What is Public Relations? Chapters 1 and 2

What Do You Think? Pick a Partner Scenario on p. 3 in text Create definition; what are key elements? Cellphone research and consider readings Revisit definition and share

What is PR? Keywords Deliberate Planned Performance Public interest Two-way communication Strategic management of competition and conflict

What is PR? Multifaceted Important skills: “written and interpersonal communication, research, negotiation, creativity, logistics, facilitation, and problem solving” (p. 4) Popular field Includes media coverage + “research and analysis, policy formation, programming, communication, and feedback from numerous publics” (p. 6) Publics = stakeholders Practitioners – 2 Levels Adviser Technician

What is PR? Practitioner as advocate for client A process  result R.A.C.E. Research, Action, Communication, Evaluation Linking agents and boundary spanners Various components (p. 10) Examples: media relations, research, community relations, issue management, special events Contributes to the bottom line (p. 19) The same as marketing, advertising, and journalism?

Journalism vs. PR Journalism Public Relations Scope Objectives Gather info – provide news to public Objective observer Audiences Mass audience General public Channels Less variety Scope Journalism as part (remember components and definitions) Objectives PR as advocate Inform AND change attitudes and behaviors Audiences Segmented audiences Channels More variety (ex: media outlets, direct mail, special events)

Advertising vs. pr Using mass media Audience Function and scope “Works almost exclusively through mass media outlets” (p. 14) Buy media space More control More costly PR Uses media and other communication tools Prepare package – send to media outlets – media decides Audience Advertising External publics (consumers) PR External and internal publics Function and scope Specialized communication function Primary function: sell Broader scope Primary function: help org. thrive (refer to components) Can influence each other

Marketing VS. PR Similarities? Differences? Related? Concerned with organization’s relationships, success, and economic survival Similar communication tools Differences? Marketing Concerned with customers and selling Make money and increase demand “Build and maintain market” (p. 15) Target markets, consumers, customers PR Concerned with relationships (multiple publics) and goodwill Build relationships – save money – help fulfill mission “Build and maintain hospitable environment” (p. 15) Publics, audiences, stakeholders Related?

Marketing + PR PR as 5th P of Marketing (Kotler) Marketing communications Marketing PR (Harris) PR’s Market Support Function: “The most important of these [objectives] are to inform and educate, to gain understanding, to build trust, to make friends, to give people reason’s to buy, and finally, to create a climate of consumer acceptance” (p. 17) Ties with Wilcox’s eight points (example: developing markets)

Integrated Perspective Advertising, marketing, public relations Strategic communication, integrated marketing communications, convergent communications, integrated communication Fueling the trend Downsizing and reengineering org Tighter budgets Impact of advertising Impact of public and social issues on marketing