ADPR 3850 1nd Edition Exam 1 Study Guide Lectures 1 5 Chapters 1 4 and 12 Lecture 1 and 2 August 21 Defining Public Relations What are Public Relations The definition of Public Relations can vary It is the strategic management of competition and conflict for the mutual benefit of the organization and it s various stakeholders and publics What all of the definitions emphasize is the relationships between an organization and the publics Who are the publics The Internal and External publics are based upon organizational boundaries If a water company is trying to encourage others to drink more water the internal publics are the people within the clinic and external are those who do not drink water Primary publics are opinion leaders and those with much influence Secondary publics follow with lesser influence and Marginal follow with even less of an influence These are strictly based on with influence Traditional and Future publics are based on time If we use our previous example about water traditional publics are those who already drink water and future publics are those who haven t been reached yet Uncommitted are often times the largest audience They are conflicted or undecided Proponents are in favor of the proposed idea i e drinking the water and Opponents are against it completely What are the components of PR Counseling Opinion Change Research Media relations component involving press releases Publicity 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 Describe the PR decision making process 1 Research is the first step to define the problem It is important in understanding factors like the client background product information the market and competition strengths weakness etc Any helpful information that could better the campaign or product 2 Action is the process in which the objectives are stated and the planning has begun The objectives could be informal it is meant to inform attitudinal motivational meant to create change in a public or person s opinion about something and or the objective could be behavioral to influence a particular behavior 3 Communication is necessary to develop the campaign or project to fit the proper objective It s the way in which the public will be told Should the campaign be based on pre existing research Or based on theory Or the research that was conducted in the beginning of this process 4 Evaluation is necessary to determine what needs to be changed for the future This is when one asks Did this campaign work What should we fix Describe the differences between PR and Journalism The scope of Journalism is all about producing content while Public Relations is a much more broad area and not specialized in the sense of just producing content The main objective of Journalism is reporting while PR s objective is to advocate The audiences are different in that Journalism produces for the medium for which they work but they also write to the masses PR is tailored differently and designed for specific or maybe not as specific audiences publics They will do this through a variety of channels and not just one medium Describe the differences between PR and Advertising Tools Advertisers use paid placements as their primary tool PR works in the field of earned media In other words organizations produce and distribute content for media platforms that are owned or controlled by the organization Public Relations pg 19 They rely on the relationships that are built with media Advertisers are only concerned with an external audience PR focuses on internal and external audiences The scope of advertising is specific as the idea is to brand and sell a product PR targets ideas like customer service public opinion and other factors that contribute to a product or service as a whole Advertising is very costly while PR is viewed as a cost effective alternative Product publicity is the reward from PR Describe the differences between PR and Marketing Marketing is consumer focused with the goal of selling products As we already know PR focuses on many publics and sales are not necessarily the main focus Marketing utilizes sales oriented language and PR is more conversational in tone The method of marketing is to satisfy economic objectives and influence purchases For Public Relations if awareness is made people are informed and trust is built between the organization and publics their job is done So how does PR support Marketing When Public Relations is used to support an organization s marketing objectives that is called marketing communications PR supports marketing in these ways Develops prospects for new markets as people follow up on news released by PR It provides third party endorsements via news organizations Generates sales leads and opportunities for sales calls typically through articles in the trade press about new products Stretches advertising dollars via press releases and helps sell minor products that may lack advertising budget Provides inexpensive sales literature in the form of news articles and reviews Establishes credibility by making the organization the expert What is the idea of an integrated perspective between advertising marketing and public relations What factors have contributed to this integration Although these areas all have distinguishable differences we see this concept of integration to use a variety of strategies and tactics to convey a consistent message in a variety of forms Factors that have contributed to this Companies and firms downsizing and consolidating Many employees must work in all three of these areas Companies are able to work within tighter budgets Increasing clutter within advertising and the fragmentation of audiences among multiple media has created a lack of credibility Increased attention to how social policy can influence the marketing of products and services invites public participation How does PR create positive opinion Positive opinion is created by Hosting Events Conducting studies to better understand the publics Funding activities Providing information oftentimes through