MC 3010 Chapter : MC 1 20 12
Document Summary
Guiding and advising: internal and external. Implies: relationship building and maintenance, environmental scanning. You are in the entire organization: credibility, 10 qualities employers want, good writing, intelligence, cultural literacy, know a good story when you see one, media savvy, contacts, good business sense, broad communication experience, specialized experience. 1: avoid career clich s, public relations output, paid and controlled. Paparazzi: how public relations works (r. o. p. e. s, research, objectives/planning. Strategies, messages, tactics: programs, evaluation, stewardship, pr vs. Journalist are unbiased: pr are biased, pr output could be a dinner, conversation, ect. Journalists output is a form of media: pr vs. advertising, pr uses more channels, pr vs. marketing, pr wants to establish long relationships, marketing is short. 2: ground pr in ethical foundation, provide a genealogy of ideas and actions that can inform practice, introspection, u. s. a, roots, best public relations country, country"s come to us for advice about pr. Wrote book about all his accomplishments: catholic church.
