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Published byNorma Smith Modified over 8 years ago
What is Public Relations?
A Definition of Public Relations A variety of definitions exists for public relations It is not necessary to memorize any particular definition The following key words frame most definitions: Deliberate Planned Performance Public interest Two-way communication Management function
Other Popular Names Public relations is an umbrella term Fortune 500 companies use corporate communications Other companies use communications Nonprofits use public information/public affairs or marketing communications
The Diversity of Public Relations Work Counseling Research Media relations Publicity Employee/Member relations Community relations Public affairs Government affairs Issues management Financial relations Industry relations Development/fund-raising Multicultural relations/workplace diversity Special events Marketing communications
Public Relations vs. Journalism Scope Public relations has many components; journalism has only two: journalistic writing and media relations Objectives Journalists are objective observers; public relations personnel are advocates Audiences Journalists focus on a mass audience; public relations professionals focus on defined publics Channels Journalists use only one channel; public relations uses a variety of channels
Public Relations vs. Advertising Advertising works through mass media; public relations relies on a variety of tools Advertising addresses external audiences; public relations targets specialized audiences Advertising is a communications function; public relations is broader in scope Advertising is a tool; public relations often supports advertising campaigns
Public Relations vs. Marketing Objectives Audience Completion vs. Opposition Role in Management
How Public Relations Supports Marketing Develops new prospects Third party endorsements Generates sales leads Paves the way for sales calls Stretches dollars Provides inexpensive literature Establishes credibility Helps sell minor products Public Relations is the “fifth ‘P’” in marketing strategies, which are product, price, place and promotion There are Eight ways PR supports marketing
Toward an Integrated Perspective An organization’s goals and objectives are best accomplished through and integrated approach Integration is the use a variety of strategies and tactics to convey a consistent message in a variety of forms Terms used to explain integration: Integrated marketing communications Convergent communications Integrated communications
Toward an Integrated Perspective cont.
A Career in Public Relations Five core courses for PR majors 1.Introduction to public relations 2.Public relations research, measurement, and evaluation 3.Public relations writing and production 4.Supervised work experience in public relations (internship) 5.An additional PR course in law and ethics, planning and management, and case studies or campaigns
Essential Career Skills 1.Writing skill 2.Research ability 3.Planning expertise 4.Problem-solving ability 5.Business/economics competence 6.Expertise in social media
The Value of Public Relations The world doesn’t need more information, but sensitive communicators to interpret its relevancy for people Public relations practitioners explain the goals and objectives of clients and employees to the public and provide them with guidance
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