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Lecture 1

MCA 180 Lecture 1: Key Terms and Definition of Public Relations
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2 Pages
29 Views
Fall 2016

Department
Media And Communication Arts
Course Code
MCA 180
Professor
Zeke
Lecture
1

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September 12, 2016
Key Terms and Definition of Public Relations
Influencing beliefs and behaviors
1. Power: use authority for overt
2. Patronage: purchase or bribery
3. Persuasion: use communication to promote good will
Public Relations is…
“management of relationships between an organization and its publics”
Defining Public Relations
All definitions of PR frame it as
Planned activity - organized behavior consistent with values and goals
Management function- must be a top concern of leadership
Involves two-way communication - involves soliciting feedback
Research-based science - must conduct formal and informal research to
effectively communicate
Socially responsible – constructive in society
RACE Process
Research: define problem
The discovery phase
Analysis: what is going to be done
The strategy phase
Communication: execution
The action phase
Evaluation: was the audience reached
The measurement phase
4 Student Misconceptions
1. Negative Perceptions of the Field
PR is more than media relations and special events planning
2. Lack of Management Knowledge
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Description
September 12, 2016 Key Terms and Definition of Public Relations Influencing beliefs and behaviors 1. Power: use authority for overt 2. Patronage: purchase or bribery 3. Persuasion: use communication to promote good will Public Relations is… “management of relationships between an organization and its publics” Defining Public Relations All definitions of PR frame it as  Planned activity - organized behavior consistent with values and goals  Management function- must be a top concern of leadership  Involves two-way communication - involves soliciting feedback  Research-based science - must conduct formal and informal research to effectively communicate 
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