TEST 1 - set 1 Flashcards by Elise Tallent

Public Relations (2)

The management function that identifies, establishes, and maintains mutually beneficial relationships between and organization and the various publics on whom its success or failure depends

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Public Relations (3)

The management of communication between an organization and its publics

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Internal and External Publics

Based on organizational boundaries

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Primary, secondary, and marginal publics

Based on influence

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Traditional and future publics

publics based on time

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Proponents, opponents, and uncommitted publics

publics based on relationship

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Terms common to definitions of PR

~ Deliberate
~ Planned
~ Performance
~ Public interest
~ Two-way communication

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Components of Public Relations

Counseling/opinion change
- Research
- Media relations
- Publicity
- Employee/member relations
- Community relations
- Public affairs / lobbying (PR aimed at government)
- New and existing relationships
- Issue management
- Financial relations
- Monitoring environment
- Development/Fundraising
- Multicultural relations/workplace diversity
- Special events
- Integrated communications
- Etc

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Public Relations (1)

Strategic management of competition and conflict … for the mutual benefit of the organization and its various stakeholders and publics

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Skills (needed) of a Public Relations Professional

Written and interpersonal communication
- Research
- Negotiation
- Creativity
- Logistics/management skills
- Facilitation
- Problem solving

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The PR Decision Making Process

1) Research
2) Action
3) Communication
4) Evaluation

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PR Decision Making Process Step 1 - Research

Define the problem

Some form of qualitative or quantitative research is often conducted to define the problem
~ e.g., survey of company moral / consumers

Oftentimes, we’ll conduct a situation analysis to summarize the problem and broader situation

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Situation Analysis

Often used in step 1 of PR decision making process and entails:
~ Client background
~ Product / Service / Brand info
~ Market / Competition
~ Consumer profile
~ Brand &amp; Marketing analysis
~ S.W.O.T. Analysis
~ Strategic implications and recommendations

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PR Decision Making Process Step 2 - Action

State the program’s objectives

Differentiate between goals (long-term) and objectives (specific outcomes)
~ Objectives may be informational, attitudinal/motivational, and/or behavioral

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PR Decision Making Process Step 3 - Communication

Develop campaign to meet objectives

Base the campaign on:
~ Pre-existing research
~ Theory
~ The research you conducted earlier in the process

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PR Decision Making Process Step 4 - Evaluation

Evaluate, evaluate, evaluate

Should be done continuously

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Alternative Depiction of the PR Decision Making Process

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1) Formative (before) research and analysis
2) Use research to establish objectives/strategies
3) Develop campaign
4) Execute / plan campaign
5) Evaluative (after) research
6) Use research to adjust future campaigns

Differences Between PR and Journalism

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~ Scope
~ Objectives
~ Audience & Channels

Difference Between PR and Journalism - Scope

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Journalism is about producing content
~ E.g., news articles, magazine features

PR has a much broader scope
~ E.g., organizing a special event one day and writing press releases the next

Difference Between PR and Journalism - Objectives

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Journalism strives for objectivity in reporting
~ E.g., point/counter-point news writing

PR has a goal of advocacy

Difference Between PR and Journalism - Audiences & Channels

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Journalists produce content for the medium for which they work, but must also write for mass audiences

Differences Between PR and Advertising

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~ Tools
~ Audience
~ Scope / Function
~ Cost

Difference Between PR and Advertising - Tools

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Advertisers use paid placements primarily
~ E.g., print media ads, commercials

PR works in the area of “earned” or “owned” media
~ Professionals might submit news info to journalists, but also rely heavily on the events themselves to build relationships with publics and different organizations

Difference Between PR and Advertising - Audience

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Advertisers are concerned only with an external _________
~ E.g., consumers of various goods/services

PR professionals are concerned with both internal and external ___________
~ They might target external groups like shareholders, vendors, opinion leaders OR they might focus on employees within organization

Difference Between PR and Advertising - Cost

Advertising can be quite expensive Effective PR is often viewed as a cost-effective alternative

Marketing (1)

The act or process of selling or purchasing in a market

Marketing (2)

The process or technique of promoting, selling, and distributing a product or service

Marketing (3)

An aggregate of functions involved in moving goods from producer to consumer

The Four P's of Marketing

Product, Place, Price, Promotion | ~ Public relations often called the fifth P

Differences Between PR and Marketing

~ Audience Focus ~ Language ~ Method

Difference Between PR and Marketing - Audience Focus

Marketing is consumer-focused, with a goal of selling products and services often through packaging and promotions ~ Goal = increase slope of demand curve for a product/service PR is focused on many different publics, sales are important but not its sole focus ~ Concerned with relationships and trust with publics, an organizations values

Difference Between PR and Marketing - Language

Marketing's is sales-oriented ~ E.g., they speak or target markets, customers PR's is less concerned with the "hard sell" and is therefore more conversational in tone ~ Interested in two-way communication with publics and stakeholders

Difference Between PR and Marketing - Method

Marketing - to satisfy the economic objectives ~ e.g., influence purchases PR - to raise awareness, educate or inform the public, and/or build trust in the organization ~ PR's currency is not necessarily economic, but could be awareness, trust

How PR Supports Marketing

Develop prospects and generate sales leads for new markets Provides third party endorsements via news orgs Stretches advertising and promotional dollars via timely press releases & help sell minor products that may lack significant advertising budget Provides inexpensive sales literature via news articles and consumer reviews

Public Relations is More Effective (than marketing / advertising) at:

``` ~ Premarket conditioning ~ (long-term) strategy development ~ Generating word of mouth ~ Building a brand's reputation ~ Building corporate reputation ~ Overcoming a crisis ```

Marketing is More Effective (than PR / advertising) at

``` ~ Launching a new product/service ~ Promoting a new product/service ~ Acquiring customers ~ Retaining customers ~ Targeting niche audiences ```

Advertising is More Effective (than PR / marketing) at:

Building awareness

Concept of Integration

To use a variety of strategies and tactics to convey a consistent message in a variety of forms ~ e.g., Edelman

Why Shift to Integrated / Strategic Communication

Downsizing leads to consolidation Tighter Budgets Advertising clutter and credibility Increasing attention to how social policy can influence the marketing of products/services invited PR participation

Creating Positive Public Opinion

``` ~ Host events ~ Conduct studies to better understand publics ~ Fund activities ~ Provide info ~ Do good things ```

Preventing Negative Public Opinion

~ Have a crisis plan ~ Train your people how to speak to media ~ Have an open information policy ~ Don't have indefensible policies

TEST 1 - set 1 Flashcards

(41 cards)