public relations
integrated marketing communication (IMC)
4 tools, advertising, sales promotion, public relations, personal sales. use all four tactics for synergistic plan.
the research process
5 step process. define questions, literature review, define variable and choose method, collect data, analyze and publish findings
public relations process
8 types of pr. publicity, press agentry, public affairs, lobbying, cause management, development, investor relationship, crisis management
life cycle of proactive public opinion
Definition of issue, involvement of opinion leaders, public awareness.
life cycle of reactive public opinion
Government involvement, resolution, backlash
proactive pr
anticipates events or public opinon
opinon leaders
catalysts to formation of public opinion, more informed, strong organizers, avid consumers of media, very interested. formal leaders are elected informal have special qualities
prsmr public relations sender medium receiver model
client/pr agency- controlled/uncontrolled media- internal and external
public affairs
corporate citizenship
marketing model
customer, cost, competition, channel. product, price, place, promotion
operationalize
defining a variable so we can measure it
sample error
difference between population and sample quality
lobbying
direct appeals to government at any level
sales promotion
direct inducement for immediate response
marketing
exchange of services to achieve client satisfaction at a profit
personal sales
face to face direct appeal for action
development
fund raising, donor marketing or donor cultivation
press agentry
get name attention, type of pr process
publicity
getting information into media, type of pr process
sample frame
list of all population members
public relations
mutually beneficial relation with all public
valley of ambivalance
negative neutral positive, a v shaped diagram
advertising
paid, message controlled, source identified media
cause management
proactive management of issues
crisis managemtn
proactive or reactive pr driven by all crises
representative sample
random and large enough
reactive pr
reaction to events or public opinon
investor relationship
relationships driven by public ownership
research
systematic listening to help describe, predict, and understand
population
the universe or all to be studied
sample theory
we know the whole by studying a representative part
types of pr tactics
written, spoken, electronic, visual, special events