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Chapter 1: Introduction To Public Relations, Advertising vs Public…
Chapter 1: Introduction To Public Relations
Definitions
IPR, UK
- PR practice is the discipline which looks after reputation with the aim or earning understanding and support and influencing opinion and behaviour
PR NEWS, USA
- PR are the mgt functions which evaluate the public attitudes, identify the policies and procedures for an individual or an org with the public interest and plans and execute a program action to earn public understanding and acceptance
IPRA
- PR is the art and social science of analyzing trend, predicting their consequences, counselling org leader and implementing planned programs of action which serve both org's and the public's interest
IPRM-
PR are deliberate, planned and sustained effort to establish and maintain mutual understanding between an org and its public
Key Concept of the PRs Definition
Management Function
Deliberate
Public Interest
Two-way communication
Mutual understanding
Skills of PR Practitioner
Other communication skills
Organization skills
Production skills
Writing and editing skills
Research Skills
Business and economies competence
Common Activities of PR
Issue Management
Crisis Management
Image Building
Government Relations
Financial Relations
Community Relations
Employees Relations
Customers Relations
Media Relations
Personal Qualities
The ability to think creatively and imaginatively
Truthfulness and discretion
A sense of judgment and logic
Character & Integrity
Objectively
Advertising vs Public Relations
PR
Timing and frequency of media coverage and product exposure
cannot be projected or dictated to any large extent
Less than one tenth of advertisement budget
Limited
choice of communications medium to reach the audience
Specialized messages for each internal and external audiences
Total control
of the message and content
ADS
Timing and frequency of message
can be planned and controlled
Unlimited
choice of communications medium to reach the audience
Advertising expenditures are considerably higher
Total control
of the message and content
Addressed to the external audiences
Marketing vs Public Relations
PR
create mutual understanding and cooperation thru two-way dialogue
to save money for the org by building relationship with public that constraint or enhance the ability of the org yo meet its mission
concerned with building relationships and generating goodwill for the org
MKT
persuasive in intent and purpose to sell products and services
to make more money for the org by increasing customers
concerned with customers and selling products and services
Propaganda vs Public Relations
PROPA
means gaining support for an opinion, creed or belief, aiming of keeping the government in power
prejudiced in favor of its topic
PR
aimed at getting its services understood and used properly
more concerned with being factual and unbiased