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 PRVI. Economic reality in PRVII. PR vs Journalism Current LectureWhat 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, radio15 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 solvingKey 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-ROIAmerican 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. JournalismScope-Public relations has many components; journalism has only two: journalistic writing and media relationsObjectives-Journalists are objective observers; public relations personnel are advocatesAudiences-Journalists focus on a mass audience; public relations professionals focus on defined publicsChannels-Journalists use only one channel; public relations uses a variety of
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