public relations. 17-2 what is public relations?
Click here to load reader
Post on 29-Dec-2015
Embed Size (px)
What is Public Relations?
PR DefinitionA planned and systematic two way process of communication between an organization and its publics designed to build relationships and create good-will, understanding and support for the organization.
What are Publics?
Publics DefinitionAny group that has an common interest that can potentially impact an organization's ability to achieve its objectives
Two Kinds of Publics External Internal
Publics ExerciseGet into groups and come up with all the publics for the following organizations:Moorpark High SchoolSouth West AirlinesStarkist TunaDetermine what the impact is of each public on the organizations ability to achieve its objectives
Levels of Publics ConvictionOpinionA conclusion held with confidence but not substantiated by positive knowledge or proofAttitude Feeling or position with regard to a person or thing Belief Like an opinion but stronger: Ones core values
Public OpinionWhat most people in a public thinkTransitory and unstableBased on perceptionsEdward Bernays defines Public Opinion as:Ill defined, mercurial, and changeable group of individual judgments
Differences between PR and AdvertisingPRCredibility of 3rd party endorsement TrustNon-Paid ()
AdvertisingRuns exactly as advertiser approved ControlledPaid
Tobacco PR StrategyConsidering your new knowledge on publics, what is your opinion of the tobacco industry stated strategy?
PR - Three levels of controlControlledUncontrolledSemi Controlled
PSAs given by company News Release - company Corporate, institutional, advocacy advertising Brochures, flyers, magazines, newsletters Annual reports Photographs, films, videos Displays, exhibits Speakers, staged events Books Controlled Media
New Release - third party News features Press conference Op/Ed pieces Talk shows PSAs third partyUncontrolled Media
Word of mouth (buzz)Viral marketingSpecial events and sponsorshipsBlogsSemi-Controlled Media
Videos, DVDs and CDs Ideal tools for distributing in-depth information
Effectiveness and PREvaluation is based on setting measurable objectives Baselines of criteria are establishedBaselines are compared to measured results
Publicity vs AdvertisingThe management team of XYZ, Inc. has only enough budget to use either a PR campaign or an advertising campaign to get senior citizens to join their health spa.Split into two groups and each select one side. Make your case.