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Public Relations

Public Relations. Communications 233 Prof. Ed Trotter. Communication affects. Awareness Attitudes Actions The three A’s, so to speak. Levels of involvement. Interested parties Stakeholders Advocates Attorneys, PR practitioners Uninterested parties

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Public Relations

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  1. Public Relations Communications 233 Prof. Ed Trotter

  2. Communication affects . . . • Awareness • Attitudes • Actions • The three A’s, so to speak

  3. Levels of involvement • Interested parties • Stakeholders • Advocates • Attorneys, PR practitioners • Uninterested parties • Don’t care about the topic, organization, etc. • Disinterested parties • Don’t care about an outcome • Journalists • Referees

  4. Public relations definitions • Management of communication between an organization and its publics

  5. Public relations definitions • . . . management function that identifies, establishes, and maintains mutually beneficial relationships between an organization and the various public on whom its success or failure depends.

  6. Public relations definitions • . . . communication function of management through which organizations adapt to, alter, or maintain their environment for the purpose of achieving organizational goals.

  7. Public relations definitions • Tool for institutions to establish beneficial relationships with other institutions and groups.

  8. Key concepts • Deliberate • Planned • Performance • Public interest • Two-way communication • Management function

  9. Aims of Public Relations • Inform (Awareness) • Persuade (Attitudes) • Change behaviors (Actions) • Seek information from publics

  10. The Public Relations Process (RACE) • Research What is the problem or situation? • Action (program planning) What is going to be done about it? • Communication (execution) How will the public(s) be told? • Evaluation Was the audience reached, with what effect?

  11. PR Cycle

  12. Research & analysis Policy formation Program assessment & adjustment Programming Communication Feedback PR Cycle

  13. Counseling Research Media relations Publicity Employee/member relations Community Relations Public Affairs Government affairs Issues management Financial relations Industry relations Development/fund-raising Multicultural relations Special events Marketing communications Applications of PR

  14. Advertising . . . • is paid space and time • has high content control • has less credibility (inherent) • is almost all mass-media oriented • is externally geared • is more specialized • can be used as a PR tool

  15. For more information . . . • Public Relations Society of America • www.prsa.org • Public Relations Student Society of America • www.prssa.org • Institute for Public Relations • www.instituteforpr.com • International Public Relations Association • www.ipra.org • PR Week • www.prweek.com

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