Chapter 1: What is Public Relations? – Flashcards

Research: defining PR problems Action: program planning Communication: execution Evaluation: Evaluate the program

counseling, research, media relations, publicity, employee/member relations, community relations, public affairs, govt affairs, issue management, financial relations, industry relations, development/fund-raising, multicultural relations/workspace diversity, special events, marketing communication

Advertising: o Works through mass media outlets (TV, radio, newspaper) o Addresses external audiences (primarily consumers) o Is a specialized communications function (directly connected to sales) o Is a communication tool in PR o Sells goods and services PR: o Relies on a variety of communication tools (SM, speeches, brochures, news releases) o Targets specialized audiences (external and internal) o Is broader in scope (deals with whole organization, handles a variety of situations) o Fills a support role o Creates a favorable environment for an organization's survival

Marketing: • Is concerned with customers and selling products or services • Deals with target market, consumers, and customers PR: • Is concerned with building relationships and generating goodwill • Deals with publics, audiences, and stakeholders

Journalism: o Use only two components (writing and media relations) o Are objective observers o Focus on a mass audience o Use only one channel PR: o Use many components o Are advocates o Focus on defined publics o Use a variety of channels

o Expected growth of 23% in Asian revenue in the next five years o Annual spending of $2.2 billion in China • Europe, Canada and Western nations have established PR practices • Asia, Latin America, Africa are all poised for growth in PR

- to use a variety of strategies and tactics to convey a consistent message in a variety of forms -integrates practices of PR, marketing and advertising - why integrate? downsizing, tight budgets, expensive advertising, marketing of products affected by public and policy issues

-global/multicultural -research based -relationship focused -internet/new media oriented -toolbox driven tactics

• Creates awareness and information • Organizational motivation • Issue anticipation • Opportunity identification • Crisis management • Overcoming executive isolation • Change agent • Promotes social responsibility • Influences public policy