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APR 271 Study Guide - Fall 2018, Comprehensive Midterm Notes - Public Relations, Interaction, Stereotype


Department
APR
Course Code
APR 271
Professor
Dr. Horsely
Study Guide
Midterm

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APR 271
MIDTERM EXAM
STUDY GUIDE
Fall 2018

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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
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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
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find more resources at oneclass.com
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