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What is Public Relations? Chapters 1 and 2 What Do You Think? • Pick a Partner • Scenario on p. 3 in text • Create definition; what are key elements? • Cellphone research and consider readings • Revisit definition and share What is PR? • Keywords • • • • • • Deliberate Planned Performance Public interest Two-way communication Strategic management of competition and conflict What is PR? • Multifaceted • Important skills: “written and interpersonal communication, research, negotiation, creativity, logistics, facilitation, and problem solving” (p. 4) • Popular field • Includes media coverage + “research and analysis, policy formation, programming, communication, and feedback from numerous publics” (p. 6) • Publics = stakeholders • Practitioners – 2 Levels • Adviser • Technician What is PR? • Practitioner as advocate for client • A process result • R.A.C.E. • Research, Action, Communication, Evaluation • Linking agents and boundary spanners • Various components (p. 10) • Examples: media relations, research, community relations, issue management, special events • Contributes to the bottom line (p. 19) • The same as marketing, advertising, and journalism? Journalism vs. PR Journalism • Scope • Journalism • Objectives • • Gather info – provide news to public Objective observer • Audiences • • Mass audience General public • Channels • Less variety Public Relations • Scope • Journalism as part (remember components and definitions) • Objectives • • PR as advocate Inform AND change attitudes and behaviors • Audiences • Segmented audiences • Channels • More variety (ex: media outlets, direct mail, special events) Advertising vs. pr • Using mass media • • Advertising • “Works almost exclusively through mass media outlets” (p. 14) • Buy media space • More control • More costly PR • Uses media and other communication tools • Prepare package – send to media outlets – media decides • Audience • • Advertising • External publics (consumers) PR • External and internal publics • Function and scope • • Advertising • Specialized communication function • Primary function: sell PR • Broader scope • Primary function: help org. thrive (refer to components) • Can influence each other Marketing VS. PR • Similarities? • Concerned with organization’s relationships, success, and economic survival • Similar communication tools • Differences? • Marketing • • • • Concerned with customers and selling Make money and increase demand “Build and maintain market” (p. 15) Target markets, consumers, customers • PR • • • • Concerned with relationships (multiple publics) and goodwill Build relationships – save money – help fulfill mission “Build and maintain hospitable environment” (p. 15) Publics, audiences, stakeholders • Related? Marketing + PR • PR as 5th P of Marketing (Kotler) • Marketing communications • Marketing PR (Harris) • PR’s Market Support Function: “The most important of these [objectives] are to inform and educate, to gain understanding, to build trust, to make friends, to give people reason’s to buy, and finally, to create a climate of consumer acceptance” (p. 17) • Ties with Wilcox’s eight points (example: developing markets) Integrated Perspective • Advertising, marketing, public relations • Strategic communication, integrated marketing communications, convergent communications, integrated communication • Fueling the trend • • • • Downsizing and reengineering org Tighter budgets Impact of advertising Impact of public and social issues on marketing