Beruflich Dokumente
Kultur Dokumente
which and
evaluates public attitudes identifies the policies and procedures an organization with the public interest executes a program of action (and communication) earn public understanding and acceptance
of
and to
PR
Traditional PR Perspective
Customers Community Investors
Improving ROI Creating advertising news where there is no product news Introducing a product with little or no advertising Providing a value-added customer service
Disadvantages
Lack of control over media
Difficult to tie in slogans or other advertising devices
Media time and space arent guaranteed No standards for effective measurement Improved media involvement w/customers Creates influence among opinion leaders
Improved ROI
Establishing a PR Plan
PR Tools
The Internet Community Involvement Exclusives
PR Provides
Selectivity Lead Generation Avoidance of Clutter
Publicity
The Generation of News About a Person, Product, or Service That Appears in the Media
News value
Significant word-ofmouth Perception of endorsement by media
Corporate Advertising
An extension of the PR function Does not promote a specific product or service Promotes the organization
Assuming a position on an issue or cause
Image enhancement
Seeks involvement
Objectives
Help newly deregulated industries Smooth labor relations