Public Relations

          --is a distinctive management function which helps establish and maintain mutual lines of communication, understanding, acceptance and cooperation between an organization and its publics.

-- the use of communication by an organization to inform resolve, resolve conflict, and/or improve understanding with its strategic publics.

Marketing--is defined as a direct concern with the distribution and sale of goods or services.

Media relations--

is used to communicate an organization's point of view to an external audience, using the channels of mass communication.

Information Subsidies---Researchers use the term to describe media relations handouts like video and print news releases.

Models of Public Relations Practices

Press Agent-----  One-way, tells only favorable                                        information

                            A form of publicity

                            P.T. Barnum...one of first to use

Public Information---- One-way, uses “journalists-in-                                 residence”

  Concerned with fairness, balance,                        and objectivity

                                     Ivy Ledbetter Lee,   public                                         relationships

Two way Asymmetrical---- Uses strategic messages to       persuade. Doesn’t seek consensus or

                            Accommodate opposing views

                            Persuasion                        

Edward Bernays and Doris Fleischman-       -public relations counsel

Two-way Symmetrical----      Uses research and communication to manage conflict and improve understanding. Sender’s behavior could be        changed here.

     Public Relations

Four Phases of Public Relations

1) Research----       knowing the client

                            Problems you face

                            Knowing the target audience

2) Objectives----       MBO= Management by Objective

                            Impact objectives=                                                         Informational

                                   Attitudinal

                                   Behavioral

Output objectives=work to be produced

3) Program----       Theme and Message

                            Action or Special events   

                            Controlled and Uncontrolled media

4) Evaluation----       Message exposure

                            Comprehension

                            Retention

Types of public relations

       1) Media Relations

       2)Internal Communications

              Employee Relations

              Member Relations

       3)Community Relations

       4) Government Relations

       5) Investor Relations or Financial Relations

       6) Consumer Relations

       7) Emergency Relations    

Concerned with fairness, balance, and objectivity