Public Relation Research Daily news

Advertising

Strategies and Tactics

10th Edition

Dennis L. Wilcox

Glen Capital t. Cameron

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Section 1

What is Public Relations?

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Chapter you Objectives

пЃ® Be familiar with the

global scope of the

pr industry

пЃ® Assess the expertise needed

to get a public relations

career and what salary to

expect

пЃ® Have a fantastic definition of

advertising

пЃ® Understand that public

relations is a procedure,

not an event

пЃ® Know the dimensions of the difference

between public relations,

journalism, advertising,

and marketing

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The Challenge of Public Relations

пЃ® Challenges

пЃ® PR is definitely multifaceted

пЃ® A Pr Professionals need to have the

pursuing skills

пЃ® Written and Interpersonal communication

пЃ® Analysis

пЃ® Settlement

пЃ® Creative imagination

пЃ® Strategies

пЃ® Aide

пЃ® Problem Solving

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A Global Industry

пЃ® Global expenses on Pr

пЃ® An estimated three , 000, 000 practitioners

пЃ® An exploding market of progress in Cina and other

international locations

пЃ® A proliferation of university classes

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A Definition of Advertising

пЃ® Many different definitions is present for public relations

пЃ® It is not necessary to memorize any particular

definition

пЃ® The following keywords frame most definitions:

пЃ® Deliberate

пЃ® Planned

пЃ® Performance

пЃ® Public curiosity

пЃ® Two-way communication

пЃ® Management function

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Different Popular Names

пЃ®

пЃ®

пЃ®

пЃ®

Public relations can be an umbrella term

Bundle of money 500 businesses use corporate and business

communications

Others use marketing communications

Nonprofits use public information/public

affairs or marketing communications

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Stereotypes and fewer Flattering

Terms

пЃ®

пЃ®

пЃ®

пЃ®

пЃ®

Fascinacion

Propaganda

Treatment

" PUBLIC RELATIONS gimmick”

Spin/framing

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Pr as Process

пЃ® Race

пЃ® Actions

пЃ® Conversation

пЃ® Evaluation

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The Diversity of Public Relations

Function

пЃ®

Therapies

пЃ®

Concerns management

пЃ®

Research

пЃ®

Financial contact

пЃ®

Media relations

пЃ®

Industry relationships

пЃ®

Advertising

пЃ®

Development/fund-raising

пЃ®

Employee/Member relations

пЃ®

пЃ®

Community relations

Multicultural

relations/workplace variety

пЃ®

Special events

пЃ®

Marketing and sales communications

пЃ®

пЃ®

Public affairs

Government affairs

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Public Relations vs . Writing

пЃ® Opportunity

Public relations has many components; journalism has only

two: journalistic writing and media contact

пЃ® Aims

Journalists will be objective observers; public relations

personnel are supporters

пЃ® People

Journalists give attention to a mass audience; public relations

professionals focus on defined banal

пЃ® Stations

Journalists only use one route; public relations uses a

variety of stations

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Pr vs . Advertising

пЃ® Advertising works through mass media; public

relations uses variety of equipment

пЃ®...



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