PUBLIC RELATIONS

What is PR? According to Public Relations Society of America (PRSA): Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. Public relations (PR) is the way organisations! companies and indi"iduals communicate with the public and media. #ts role to help bring together organizations and indi"iduals with their $ey sta$eholders. A PR specialist communicates with the target audience directly or indirectly through media with an aim to create and maintain a positi"e image and create a strong relationship with the audience. %&amples include press releases! newsletters! public appearances! etc. as well as utilisation of the world wide web.

Public Relations as a 'anagement (unction PR as the management of communication between an organization and its publics and the mainstream managerial function within organizationsare part of the managment process. )o be effecti"e! its practitioners need to ha"e access to and influence among senior managment team with organizations and they must demonstrate necessary s$ills and business acumen. Public Relations as a (unction #t relates to the purpose to which it e&ists #t contributes to the organization *orporate Social Responsibility + #t is the conscience of the organization 'edia Relations + #t is the organizational mouthpiece

#ssues 'anagement + #t is the en"ironmental scanner

Public Relations as a Process #t is ,-) a linear process. rather a superficial and inward loo$ing strategic management process within organizations and contribute to such decisions

Public Relations as a Role /as managerial and technical profiles and specific responsibilities. #t has the following roles: )he %&port Prescriber Role: Authority and source of e&pertise on communication issues )he *ommunication (acilitator Role: 0iaison! interpreter! mediator between organizations and publics. ,otion of maintaining a continuous flow of two+way communication between organizations and "arious sta$eholder groups Problem+Sol"ing Process (acilitation Role: *ollaborate with the organization1s senior manager. #t also defines and sol"e the organization1s problem )he *ommunication )echnician Role: PR practitioners as 23ournalist+#n+ Residence2. communication materials for an organization1s public efforts Pro"ides

PR in the #'* (ramewor$ PR builds relationships it is "itally needed because study tells us that consumers are finding ad"ertising messages less credible )4 Ad"ertising is now considered e&pensi"e and not as cost effecti"e as it once was.

Difference between PR and Advertisin PR and ad"ertising often go hand in hand but they are two completely different things with a completely different goal and o"erall effect. 5hile ad"ertising is e&clusi"ely focused on promotion of products or ser"ices with an aim to encourage target audience to buy! PR is specialised in communication with the public and media.

(PALAGAY DITO NUNG TABLE NA NASA PICTURE NA SINEND KO SAYO 'ADVER VS PR'. DI KASI PWEDE GUMAWA NG TABLE SA APP KO)
)he 6ecline of ,etwor$ Ad"ertising ,etwor$ )ele"isionno longer the only way and the best way Proliferation of channels: offers wide spectrum of choices. Ad"ertisers ha"e a wide array of alternati"e opportunities 7apping commercials and zipping from channel to channel. )he rise of ad"ertising costs 8ncertainty of ,etwor$ )ele"ision is rising simultaneously with the cost of )ele"ision )ime 0in$ between ad"ertising and sales: ,ow being 9uestioned *onsumers maintain a healthy s$epticisms ads encourage unnecessary purchases

S!"rces# htt$#%%www&$rsa&!r %ab!"t$rsa%$"b'icre'ati!nsdefined%(&U"NRcN)wrIU http://www.ipr.org.uk/ http://www.ipr.org.uk/pr-vs-advertising.html

PR Management lecture notes, AY 2 !"-2 !#