COMPARING PR, ADVERTISING, MARKETING, JOURNALISM AND INTEGRATED MARKETING COMMUNICATION WHAT IS PUBLIC RELATIONS? PRESENTED BY: SHANNON AVISON ADMN 205-S01

THIS COMPARISON CHART WAS DEVELOPED FROM PUBLIC RELATIONS STRATEGIES AND TACTICS, 10E, WILCOX & CAMERON WHAT IS PUBLIC RELATIONS? ADAPTED BY: SHANNON AVISON ADMN 205-S01

OBJECTIVES  To develop a better understanding of what PR is … by learning how it is different from other communication activities, including journalism, marketing and advertising  To understand how PR and marketing work together as integrated marketing communication  To be able to evaluate various forms of communication and be able to categorize them accurately  To develop vocabulary to complete Assignment#1

PR VS. JOURNALISM Public Relations Many components such as counseling and special events Managerial skills such as problem-solving needed Journalism Main component is journalistic writing Does not require managerial skills Comparison Chart

PR VS. JOURNALISM Public Relations Provides information as a means to other outcomes; PR people are advocates, i.e. not “objective” Journalism Provides “objective” information from journalists who are “objective” observers Comparison Chart

PR VS. JOURNALISM Public Relations Communicates with defined publics or audience segments Uses a wide variety of channels Journalism Communicate with mass audiences Use only the “channels” of their media employer Comparison Chart

PR VS. ADVERTISING Public Relations Uses a wide variety of communications tools Free placement No guaranteed placement Advertising Uses the mass media Paid space/time in media Guaranteed placement Comparison Chart

PR VS. ADVERTISING Public Relations Want to generate public understanding Targets specialized audience who can be internal or external Management function to create favourable environment for organizations Advertising Want to sell goods and servicesTargets only external audienceSpecialized communication Comparison Chart

PR VS. ADVERTISING Public Relations Uses a wide range of channels including mass media, advertising, events, interpersonal communication, direct mail Public relations often supports advertising efforts Advertising Exclusively mass mediated communication Used as a tool of public relations Comparison Chart

PR VS. MARKETING Public Relations Concerned with relationships Save money for organization, i.e. by generating sales leads Build relationships and good will Marketing Concerned with customers and selling products or services Make money for the organization Build markets for goods and services Comparison Chart

PR VS. MARKETING Public Relations Wide range of internal and external audiences Uses two way dialogue with publics Marketing Main audience is external Persuasive in nature Comparison Chart

PR VS. MARKETING Public Relations Both customers and non- customers can be target audience Includes many management and communication functions Marketing Customer based communication Often limits public relations to product publicity and promotion Comparison Chart

INTEGRATED MARKETING COMMUNICATION Public Relations & Marketing PR directly support marketing effort Includes 3 rd party endorsements that are generated when media covers products and service Generates sales leads, as when people inquire about a product or service after seeing news about them Comparison Chart

INTEGRATED MARKETING COMMUNICATION Public Relations & Marketing PR paves the way for sales callsProvides inexpensive sales literatureEstablishes company as an authority Comparison Chart