MCOM 253 Lecture Notes - Lecture 1: Marketing Communications, Pr Newswire

• School: Towson University
• Department: Mass Communication
• Course: MCOM 253
• Professor: kimsuyong

Document Summary

A communication function of management through which organizations adapt to, alter, or maintain their environment for the purpose of achieving organizational goals: design/plan a message to the public to create an image. A strategic communication process that builds mutually beneficial relationships between an organization and their publics. A process: you go through different stages of program planning in order to reach your final goal, preparation and planning of what the person/organization needs to appeal to the public/what they would like to portray. Multifaceted: counseling, research, media relations, publicity, employee/member relations, community relations, public or government affairs. Industry relations: development/fundraising, multicultural relations/workplace diversity, special events, marketing communications. Research and analysis policy formation programming communication feedback program assessment and adjustment. Pr practitioners use a variety of channels. Objectivity is not necessarily the key to pr. Channels like: blogs, organizations, social media, tv, online etc, targets specific groups of audience. Public relations target external and internal audiences.