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Textbook Chapter 1 Vocab
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- 1Public RelationsPublic relations is a leadership and management function that helps achieve organizational objectives, define philosophy, and facilitate organizational change. Public relations practitioners communicate with all relevant internal and external publics to develop positive relationships and to create consistency between organizational goals and societal expectations. Public relations practitioners develop, execute, and evaluate organizational programs that promote the exchange of influence and understanding among organization's constituent parts and publics.
- 2PRSAThe oldest and largest professional association serving public relations practitioners.
- 3Social MarketingSocial marketing is a special form of public relations that tries to change public attitudes and behaviors on behalf of a social cause whose work benefits society as a whole, rather than on behalf of the sponsoring organization.
- 4PublicsGroups that are almost always important to organizations. We generally define them in terms of their organizational relationships to us including media, employees, government officials, community leaders, and financial analysts.
- 5Public AffairsPublic affairs generally refers to relationships between organizations and governments.
- 6MarketingMarketing is a sales and distribution function whose principal publics are customers, retailers, and distributers.
- 7JournalismJournalism is distinct from PR in 2 ways. Journalists do not represent the organization about which they write, but public relations practitioners do, and this may influence their objectivity and the way they frame ideas and present facts. Journalists are trained to write for news media. Public relations practitioners must master the basic writing, graphic design, and journalistic convention of all mass media along with more specialized media whose content they control, such as direct mail, pamphlets, posters, newsletters, trade publications, and their organization's website.
- 8PRSA Public Relations Functions1. Programming
2. Relationships
3. Writing and Editing
4. Information
5. Production
6. Special Events
7. Speaking
8. Research and Evaluation - 9—