1. What is Public Relations?
Chapters 1 and 2

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

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

4. 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

5. 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?

6. 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)

7. 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

8. 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?

9. 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)

10. 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