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Introduction to Public Relations
Public relations is defined as a planned and sustained effort to establish mutual understanding between an organization and its publics. It involves influencing public opinion through sound character and two-way communication to gain cooperation and support. Integrated marketing communications coordinates various marketing activities including PR, advertising, and sales promotion. PR differs from advertising in its use of varied tools to target specialized audiences rather than mass media to reach external audiences. PR plays a supporting role while advertising is a communication function. Careers in PR require strong writing, research, planning, problem-solving, and business skills.
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Introduction to Public Relations
- 1. INTRODUCTION TO PUBLIC RELATIONS Source:Spotlightoncareers.org
- 2. Definitions "Public Relations isthe deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its publics" Institute of Public Relations, USA
- 3. Definitions "Public relations itthe attempt by information persuasion and adjustment to engineer public support for an activity, cause, movement or institution." Edward L. Bernays
- 4. Definitions "Everything involved inachieving a favourable opinion". George F. Meredith
- 5. Definitions “Public relations isa planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication.” (Wilcox D. et al., 2013)
- 6. Definitions “Public relations helpsan organization and its publics adapt mutually to each other. Public relations is an organization’s efforts to win the cooperation of groups of people.” (PRSA)
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- 9. Integrated Marketing Communication ...is the coordinated effort in marketing communication, sales promotion, product publicity, corporate advocacy advertising, issues management, and public relations activities designed to have an impact on sales.
- 10. Other synonyms forPR Corporate Communicatios Public Affairs Corporate relations
- 11. Examples Have you everused PR? What did you do?
- 12. PR as aprocess: RACE
- 13. Components of PR Research MediaRelations Publicity Employee/member relations Counseling Community relations Public Affairs Government affairs
- 14. Components of PR IssuesManagement Financial Relations Industry relations Development Multicultural relations Special events Marketing communications
- 15. Two elements guidethe process 1) Management - to succeed, PR must report to top management. 2) Action - True PR cannot take place without ethical, consistent action.
- 16. Sharpe's five principles Honest communication for credibility Opennes and consistency for confidence Fairness of actions for reciprocity, goodwill. 2-way communication to build relationships Research and evaluation to determine actions and adjust for social harmony.
- 17. PR and AdvertisingDifferences Tools Advertising works through mass media; public relations relies on variety of tools Audience Advertising addresses external audiences; public relations targets specialized audiences.
- 18. PR and AdvertisingDifferences Scope: Advertising is a communication function; public relations is broader in scope Function Advertising is a tool; public relations fills a support role.
- 19. Publicity It is aninformation from an outside source that is used by the media because the information has new value. It is an uncontrolled method of placing messages in the media because the source does not pay the media for placement.
- 20. Careers in PR 5essential abilities: 1. Writing skill 2. Research ability 3. Planning expertise 4. Problem - solving ability 5. Business/economics competence
- 21. Task 1 1) Researchthe differente between PR and Marketing 2) What are Public Affairs? 3) What kind of PR professional associations are in Mexico and in the USA?
- 22. References 1) Wilcox, D.,Cameron G., Xifra J., “Public Relations Strategies and Tactics”, 10th edition. 2) Google.com 3) Spotlightoncareers.com 4) Youtube.com