Advertising- info placed inb the media by an identifiable sponsor that paid for the time/ space. It’s a controlled method of placing messages in the media B. Marketing- the anticipation, management and satisfaction of demand through the exchange process C. PR serves more than cconsumer market and uses other techniques that are not paid or controlled D. IMC= Integrated marketing communications a. The coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program that maximizes the impact on consumers and other end users at minimal costs b. Includes advertising, consumer promotions, personal selling, med IV. Human Resources (HR) vs. employe relation A. HR- anything related to employees life including hiring, benefits, education, retirement, work-life balance. Create, implement and evaluate things related to employees B. Employee relations: managing communications with employees. This is PRs job V. Public affairs and lobbying A. Public affairs/ government relations- managing communication between organization and government and lefislative agencies/entities B. Lobbying- government relations with the objective of influencing legislation and regulatippns VI. Development and investor relations A. Development- managing relationships with donors, volunteers and members of an organization, particularly non profit organizations B. IR- managing relationships with shareholders and financial community VII. Publicity and promotions A. Info from outside sources that is used by the media because it is newsworthy
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