Assignment Chapter notes

Chapter 1. What is public relation?

This chapter deals with different PR organizations and some different definition each have formulated. Public Relation is described as a process, known as the RACE acronym. Race consists of four key elements within the public relation activity: Research, Action, Communication and Evaluation. Furthermore we get an insight of how Public Relation differs from Journalism, in some way they are much alike, but they have different objectivities. They both gather facts and information for the purpose of informing the public. Whereas journalists are objectives observers, public relations personnel are advocates. Public relation differs from Advertising in their way of reaching out to the public. Advertising works through mass media and public relation uses different communication tool, like brochures, slide presentations, special events, speeches, news release and so on. Public relation and Marketing have a lot of same interest. They both deal with the relationship within an organization, and employ similar communication tools to reach the public. They also both have the same purpose of assuring an organization’s success and economic survival. The differences are that public relation is concerned with building relationships and generating goodwill for the organization whereas marketing is concerned with customers and selling products and service.

Chapter 3. Ethics and professionalism

This chapter deals with ethics and professionalism within PR.  Ethics refers to a person’s value and how a person finds out what is right and what is wrong. There are three basic value orientations: absolutist, existentialist and situationalist. It also talks about professional organizations such as PRSA, IABC and IPRA. These organizations present an importance role in setting ethical behavior of the profession.

Chapter 4. Public Relations Departments and Firms.

This chapter deals with different departments and firms. Most organizations have public relations departments. A head executive of a public relations department one of three titles: manager, director or vice president. A department is usually divided into sections that have a coordinator or manager. Public relation firms come in all sizes and are found all over the world. Public relations firms provide several services: 1.Marketing communication- 2.Executive speech training- 3.Research and evaluation- 4.Crisis communication- 5.Media analysis- 6.Community relations- 7.Events management- 8.Public affairs- 9.Branding and corporate reputation-10.Financial relations.

Chapter 5. Research.

This is the first step in public relations process. The chapter includes research methods in the PR field. Before you can do public relations program, you should gather information and collect data. Public relations professionals use research in the following ways: achieve credibility- 2.To define audiences and segments publics- 3.To formulate strategy- 4.To test messages- 5.To help management keep in touch- 6.To prevent crisis- 7.To monitor the competition- 8.To sway public opinion- 9.To generate publicity- 10.To measure success. Some research techniques are secondary and primary research. Secondary: information in books, magazine, articles, electronic databases and so on. Primary: new and original information is generated through a research design that is direct to answer a specific question, things like in-depth interviews, focus groups, surveys and polls. This chapter also deals with Internet research and interview techniques.

Chapter 6. Program Planning.

This is the second step in the public relations process. A good public relations program should be an effective strategy to support an organization’s business, marketing and communication objectives. One very popular approach to planning is a process called Management by Objective (MBO). It provides focus and direction for formulating strategy to achieve specific organizational objectives. There are nine basic MBO steps to follow: 1.Client/employer objectives- 2.Audience/publics- 3.Audience objectives- 4.Media channels- 5.Media channel objectives- 6. Sources and questions- 7.Communication strategies- 8.Essence of the message- 9.Nonverbal support. There is also a strategic Planning Model. It is divided in four categories, Facts, Goals, Audience and Key message. Facts: Category facts, product/service issues, competitive facts and customer facts. Goals: Business objectives, role of public relations and sources of new business. Audience: Target audience, current mind-set and desire mind-set. Key message: main point.

Chapter 7. Communication

This is the third step in the public relations process this chapter deals with communication, which is implementation of a decision, the process and the means by which objectives are achieved. The purpose of communication is to inform, persuade, motivate and achieve mutual understanding. To be a better communicator a person must have basic knowledge of 1. What constitutes communication and how people receive messages, 2. How people process information and change their perceptions, and 3. what kinds of media and communication tools are most appropriate for a particular message. The chapter also talks about five communication elements. It has a sender (encoder), a message, a channel and a receiver(decoder). The whole concept of communication is the whole understanding between two people or more. The basic for understanding is receiving the message, paying attention to the message, understanding the message, believing the message, remembering the message and acting on the message.


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