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Public Relations. Lecture 27. Recap. Print Production Television Art Direction Broadcast Production Effective Web Design. Chapter Outline. Chapter Key Points The Practice of Public Relations Public Relations Planning Public Relations Tools Effectiveness and PR Excellence. Key Points.

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Presentation Transcript
Public relations

Public Relations

Lecture 27


Recap
Recap

  • Print Production

  • Television Art Direction

  • Broadcast Production

  • Effective Web Design


Chapter outline
Chapter Outline

  • Chapter Key Points

  • The Practice of Public Relations

  • Public Relations Planning

  • Public Relations Tools

  • Effectiveness and PR Excellence


Key points
Key Points

  • Explain what PR is and how it differs from advertising

  • Describe the most common types of PR programs

  • Analyze the key decisions in PR planning

  • Explain the most common types of PR tools

  • Discuss the importance of measuring the results of PR efforts


The practice of public relations
The Practice of Public Relations

  • Used to generate goodwill for an organization

  • Helps an organization and its publics relate to each other


Comparing public relations and advertising

Media use

Control

Credibility

Public relations people seek to persuade media gatekeepers to carry stories about their companies

This aspect of PR is called publicity

Comparing Public Relations and Advertising


Comparing public relations and advertising1

Media use

Control

Credibility

In the case of news stories, public relations people are at the mercy of the media gatekeeper

Advertising runs exactly as the client who paid for it has approved

Comparing Public Relations and Advertising


Comparing public relations and advertising2

Media use

Control

Credibility

The public tends to trust the media more than they do advertisers

Implied third-party endorsement

Comparing Public Relations and Advertising


Types of public relations programs

Media relations

Employee relations

Financial relations

Public affairs

Fund-raising

Cause marketing

Focuses on developing media contacts

Knowing who in the media might be interested in the organization’s story

Types of Public Relations Programs


Types of public relations programs1

Media relations

Employee relations

Financial relations

Public affairs

Fund-raising

Cause marketing

Programs that communicate information to employees

Internal marketing

Communication efforts aimed at informing employees about marketing programs

Types of Public Relations Programs


Types of public relations programs2

Media relations

Employee relations

Financial relations

Public affairs

Fund-raising

Cause marketing

All communication efforts aimed at the financial community

Types of Public Relations Programs


Types of public relations programs3

Media relations

Employee relations

Financial relations

Public affairs

Fund-raising

Cause marketing

Corporate communication programs with government and with the public on issues related to government and regulation

Lobbying

Issue management

Types of Public Relations Programs


Types of public relations programs4

Media relations

Employee relations

Financial relations

Public affairs

Fund-raising

Cause marketing

The practice of raising money by collecting donations

Types of Public Relations Programs


Types of public relations programs5

Media relations

Employee relations

Financial relations

Public affairs

Fund-raising

Cause marketing

When companies associate themselves with a cause, providing assistance and financial support

Types of Public Relations Programs


Summary
Summary

  • Chapter Key Points

  • The Practice of Public Relations


Reference
Reference

  • Wells, W., Burnett, J. and Moriarty, S. (2006), Advertising Principles and Practice, Prentice-Hall, New Delhi, ND.


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