LECTURE ONE (PR 1 & PR 2)

What is Public Relations?

Public relations involves the cultivation of favorable relations for organizations and products with its key publics through the use of a variety of communications channels and tools. Traditionally, this meant public relations professionals would work with members of the news media to build a favorable image by publicizing the organization or product through stories in print and broadcast media.
The role of public relations today includes:

building awareness and a favorable image for a company or client within stories and articles found in relevant media outlets
closely monitoring numerous media channels for public comment about a company and its products
managing crises that threaten company or product image
building goodwill among an organization’s target market through community, philanthropic and special programs and events

Pro of PR
1.PR is often considered a highly credible form of promotion. One of PR’s key points of power rests with helping to establish credibility for a product, company or person (e.g., CEO) in the minds of targeted customer groups by capitalizing on the influence of a third-party -- the media.

2. A well-structured PR campaign can result in the target market being exposed to more detailed information than they receive with other forms of promotion. That is, media sources often provide more space and time for explanation of a product.

Examples??



3.Depending on the media outlet, a story mentioning a company may be picked up by a large number of additional media, thus, spreading a single story to many locations.

4.Public relations objectives can be achieved at very low cost when compared to other promotional efforts. This is not to suggest public relations is not costly, however, compared to direct advertising, the cost for public relations events is lower and may gain more return in sales and yet establish a brand or company as respectable.

In groups, list a variety of Public Relations campaign you know have been effective over the year.

Discuss why PR is becoming more prominent in today’s society especially with the rise of various media outlets.