Lecture 2 / Chapter 2 Flashcards
PR job
build/maintain relationships w essential publics
resource dependency theory
- orgs need resources (raw materials, fair media coverage, employee dedication) to fulfill values-driven goals 2. key resources are not always controlled by org 3. orgs must build productive relationships with publics who control resources
PR managers (Dozier)
solve problems, advise leaders, make policy decisions, take responsibility for success/failures - in orgs that operate in rapid environments and encourage employee input
PR technicians (dozier)
no key strategic decisions - prepare comms to execute others’ policies - in orgs w stable/predictable environments
PR skills areas
writing, internships, real world exercises in class, exposure to guest lecturers, understanding of business cultures, social media experience
two job challenges (PR)
dealing with speed/volume of info flow and managing digital revolution/rise of SM
top 10 competencies (pR)
info/comm tech knowledge, cultural understandings, oral/written skills, ethics, Strat planning, understanding of bus principles, analytic abilities, leadership, crisis management, relationship building/management
PR employment sites
corps, non-profits/trade associations, governments, Agencies, independent
corp job roles
employee relations, media, government, community, B2B, consumer/marketing, investor relations
boundary spanning
understanding all sides of relationship b/w org and particular public
intersection management
more nuanced than boundary spanning - recognizing several publics can come together simultaneously, relations w one can affect others
employee relations
newsletters, magazines, blogs, video programs, websites, wikis, tweets, events
media relations
news releases, email pitches, conferences/online newsrooms, speechwriting, scripts for video news releases, prepping executives for interviews
government relations/public affairs
brochures, reports, websites, videos for lobbies/political action committees. testifying before commissions, monitoring gov’ activities, preparing reports
community relations
contactt w special interest groups, SM, events, charitable contributions, volunteer organization
B2B relations
building relations with suppliers/distributors. newletters/websites, events, orientation meetings
consumer relations
aka marketing comms. product publicity, news releases, email pitches, direct-mail campaigns, promo events, enlisting/training celebrity spokespeople, blogs, comms efforts w advertising campaigns
investor relations
target investors/analysts in newsletters, blogs, tweets, stockholders, financial reports, websites
non-profs
orgs that don’t function to earn profit - universities, hospitals, churches, charities - local, national, international - includes donor/member relations
publics (gov PR)
voters, media, employees, special interest groups
gov PR titles
press secretary, public info officer, public affairs officer, comms specialist, etc
Entry duties (gov pr)
news releases, responding to constituents, position papers for politicians, digital newsrooms
Upper comms duties (gov)
speaking with reporters, speech writing, briefing officials on public opinion
PR agencies
assist with PR relations activities of other orgs - hired out, sometimes merged w advertising agencies
account
all PR actives planned/executed for particular client. Has team including account supervisor, executives, comms specialists, designers, production supervisors, researchers, online specialists
Independent PR consultant
one person pr agency - smaller range of services than agency - some specialists or generalists
postmodernism
challenging conventional wisdom/social tradition - seeking voices/opinions mainstream tends to ignore
Strategic Comms
when you communicate, everything you say is in line with organization - don’t contradict mission/values
