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Chapter 15

Chapter 15 - Public Relations.docx

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Department
Administration
Course
ADM3326
Professor
All Professors
Semester
Fall

Description
Chapter15PublicRelations3 componentsoPublic relationsoMedia PublicityoCorporate advertisingPublicRelationsPRTraditional definition management function thatoEvaluates public attitudesoIdentifies polices and procedure of an organization with public interestoExecutes program of actioncomm to earn public understanding and acceptanceNew Role of PRoBroader and more marketing orientedoDichotomous rolesNonmarketing Maintain mutually beneficial relationship between organization and publicMarketing communication function where all noncustomer relationships are necessary for marketingPublicityoGeneration of news about personproductserviceorganization oAppears in broadcast print or internetoPublicity and PR may occur at the same time orpublicity can be the end results of a PR effortMarketers can provide prepackaged publicity material through VNRs Video News Relased o3 LimitationsLasts only for a short period of time however it is a concerted effort with many exposures which may have lasting communication effects
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