ADPR 3850 1nd Edition Lecture 1 Outline of Current Lecture I Defining Public Relations a The Components of Public Relations II How to Practice Public Relations III Differences between Public Relations and Journalism Advertising Marketing Current Lecture What is PR Defining Public Relations Public 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 Publicity 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 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 communications A PR professional must have a diverse skillset that is comprised of 1 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 Negotiation 4 Creativity 5 Logistics Management skills 6 Facilitation A PR professional should have the skills to facilitate events conferences etc 7 Problem Solving How to Practice PR The PR decision making process Research Action Communication Evaluation R A C E 1 Research Define the problem Some 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 Objectives Differentiate 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 objectives Base the campaign on pre existing research Base the campaign on theory Base the campaign on the research you conducted earlier in the process 4 Evaluation Should 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 Differences between PR and Journalism Scope Journalism is about producing content news articles magazine features TV segments etc PR is much broader and isn t as specialized in that sense One could be organizing a special event one day and writing press releases the next Objectives Journalism strives for objectivity in reporting It gives equal time for both sides of a debate PR is about advocacy and that is it s main goal Audiences Channels Journalists produce content for the medium for which they work but must also write for mass audiences PR specialists tailor their materials much more differently and will often do so through a variety of channels Differences between PR and Advertising Tools Advertisers used paid placements as their primary tool like commercials print media etc PR works in the area of earned media Professionals might submit news information to journalists for consideration like publicizing an event but also rely heavily on the events themselves to build relationships with public and different organizations This is the earned media Audience Advertisers are concerned only with an external audience like consumers of various goods Public Relations professionals concern themselves with both internal and external externals like shareholders vendors opinion leaders etc and some focus on the employees within the organization Scope and Function The scope of advertising is to sell the product and brand it It s smaller and is viewed as a specialized communication function PR deals with performance of the organization as a whole It deals with more than just how the employees feel within the organization It also targets other factors like how customer service is operating Cost Advertising is expensive Effective PR specifically product publicity is often viewed as a cost effective alternative Product publicity is news coverage of a product service Differences between PR and Marketing Marketing the process of selling or purchasing in a market An aggregate of functions involved in moving goods from producer to consumer the 4 Ps product place price promotion Audience Marketing is consumer focus with a goal of selling products or services oftentimes through packaging and promotions PR is focus on many different publics and while sales are important and supported it is not the sole focus Language Marketing utilizes sales oriented language by speaking to target markets customers and consumers The language of PR is less concerned with the hard