1. Muhammad Waqas Public Relations Lecture 27

2. Muhammad Waqas Recap I.Print Production II.Television Art Direction III.Broadcast Production IV.Effective Web Design

3. Muhammad Waqas 17 - 3 Chapter Outline I.Chapter Key Points II.The Practice of Public Relations III.Public Relations Planning IV.Public Relations Tools V.Effectiveness and PR Excellence

4. Muhammad Waqas 17 - 4 Key Points Explain what PR is and how it differs from advertising Describe the most common types of PR programs Analyze the key decisions in PR planning Explain the most common types of PR tools Discuss the importance of measuring the results of PR efforts

5. Muhammad Waqas 17 - 5 The Practice of Public Relations Used to generate goodwill for an organization Helps an organization and its publics relate to each other

6. Muhammad Waqas 17 - 6 Comparing Public Relations and Advertising Media use Control Credibility Public relations people seek to persuade media gatekeepers to carry stories about their companies This aspect of PR is called publicity

7. Muhammad Waqas 17 - 7 Comparing Public Relations and Advertising Media use Control Credibility In the case of news stories, public relations people are at the mercy of the media gatekeeper Advertising runs exactly as the client who paid for it has approved

8. Muhammad Waqas 17 - 8 Comparing Public Relations and Advertising Media use Control Credibility The public tends to trust the media more than they do advertisers Implied third-party endorsement

9. Muhammad Waqas 17 - 9 Types of Public Relations Programs Media relations Employee relations Financial relations Public affairs Fund-raising Cause marketing Focuses on developing media contacts Knowing who in the media might be interested in the organization’s story

10. Muhammad Waqas 17 - 10 Types of Public Relations Programs Media relations Employee relations Financial relations Public affairs Fund-raising Cause marketing Programs that communicate information to employees Internal marketing – Communication efforts aimed at informing employees about marketing programs

11. Muhammad Waqas 17 - 11 Types of Public Relations Programs Media relations Employee relations Financial relations Public affairs Fund-raising Cause marketing All communication efforts aimed at the financial community

12. Muhammad Waqas 17 - 12 Types of Public Relations Programs Media relations Employee relations Financial relations Public affairs Fund-raising Cause marketing Corporate communication programs with government and with the public on issues related to government and regulation – Lobbying – Issue management

13. Muhammad Waqas 17 - 13 Types of Public Relations Programs Media relations Employee relations Financial relations Public affairs Fund-raising Cause marketing The practice of raising money by collecting donations

14. Muhammad Waqas 17 - 14 Types of Public Relations Programs Media relations Employee relations Financial relations Public affairs Fund-raising Cause marketing When companies associate themselves with a cause, providing assistance and financial support

15. Muhammad Waqas Summary I.Chapter Key Points II.The Practice of Public Relations

16. Muhammad Waqas Reference Wells, W., Burnett, J. and Moriarty, S. (2006), Advertising Principles and Practice, Prentice- Hall, New Delhi, ND.