KIN 3801- Midterm Exam Guide - Comprehensive Notes for the exam ( 12 pages long!)
13 Oct 2017
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Pr staff must be capable of spinning positive and negative stories. Promote local initiatives & positive actions as part of the strategic plan. Promotion and advertising can be rendered ineffective by a poor public relations program. Pr role is to build relationships with media, communicate, create pr plan, pitch, manage the story, talking points, & crisis management. Public relations formula pr = mr + cr. Public relations = media relations + community relations. Media relations: communicating with the news media through the mass media. Proactive: point of initiation is the organization, not an external entity. Interactive: develop mutually beneficial relationships with media and assists the media on a variety of issues. Community relations: previously an as funding allows afterthought for many organizations at all level. Now = integral part of marketing efforts. Initiated by teams/institutions initiated by leagues or governing bodies. An organization"s cr plan must have a strategic fit to the rest of the marketing management plan.
