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Transcript
WHAT IS PUBLIC RELATIONS? C O M PA R I N G P R , A D V E R T I S I N G , M A R K E T I N G , J O U R N A L I S M A N D I N T E G R AT E D M A R K E T I N G C O M M U N I C AT I O N PRESENTED BY: SHANNON AVISON ADMN 205-S01 WHAT IS PUBLIC RELATIONS? T H I S CO M PA R I S O N C H A RT WA S D E V E LO P E D F RO M P U B L I C R E L AT I O N S S T R AT E G I E S A N D TA C T I C S , 1 0 E , W I L C OX & C A M E R O N ADAPTED BY: SHANNON AVISON ADMN 205-S01 OBJECTIVES To develop a better understanding of what PR is … by learning how it is different from other communication activities, including journalism, marketing and advertising To understand how PR and marketing work together as integrated marketing communication To be able to evaluate various forms of communication and be able to categorize them accurately To develop vocabulary to complete Assignment#1 Comparison Chart PR VS. JOURNALISM Public Relations Many components such as counseling and special events Journalism Comparison Chart PR VS. JOURNALISM Public Relations Journalism Many components such as counseling and special events Main component is journalistic writing Comparison Chart PR VS. JOURNALISM Public Relations Managerial skills such as problemsolving needed Journalism Comparison Chart PR VS. JOURNALISM Public Relations Journalism Managerial skills such as problemsolving needed Does not require managerial skills Comparison Chart PR VS. JOURNALISM Public Relations Provides information as a means to other outcomes; PR people are advocates, i.e. not “objective” Journalism Comparison Chart PR VS. JOURNALISM Public Relations Journalism Provides information as a means to other outcomes; PR people are advocates, i.e. not “objective” Provides “objective” information from journalists who are “objective” observers Comparison Chart PR VS. JOURNALISM Public Relations Communicates with defined publics or audience segments Journalism Comparison Chart PR VS. JOURNALISM Public Relations Journalism Communicates with defined publics or audience segments Communicate with mass audiences Comparison Chart PR VS. JOURNALISM Public Relations Uses a wide variety of channels Journalism Comparison Chart PR VS. JOURNALISM Public Relations Journalism Uses a wide variety of channels Use only the “channels” of their media employer Comparison Chart PR VS. ADVERTISING Public Relations Uses a wide variety of communications tools Advertising Comparison Chart PR VS. ADVERTISING Public Relations Advertising Uses a wide variety of communications tools Uses the mass media Comparison Chart PR VS. ADVERTISING Public Relations Free placement Advertising Comparison Chart PR VS. ADVERTISING Public Relations Advertising Free placement Paid space/time in media Comparison Chart PR VS. ADVERTISING Public Relations No guaranteed placement Advertising Comparison Chart PR VS. ADVERTISING Public Relations Advertising No guaranteed placement Guaranteed placement Comparison Chart PR VS. ADVERTISING Public Relations Want to generate public understanding Advertising Comparison Chart PR VS. ADVERTISING Public Relations Advertising Want to generate public understanding Want to sell goods and services Comparison Chart PR VS. ADVERTISING Public Relations Targets specialized audience who can be internal or external Advertising Comparison Chart PR VS. ADVERTISING Public Relations Advertising Targets specialized audience who can be internal or external Targets only external audience Comparison Chart PR VS. ADVERTISING Public Relations Management function to create favourable environment for organizations Advertising Comparison Chart PR VS. ADVERTISING Public Relations Advertising Management function to create favourable environment for organizations Specialized communication Comparison Chart PR VS. ADVERTISING Public Relations Uses a wide range of channels including mass media, advertising, events, interpersonal communication, direct mail Advertising Comparison Chart PR VS. ADVERTISING Public Relations Advertising Uses a wide range of channels including mass media, advertising, events, interpersonal communication, direct mail Exclusively mass mediated communication Comparison Chart PR VS. ADVERTISING Public Relations Public relations often supports advertising efforts Advertising Comparison Chart PR VS. ADVERTISING Public Relations Advertising Public relations often supports advertising efforts Used as a tool of public relations Comparison Chart PR VS. MARKETING Public Relations Concerned with relationships Marketing Comparison Chart PR VS. MARKETING Public Relations Marketing Concerned with relationships Concerned with customers and selling products or services Comparison Chart PR VS. MARKETING Public Relations Save money for organization, i.e. by generating sales leads Marketing Comparison Chart PR VS. MARKETING Public Relations Marketing Save money for organization, i.e. by generating sales leads Make money for the organization Comparison Chart PR VS. MARKETING Public Relations Build relationships and good will Marketing Comparison Chart PR VS. MARKETING Public Relations Marketing Build relationships and good will Build markets for goods and services Comparison Chart PR VS. MARKETING Public Relations Wide range of internal and external audiences Marketing Comparison Chart PR VS. MARKETING Public Relations Marketing Wide range of internal and external audiences Main audience is external Comparison Chart PR VS. MARKETING Public Relations Uses two way dialogue with publics Main audience is external Comparison Chart PR VS. MARKETING Public Relations Marketing Uses two way dialogue with publics Persuasive in nature Comparison Chart PR VS. MARKETING Public Relations Both customers and noncustomers can be target audience Marketing Comparison Chart PR VS. MARKETING Public Relations Marketing Both customers and noncustomers can be target audience Customer based communication Comparison Chart PR VS. MARKETING Public Relations Includes many management and communication functions Marketing Comparison Chart PR VS. MARKETING Public Relations Marketing Includes many management and communication functions Often limits public relations to product publicity and promotion Comparison Chart INTEGRATED MARKETING COMMUNICATION Public Relations & Marketing PR directly support marketing effort Comparison Chart INTEGRATED MARKETING COMMUNICATION Public Relations & Marketing Includes 3rd party endorsements that are generated when media covers products and service Comparison Chart INTEGRATED MARKETING COMMUNICATION Public Relations & Marketing Generates sales leads, as when people inquire about a product or service after seeing news about them Comparison Chart INTEGRATED MARKETING COMMUNICATION Public Relations & Marketing PR paves the way for sales calls Comparison Chart INTEGRATED MARKETING COMMUNICATION Public Relations & Marketing Provides inexpensive sales literature Comparison Chart INTEGRATED MARKETING COMMUNICATION Public Relations & Marketing Establishes company as an authority Comparison Chart QUESTIONS?
