ADPR 3850 Exam # 1 Study Guide Lectures: 1 - 5Lecture 1 (January 7)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” - *KEY WORDS: management, organization and publicsOther PR definitions- Deliberate - Monitors environment- Planned - Analyzes and Adjusts- Performance - Counsels- Public Interest - Opinion Change- Two-way communication - New Relationships- ManagementPR is Multifaceted (PR person must have skills in…)- Written and interpersonal communication- Research- Negotiation - Creativity- Logistics/management skills- Facilitation and problem solving PR is growing: Really growing in Asia (specifically China), $8 billion a year spent in US and now $2.2 billion in China, 24% job growth by 2018 according to Bureau of Labor Statistics PR as a Process (RACE)- RESEARCH ACTION COMMUNICATION EVALUATIONo Research Define the problem  Research done to find the problem (ex. Survey), often will conduct a situation analysis to summarize the challenges facing your organization o Action State the program’s objectiveso Communication  Develop campaign to meet objectives o Evaluate  Evaluate, evaluate, evaluate (most overlooked aspect)Components of PR- Counseling, Research, Media Relations, Publicity, Employee relations, Community relations, Public Affairs, Government affairs, issue management, Financial relations, Industry relations, Fundraising, Multicultural relations/workplace diversity, Special events, Marketing communications Difference between PR and Journalism- Scopeo Journalism is about producing news content, PR is much broader in scope - Objectives o Journalism wants to inform the public with information, PR communication is a means to an end  a way of managing conflict in best interest of the employero *Journalism strives for objectivity (giving equal time to both sides of a debate), PR has a goal of advocacy (pick a side and sell it) - Audiences and Channelso Journalists write for mass audiences, PR writes to tailored audienceso PR through a variety of channels, Journalism through one Difference between PR and Advertising - Tools o PR relies heavily on the events themselves to build relationships, Ad uses paid placements (ex. Commercials) - Audienceo Ad are concerned only with an external audience (ex. Consumers), PR concerned with internal and external (so shareholders, vendors, also employees within organization)- Scope o PR is bigger in scope o PR dealing with performance of organization as a whole, AD as a specialized communication function - Functiono Ad’s function is straightforward: sell a product or service, PR is more abstract: create an environment conducive to success - Advertising can be expensive, so PR is viewed as a cost-effective alternative, ALSO can bechosen over Ad because it is seen as “news” so more credible Marketing Defined- “The act or process of selling or purchasing in a market, the process or technique of promoting, selling, and distributing a product or service”- “An aggregate of functions involved in moving goods from producer to consumer”- “4 “P’s” of marketing (produce, place, price, promotion) with PR as the 5th” Marketing v PR- Marketing goal: Attract customers on a long-term basis to achieve an organization’s economic objectives and responsibility: build and maintain markets- PR goal: Maintain positive relations for people which an organization depends on for success and responsibility: Build and maintain hospitable environment - PR is concerned with building relations, Marketing is concerned with customers and selling products - PR vocab: “publics, audiences, stockholders”, Marketing vocab: “target markets, consumers, customers” Lecture 2 (January 14) How does PR support Ad and Marketing Objectives?- It develops new prospects as people follow up on news releases o  Drives people to a website or awareness - Provides third party endorsements via news organizationso  comes across as more credible than a paid Ad - Generates sales leads or fundraising opportunities, typically through articles in the trade press about new products or servicesHow PR Supports Marketing - It stretches advertising and promotional dollars via timely press releaseso  Builds a relationship with the journalist who is happy you’re writing for him- Provides inexpensive sales literature in the form of new articles and then consumer reviews- Establishes credibility by making the organization the expert on the product/service - Helps sell minor products that may lack advertising budgetsPR/AD/Marketing are each the most effective at….- PRo Premarket conditioning o Strategy developmento Generating word of mouth o Message development (what kind of messages stick with audience)o Building brand or corporate reputation o Developing industry thought leaderso Overcoming a crisis - Marketingo Launching a new product or service o Promoting a new product or serviceo Acquiring customerso Retaining customerso Targeting niche audiences- Advertising o Building awareness Very visible commercials, magazine ads, etc. Strategic communication - We are increasingly moving toward the concept of integration (using variety of strategies and tactics to convey a consistent message in a variety of forms)- Strategic communication approach emphasizes:o Understanding how to expand out of the US, research-based understandings, relationship-focused, internet/new media oriented, toolbox-driven tactics- Why the shift?o Downsizing leads to consolidation (Ad and PR overlap anyway) o Tighter budgets (Ad can be costly) o Advertising clutter and credibility o Increasing attention to how social policy can influence the marketing of products and services Using PR to create positive/negative public opinion- POSITIVEo Host events, fund events, conduct studies to better understand publics and their needs, provide info to journalists, do good things (ex. Community involvement) - NEGATIVEo Have a crisis plan, train your people how to speak to media, have an open information policy , don’t have