The document discusses external communication, public affairs, public relations, and provides examples. External communication refers to information exchanged between an organization and outside groups. Public affairs involves monitoring an organization's environment to influence policy and build reputation. Public relations is a strategic process of building mutually beneficial relationships between an organization and its stakeholders. The document also provides an example of a campaign to improve civic education and discusses Coca-Cola's strategy of associating its brand with happiness and movement.

1. External Communication
Public Affairs & Public Relations

2. What do you think?

3. What people think....

4. What is External Communication?
Simply:
▪ The exchange of information and messages between an organization
and other organizations, groups, or individuals outside its formal
structure.
Taken from:
http://www.qfinance.com/dictionary/external-communication

5. Public Affairs
As defined by the Public Affairs Council….
“Public Affairs represents an organization’s efforts to monitor and
manage its business environment. It combines government
relations, communications, issues management and corporate
citizenship strategies to influence public policy, build strong
reputation and find common ground with stakeholders.”
Taken from:
http://pac.org/faq#WhatPA

6. Campaign for the Civic Mission of
Schools
Challenge
▪ The Campaign is a coalition of over 70 national civic learning,
education, and business groups working to improve civic
education in American schools. The challenge: taking an
organization with a vital, but often ignored topic and raise its
national profile among educators, civic leaders and the public.
Strategy & Tactics
▪ WMG created a national advocacy campaign that mixed
traditional media strategies with online technologies and reached
millions of people through online, print, broadcast and radio.
Results
▪ The Campaign's first report, “Guardian of Democracy: The Civic
Mission of Schools,” garnered wide spread national, regional and
state media coverage and was linked to thousands of Internet
sites, significantly boosting awareness of its findings, policy
remedies and of the organization itself.

7. Public Relations
The Public Relations Society of America defines PR as:
“Public relations is a strategic communication process that builds
mutually beneficial relationships between organizations and their
publics.”
Taken from:
http://www.prsa.org/aboutprsa/publicrelationsdefined/#.Ux33sU2PLcs

8. Let’s look at Coca Cola
Happiness Is Movement

9. Why this type of campaign?
▪ Public moving towards healthier lifestyles
▪ Under scrutiny from parents, health advocates and politicians
▪ Coca Cola is NOT a healthy product
However…
▪ Moderation is key
▪ Coca Cola is associating itself with a happy lifestyle
▪ Coke is OK once you are moving!

10. What do I think?
Public Affairs
▪ Part of public relations
▪ Builds & maintains relationships
with publics; shareholders,
customers, legislators, voters,
communities
▪ Addresses lawmakers and
politicians directly
▪ Seeks to drive policy development
▪ Concerned with the good of the
public
Public Relations
▪ Encompasses Public Affairs
▪ Builds & maintains relationships
with publics; customers, suppliers,
employees, shareholders, investors
▪ Addresses audiences through
campaigns and other media
platforms
▪ Seeks to shape public opinion
▪ Concerned with the good of the
organization

11. That’s all from me!

12. References
• Qfinance - http://www.qfinance.com/dictionary/external-communication
• Public Affairs Council - http://pac.org/faq#WhatPA
• PRSA -
http://www.prsa.org/aboutprsa/publicrelationsdefined/#.Ux4Duk2PLcs
• Media Bistro - http://www.mediabistro.com/prnewser/coca-cola-latest-pr-effort-
focuses-on-movement_b70525
• Washington Media Group - http://www.washingtonmedia.com/our-work/
entry/campaign-for-the-civic-mission-of-schools
• Global Post - http://everydaylife.globalpost.com/public-affairs-vs-public-relations-
38967.html