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Scope and Definitions of Public Relations

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Lecture 1 Scope and Definition of PR
Quick Review ,[object Object],[object Object],[object Object],[object Object],[object Object]
Quick Review A promotions effort conducted in short durations with the aim of creating short-term differentiation by offering a better product value resulting to growth (even at artificial level). Growth benefit may be attained either by increasing product trial, or increasing product quantity. A person-to-person buyer to the mutual, long-term benefit of both parties with the aim of building relationship or partnership that provides a long-term benefit to both the seller and the customer. A discipline which looks after reputation with the aim of earning understanding and support, influencing opinion and behavior A paid, non-personal communication from an identified sponsor using mass media to persuade or influence an audience Sales Promotions Personal Selling Public Relations Advertising
Quick Review Function: Convince customers to buy immediately Function: Get customers to buy Function: Offer a positive image of the company and the brand Function: Effectively inform and persuade target market Push Strategy Push Strategy Pull Strategy Pull Strategy Sales Promotions Personal Selling Public Relations Advertising
What is Public Relations? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
A Variety of Definitions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Public Relations Strategies and Tactics (Wilcox & Cameron)
More Definitions ,[object Object],[object Object],Source: Public Relations Strategies and Tactics (Wilcox & Cameron)
Key Words In Defining PR ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Public Relations Strategies and Tactics (Wilcox & Cameron)
Public Relations as a process ,[object Object],Source: Public Relations Strategies and Tactics (Wilcox & Cameron)
Other terms for PR ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Public Relations Strategies and Tactics (Wilcox & Cameron)
Stereotypes ,[object Object],[object Object],[object Object],[object Object],Source: Public Relations Strategies and Tactics (Wilcox & Cameron)
Careers in PR ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Public Relations Strategies and Tactics (Wilcox & Cameron)
The Range of PR Work ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Public Relations Strategies and Tactics (Wilcox & Cameron)
Five Essential Abilities ,[object Object],[object Object],[object Object],[object Object],[object Object],Source: Public Relations Strategies and Tactics (Wilcox & Cameron)
10 Qualities Employers Want ,[object Object],[object Object],[object Object],[object Object],[object Object],Source: Public Relations Strategies and Tactics (Wilcox & Cameron)
10 Qualities Cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object],Source: Public Relations Strategies and Tactics (Wilcox & Cameron)

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PR Lecture 1

  • 1. Lecture 1 Scope and Definition of PR
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  • 3. Quick Review A promotions effort conducted in short durations with the aim of creating short-term differentiation by offering a better product value resulting to growth (even at artificial level). Growth benefit may be attained either by increasing product trial, or increasing product quantity. A person-to-person buyer to the mutual, long-term benefit of both parties with the aim of building relationship or partnership that provides a long-term benefit to both the seller and the customer. A discipline which looks after reputation with the aim of earning understanding and support, influencing opinion and behavior A paid, non-personal communication from an identified sponsor using mass media to persuade or influence an audience Sales Promotions Personal Selling Public Relations Advertising
  • 4. Quick Review Function: Convince customers to buy immediately Function: Get customers to buy Function: Offer a positive image of the company and the brand Function: Effectively inform and persuade target market Push Strategy Push Strategy Pull Strategy Pull Strategy Sales Promotions Personal Selling Public Relations Advertising
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