APR 271 Study Guide - Fall 2018, Comprehensive Midterm Notes - Public Relations, Interaction, Stereotype
12 Oct 2018
School
Department
Course
Professor
APR 271
MIDTERM EXAM
STUDY GUIDE
Fall 2018
8/27/2018 Lecture
What is PR?
● Swann:
○ “If you ask a hundred people, you would probably get a hundred different replies -
and several confused looks”
● PRSA defines PR as:
○ “PR is a strategic communication process that builds mutually beneficial
relationships between organizations and their publics”
■ It is intentional
● Strategy: a plan of action or policy designed to achieve a major or overall aim
● Communication: the imparting or exchanging of information or news
● Other definitions:
○ The art and social science of analyzing trends, predicting their consequences,
counseling organizational leaders
● PR is based on mutual relationship building
● Benefits of PR:
○ Financial health
○ Safety
○ Health
○ Recreation
○ Civic awareness
○ Community service
○ Reputation
○ Survival
● Strategic comm can be found in many disciplines, and PR is one example. Some
people/organizations use the terms interchangeably
● Not all strategic comm is PR
● PR & Advertising:
○ Advertising is the delivery of persuasive info through purchased media
○ How are they similar?
■ Both are persuasive in nature
■ Both heavily rely on the use of mass communication oriented
tactics/executions
○ How are they different?
■ Advertising relies heavily on paid media
■ 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
● PR is:
○ Inexpensive
○ Favors new brands
○ Likes new names
find more resources at oneclass.com
find more resources at oneclass.com
○ Is serious
○ Creative
○ Credible
○ Brand building
● Advertising is:
○ Expensive
○ Favors line extensions
○ Likes old names
○ Funny
○ Uncreative
○ Incredible
○ Brand maintenance
● Marketing is the activity, set of instructions and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners and
society at large
● How are marketing and PR similar?
○ Both are persuasive
○ Both commonly identify consumers as a key public
○ both emphasize the value of relationships
● How are they different?
○ PR is broadly concerned with an organization’s reputation while marketing is
primarily concerned with the organization’s bottom line
○ Marketing relies extensively on paid media
○ Marketing is outwardly focused while PR focuses on both internal and external
publics
● PR and Journalism
○ Journalism is the activity of gathering, assessing, creating, and presenting info
● How are they similar?
○ Journalists and PR practitioners both package content/info for public
consumption
○ Journalists and PR practitioners often use similar writing conventions and style
● How are they different?
○ Journalists are bound to objectivity while PR practitioners assume an advocacy
role
■ In other words, PR practitioners are hired by organizations to further their
interests
● IMC
○ With increasing frequency, orgs have adopted an integrated marketing
communications (IMC) approach
■ In short, IMC can be understood as the blending of PR and marketing
communications within an org
● Encourages consistency & working toward a common goal
find more resources at oneclass.com
find more resources at oneclass.com
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. 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. Marketing is the activity, set of instructions and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners and society at large.
