Uploaded byCorinne Weisgerber
Ch 1: PR
The document discusses definitions of public relations and provides context around its strategic nature. It summarizes public relations as "a strategic communication process that builds mutually beneficial relationships between organizations and their publics." It also outlines typical public relations activities like writing, planning, counseling, and research and discusses models for defining public relations functions.
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Ch 1: PR
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- 3. 500 definitions The verypeople charged with shaping the organization’s reputation can’t project a unified picture of themselves
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- 7. And the winneris: “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
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- 10. Public Relations Public Relationshipswith your BuildingTrust Communicating Advocating
- 11. What is aPublic
- 12. What is aPublic Who are the university’s publics
- 13. An Organization sPublics
- 14. An Organization sPublics Organization
- 15. An Organization sPublics Organization Board of Directors
- 16. An Organization sPublics Organization Board of Directors Employees
- 17. An Organization sPublics Organization Board of Directors Investors Employees
- 18. An Organization sPublics Organization Board of Directors Investors Employees Government
- 19. An Organization sPublics Organization Board of Directors Investors Employees Unions Government
- 20. An Organization sPublics Organization Board of Directors Media Investors Employees Unions Government
- 21. An Organization sPublics Organization Board of Directors Media Investors Employees Unions Consumers Government
- 22. An Organization sPublics Organization Board of Directors Media Investors Employees Unions Consumers Government Community
- 23. Internal Publics An Organizations Publics Organization Board of Directors Media Investors Employees Unions Consumers Government Community
- 24. Internal Publics External Publics AnOrganization s Publics Organization Board of Directors Media Investors Employees Unions Consumers Government Community
- 25. PR as Relationship •Media Relations • Employee Relations • Investor Relations • Community Relations • Government Relations • International Relations • Blogger Relations Management
- 26. PR as Relationship •Media Relations • Employee Relations • Investor Relations • Community Relations • Government Relations • International Relations • Blogger Relations Management
- 27. PR as Relationship •Media Relations • Employee Relations • Investor Relations • Community Relations • Government Relations • International Relations • Blogger Relations Management
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- 32. What s thedifference between advertising & PR?
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- 34. Advertising: you pay for PR: youpray for
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- 36. Advertising PR Promotes anindividual product or service
- 37. Advertising PR Promotes anindividual product or service Promotes an entire org.
- 38. Advertising PR Promotes anindividual product or service Promotes an entire org. Messages intended to persuade to buy
- 39. Advertising PR Promotes anindividual product or service Promotes an entire org. Messages intended to persuade to buy Messages intended to create goodwill/win support
- 40. Advertising PR Promotes anindividual product or service Promotes an entire org. Messages intended to persuade to buy Messages intended to create goodwill/win support Pays media
- 41. Advertising PR Promotes anindividual product or service Promotes an entire org. Messages intended to persuade to buy Messages intended to create goodwill/win support Pays media Doesn’t pay media
- 42. Advertising PR Promotes anindividual product or service Promotes an entire org. Messages intended to persuade to buy Messages intended to create goodwill/win support Pays media Doesn’t pay media message unchanged
- 43. Advertising PR Promotes anindividual product or service Promotes an entire org. Messages intended to persuade to buy Messages intended to create goodwill/win support Pays media Doesn’t pay media message unchanged message filtered by media
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- 46. • Establishing Credibility KeyPR Ideas
- 47. • Establishing Credibility •Acting Ethically Key PR Ideas
- 48. • Establishing Credibility •Acting Ethically • Advocating Truth Key PR Ideas
- 49. • Establishing Credibility •Acting Ethically • Advocating Truth • Winning Goodwill Key PR Ideas
- 50. • Establishing Credibility •Acting Ethically • Advocating Truth • Winning Goodwill • Building Relationships Key PR Ideas
- 51. • Establishing Credibility •Acting Ethically • Advocating Truth • Winning Goodwill • Building Relationships • Acting as the Organization’s Conscience Key PR Ideas
- 52. What do PR Professionalsdo? PR professional
- 53. What do PR Professionalsdo? Interpret management to the public PR professional Management
- 54. What do PR Professionalsdo? Interpret management to the public PR professional Management Public and the public to management
- 55. What do PR Professionalsdo? Interpret management to the public PR professional Management Public Mediator and the public to management
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- 57. Typical PR Activities 1.Writing
- 58. Typical PR Activities Newsreleases Speeches Brochures Newsletters Press kits PSAs 1. Writing
- 59. Typical PR Activities 1.Writing
- 60. Typical PR Activities 2.Planning 1. Writing
- 61. Typical PR Activities SpecialEvents Media Events 2. Planning 1. Writing
- 62. Typical PR Activities 2.Planning 1. Writing
- 63. Typical PR Activities 2.Planning 3. Counseling 1. Writing
- 64. Typical PR Activities 2.Planning Advising management on how to interact with key publics 3. Counseling 1. Writing
- 65. Typical PR Activities 2.Planning 3. Counseling 1. Writing
- 66. Typical PR Activities 4.Researching 2. Planning 3. Counseling 1. Writing
- 67. Typical PR Activities Attitudes& opinions of key publics 4. Researching 2. Planning 3. Counseling 1. Writing
- 68. Typical PR Activities 4.Researching 2. Planning 3. Counseling 1. Writing
- 69. R-A-C-E Model Defining PRby its functions
- 70. R-A-C-E Model Defining PRby its functions
- 71. R-A-C-E Model Research -identify issues & opportunities Defining PR by its functions
- 72. R-A-C-E Model Research -identify issues & opportunities Action - identify plan of action Defining PR by its functions
- 73. R-A-C-E Model Research -identify issues & opportunities Action - identify plan of action Communication/Implementation Defining PR by its functions
- 74. R-A-C-E Model Research -identify issues & opportunities Action - identify plan of action Communication/Implementation Evaluation - measure effectiveness Defining PR by its functions