Public Relations

Public Relations

1. The management function that establishes and maintains mutually beneficial relationships between an organization and the public on whom its success or failure depends.

   • Internal Functions relations, publicity, advertising, press agency, public affairs, lobbying, issues management, investor relations and development

2. Public Opinion is describing what a group of people think, expresses beliefs based on their experience with people, events, institutions or products. It examines specific subgroups

   • Opinion leaders are important people who influence the opinions of others.

3. Public Goodwill is the primary goal of most public relations programs, create a positive attitude towards an organization

   • Principle: Public relaatiosn is the conscience of the company, woth the objective of creating trust and maintaining the organizations integrity

4. Comparing Public Relations and Advertising: - Media use - Control - Credibility

5. Types of public relations programs

   • Media relations: media contacts
   • employee relations: communicate info to employees, human resources.
   • Financial Relations: financial community, press, investors, annual report, government.
   • Public affairs: communication programs with governmental and with the public on issues related to government and regulations.
   • Recruitment: working with human resources, arranging events, company organization.
   • Fund-Raising: strategic philanthropy, it is used by nonprofit organizations.
   • Cause marketing: companies associate themselves with a good cause by providing assistance and financial support, cause marketing.

6. Key decisions guide public relations plans

   • Research and SWOT analysis
   • Targeting
   • Objective strategies
     • Change agent strategies
     • Involvement strategies
   • The big idea

7. Public relation tools

   • Controlled media (company controls the use and placement, such as house ads, books, photographs, films, etc )
   • Uncontrolled media ( media controls the use and placement such as news relase, public service announcements, etc )
   • Semi controlled media (some aspects are controlled or initiated by the company other aren't such as websites, buzz, blogs, etc)

8. Public Relations needs from:

   • Advertising
   • Publicity
   • Publications
   • Online Communication

9. It is very important to evaluate the results to determine if the PR program meets its objectives.