JOURN 4256 1nd Edition Lecture 1 Outline of Last Lecture I Not applicable Outline of Current Lecture II What is PR III How do you do PR IV Key skills to be successful V Value of PR VI Economic reality in PR VII PR vs Journalism Current Lecture What is PR Helps an organization and its publics or audiences adapt mutually to each other Different names PR is an umbrella term Fortune 500 companies use the term corporate communications Some companies just use communications Nonprofits often use public information public affairs or marketing communications 25 years ago Newspapers TV radio 15 years ago Internet Today Social media PR is 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 A form of communication Planned and strategic Audience focused A management function within an organization How do you do it Research Written and interpersonal communication Negotiation Creativity Logistics Facilitation Problem solving Key Skills Writing skill Research ability Planning expertise Problem solving ability Business economics competence Expertise in social digital media Value of PR The world doesn t need more info but sensitive communicators to interpret its relevancy for people PR practitioners explain the goals and objectives of clients and employees to the public and provide them with guidance Economic reality in PR Limited budgets Emphasis on accountability ROI American Idol Worked with TV Guide reporter for feature story Worked with local news media in each market for auditions Contacted media to cover auditions to help promote other cities Encouraged media to review tapes of UK version Introduced media to judges and hosts of show Leveraged coverage by USA Today and Newsweek PR vs Journalism Scope Public relations has many components journalism has only two journalistic writing and media relations Objectives Journalists are objective observers public relations personnel are advocates Audiences Journalists focus on a mass audience public relations professionals focus on defined publics Channels Journalists use only one channel public relations uses a variety of channels
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