APR 271 Lecture 1: 8_27_2018 Lecture
Document Summary
If you ask a hundred people, you would probably get a hundred different replies - and several confused looks . Pr is a strategic communication process that builds mutually beneficial relationships between organizations and their publics . Strategy: a plan of action or policy designed to achieve a major or overall aim. Communication: the imparting or exchanging of information or news. The art and social science of analyzing trends, predicting their consequences, counseling organizational leaders. Pr is based on mutual relationship building. Strategic comm can be found in many disciplines, and pr is one example. Advertising is the delivery of persuasive info through purchased media. Both heavily rely on the use of mass communication oriented tactics/executions. Advertising and pr interact with the creative process differently. The notion of credibility is much more central to pr. Advertising wants you to react, whereas pr is constant and reliable.
