APR 271 Study Guide - Comprehensive Final Exam Guide - Public Relations, Interaction, Stereotype

• School: University of Alabama
• Department: Advertising and Public Relations
• Course: APR 271
• Professor: Dr. Horsely

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.