ADPR 3850 1st Edition Lecture 2 Outline of Last Lecture I. Defining Public Relationsa. The Components of Public RelationsII. How to Practice Public RelationsIII. Differences between Public Relations and Journalism, Advertising, & MarketingOutline of Current Lecture I. An Integrated Perspective: Integrating Journalism/Advertising/MarketingII. How PR is used to generate public opinion Current LectureAn Integrated Perspective: Strategic Communication- Concept of integration of marketing, advertising, journalism and public relations is to use a variety of strategies and tactics to convey a consistent message in a variety of forms. We see this shift to integrated communication because:- Firms & companies are downsizing which leads to consolidation. Oftentimes fewer employees are expected to do the same amount of work.- Tighter budgets within companies- Advertising clutter and credibility issues. Advertising might not be the cure-all you think it is because it’s always around in our face and can get overlooked much of the time.- Increased attention to how social policy can influence the marketing of products and services invites public participation. PR might ask, “What groups should the organization give to, if any?”Using PR to create positive public opinion is done by:- Hosting Events - Conducting studies to better understand the publics- Funding activities- Providing information (oftentimes through journalists)- Doing good things PR is used to prevent negative public opinion by:- Having a crisis plan - Training people on how to speak to the media- Have an open information policy and do not have indefensible policies.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
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