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WSU COMSTRAT 312 - Defining Public Relations

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Comstrat 312 1st Edition Lecture 1 Outline of Current Lecture 1. A broad field2. PR is an evolved and evolving field3. Lots of negative stereotypes of PR exist4. Various definitions of public relationsCurrent Lecture1. A broad fielda. Many organizations are involved in PRb. Many activities are considered PR or part of the PR function2. PR is an evolved and evolving field3. Lots of negative stereotypes of PR exista. Ambiguity outside and inside of the profession b. Many people who use terms relating to PR have little understandingc. Practitioners operate as advisors/ counselors and as technicians 4. Various definitions of public relationsa. PR is a strategic communication process that builds mutually beneficial relationships between organization and their publicsb. PR is the management function the establishes and maintains an organization and the publics on whom its success or failure dependsc. Common notions of the ideal PR functioni. Involves a planned, sustained program as part of an organization’s managementii. Deals with the relationship between an organization and its stakeholder publicsiii. Monitors awareness, opinions, attitude and behavior, inside and outside the organizationiv. Analyzes the impact of organization policies, procedures and actions on publicsv. Identifies and adjusts policies, procedures and actions that conflict with public interest and organizational survivalvi. Counsels management on the establishment of new policies, procedures and actions tat are mutually beneficial to the organization and its publicsThese 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.vii. Establishes and maintains two-way communication between an organization andits publicsviii. Produces measurable changes (ROI- return on investment) in awareness, opinion, attitudes and behaviors inside and outside or organization ix. Results in new and/or maintained relationships between an organization and its


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WSU COMSTRAT 312 - Defining Public Relations

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