Internal and External – based on organizational boundaries. Let’s take the example of a health clinic trying to encourage others to eat well and live healthier. Internal publics are the people within the clinic. External are those who are unhealthy.Primary, Secondary, and Marginal – these are based on influence. Primary publics are opinion leaders and people with lots of influence, followed by secondary that have lesser influence and marginal who have even less of an influence.Traditional and Future – Publics based on time. Using our previous example, Traditional publics are those who already live a healthy lifestyle. Future publics are those that haven’t been reached yet.Proponents, Opponents, Uncommitted – based on relationship. Uncommitted publics are often times the largest audience. They are conflicted, undecided, etc. Proponents are in favor of “eating healthy” and opponents are against.Other Terms used to describe PR: deliberate, planned, performance, public interest, two-way communication.Components of PRCounseling/Opinion ChangeResearchMedia relations (component involving press releases)PublicityEmployee/Member relations (Human Resources area, focused on making employees happy)Community relationsPublic Affairs (PR aimed at government)New & existing relationships (making sure relationships are maintained)Issue Management (pre-problem solving, Olivia Pope type of PR, crisis management)Financial relationsMonitoring environment (knowing what people are saying about the brand)Development/FundraisingMulticultural relations/workplace diversitySpecial EventsIntegrated communicationsA PR professional must have a diverse skillset that is comprised of1. Written and interpersonal communication. One must be able to write and communicate between the client and public.2. Research  research is an important component because it is was drives the presentation and information.3. Negotiation4. Creativity5. Logistics/Management skills6. Facilitation. A PR professional should have the skills to facilitate events, conferences, etc.7. Problem SolvingHow to Practice PR. The PR decision-making processResearch  Action  Communication  Evaluation (R.A.C.E)1. Research – Define the problemSome form of qualitative or quantitative research is often conducted to define the problem. [EX: a survey of company moral].Many times we’ll conduct a situation analysis to summarize the problem and the broader situation. This is important in understanding factors like the client background, product information, the market and competition, strengths, weaknesses, etc.2. Action - State the Program’s ObjectivesDifferentiate between goals that can be long term and objectives (specific outcomes). Objectives may be informal (meaning it is meant to inform the publics) attitudinal/motivational (to create change in someone’s attitude or opinion about something), or/and behavioral (the objective could be to influence a particular behavior).3. Communication – Develop campaign to meet objectivesBase the campaign on pre-existing researchBase the campaign on theoryBase the campaign on the research you conducted earlier in the process.4. EvaluationShould be done continuously of every project or campaign, to further future revision if needed. Ex: Did this presidential campaign work and how can we fix it if it didn’t?ADPR 3850 1nd Edition Lecture 1Outline of Current Lecture I. Defining Public Relationsa. The Components of Public RelationsII. How to Practice Public RelationsIII. Differences between Public Relations and Journalism, Advertising, & MarketingCurrent LectureWhat is PR?Defining Public RelationsPublic Relations can be defined in many ways. “The strategic management of competition and conflict… for the mutual benefit of the organization and its various stakeholders and publics”. All definitions of PR emphasize the relationships between an organization and the publics.Who are the publics that PR is targeted to? Internal and External – based on organizational boundaries. Let’s take the example of a health clinic trying to encourage others to eat well and live healthier. Internal publics are the people within the clinic. External are those who are unhealthy.- Primary, Secondary, and Marginal – these are based on influence. Primary publics are opinion leaders and people with lots of influence, followed by secondary that have lesser influence and marginal who have even less of an influence.- Traditional and Future – Publics based on time. Using our previous example, Traditional publics are those who already live a healthy lifestyle. Future publics are those that haven’t been reached yet.- Proponents, Opponents, Uncommitted – based on relationship. Uncommitted publics are often times the largest audience. They are conflicted, undecided, etc. Proponents are in favor of “eating healthy” and opponents are against. Other Terms used to describe PR: deliberate, planned, performance, public interest, two-way communication.Components of PR Counseling/Opinion Change Research Media relations (component involving press releases) PublicityThese 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. Employee/Member relations (Human Resources area, focused on making employees happy) Community relations Public Affairs (PR aimed at government) New & existing relationships (making sure relationships are maintained) Issue Management (pre-problem solving, Olivia Pope type of PR, crisis management) Financial relations Monitoring environment (knowing what people are saying about the brand) Development/Fundraising Multicultural relations/workplace diversity Special Events Integrated communicationsA PR professional must have a diverse skillset that is comprised of1. Written and interpersonal communication. One must be able to write and communicate between the client and public.2. Research  research is an important component because it is was drives the presentation and information.3. Negotiation4. Creativity5. Logistics/Management skills6. Facilitation. A PR professional should have the skills to facilitate events, conferences, etc.7. Problem SolvingHow to Practice PR. The PR decision-making processResearch  Action  Communication  Evaluation (R.A.C.E)1. Research – Define the problem Some form of qualitative or quantitative