Comstrat 312 1nd Edition Lecture 5 Outline of Last Lecture 1. Modern Era of PR2. PR Evolution/ DevelopmentOutline of Current Lecture 1. Background ideas2. Activities similar to PR3. Other names for public relations4. Toward a more complete understanding of PR5. Characteristics of a model6. Press Agentry/ Publicity Model7. Public information modelCurrent Lecture1. Background Ideasa. Problems defining PRi. Very broad fieldii. Evolved and evolving functionsiii. Ambiguity, etc.b. Result: confusion2. Activities similar to PRa. Marketingi. PR tools ad techniques often are used in marketing communications (IMC)ii. Social marketing (as a subset of all marketing activities) easily is confused with public relations b. 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.i. PR often is used to support ADV in marketing campaigns special events, product promo and publicityii. Advertising also is part of PR campaigns (institutional ADV, advocacy ADV< image ADV, and other names)c. Some parts of the PR functioni. Publicity1. Uncontrolled means of placing messages in the mediaii. PR/Advocacy ADV1. Controlled means of placing messages in mediaiii. Press Agentry1. Attempt to attract public notice/attentioniv. Public Affairs1. Build and maintain government and community relationsv. Lobbying1. Direct attempt to influence legislative and regulatory decisions/effortsvi. Issues Management1. Concerned with issues and their potential impact on an organization and its operationsvii. Development1. Fundraising and organizational membership3. Other names for public relationsa. Feeling the need for changeb. Many names are used in place of public relationsi. Corporate relationsii. University relationsiii. Public affairsc. Some names are directed to specific audiences or publicsi. Member relationsii. Alumni relations4. Toward a more complete understanding of PRa. Grunge and Hunt- managing public relationsb. Four models of PRi. Press agentry/publicityii. Public informationiii. Two-way asymmetriciv. Two-way symmetricc. Diagram 5. Characteristics of the Modela. Purposeb. Nature of communicationc. Communication modeld. Nature of researche. Leading historical figure f. Where practiced todayg. Percentage of organizations 6. Press Agentry/ Publicity model (unsophisticated model)a. Propagandab. One-way (telling)- complete truth is not essential c. Source to receiver d. There is little research- sales (Miley Cyrus)e. P.T. Barnum- created interest whether it was true or notf. Entertainment, sports, product promotiong. 15 %7. Public information model (still unsophisticated)a. Dissemination of informationb. One-way- truth is important c. Source receiverd. Little research, readership (clipping services), readability-how hard material is for people to understande. Ivy Leef. Governments (obesity prevention), non-profit, business g.