The Media In Your Life Chapter 3 Public Relations

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Practice of Public Relations

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Public Relations--systematic, planned communication with an organization's publics--helps explain complex information and shape news agenda. It can also be used to mislead if practicioners do not adhere to ethical standards.

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publics

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the various groups to whom PR professionals address messages. they may be internal or external to the organization.

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strategic planning

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planning that includes elements designed to work toward a goal.

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pseudo-event

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an event created solely for the purposes of public relations to gain favorable notice for an organization.

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early press agents

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press agentry, which was one of the earliest forms of public relations, involves publiciszing an event or person or promoting a campaign. As press agents and those who hired them became more sophisticated about audience response to messages, publicitiy evolved into a process of communication.

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publicity

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the dissemination of information to attract public interest.

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propaganda

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material disseminated by a group or cause to persuade another group of the validity of its own position

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process of public elations

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public relations messages which can be informational or persuasive are created by interacting with the publics addressed.

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human dimension

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in the late 1930's some corporate managers began to realize that employees who were satisfied with their workplace performed better than those who disliked their jobs. so then pr turned somewhat internal to show how employees individually benefited the whole company.

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internal publics

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employees, managers, trustees, stockholders

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external publics

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consumers, voters, gov. organizations, int. groups, bus. organizations, and media

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components of public relations

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the public relations process starts with a goal, requires a plan, progresses through implementation, and then evaluation.

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lobbying

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persuading legislators and other government officials to enact or support legilation facvorable to one's cause

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media kits

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a package of video and print news releases and other information to make it easy for reporters to follow up on a public relations-generated event or issue

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investor relations

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communication with those who invest in the company, that is, those who buy stock

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crisis management

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this increasingly important dimension of public relations requires that organizations develop plans for dealing with crises. the emphasis is on determining what crises could occur and planning in advance of the event so that reactions alleviate the crisi rather than promote it.

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contingency plan

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plans designed well in advance to accomodate situations in which the turn of events was unpredictable; such plans help organizations cope with possible undesirable outcomes.

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spin doctors

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pr personnel who try to get journalists and other publics to believe a particular interpretation of an event or information

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code of ethics

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ethical practice is most likely to exist within a society that values truth in communication and holds the people who have the most access to media to high ethical standards.