public relations
Download
Skip this Video
Download Presentation
Public Relations

Loading in 2 Seconds...

play fullscreen
1 / 16

Public Relations - PowerPoint PPT Presentation


  • 112 Views
  • Uploaded on

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.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Public Relations' - annora


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
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.
ad