Chapter 1 Flashcards
What’s the definition of PR?
Public relations is a process involving numerous subtle and far-reaching aspects beyond media coverage. It includes research and analysis, policy information, programing, communication, and feedback from numerous publics (employees, consumers, investors-basically any stakeholder is a public)
Public relations is the management function ….
that identifies, establishes, and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends.
The strategic management of…
…competition and conflict for the benefit of one’s own organizations - and when possible - also for the mutual benefit of the organization and its stakeholders
Public relations should foster two-way communication and mutual understanding
Name six things PR is
Deliberate Planned Performance Public Interests Two-Way Communication Strategic Management of Competition and Conflict
PR is Deliberate:
intentional, designed to influence, gain understanding, provide information, and obtain feedback
PR is Planned:
organized. Solutions to problems are discovered and logistics are thought out. The activity is systematic, requires research and analysis, and takes place over a period of time
PR is Performance:
Based on actual policies and performance. No amount of public relations will generate goodwill and support if an organization is unresponsive to community concerns
PR is Public Interests:
Reputable PR activity is mutually beneficial to the organization and the public, it provides for the alignment of the organization’s self-interests with the public’s concerns and interests
PR is Two-Way Communication:
Public relations is more than one-way dissemination of informational materials. It is equally important to solicit feedback.
PR is strategic management of competition and conflict:
is most effective when it is an integral part of decision making by top management. Public relations involves counseling and problem solving at high levels, not just the dissemination of information after a decision has been made
RACE means
Research: what is the problem or situation?
Action: what is going to be done about it?
Communication: How will the public be told?
Evaluation: Was the audience reached and what was the effect?
PR includes 15 things
Issue Management Government Affairs Public Affairs Community Relations Employee/Member Relations Publicity Media relations Research Counseling Marketing Communications Special Events Multicultural Relations/Workplace Diversity Development/Fund-raising Financial Relations Industry Relations Development/Fund-raising Multicultural Relations/Workplace Diversity Special Events Marketing Communications
Industry Relations
Relating with other firms in the industry of an organization and with trade associations
Development/Fund-raising:
Demonstrating the need for an encouraging the public to support charitable organization’s primarily through financial contributions
Multicultural Relations/Workplace Diversity:
Communicating with individuals and groups in various cultural groups
Special Events:
Stimulating an interest in a person, product, or organization by means of focused “happenings” as well as other activities designed to encourage interacting with publics and listening to them
Marketing Communications:
Employing a combination of activities designed to sell a product, service, or idea, including advertising, collateral materials, publicity and special events
Counseling:
Providing advice to management concerning policies, relationships, and communications
Research:
Determining the attitudes and behaviors of groups to plan public relations strategies. Such research can be used to gain mutual understanding or influence and persuade publics
Media relations:
Working with mass media (TV, websites, newspapers, agazines, and the like) by seeking publicity or responding to their interests in the organization
Publicity:
Disseminating planned messages through selected media to further an organization’s interests
Employee/Member Relations:
Responding to concerns, informing, and motivating an organization’s employees or members
Community Relations:
Undertaking activities within a community to maintain an environment that benefits both an organization and the community
Public Affairs:
Developing effective involvement in public policy and helping an organization adapt to public expectations.
Government Affairs:
Relating directly with legislatures and regulatory agencies on behalf of an organization. Lobbying can be part of a govt affairs program
Issue Management:
Identifying and addressing issues of public concern that affect an organization
Financial Relations:
Creating and maintaining investor confidence and building good relationships with the financial community. This aspect of public relations is also known as investor relations or shareholder relations
Engage bloggers with six steps
Genuinely engage bloggers on their blogs rather than spamming them with press material
Target bloggers appropriately
Understand that bloggers can be more influential than traditional journalist
Monitor and contribute to blogs, always keep your client’s organizations needs in mind
Do your own blogging
Be helpful, transparent, honest, and genuine rather than trying to pitch bloggers
Strategic Communications: GRRIT
Global/multicultural Research based Relationship focused Internet/new media oriented Toolbox-driven tactics
