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Understanding Public Relations: Strategies and Differences from Advertising

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This lecture outlines the essence of public relations (PR) as a strategic effort aimed at shaping public perceptions on behalf of a client through the media. Key aspects covered include the dissemination of information via press releases, answering reporter inquiries, and managing public images. The differences between PR and advertising are explored, emphasizing that while advertising involves paid media control, PR works to secure favorable publicity without overt financial exchanges. The interplay between PR and news is also discussed, highlighting the challenges of information control and its implications.

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Understanding Public Relations: Strategies and Differences from Advertising

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Presentation Transcript

  1. Public relations Outlines for Lecture Notes

  2. Public Relations Defined • A systematic effort to alter public perceptions of, or on behalf of, a client through the strategic use of existing media outlets.

  3. A Bunch Of Stuff Called PR • Disseminating information through press releases or press conferences • Answering questions from reporters • Image consulting • Planned philanthropy • Publicity stunts and pseudo-events • Creation of front groups to advance particular positions • Fully orchestrated and comprehensive media campaigns

  4. PR & Advertising: The Differences 1. Advertising: controlled publicity that a company buys. PR: an attempt to secure favorable media publicity. 2. Advertising: overt PR: covert 3. Advertising: Audiences know the source. PR: Audiences rarely know the source 4. Advertising: clearly separated from news PR: can have "aura" of legitimate news.

  5. PR & News: A Delicate Symbiosis • Dependency/Control of Information • Rewards and punishment • Easy! • Predigested news

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