MC 3010 : PR Exam 1
Document Summary
Is the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom it"s success or failure depends: compromise and give and take you cheat you lose, mutual beneficial relationship. Public relations is: deliberate, planned, performance, public interest, two way communication, management function. Implies: relationship building and maintenance, environmental scanning what"s going on in society in your area, boundary spanning focusing on everything in organization, credibility. Intelligence: good writing, cultural literacy, know a good story when you see one, media savvy, contacts, good business sense, broad communication experience, specialized experience, avoid career clich s. Public relations output: paid and controlled ads, events almost everything, unpaid and uncontrolled word of mouth, blogs, paparazzi. How public relations works (r. o. p. e. s: research, objectives/planning strategies, messages, tactics, programs, evaluation, stewardship. Journalists: pr is more than just writing and reporting. Pr=bias: advertising: pr uses more channels, not just publicity. Imc: 24/7 news cycle, transparency: trust, reputation, ethic, law, gender/roles.
