PUR 3801 Lecture 1: Introduction and Ethics Module 1
27 May 2018
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Introduction and Ethics Module 1
• Public relations is a strategic communication process that builds mutually beneficial
relationships between organization and their publics
• Mutually beneficially relationships between organization and the various publics
• As a management function
o Anticipate, analyze and interpreted public opinion, attitudes and issues
o Recommend courses of actions
o What sort of responsibilities the organization must the public
o Research to inform the stakeholders and the organizations
o Inform or influence public policy
o Set objectives, plan, budget, recruit, and train for facility
• Helps to manage the reputation of the organization
• Relationship-building
• Issue management
o A boundary between the organization and stakeholders
o Are there any issues?
o NOT free publicity
• Focus on storytelling and content creation
• Strategic Planning (Long-term existence and programs of the organization)
o Phase One – Formative Research
▪ Analyzing the situation, organization and the public
▪ Clear idea of what is happening externally and internally
o Phase Two – Strategy
▪ Goals and objectives
▪ Formulating the action and response strategies
▪ Developing the message
o Phase Three – Tacticis
▪ Develop the actual tangible
▪ What you’re actually going to do
▪ The behaviors to drive the goals and objectives
o Phase Four – Evaluative Research
find more resources at oneclass.com
find more resources at oneclass.com
