Defining the Role Flashcards
What does PR encompass as a management function?
- Anticipating, analyzing and interpreting public opinion, attitudes and issues
- Counseling management
- Researching, conducting and evaluating programs of action and communication
- Planning and implementing
- Setting objectives, planning, budgeting and recruiting and training staff
- Knowledge of communications arts, psychology, sociology, political science, economics, and principles of management and ethics
Different between PR, Marketing and Advertising
- PR as management function leading for mutually beneficial relationships with publics
- Marketing identifies needs and wants and offers products and services to satisfies those
- Advertising is paid communication placing info in mass media. PR uses advertising to reach audiences other than the customers targeted by marketing. CONTROLLED METHOD of PR
Internal relations
Builds and maintains a mutually beneficial relationship between managers and employees
Publicity
Information provided by an outside source that is used by media because the info has news value. UNCONTROLLED METHOD of PR
Press agentry
Creating newsworthy stories and events to attract media attention to gain public notice; more public notice than public understanding; approach based on agenda-setting theory.
Public affairs
Specialized part of PR that builds and maintains relationships with governmental agencies and community stakeholder groups; governmental or military; addresses public policy and publics who influence policy
Lobbying
Attempts to influence legislative and regulatory decisions in government; must be closely coordinated with other PR efforts directed toward non-governmental publics
Lobbying Disclosure Act of 1995
Requires all who engage in lobbying the U.S. Congress to register with the Clerk of the House and Secretary of the Senate; Twice a year, also required to report their clients, expenditures and issue-related activities.
Issues management
- Early identification of issues; 2. Strategic response designed to mitigate or capitalize on their consequences;
Crisis management
PR that helps orgs strategically respond to negative situations
Macro-stages of a crisis
- Precrisis - taking steps to detect, prevent or prepare for potential crises
- Crisis - dealing with the trigger event; contain damage and recover
- Postcrisis - activities and plans after crisis; learning
Investor Relations
Work to enhance the value of a company’s stock; track trends, monitoring financial blogs and social networks, provide info to financial publics, counsel management and respond to requests for financial info; among the highest paid
Development
Building and maintaining relationships with donors, volunteers and members to secure financial and volunteer support; aka Advancement
PR Core Axioms
- Takes a broad view of an organization’s environment
- Part of strategic management, seeking to avoid or solve problems
- Outcomes must be quantified and measured
- Identify current conditions motivating process
- Outline how org will get from where it is to where it wants to be
- Ensure senior management support
- Actions speak louder than words
- All actions, comms and outcomes are ethical, legal and consistent with social responsibility
- Success is based on org’s impact on culture
Growth of PR
Worldwide phenomenon
