PUR 4800 Study Guide - Final Guide: Mind Map, Content Creation, Hot Dog Days

• School: University of Florida
• Department: Public Relations
• Course: PUR 4800
• Professor: linjuanmen

Document Summary

Functions: counseling, research, media relations, publicity, community relations, public affairs, lobbying, issues management, crisis communication, investor relations, development/fundraising, special events. Definition: management of communication between an organizations and its publics, key words. The early days (1700-1800: use of public opinion, early promotional events. The transition period (1900: ivy lee, edward bernays. The modern period (late 1900- present: pr education, academic research development, social media, imc. Consists of analyses, decisions and actions an organization undertakes to formulate and implement strategies in order to create and sustain competitive advantage in the environment and achieve organizational goals. Stewardship: how do we maintain relationships with key stakeholders and target audience: 4 elements reciprocity responsibility reporting relationship building. Strengths what you have going for you (internal) Weaknesses anything that can be improved (internal) Opportunities leads that you can focus your energy on (external) Threats obstacles that you must surpass (external) Describes the brand in terms or its relationship with its targeted stakeholders: core values.