STC 101 Lecture 6: PR Differences
13 Dec 2017
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Document Summary
Journalism: only writing and media relations, objective observers, pr is more about relationships, journalism audience is wider audience, one channel mass media. Advertising: money and sales more than relationships, paying for space to advertise content, more about views than people, can be used with pr, pr is free. Image by media: more uncontrolled than pr, sending messages out to wide public. Marketing: more about a product or service than organization, closer to advertising, seling to consumer not public, persuasion rather than communication. Pr and marketing working together: generating sales, developing relationship, then pointed towards the consumer, opens up communication, makes marketing team more trustworthy, maximizes profits. Integration: bringing all these tactics together, strategic communication, converging different parts to be more successful, pr maintains relationships with each department in organization, legal department, management, for profit organization, media. Investors, stockholders: community, other companies, nonprofit has donors to keep relationships with. Secondary research reading someone elses work.
