Concepts to Review:
1.Why we need theory in public relations
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Set a foundation to understand what is involved in publicrelations
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Learn the ethics of the business
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Informs of how things should be done2.Definitions of public relations
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“Public relations is the function that establishes and maintainsmutually beneficial relationships between an organization andthe publics on whom its success or failure depends” (Cutlip,Center & Broom, 2006, p.5)3.Difference between public relations and marketing
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Public Relations
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Focus on customer needs and wants
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Based on compromise and trust
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Focus on organizational publics
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Broader mandate responsible for all state holders, not justcustomers
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Marketing
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Element of exchange
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$ For a good or service
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Focus on customers’ past, current and future4.Parts of the PR function and how they differ
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Internal relations: based within the employee communicationfunction
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Publicity: uncontrolled messages that are earned, not free
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Advertising: controlled messages that are paid for
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Press agentry: creating newsworthy news out of nothing i.e.celebrity gossip
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Public affairs:
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Relationship between organizations and the governmenti.e. lobbying
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Government itself engages in practice
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Lobbying: to persuade, to influence political decisions andlegislative process i.e. congress and state assembly
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Issues management: preventing communication andmanagement crisis tied to environmental scanning
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Investor relations: communicating and building relations withstock holders
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Development: building resources for organizations, usually non-
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