Basic Concepts of PR
Public Relations as Process (RACE)
2. Action ( Program planning)
Public relations: the management of relationships between an organization and its publics.
Public Relations differs from advertising
Paid and vs. Free
2. Guaranteed placement vs. No guarantee
3. Mass media vs. Range of communication channels
4. Selling vs. Public understanding
5. External audience vs. Both external and internal
Advertising works through mass media; public relations relies on a variety of tools.
Advertising addresses external audiences; public relations targets specialized audiences.
Advertising is a communications function; public relations is broader in scope.
Advertising is a tool; public
Public Relations differs from marketing
Make money vs. Save money
2. Build markets vs. Build relationships
3. External vs. Both external and internal
4. Customer-based vs. Broader base
5. Focus on product promotion vs. Many functions
6. Persuasion vs. Accommodation
Public relations is concerned with relationships; marketing sells products or services.
Different words are used by each profession to express similar meanings.
Public relations relies on two-way dialogue; marketing relies on persuasion.
Public Relations differs from Journalism
1. Broader scope ( see components)
2. Information provider, but also advocates /objective observers 3. Carefully segments audiences /More audiences
4. Channels beyond mass media
Public relations has many components; journalism has only two.
Journalists are objective observers; public relations personnel are advocates.
Journalists focus on a mass audience; public relations professionals focus on defined publics.
Journalists use only one channel; public relations uses a variety...
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