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23 Cards in this Set
- Front
- Back
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IMC
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Integrated Marketing Communications
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Communications function of management
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Public Relations
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Communication function of marketing
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Advertising
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PR is often thought to be both...
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Management and marketing
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Public relations messages reach audiences via the media of...
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mass communication and by interpersonal means.
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Advertising messages reach audiences via the media of...
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mass communication.
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Advertising Messages
Audience Knowledge (3) |
-Space and time is purchased.
-Sponsors are identified. -The persuasive intent is explicit. |
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Public Relations
Audience Knowledge (3) |
-in news stories, editorials, features.
-not paid for, nor are sponsors typically identified. -The persuasive intent is masked. |
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Brief history of PR
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1700s: Samuel Adams- Boston tea party and Boston Massacre
1800s: PT Barnum master of publicity and press agentry. 1900s: Ivy Lee- openness and honesty in PR George Creel - world war one |
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Who coined the term Public Relations
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Edward Bernays
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About ______of all PR activity originates from in-house PR departments (e.g., businesses, universities, government).
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2/3
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About ____% of the 1,500 largest U.S. companies have PR departments.
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85 percent
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Major divisions of in-house PR departments
corporate communications |
focuses on internal publics (e.g., employees, shareholders)
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Major divisions of in-house PR departments
community relations |
focuses on external publics (e.g., customers, government regulators)
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Major divisions of in-house PR departments
media relations |
focuses on the media of mass communication (e.g., preparing press releases, interacting with journalists).
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proactive relations
adversarial relations ambivalent relations with journalists |
-take initiative in contacting journalists.
-avoid journalists via info boycotts. -mix-proactive,reactive,inactive relationships |
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Major divisions of external PR firms (5)
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-creatve service(med kits brochures)
-research (polling, focus groups) -marketing publicity (coordinating merch displays & sales promos) -accounts (handling client relations) -general admin (handling day-to-day tasks associated with running the PR firm as a business) |
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The four-part process of a PR program (or campaign)
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gather information
Develop agreed-upon plan Implement plan Evaluate efforts |
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sub specialties of PR (11)
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Media Publicity
Opinion Polling Event Planning Development Lobbying Media Training Contingency Planning Crisis Management Issue Management Gift Giving Developing voice of an institution |
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About _____of all PR activity in business and industry is handled by external PR firms.
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1/3
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Most major firms are owned by _______
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advertising agencies.
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Small firms experience ______income fluctuations.
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wide
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Financial arrangements with clients include_______
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fixed fees, hourly rates, and retainers.
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