outline the practice of public relations types of public relations programs public relations...
TRANSCRIPT
Outline
• The practice of public relations• Types of public relations programs• Public relations planning• Public relations tools• Effectiveness and excellence
Chapter 16
Public Relations
Chapter 16: Public Relations 2
• Comparing public relations and advertising
The Practice of Public Relations
Chapter 16: Public Relations 3
• Crisis management• Marketing public relations (MPR)• Social marketing
– Cause and mission marketing
Types of Public Relations Programs
Chapter 16: Public Relations 4
• SWOT analysis• Objectives and strategies• Development research
Public Relations Planning
Chapter 16: Public Relations 5
• House ads• Public service announcements• Corporate advertising• Publications• Speakers, photos, and films• Displays, exhibits, events and tours
Public Relations Tools
Chapter 16: Public Relations 6
• News releases• Press conferences• Online communication
– External communication
– Internal communication
– Web challenges
Public Relations Tools
Chapter 16: Public Relations 7
• Output and outcome evaluation• Relationship evaluation• Excellence in public relations
Effectiveness and Excellence