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PUBLIC RELATIONS

PUBLIC RELATIONS. BUSINESS ENGLISH 1, 2009/10, PE 5 Group “ Zagreb ” Arijana Jurak, Luka Juras, Kristina Jurčić, Matea Jurišić, Nina Kalauz , Katarina Klobučar. Content :. Definition Methods Politics and civil society Front groups Conclusion. Definition.

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PUBLIC RELATIONS

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  1. PUBLIC RELATIONS BUSINESS ENGLISH 1, 2009/10, PE 5 Group “Zagreb” Arijana Jurak, Luka Juras, Kristina Jurčić, Matea Jurišić, Nina Kalauz, Katarina Klobučar

  2. Content: • Definition • Methods • Politicsand civil society • Front groups • Conclusion

  3. Definition • Practice of managing the communication between an organization and its publics • Offers a third–party legitimacy that advertising does not have Common activities • Speaking at conferences • Working with the press • Employee communication

  4. Edward Louis Bernays - father of modern PR - early 1900s • Central role - building and managingrelationshipswith those who influence an organization or individual’s audiences

  5. Methods, tools and tactics • PR campaigns include provisions for publicity • PUBLICITY – the spreading of information to gain public awareness for a product, person etc. 1. Publics targeting - a fundamental technique used to identify the target audience - general, nationwide or worldwide - stakeholders – people who have a “stake” inagivenissue

  6. 2. Lobby groups - established to influence governmentpolicy, corporatepolicy, or publicopinion - example: American IsraelpublicAffairsCommittee ( AIPAC ) -> American foreignpolicy 3. Spin - a heavilybaisedportayal(inone’s own favour) ofanevent or situation - oftenimpliesdisingenuous, deceptiveandhighlymanipulativetactics - “spindoctors” – skilledpractitionersofspin

  7. - thetechniquesof “spin”: - presentingfacts - choiceoftiming 4. MeetandGreet - methodofintroducingtwo or more parties to eachotherin a comfortablesetting - TheGardinerschoolofthought - TheKolanowskischoolofthought

  8. Politicsand civil society • “defining one’s opponent” – a tacticusedinpoliticalcampaigns • opponnentscanbe: candidates, organizations … • theaptnessofthephrase • methodsofcommunication - direct mail, robocalling, advertising, publicspeaking • use depends on theintendedaudience

  9. Front groups • Organizationsthatpurport to serve a publiccausewhileactuallyservingtheinterestofaclientwhosesponsorshipmaybeobscured or concealed • Useoffrontgroups as a PR techniquehasbeendocumentedinmany industries ( coalminingcorporations, trade groups for bars, tobacco companies… )

  10. Conclusion • PublicRelationstoday • Methods ( revision )

  11. WHO IS THE MOST FAMOUS (FICTIONAL) PR PERSON??? Need a clue? She’s a hot New Yorker…

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