Counseling/Opinion ChangeResearchMedia relations (component involving press releases)PublicityEmployee/Member relations (Human Resources area, focused on making employees happy)Community relationsPublic 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 relationsMonitoring environment (knowing what people are saying about the brand)Development/FundraisingMulticultural relations/workplace diversitySpecial EventsIntegrated communicationsADPR 3850 1nd EditionExam # 1 Study Guide Lectures: 1 – 5Chapters 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 beenreached 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 communicationsDescribe 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 aparticular 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 andpublics, 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