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412 365. แนวคิดเกี่ยวกับการผลิตสื่อเพื่อการประชาสัมพันธ์. ทำไมจึงต้อง PR. ประชาชนไม่รู้จัก ชื่อเสียง /ไม่เห็นคุณค่า หรือประโยชน์ หน่วยงานขาดการยอมรับ ประชาชนเกิดความเข้าใจผิด ไม่ได้รับข่าวสารที่เพียงพอ Rumour. ความหมายของการประชาสัมพันธ์.

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412 365


PR

  • /

    • Rumour


PR


  • PR : (Public Relations)


PR

Image

Good understanding

Good will

Good Relationship


  • Persuasive

  • Trustworthiness

  • Mutual understanding

Full Information


  • Two way communication

s

Mutual Understanding

R


412 365


The Tool of PR

Media

Activity


Public

image

Mutual

understanding

Misconception

Communication Process

The tool of PR


Wesley & Mclean s Model


Media



Personal Media

House Journal


    • (House journal)

    • Intranet


- Mass media


  • (Mass Media)


    • Controlled Media

    • Uncontrolled Media


  • Uncontrolled Media

  • Controlled Media


PR

  • Publicity (Information Service)

  • Advertising (Institutional Advertising)

  • Education

  • Community Relations

  • Special Events management

  • Public Affairs


Publicity

    • Press Release Photo Release

    • Photo essay

    • Exclusive Interview

    • / /


2

  • (Corporate PR)

  • (Marketing PR)


1.

    • Institutional Advertising


2.

  • (Brand image)


The Process of PR

Research - Listening

Fact finding

Planning-Decision Making

Communication-action

Evaluation


The Process of PR


The Process of PR

Research- Fact finding


The Process of PR

Planning Decision making

PR

PR


The Process of PR

Communication action



The Process of PR

Research - Listening

Planning-Decision Making

Communication-action

Evaluation


The Process of PR

Evaluation

  • PR

Communication audit

public relations audit


Public Relations as a cyclical process

Research

& Analysis

Program Assessment

&

Adjustment

Policy formation

Planning

Programming

Communication

Feedback

Loop Process



1.

(Research or Fact-Findings)

2.

(Action Plan or Planing)

3. /

(Communication/Taking Action)

4. (Evaluation)




Schramm s Model


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