ADPR 3850 Exam 1 Study Guide Lectures 1 5 Lecture 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 publics Other PR definitions Deliberate Planned Performance Public Interest Two way communication Management Monitors environment Analyzes and Adjusts Counsels Opinion Change New Relationships PR 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 EVALUATION o 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 objectives o 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 Scope o 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 employer o 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 Channels o Journalists write for mass audiences PR writes to tailored audiences o 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 Audience o 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 Function o 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 be chosen 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 5 th 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 organizations o 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 services How PR Supports Marketing It stretches advertising and promotional dollars via timely press releases o 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 budgets PR AD Marketing are each the most effective at PR o Premarket conditioning o Strategy development o Generating word of mouth o Message development what kind of messages stick with audience o Building brand or corporate reputation o Developing industry thought leaders o Overcoming a crisis Marketing o Launching a new product or service o Promoting a new product or service o Acquiring customers o Retaining customers o 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 POSITIVE o Host events fund events conduct studies to better understand publics and their needs provide info to journalists do good things ex Community involvement NEGATIVE o Have a crisis plan train your people how to speak to media have an open information policy don t have indefensible policies How PR contributes to the bottom line Building awareness organizational motivation issue scanning opportunity identification crisis management counseling executives serving as an agent of change ensuring social responsibility influencing public policy Careers in PR PR has expanded beyond publicity and media relations now crisis management