PBRL 270 1st Edition Lecture 2Outline of Last Lecture I. Defining Public RelationsII. The Public Relations ProcessIII. Changing Function of Public RelationsOutline of Current Lecture I. Public Relations vs. AdvertisingII. Public Relations vs. JournalismIII. Public Relations vs. MarketingIV. IMC – Integrated Marketing CommunicationV. The Growth of Public RelationsVI. Public OpinionCurrent LectureI. Public Relations vs. Advertising- PR does not pay for ad space; Advertising pays for ad space- PR has less control; Advertising is controlled- PR is both external and internal; Advertising is only external- PR is issues oriented; Advertising is sales-oriented- PR has a wide range of outlets; Advertising is mass mediaII. Public Relations vs. Journalism- Journalism is reporting and writing – AP style; PR is strategy- Journalism is objective; PR advocates position- Journalism has a mass audience; PR has a segmented audience- Journalism is 1 or 2 channels; PR has many channels- Journalism informs; PR informs to change attitudes and behaviorIII. Public Relations vs. Marketing- Marketing generates sales; PR generates goodwill and establishes image- Marketing is product, price, placement and promotion; PR builds relationships- Marketing has external audiences; PR has a wide range of audiences- Marketing is customer based; PR has third-party endorsements and coverageIV. IMC – Integrated Marketing Communication- A custom mix of advertising, promotion, direct marketing and public relations which results in a coordinated and integrated communication plan- Advertising attracts the market’s attention and public relations support advertisingThese 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.V. The Growth of Public Relations- Influence of democracy and public opinion- Increased expectations for corporate social responsibility and sustainablilty- Growth of large institutions- Increased conflicts among groups (activists, special interests, more points of view)- Increase in media outlets and communication technology- Globalization and internalization of markets- PR requires:- A firm base of theoretical knowledge- A strong sense of ethical judgement- Solid communication skills (writing, talking, etc..)- Attitude of professionalism and social responsibility- Who works in PR?- About 1/3 agencies, 1/3 corporations, 1/3 non-profit or public sector- More women than men, but they often earn less- Salaries depend on experience, title and gender- Strategists:o The person who knows how to plan an event will always have a jobo The person who knows why will be the bossVI. Public Opinion- Create positive public opinion by:- Hosting events- Conducting studies- Funding activities- Providing information- Doing good things – being socially responsible- Prevent negative public opinion by:- Having a crisis plan- Train your people on how to speak to media- Have an open information policy – be transparent- Don’t have indefensible