STC 116 Chapter Notes - Chapter 1-8: Boston Massacre, Theodore Roosevelt, Catholic Church
27 Nov 2017
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A strategic communication process that builds mutually beneficial relationships between organizations and their publics. Objectives: global scope, good definition of pr, know difference between pr, journalism, advertising and marketing, pr is a process not an event, pay. Must have: written and interpersonal communication, research, negotiation, logistics, creativity, problem solving (bring a problem to your boss with a solution), advisor. Pr is global, growing in china with 3 mil practitioners. Definition key words: deliberate, planned performance, public interest, two-way communication, management function. Other names for pr: large companies say corporate communications, some say communications, non- profits say public information, public affairs, community relations, marketing communications. Scope: pr has many components; journalist has only 2: journalistic writing and media relations. Objectives: journalists are objective observers; pr personnel are advocates. Audiences: journalists focus on a mass audience; pr professionals focus on defined segments. Channels: journalists often use only one channel; pr uses a variety of channels.
