ADPR 3850 1st Edition Lecture 1 Outline of Last Lecture I This is the first lecture Outline of Current Lecture II What is public relations A Definition of PR III PR as a Process a RACE IV Differences between PR and Journalism V Differences between PR and Advertising Current Lecture What is public relations The management function that identifies establishes and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends The strategic management of competition and conflict for the mutual benefit of the organization and its various stakeholders and publics The management of communication between an organization and its publics Other terms common to definitions of PR Deliberate o Be systematic on how you set it up Planned These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute o Based on research of what you know has happened Performance o Your goal is to generate impact o Ex Want people coming to Target I want to move product money o New image a general rebranding if not getting the audience that you really want o Awareness maybe you re new to the market place you want that name recognition Public Interest o If you re properly doing PR you want that mutually beneficial relationship you want the public to have a growing level of trust in you Two way communication o PR is not necessarily about you telling people what to think you want to engage in dialogue o Need to engage in public response Management o Increasingly becoming about managing relationships Relationships o Open dialogue between organization and group Monitors environment o PR is increasingly about understanding what is being said about your organization understanding what people think feel and their positive or negative association Analyzes o Where the research component comes in o Must be very systematic how can you fix weaknesses of your group Adjusts o Adapting to changes in public opinion and social media o Convincing others that what you re telling them is actually going to work Counsels o Change isn t bad there are ways to adjust explain the research behind why you are adjusting lay out the evidence Opinion change o Often need to change opinion because it is negative o EX BP drops oil in the ocean you minimize how badly people think of them New relationships o Want to meet new publics and get brand out there So what is PR PR is multifaceted o A public relations professional must have skills in Written and interpersonal communication You are writing emails press releases for the media A lot of different types of writing Research Have to understand why it s valuable There is limitations to it you can make educated guesses based off it but you won t be correct always Negotiation Back to the idea of counseling you have to be able to talk to people who may be resistant to your ideas Maybe increasing company moral making two companies work together who don t want to Creativity Logistics Management skills Being able to manage groups understanding deadlines Facilitation Problem solving Facilitate dialogue between those that don t want to talk to each other or have trouble doing so May be talking to people who are resistant to your ideas Public Relations is growing The public relations industry is growing in many nations o Almost 8 billion spent each year in the US o Expected growth of 23 in Asian revenue in the next 5 years o Annual spending of 2 2 billion in China Opportunity to work overseas particularly growing in Asia CNN com o One of the top 50 professions for job opportunity and salary potential Bureau of Labor Statistics o Much faster than average growth o 24 job growth by 2018 PR as a Process RACE Research Action Communication Evaluation o 1 Research Define the problem Some form of qualitative or quantitative research is often conducted to define the problem EX A survey of company moral Oftentimes we ll conduct a situation analysis to summarize the problem and broader situation Situation Analysis essentially a summary of the challenges that are facing your organization Client background product service brand information market competition consumer profile brand marketing analysis SWOT Analysis Strengths weaknesses opportunities and threats Strategic implications and recommendations o 2 Action State the program s objectives Differentiate between goals long term and objectives specific outcomes Objectives may be informal attitudinal motivational and or behavioral Increase the number of people who know our brand and make them have a positive outlook on it o 3 Communication Develop campaign to meet objectives Base the campaign on pre existing research Base the campaign on theory Base the campaign on the research you conducted earlier in the process We get a sense of what can and cannot work and in what situations o 4 Evaluation Evaluate evaluate evaluate this is the most overlooked aspect Should be done continuously Did the campaign work Alternative Depictions of the process Formative before research and analysis Use research to establish objectives strategies Develop campaign Execute plan campaign Evaluation after research Use research to adjust future campaigns o Use the money and time you spent on information to help your next campaign Components of Public Relations Counseling Research Media relations Publicity Employee member relations Community relations Public Affairs PR aimed at government Government affairs Issue management Ex Pre problem PR Financial relations Industry relations Development Fundraising Multicultural relations workplace diversity Special events Marketing communications Differences between PR and Journalism Scope o Journalism is about producing content Ex News article magazine features TV segments etc o Public relations has a much broader scope Might be organizing a special event one day and writing press releases the next Objectives o Journalism strives for objectivity in reporting Ex Point counter point news writing giving equal time to both sides of a debate ex Global warming o Public relations has a goal of advocacy Pick a side you aren t giving fair time Your job is to sell a product brand organization No need to bring up the counterpoints Audiences Channels o Journalists produce content for the medium for which they work but also write for mass audiences Ex Paul Krugman produces articles for the NY Times o Public