Loading...

The Challenge of Public Relations  PR is multifaceted  A public relations professionals must have skills in  Written and interpersonal communication  Research  Negotiation  Creativity  Logistics  Facilitation  Problem solving 3. “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. Key Terms  Deliberate  Planned  Performance  Public interest  Two-way communication  Strategic management of competition and conflict  Relationships* 8. The RACE Process Research What is the problem? Action What is going to be done about it? Communication How will the public be told Evaluation Was the audience reached & what was the effect? 9.

The Components of Public Relations  Counseling  Research  Media relations  Publicity  Employee/member relations  Community relations  Public affairs  Government affairs  Issue management  Financial relations  Industry relations  Development/Fund-raising  Multicultural relations/workplace diversity  Special events  Marketing communications 10. Journalism Public Relations • Use many components • Advocates • Defined publics • Many channels Journalism • Uses only two components • Objective observers • Mass audience • One channel 11. Advertising Public Relations •Variety of communication tools •Specialized audiences • Broader in scope • Fills a support role • Creates a favorable environment for organization’s survival Advertising •Mass media outlets • External audiences • Is a communications function • Is a communication tool in PR • Sells goods / services 12. Marketing Public Relations • Builds relationships & generates goodwill •Deals with publics, audiences & stakeholders Marketing • Sells products / services •Deals with target market, consumers & customers 13. PR Supports Marketing Eight ways public relations supports marketing:  Develops new prospects  Provides third party endorsements  Generates sales leads  Paves the way for sales calls  Stretches dollars  Provides inexpensive literature  Establishes credibility  Helps sell minor products Copyright © 2013 Pearson Education, Inc.

An Integrated Perspective Public Relations Advertising Marketing 15. Toward an Integrated Perspective Concept of integration: To use a variety of strategies and tactics to convey a consistent message in a variety of forms  Global/multicultural  Research based  Relationship focused  Internet/new media oriented  Toolbox-driven tactics Copyright © 2013 Pearson Education, Inc.