Whats Public Relations

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Whats Public Relations?

• A wolf in sheeps clothing

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Examples

• http//feeds.bignewsnetwork.com/?sid99937fe1c81e2
  79b
• http//www.dwjtv.com/web2001/smt/

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Some working definitions

• PR is the on-going management function that uses
  research, communication methods, activities and
  media to ensure the smooth adaptation of an
  organization and its strategic publics to each
  other to the mutual benefit of both parties.
• Chike A. Fall 2000
• ISC 341
• Public Relations is two-way communications with
  internal and external publics, planned,
  deliberate, intended to garner understanding and
  create a positive image while monitoring public
  knowledge, understanding, and impressions.
• George Glessner
• 2001 PR Student

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KEY WORDS IN ANY DEFINITION OF PUBLIC RELATIONS

• Deliberate
• Planned
• Performance
• Public Interest
• Two-way communication
• Management function

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PUBLIC RELATIONS AS PROCESS RACE

• Research
• Action
• Communication
• Evaluation

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OTHER NAMES

• Corporate Communication
• Public Relations
• Public Affairs
• Communications
• Corporate Relations
• Corporate Public Affairs

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DIFFERENCES BETWEEN PUBLIC RELATIONS AND
JOURNALISM

• For Journalism
• Main component is writing
• Doesn't require managerial skills
• Provides "objective" information
• Communicate with mass audience
• Single channel of media employer

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• For Public Relations
• Many components such as counseling and special
  events
• Management skills such as problem-solving needed
• Provides information as means to other outcomes
• Communicate with audience segments
• Variety of channels

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DIFFERENCES BETWEEN PUBLIC RELATIONS AND
ADVERTISING

• For Advertising
• Paid space/time in media
• Guaranteed placement
• Selling goods and services
• External audience
• Function as specialized communication
• Exclusively mass mediated
• Used as tool in public relations

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• For Public Relations
• Free Placement
• No Guaranteed Placement
• Generate Public Understanding
• Internal and External Audiences
• Management Function to Create Favorable
  Environment for Organization
• Wide Range of Channels Including Mass Media,
  Interpersonal/Small Group, Direct Mail
• Public Relations Often Supports Advertising
  Efforts

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DIFFERENCES BETWEEN PUBLIC RELATIONS AND MARKETING

• For Marketing
• Make money for organization
• Build markets for goods and services
• Main audience is external markets
• Persuasive in nature
• Customer-based communication
• Often limits public relations to product
  publicity and promotion

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• For Public Relations
• Save money for organization
• Build relationships/good will
• Wide range of internal and external audiences
• Often accommodative through dialogue with publics
• Both customers and non-customers comprise
  audience
• Includes many management and communication
  functions